Heineken is a family owned company that is proud of its heritage. In 2008 the Heineken Collection Foundation was founded to look after the rich and diverse historical heritage of Heineken.This collection tells the history of the Heineken organization and its incorporated breweries worldwide. Already in the 1970s, Alfred Heineken initiated the idea of bringing this collection together.Back in 1999 I initiated a project to digitize and describe the physical heritage assets of that Heineken collected over the years. The richness of this material and the fact that is was accessible at a mouseclick, led to the setup of a heritage department, the Heineken Collection, that assisted in- and external parties with their request for historical images and stories.With the transition from analogue to digital in mind, I already started to store ‘born digital images’ since 2000 in a digital file system, leading to the setup of a Digital Asset Management (DAM) system in 2007. I was responsible for the selection of the software, implementation, daily performance and maintenance. Next to that I managed and monitored the weekly ingest by the registrars.Since then, several projects have been nourished with material from the Heineken Collection. Some highlights of my projects were the 150 year Heineken exhibition and books, a new museum for the Brand brewery in Wijlre, decorating the Heineken offices in Krakow, participation in the photofestival Naarden, the Champions League hospitality lounges, the design of the Heineken Experience and an advertising exhibition in the MoMa New York.For the 150 years anniversary I initiated the design and production of a delft-blue miniature of the original Heineken brewery on the Stadhouderskade. Out of a few more proposals, this idea was chosen to be the gift to all employees globally! Royal Goedewaagen produced 86.000 of these hand-made miniatures. These miniatures have been distributed to Heineken colleagues from Mongolia to the Bahamas.

Heritage & art consultants, focussing on heritage marketing and reproduction of fine art and heritage images.Main clients Heineken, Volvo Car Corporation, Holland America Line.

Co-responsible for selecting and installation modern art collections onboard several Holland America Lines newbuildings, Cunards Queen Elizabeth 2 (refit) and Queen Mary 2 as well as P&O North Sea Ferries Pride of Hull and Pride of Rotterdam.