Description

I help companies turn AI ambition and complex data into products that ship, scale, and drive measurable revenue.

I partner with product, data, engineering and business teams to design and deliver AI/ML and data-driven products across the full lifecycle, from strategy and discovery to execution and scaling.

I specialise in personalisation, discovery, and growth systems, building AI-powered products that improve conversion, engagement, and revenue across B2C, B2B, and B2B2C platforms.

What sets me apart is a full-stack perspective. With a background in product marketing and growth, I build products that are not only functional, but discoverable, adoptable, and commercially impactful.

Selected impact:

Heineken: ~2% incremental revenue via AI recommendations
Otrium: +2% conversion, +4% sell-through, +25% CTR
Karooooo: login success 40% → 89%, +40% engagement

Amsterdam-based | Available for freelance Product Lead roles globally.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Amsterdam (up to 10km)

HEINEKEN
Global Senior AI/ML Product Manager
E-COMMERCE
August 2023 - August 2025 (2 years)
Amsterdam, Netherlands
Position impacted by global organisational restructuring.
~2% incremental revenue per market by leading the end-to-end strategy, development, and global scaling of HEINEKEN’s AI-powered Product Recommender platform, modular SaaS recommendation models, deployed across e-commerce, telesales, and field sales in 8 Operating Companies, enabling data-driven product discovery and locally configurable recommendations within a globally governed experimentation framework.
Built the experimentation and analytics foundation for the platform, including custom A/B testing infrastructure, standardised event taxonomy, and cross-market dashboards, enabling rapid optimisation of recommendations, UX journeys, and commercial strategies.
Established global operating frameworks, playbooks, and GTM models for AI product deployment and change management, accelerating market adoption, time-to-value, and operational scalability.
Led cross-functional teams across product, engineering, data science, and commercial stakeholders to deliver scalable AI product systems.
Mentored Product Managers across markets, strengthening experimentation maturity and product thinking.
Product Strategy Product Leadership Product management Change and Transformation Management AI & Data Product Strategy
Otrium
Global Senior Product Manager
DIGITAL AND IT
August 2021 - July 2023 (1 year and 11 months)
Amsterdam, Netherlands
Position impacted by global organisational restructuring.
2% conversion lift and 4% weekly sell-through increase by optimising product discovery across PLPs, PDPs, and Search using data-driven personalisation and recommendation systems across web, mobile, and native apps.
Led migration from Elasticsearch to Algolia, enabling AI-driven search ranking, smart recommendations, and self-serve merchandising tools, improving CTR by 25%, reducing no-results queries by 40%, and increasing search-driven conversions by 10%.
Scaled multi-brand sizing standardisation initiative, improving fit accuracy and reducing return rates while enabling a unified and scalable sizing experience across global brands.
Built Feature Insights Dashboard and analytics framework, creating a single source of truth for adoption, engagement, conversion, and revenue, enabling continuous product optimisation and experimentation.
Product management Product Leadership Personalisation Product-Led Growth Search Optimisation
Cartrack (listed on the NASDAQ under Karooooo)
Global Lead Product Manager
DIGITAL AND IT
August 2020 - July 2021 (11 months)
Johannesburg, South Africa
Departed to pursue an international opportunity at Otrium.
89% login success (from 40%) and 5% MoM active user growth by redesigning onboarding, authentication flows, and in-app guidance using behavioural analytics and user journey optimisation.
40% increase in DAU/MAU engagement and 15% lift in upsell conversions by transforming complex telematics capabilities into intuitive product experiences including Live Location Tracking, Geofencing, Logbook, and Carwatch.
Designed and implemented global analytics taxonomy and Feature Insights Dashboard, enabling data-driven product decisions across adoption, engagement, revenue, and user behaviour.
Partnered with global marketing and GTM teams to drive app adoption campaigns, accelerating user acquisition, engagement, and retention.
Led global enablement and change management programmes, training sales teams, service teams, and customers to maximise platform adoption and product value.
Product management Change and Transformation Management Product Leadership Go-to-Market Strategy Product Strategy