Description

When growth stalls and nobody can quite explain why, that is where I come in.

I diagnose, build and execute. Not a strategy deck that gets shelved. A real foundation: the positioning, the go-to-market structure and the alignment between marketing and sales that gets the whole organisation moving.

For over 15 years I have done this across Healthcare, SaaS, Consumer Electronics, Consumer Products, Climate Tech and Telecommunications, in organisations ranging from early-stage scale-ups to established global brands across Europe, Asia and the Americas.

What I bring:

Brand and marketing strategy: positioning, go-to-market, consumer and B2B2C engagement
Building from scratch: marketing departments, teams and structures that last
Commercial bridge: aligning marketing and sales as equal strategic partners
International scaling: global consistency with local relevance, across 40+ markets

The proof is in what I have built and the impact it delivered. At HOYA Vision Care I built the global brand activation infrastructure from scratch, a fully integrated e-commerce and supply chain platform that delivered 85% efficiency gains within six months. The same organisation recognised this with a Recognition for Excellence award and stock options. I also convinced directors from 14 global markets to co-create HOYA's first In-Store Experience Innovation Labs. At Perpetual Next, the investor summit I strategically designed generated €1M+ in committed funding. As a business consultant I drove 13% year on year revenue growth through multichannel optimisation.

I use AI as a structural part of how I work: to pressure-test ideas, speed up analysis and sharpen output.

I work as a Fractional Marketing Director, 16 to 24 hours per week. Senior strategic involvement, without the cost or commitment of a full-time hire.

If something in your organisation is not moving the way it should, I am happy to have a conversation about it.

Industry field of expertise

Languages

Dutch
Native or bilingual
English
Native or bilingual
Spanish
Conversational
Portuguese
Basic
French
Basic

Workplace preferences

Can work on-site

Amsterdam (up to 50km), Utrecht (up to 50km)

Just'in Strategy & Development
FRACTIONAL MARKETING DIRECTOR | STRATEGY & TRANSFORMATION
April 2023 - Today (3 years and 2 months)
Netherlands
I work with scale-ups and established organisations as a Fractional Marketing Director, typically 16 to 24 hours per week. My focus is on building the strategic foundation that organisations need to grow: positioning, go-to-market structure and the alignment between marketing and sales. I work across Healthcare, SaaS, Consumer Products, Climate Tech and E-commerce, both in the Netherlands and internationally.
Marketing Strategy Go-to-Market Strategy Brand Strategy Marketing Transformation Stakeholder Management
SDB Groep
HEAD OF MARKETING AND BRAND
September 2024 - September 2025 (1 year)
The Hague, Netherlands
Market-leading Dutch SaaS provider in healthcare and childcare, 500+ employees

Brought in to reshape marketing and prepare the organisation for international expansion
Restructured and rebuilt the marketing organisation as a scalable foundation for growth
Developed a 3-year strategic marketing roadmap for the Dutch market and defined global structure for 2026 expansion
Built brand narrative and tone of voice around the Community Care positioning in both Dutch and English
Coached team on strategic thinking, campaign excellence and cross-functional collaboration
Marketing Transformation Marketing Strategy Change Management Brand Strategy Team Leadership
Perpetual Next
MARKETING DIRECTOR
August 2022 - May 2023 (9 months)
Amsterdam, Netherlands
Dutch climate tech scale-up converting organic waste into renewable raw materials

Generated €1M+ in committed funding through a strategically designed investor summit
Repositioned the brand: translated complex technical innovation into a story that resonated with investors and partners
Brand Strategy Go-to-Market Strategy Marketing Strategy Stakeholder Management Investor Relations