Soest, Utrecht, Netherlands
I operate at the point where business, technology and reality meet. Not where things are neatly defined, but where decisions actually matter. And yes, I work AI-first. Like everyone says they do now. The difference is I actually build with it, not just talk about it. Today I lead GrowMads, the digital performance marketing company within the I.C.Y. Group, founded by the same owners I started out with years ago. My job is creating sustainable growth for our clients: building the business, winning the right work and turning it into long-term partnerships. My background isn't just commercial. It's product, entrepreneurial and operational. I started my career in 2007 at One Shoe, the full service agency founded by the same people now behind I.C.Y. There I built a mobile marketing division from zero into a >€1M business in three years. From there I grew into consulting and account leadership, first at Yourzine, a creative loyalty data agency, then as an independent, driving growth and long-term partnerships for enterprise clients. After that I stepped into entrepreneurship, co-founding and scaling a two-sided B2C2B platform and mobile app to 250+ locations, raising €2M, going through setbacks, a restart and an eventual acquisition (by SaaS Company Convious). Twelve years later I came back to build something new with the same people in the agency market. That journey shaped how I work. I take ownership. I make decisions with incomplete information. And I stay calm when things get messy, because they always do. At Convious, a SaaS platform for the leisure and attractions industry, I translated that into product leadership: scaling the mobile apps to ~1M users, launching new revenue streams, improving customer journeys, removing features, replacing them with added value and expanding into international markets including the US. Not by focusing on features, but by aligning stakeholders, making trade-offs explicit and keeping teams focused on what actually moves the business. What drives me isn't "building products" or "running campaigns." It's solving real problems in complex environments, where multiple interests collide, where execution is hard, and where outcomes actually matter. I value environments with substance: real responsibility, real stakeholders, real impact. Outside of work, I reset through sport, building things with my hands and spending time with my family. Former competitive tennis player. It taught me discipline early, and more importantly, how to keep playing the long game.
“We don’t hack growth. We engineer it.” Today I lead the company GrowMads as part of the I.C.Y. agency group.
Strategic advisor and hands-on lead to accelerate growth for B2C e-commerce start-up, with an revenue between 5 and 10 mio. • Supervised and hands-on help with Shopify theme rebuilding and app tool selection for conversion optimization. • Implemented A/B testing and AI-driven content generation as growth accelerators. • Improved internal processes and setup dashboards • Created a strategic roadmap and implemented it through hands-on execution in a lean approach. • Helped implementing profit metrics and helped going from ROAS to POAS driven campaigns.
Exploring, testing, building products with AI using Claude Code, OpenAI, Gemini. Build various workflows and apps. Participated in webinars and online courses. Took time to reflect on my next steps.
Convious is the AI-powered SaaS-platform that eliminates manual work and cuts operational costs for 100+ attractions worldwide, from theme parks and zoos to castles and entertainment venues. Led product strategy and delivery (partners of us: Drayton Manor, Fort Fun, MoviePark, SnowWorld Europe, AvonturenPark Hellendoorn). • Worked in Agile Scrum framework and led the rituals. Working with teams across two squads, in Lithuania and Amsterdam. • Led the implementation of Jira Management System including the Product Discovery Product. I also initiated and implemented the feature/ business request flow. • I changed the product delivery process towards working in smaller squad teams with specific product focus and product owners with domain responsibility. • Contributed to Series A funding of 8.5Mio and 200% company growth. Mobile Apps were important part of the funding and expansion. • Shipped a complete new Mobile App platform in ~3 months; scaled to ~1M users; drove ~25% conversion impact. • Integrated a white label POS system and we rolled it out to 20+ partners in Europe. • Delivered end-to-end mobile food ordering + operational/kitchen application • Owned prioritization, roadmap, stakeholder alignment and partner success across multiple parks/venues • Drove US market expansion: tax logic, pricing models, time/ticketing changes + major database updates • Implemented scalable delivery processes (Jira, backlog hygiene, discovery-to-delivery cadence) • Partner/customer discovery: deep dives on-site, translating operational reality into product requirements Product Leadership, Platform, Scaling, AI Pricing, Stakeholder Management, International Expansion
With Tapperuse (tech-company) we are replacing traditional entry tickets with an app that enabled pay-per-minute visits at theme parks, zoos, and museums. The spark was personal: after two hours at the zoo the kids were done — but the ticket wasn’t. We developed a patented payment solution, and the company was ultimately acquired by Convious. • We secured +2mio seed funding. Onboarded 250 locations (Artis, Dierenpark Amersfoort, BillyBird), >50.000 users in 1.5 year and launched saunaperminuut.nl together with 25 sauna locations. • As head of product I was responsible for the product roadmap, strategy, daily product operations. Managing an internal product team and external dev team with flexible resources. • Tapperuse was a two-sided SaaS platform with two mobile native apps and a Saas Platform for leisure locations to manage dynamic pricing, geo-fence messaging, marketing automation, analytics, digital parkmap.