As a strategist & brand developer I am always on the look out to help brands grow and make this world a little nicer. My career started out in the insight industry (Synovate Censydiam) and I learned that nothing really works without a great insight, a sharply defined need that is adressed perfectly. A challenge that till today is often underestimated. And even though I would have been enthusiastic about a new product idea, service or packaging early on in my career (yes those were the nineties ;) now there is so much out there already. What does the world really need? That is why my focus is on something different. Can we address our underlying needs more sustainable, honest and does it contribute to equal opportunities. What does a company, brand really have to offer? And more importantly how can we let the world know about this and create scale. A business becomes really successful and financially sustainable when it becomes a force of good. In the second part of my career I was lucky enough to frequently have opportunities to develop and roll out renewed positioning strategies for organizations and brands. On the agency side (Innate Motion), I worked on purposeful strategies for many leading B2C and B2B brands. On the client side, I developed the brand strategy and worked on the rollout of Friesland Campina’s biggest international brand in Nigeria Peak. The last few years, being back in the Netherlands after spending 18 years in the Middle East & Africa, I worked for PharmAccess (an NGO whose purpose it is to improve the access to quality healthcare in Africa) and created amongst others the launch campaign of their new strategy, sparking transformational change in digital health. Per 1 November 2024 I start as the Global Head Marketing & Communication at Euro Pool Group.