Freelance Marketing Director

Creating a company culture, identifying the best matches and working on developing the existing teams. I love people, discovering how they operate and strongly believe that happy, confident team members build the biggest successes. Not afraid to address any issues, and always available for feedback - to give & to receive!

I am a senior marketing strategist and business builder with 20+ years of hands-on experience across goto-market strategy, brand positioning, and commercial growth. Experienced in founding and scaling international organisations, shaping product narratives, and translating complex propositions into clear market strategies. I operate at the intersection of product marketing, sales strategy and brand in international B2B2C environments. I have led go-to-market launches across 35 markets, developed positioning frameworks, and created messaging architectures that drive both adoption and commercial performance. My career spans product marketing across grocery retail, loyalty technology and compact media — giving me a grounded, market-tested understanding of how positioning decisions play out in the real world. I know what a strong GTM strategy looks like in practice, and I can spot where the reasoning breaks down. Recently becoming a mother of Coco brought a new perspective. It strengthened my sense of responsibility for the world we leave behind and the belief that business can and should contribute to something larger than individual success. I am genuinely interested in how AI systems learn to reason about strategy and business. I believe the quality of AI outputs in product marketing depends entirely on whether expert practitioners are involved in shaping them, and that is exactly where I want to contribute. Outside of work I engage in community initiatives and environmental stewardship, including organising a civic dialogue around responsible tourism in Amsterdam and volunteering with coral reef restoration projects.