Over deze freelancer
What I bring is the ability to connect customer insight, creative strategy and structured execution — turning complex problems into clear, measurable lifecycle programs that activate, engage and retain customers.
For 16+ years, I've led cross-functional teams across marketing, digital, product, design and operations in global environments (Nike EMEA, Marcel Wanders Studio, architecture & spatial design). My work blends analytical thinking, experimentation frameworks and human-centered design to create experiences and campaigns that drive impact across the full journey.
My focus is on shaping end-to-end lifecycle strategy — from positioning and segmentation to engagement flows, channel orchestration, and iterative optimization. I thrive in environments where customer behavior, insights and creative storytelling need to come together to unlock growth.
I operate at two levels: • Strategic — defining the problem, aligning stakeholders, framing hypotheses and shaping the customer path. • Executional — structuring workflows, building playbooks, enabling teams, and ensuring every touchpoint lands with clarity and consistency.
My superpower is bringing structure, calm and clarity to complexity , enabling teams to work with confidence and deliver outcomes that resonate and endure.
I believe the best work happens when people come together with focus, curiosity and purpose — and when we design with both the customer and the business in mind.
Opleiding
Werk & Ervaring
Curating and directing exhibitions, pop-up events, and cultural programs, showcasing innovative approaches to upcycling and sustainable practice while fostering dialogue across industries Leading creative direction and curation of capsule collections, campaigns, and collaborative initiatives for in-house and external projects External consulting on brand strategy
Directed 8–12 concurrent programmes across EMEA, managing budgets from €100K–€1M+ and ensuring on-time, high-quality execution in complex, multi-market environments. Built and implemented creative operations frameworks (playbooks, workflows, toolkits), reducing rework by 25% and improving cross-market rollouts. Drove x-functional alignment across design, marketing, digital, construction, space planning, operations, vendors, and agencies, ensuring strategic and executional clarity. Co-developed the EMEA cross-concept rollout strategy, defining scope, resourcing, and scalable delivery for regional programmes. Led procurement across retail and brand initiatives: requirements, sourcing, vendor selection, negotiations, contract management. Managed and coached 2 direct reports, building ownership, clarity, and professional growth. Led end-to-end delivery of high-profile programmes including: Nike Re-Creation Pop-Up (London) – 3-month concept-to-store cycle, multi-team coordination, €100K budget, value engineering, creative direction. Paris 2024 Olympics – Les Halles Flagship – multi-stakeholder activation, city-event integration, omni-channel and experiential programming.
Managed 10+ multidisciplinary designers, driving delivery across luxury hospitality, retail, workplace, cultural and commercial projects (500–10,000 sqm). Directed end-to-end programme management: design, planning, budgets (€1M+), resourcing, risk, quality. Built trusted relationships with high-profile clients (including Louis Vuitton, FENDI, Hyatt, Schiphol), ensuring alignment and excellence throughout. Led procurement, contract negotiations, and vendor management. Cultivated a culture of collaboration, accountability, and operational clarity across teams
Certificeringen
Portfolio
Reviews
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Locatie Amsterdam
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Categorie Management & ConsultingDesign & Creative
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Geverifieerd Email, Telefoon
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Lid Sinds 02-12-2025