2020 International Innovation Lead NN Group

In 2020 I transitioned into a role where I oversee all innovation efforts within the international community. As such, I manage a team of proposition leads who are bringing products to market and coordinate efforts from our partners such as BCG and Deloitte.


2019 Head of Innovation Lab NN Group


In 2019 I picked up an assignment at the largest insurance company in The Netherlands, NN Group. I was responsible for setting up the internal Innovation Lab. Next to bringing the lab to life, I also guided the Innovation Management Team in setting up a governance model to manage and evaluate their innovation portfolio.


2017 Managing Director Innoleaps, the corporate accelerator





Innoleaps (part of an ecosystem with Startupbootcamp and The Talent Institute) combines startup mindset and methodologies to accelerate corporate innovation. Having worked for Innoleaps after the launch of the Philips OneBlade shaver (which was facilitated by Innoleaps), I was Managing Director of Innoleaps for a period of almost a year, until I decided to step down and put more effort on the growth opportunities for Checkout. Currently in a role of lead coach / keynote speaker on a parttime base.

In my role at Innoleaps I work across teams and functions of companies like Unilever, JDE, FrieslandCampina, Heineken. I have inspired and challenged C-level executives on their innovation strategy, as well as worked with innovation teams directly to accelerate their initiatives.

Watch me in this video, reporting from a Heineken Innovation Masterclass in NY, USA:

Heineken Masterclass NY


2016 Launch of Checkout App, for sensible smartphone use

Developed and launched Checkout, an app that is designed to stimulate you to stop constantly looking at your smartphone. The app is being embraced by Car Lease companies in The Netherlands to encourage drivers to not use their phone whilst driving. Currently developing the next release, aimed at parents of teenage children, providing them the opportunity to regain control over their kids’ smartphone usage throughout the day. Working together with various companies, such as T-Mobile and Athlon Car Lease.

Check out this video (in Dutch) where I explain at a T-Mobile partner event what the product is and how it works:




2015 Digital Lead for new product proposition at Philips Personal Care


Responsible for digital go-2-market strategy of a brand new & revolutionary product, the Philips OneBlade shaver. We embraced the Lean Startup methodology for this project and were awarded several awards for the execution, including a Golden Euro Effie. OneBlade was recently announced as one of the most successful launches in the past decades for the Philips Consumer Lifestyle division.


2013 – 2014 Global Digital Campaign Director Philips Personal Care

philips-personal-careResponsible for the team of Digital Campaign Managers across Philips Personal Care, including Male Grooming and Female Beauty. The team consists of 2 Digital Campaign Managers, 1 Social Media Manager and 1 Engagement Content Manager.

Within the team we developed digital campaigns for Male Grooming and Female Beauty as well as support development of digital propositions and services, including Mobile Apps. The first App that was released within Philips Personal Care is the Grooming App, for which I was co-responsible for strategy, content and activation in the markets.


2012 Author of self-published eBook “From Zero To Hero With Twitter”

From Zero To Hero With TwitterI wrote and published the eBook From Zero To Hero With Twitter. In this eBook, I explain in great detail how you can make the best use of Twitter for your business, small or big.

The book is available on all major ebook stores, like iTunes, Amazon Kindle and Barnes & Noble.


2011 – 2013 Global Digital Manager Philips Male Shaving & Grooming

Introduction of new communication platform for Philips Consumer Lifestyle; the Male Grooming Digital Engagement Platform. Platform consisted of a complete digital ecosystem, combining bought, earned and owned media.

Deployed all touch points and managed content creation throughout all channels. Managed multiple agencies (Tribal DDB, Ogilvy & Mather, Carat, Emanate PR). Co-created media strategy.

Setup and led internal Editorial Team, responsible for content creation in combination with business (product) owners. Introduced dashboards and actionable reports for countries and internal stakeholders. Trained countries in campaign management and teamed up with key-markets such as US, UK, Germany, Benelux & France to ensure a flawless experience was created throughout their campaigns.

Read an article about me and my work on the Male Grooming Engagement Platform by Adobe here: http://adobe.ly/IbjMQl


2011 Digital Campaign Manager Philips global marcom: Wake-up Light

Responsible for digital campaign creation for 2011 Wake-up Light campaign “Make Me a Morning Person”.  Campaign ran on Facebook and was supported by iPhone App.  Additional assets consisted of Philips.com visuals and microsite (category page), third-party banners and SEA campaigns.


2011 SEA consultant ING B-2-B digital platform

ING Ondernemerssupport

Responsible for the initiation, deployment and monitoring of SEA campaigns voor ING B-2-B digital platform for entrepreneurs: www.ondernemerssupport.nl.


2010 Online marketeer ING Retail B-2-B

Responsible for the execution and optimisation of online marketing campaigns throughout www.ing.nl, specific for ING Retail B-2-B. Initiation of SEA campaigning, SEO development and Social Media Pilot.


2006 – 2010 Owner Toddler Baby Websites

ToddlerOnline platform and community for new and young parents. Parents can monitor their baby’s growth and developments by making a baby website, on which they can share pictures, graphs and diary stories. This site can be ordered as a printed album. Furthermore, the website is also consulted for its large amount of content on baby and pregnancy. www.toddler.nl

Website sold early 2013.


2004 -2009 Founder Digital Agency Bloody Minded

Bloody MindedFounder and co-owner of below-the-line, interactive agency Bloody Minded. At its peak the company consisted of ten FTE.

Responsible for the daily management of the agency and development of customer strategies, concepting and follow-up of formulated goals and targets.

Projects / clients included:

Concept & strategy website Olympisch Gebied (Olympic District) Amsterdam

Formulated concept & strategy, interaction design and content plan for website of the Olympic District (www.olympischgebied.nl) in Amsterdam.

Greenpeace Gameplatform

Development of concept, strategy and execution of a lead-generating game platform, including a number of games for Greenpeace (www.greenpeacegames.nl).

Internal campaign Cap Gemini

capgeminiDevelopment of concept, strategy and execution of an online, closed-user-group campaign, in which the goal was to create involvement and further development of a new proposition. The campaign consisted of a business game with American Football elements, in which team-effort and knowledge sharing was key.




KLM online campaigning (games)

Development of concept, strategy and execution of a number of online campaigns for KLM. The campaigns consisted of web-based games. The goal of these games varied, such as creating awareness for frequent flyers or generating leads.

Online campaigning Mitsubishi Motor Sales Nederland


Responsible for conceptual design, interaction design and realization of several online lead-generating campaigns. Campaigns usually consisting banners, e-mail and website.




Talpa – several projects

In addition to the cross medial character of Talpa (former TV-channel ‘Tien’ and publisher), responsible for a number of online concepts. Concepts would usually be additional to tv-programs, with a strong focus on lead-generation.

KPN – Persoonlijkpakket

kpnResponsible for strategy, conceptual, visual and interaction design as well as the execution of action campaign “Persoonlijkpakket”.

For the first time in its history, KPN offered Multiplay products to consumers. This site made it possible for consumers to mix and match their desired KPN-products. Campaign consisted of banners, e-mail and action site.



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