Responsible for Strategy at Pon Luxury & Performance Cars, which entails the beautiful brands Porsche, Bentley, Lamborghini, Bugatti and Rimac.

"Those lucky enough to build a business out of a dream owe it to the world to be the caretakers of dreams" - Ferry PorscheResponsible for Marketing, Communication, PR and Smart Mobility (connected services) at Porsche in the Netherlands. Managed a team of 15 FTE, part of the Management Team of Pon Luxury & Performance Cars, the Management Team of Porsche Netherlands, the Marketing Board of Pon Automotive and the Global Marketing Council of Porsche AG. Got promoted in February 2023; also responsible for the entire luxury car portfolio at Pon Luxury & Performance Cars, which entails the beautiful brands Porsche, Bentley, Lamborghini, Bugatti and Rimac.Achievements:- Transformation of team into data driven set-up, including organisational change.- Implementation new way of working, including OGSM and portfolio-planning.- Successful launch of the first BEV (Porsche Taycan) in The Netherlands, despite challenging commercial planning due to COVID-19.- Increase of 7pp of female Porsche owners within the customer database. - Development & delivery of a new local “Never Compromise” Brand Mentality, taking into account the global “Driven by Dreams” strategy and several (local) challenges. - Development & delivery of local Employer Branding Strategy “Work on your Dream”.- Implementation of new CRM ecosysteem to boost data-driven decision making in wholesale and retail.- Successful launch of the first SUV BEV (Porsche Macan) in The Netherlands, despite challenging commercial planning.- 75 years celebration year of Porsche, including customer facing, VIP and employer branding initiatives.Management / Team-building / Agile / OGSM / Marketing / Communication / Media / PR / Brand, Product & Channel Marketing / Experiences / Events / Design / Customer Journeys / Insights / Market research / Omnichannel / Loyalty / Digital / CRM / DM / CX / UX / CLC / CLV / Product Expertise / Luxury / Storytelling / Strategy

"Those lucky enough to build a business out of a dream owe it to the world to be the caretakers of dreams" - Ferry PorscheResponsible for Marketing, Communication, PR and Smart Mobility (connected services) at Porsche in the Netherlands. Managed a team of 15 FTE, part of the Management Team of Pon Luxury & Performance Cars, the Management Team of Porsche Netherlands, the Marketing Board of Pon Automotive and the Global Marketing Council of Porsche AG. Achievements:- Transformation of team into data driven set-up, including organisational change.- Implementation new way of working, including OGSM and portfolio-planning.- Successful launch of the first BEV (Porsche Taycan) in The Netherlands, despite challenging commercial planning due to COVID-19.- Increase of 7pp of female Porsche owners within the customer database. - Development & delivery of a new local “Never Compromise” Brand Mentality, taking into account the global “Driven by Dreams” strategy and several (local) challenges. - Development & delivery of local Employer Branding Strategy “Work on your Dream”.- Implementation of new CRM ecosysteem to boost data-driven decision making in wholesale and retail.- Successful launch of the first SUV BEV (Porsche Macan) in The Netherlands, despite challenging commercial planning.- 75 years celebration year of Porsche, including customer facing, VIP and employer branding initiatives.Management / Team-building / Agile / OGSM / Marketing / Communication / Media / PR / Brand, Product & Channel Marketing / Experiences / Events / Design / Customer Journeys / Insights / Market research / Omnichannel / Loyalty / Digital / CRM / DM / CX / UX / CLC / CLV / Product Expertise / Luxury / Storytelling / Strategy

Reported to the CEO and part of the global management team.Business development role, global expansion. Emerging market development and new market exploration and opening.P&L responsible for ROW (Rest Of World) in which I directly managed the brand and distribution development in the Benelux and the UK&I (started up the Benelux region and fully P&L responsible).Next to that I’ve also built the fundament of a global distribution network supporting the ambitious global expansion of year on year double digit growth.Achievements:- Global expansion strategy, including creation of contracts, distributor pitches and contract negotiations till ways-of-working with standardised dashboards and yearly conferences to train/motivate.- 8 distributors were put in place in 2018 within the USA, Canada, Iceland, France, Italy, South Africa, Australia and New Zealand.- Introduction of the first retail shop through a distributor in South Africa, Cape Town, Canal Walk.- 19% growth accomplished in ROW despite being a “one-man-army”.‘We make the world love liquorice’Product Expertise / Sustainability / Storytelling / PR / Brand, Product & Channel Marketing / CX / Design / Digital / Communication / Sales Promotion / Business Development / Commercial / Sales / Key Account Management / Lead Generation / New Business / Omnichannel / Strategy / P&L

International Nespresso headquarters.Mission within the Global Customer Experience team, ensuring seamless customer interactions across all touch-points and continue building on the future of our customer centric approach through several strategic initiatives further feeding the global roadmap.Achievements:- Designed the global gifting strategy, from framework to 5 year execution plan, to increase revenue.- Built new acquisition models to further fuel the sustainable growth model.Marketing / Communication / Design / Customer Journeys / Insights / Omnichannel / Loyalty / Digital / CRM / DM / CX / UX / CLC / CLV / Product Expertise / Sustainability / Storytelling / Strategy

Took on the challenge to set up the local Dutch CRM organisation in 2014, when there was none yet.Built and managed the CRM & Insights team in The Netherlands, to ensure the best possible lifecycle management of our customers. From strong analytical foundation, insights driven decision making towards seamless customer experiences. Strong pilot initiator (fierce believer of the LEAN approach), to ensure the right market insights into the local market execution, combined with continuous improvement.Achievements:- Gatekeeper of quality acquisition, strongly challenged the channel managers (e-commerce, retail and wholesale) through CLV insights to ensure we adapted a decision-making culture based on sustainable growth.- Performed a complete revision and execution of the on-boarding program, that included both transactional and relational elements, that resulted in a significant decrease of early churn and an increase in long term loyalty.- Developed a strong database campaign management methodology, from tooling till targeting, including highest level of personalisation despite legacy IS/IT infrastructure. - Delivered a completely new strategy and design for the global loyalty approach (known as Nespresso & You). Core team member in the global project team. Starting at a strong insights driven foundation generated through intense consumer research till the development of tactics, tools and communication assets. e.g. Fully designed the Dutch customer reward program, with initially rewards at 1Y, 3Y, 5Y, 10Y & 15Y to address key milestone moments in the customer lifecycle. Massive positive impact delivered on long term loyalty measured in churn (decrease by 10 bps) and therefore total bottom line growth.Started alone, finally managing a team of 6 FTE:- CRM Data Analysts (3)- Loyalty Marketeers (2)- Campaign MarketeerYearly budget responsibility of +/- 8M€Marketing / Communication / Design / Insights / Omnichannel / Loyalty / CRM / CX / UX / CLC /CLV

Media spokesperson and brand builder/storyteller in The Netherlands and on occasion internationally on coffee related topics, reporting to the Global Head of Coffee. Part of the first assembly of the Coffee Ambassador team, a task force created to further develop the expertise sharing internally and to start spreading the truth around coffee and the part Nespresso plays in this externally, from sustainable agricultural practices till the best in cup quality.Achievements:- Developed new tools (e.g. online registration platform, communication) and formats/workshops (e.g. first live virtual masterclass, coffee & wine & food pairing masterclasses for expert and consumer audiences)- Developed the global Masterclass concept in line with the global Customer Experience principles.- Expert on coffee in The Netherlands (PR, product presentations etc.) and media trained.- High level training on coffee and beverages:• Behind the scenes factory visit Avenches (2012)• Sommelier training by Moët & Chandon (2012)• Barista training on blending & roasting in the green coffee lab (2012)• Country of origin visit Costa Rica (2012)• Barista training on green coffee & finished product cupping (2013)• Barista training on extraction techniques & systems (2014)• Sommelier training by Georg Riedel (2014)• Barista training on the Ikawa coffee roaster (2016)• Country of origin visit in Brazil (2016)• Behind the scenes laboratory visit Lausanne (2017)Product Expertise / Sustainability / Storytelling / PR

Dedicated function for the Dutch market coming from a Benelux structure, in order to activate and support the brand and the products on a locally relevant way through all elements of the marketing mix across all channels. Responsibilities were:- Glocal strategy (360), forecasting, launching and reporting of KPI's on all B2C products (Coffee, Machines and Les Collections) in all channels.- Structuring and setting up forecasting and reporting standards, ensuring alignment between stakeholders.- All acquisition promotions (forecast, mechanics and reporting) in all channels and revising the strategy on acquisition towards a more qualitative approach.- Events and other product related communication (final validations on output, content owner).- Created local ATL and BTL brand & product activations (e.g. Kroningsdag Campaign in 2013). Yearly budget responsibility of +/- 6M€Business Development / Brand & Product Marketing / Communication

Mission to prepare the first steps on a more market specific approach, resulting in a relocation to The Netherlands as of April 2012 to specifically further develop the Dutch market. After a successful mission at the end of 2012 local country management was implemented, including a dedicated Market Head and Marketing Director role.Additionally leveraging the coffee expertise internally & externally. Invited to the Int'l Coffee Ambassador Team. In direct contact with HQ Switzerland for the development of new tools, sets and workshops to educate the various target groups in innovative ways. Responsible for:- Forecasting, launching (360) and reporting of KPI's on our products.- Creation of the local Coffee Expert Community in the Benelux, a platform to better educate and support Coffee Experts in their day to day jobs.- Creation of the Masterclass concept within the Boutique network.- Managing the Retail Marketing Specialist Benelux who is responsible for all Boutique Marketing (VM, events, etc.)Yearly budget responsibility of +/- 2M€Amsterdam 3 days / Brussels 2 daysBenelux scopeBusiness Development / Brand & Product Marketing / Communication

Development of coffee, accessories, events and Boutique visual merchandising.Responsible for:- Coffee and accessory launches through project management, from product expertise till execution.- All events related to Boutique openings in the Benelux markets, from concept till execution (e.g. Flagship Boutique Brussels opening in 2010).- All culinary events in the Benelux markets, from concept till execution (e.g. coffee and food pairing concepts during Culinaria² in 2009, 2010 & 2011)- Creation of the local Visual Merchandising Expert Community in the Benelux, a platform to better educate and support VM Experts in their day to day jobs.- Creation of a new position/job description 'Retail Marketing Specialist' to create more focus on the shopper journey within our Boutique channel.Yearly budget responsibility of +/- 1M€Benelux scopeBrand & Product Marketing / Communication / Events / Sales Promotion / Lead Generation

Development of the consumer electronic retail channel in the Northern region. Yearly planning and execution with key accounts and smaller accounts.Commercial / Sales Promotion / Trade Marketing

Human Resources / Planning / Reporting within privatised paid parking service organisation.

Graduation assignment: Business plan for the upcoming 5 years for the supermarket and yacht provisioning business.

Student job as of 15 years old (‘98 - ‘04)Parttime job: 3 days a week (‘04 - ‘06)Internship: 6 months fulltime (‘06 - ‘07)Production and office experience within high-end game and poultry meat processing company. From perfectly portioned filet steaks, till deliciously smoked hams and roulades.