M
2001 — 2006
MSc, International Economic and Finance
Tilburg University
Over deze freelancer
I help consumer brands structure their data and turn it into clear growth decisions across CRM, personalization and lifecycle.
Most teams already have valuable data across analytics, CRM and digital experience. The opportunity is to make that data more structured, more connected, and more actionable, so it can actively drive conversion, retention and customer lifetime value.
That’s where I step in.
Over the past 18+ years, I’ve built and led analytics, experimentation and journey optimization across global consumer businesses. My focus is practical: build the data foundations and decision systems that power CRM, personalization and long-term customer value.
In practice, I support teams across four layers:
0. Data Foundation & Structure
When data is fragmented or hard to use
→ Clarify tracking, data flows and sources
→ Structure datasets and definitions so teams can trust and use the data
→ Establish a clean, usable data layer for analytics, CRM and personalization
1. Diagnostic & Growth Audit
When there is potential to unlock more value
→ Identify opportunities across funnel, CRM and lifecycle
→ Quantify impact and define clear priorities
2. Growth System Design & Delivery
When teams want to go further, faster
→ Build KPI frameworks, segmentation and measurement foundations
→ Structure customer signals and audiences to enable scalable personalization
→ Set up experimentation and decision routines
→ Connect data to product, CRM and marketing execution
3. CRM, Personalization & Lifecycle Optimization
When the goal is to drive retention and long-term value
→ Design lifecycle journeys across acquisition, activation, retention and reactivation
→ Align CRM and onsite personalization around consumer intent and value potential
→ Operationalize CLTV drivers (frequency, magnitude, quality) into targeting, messaging and experience
→ Move teams from campaign execution to always-on lifecycle orchestration
4. Interim Leadership / Acceleration
When additional senior support can accelerate progress
→ Lead analytics, CRM or growth teams
→ Strengthen foundations while delivering measurable impact
I’m most useful when a business wants to get more value from its data, whether that means structuring the foundation, improving how it is used, or scaling it into a lifecycle and personalization engine that drives consistent growth.
I operate at both strategic and hands-on levels, depending on what the business needs.
Opleiding
Werk & Ervaring
G
01-03-2022 — 31-05-2025
Global Director of Consumer Engagement Strategy & Analytics
Adidas
Global measurement | segmentation | experimentation driving incremental revenue ▫ Owned global engagement and personalization strategy and analytics across 6 regions, aligning CRM, onsite experiences and lifecycle programs to commercial priorities. ▫ Drove +€8M annualized net sales by scaling engagement-led discovery and improving the high-intent journey. ▫ Lifted CRM performance through audience strategy + journey alignment: +300% engagement and +500% revenue per 1,000 emails. ▫ Built a CLTV driver framework (frequency × magnitude × quality) to connect engagement decisions to long-term value and retention. ▫ Scaled behavioral segmentation (transaction + browsing + engagement) to increase relevance and reduce one-sizefits-all targeting across channels. ▫ Implemented always-on lifecycle routines and playbooks (KPI ownership, learn/scale loops) to raise analytical maturity and accelerate decision cadence.
G
01-07-2018 — 28-02-2022
Global Director of Digital Experience Analytics & Optimization
Adidas
Full-funnel optimization + portfolio impact governance + experimentation ▫ Delivered €12M incremental revenue/year by improving the end-to-end purchase journey (cart + checkout) through friction removal, structured diagnostics, and experimentation. ▫ Generated €7M incremental revenue via cross-market deep dives (returns/exchanges UX, form errors, abandoned cart recovery, checkout redesign) and scaled fixes with product squads. ▫ Co-owned global initiative portfolio impact tracking (60+ initiatives/quarter; €300M+ validated impact), ensuring prioritization balanced customer experience with revenue/profit outcomes. ▫ Built a practical measurement spine (north-star + guardrails + baselines) to standardize prioritization, evaluation, and scale decisions across markets.
G
01-05-2016 — 31-10-2018
Global E-commerce Senior Manager Analytics & Insights
PVH Europe
▫ Led management reporting and insights for conversion optimization, size & fit optimization, and omni-channel data integration. ▫ Translated onsite behavior insights into prioritized actions across experience, merchandising and trading workflows.
G
01-11-2016 — 30-06-2018
Global E-Commerce Intelligence & Analytics Director
Jacobs Douwe Egberts
▫ Built a multi-market performance system integrating clickstream, consumer, sales and product data to support consumer-centric commerce decisions. ▫ Delivered conversion and commercial wins: +4% conversion, –12% markdown depth, –3% markdown share.
E
01-12-2006 — 30-04-2016
E-Commerce Analytics & Business Manager
Tommy Hilfiger / PVH Europe
▫ Built foundational e-commerce analytics and reporting, establishing KPI tracking and performance narratives used by digital and commercial leadership. ▫ Delivered digital marketing and merchandising insights to support trading decisions, forecasting inputs, and onsite performance improvements.
Certificeringen
Portfolio
Reviews
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€ 125 / uur
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Locatie Amsterdam
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Categorie Marketing & CommunicatieManagement & Consulting
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Geverifieerd Email
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Lid Sinds 29-03-2026