I build brand strategies
that start with people,
not brands.
Independent Brand Strategy Director
Rotterdam · 15+ years, 50+ brands
Start with people
Most brand strategies start with the brand. I start with people — what drives them, what holds them back, and what makes them choose.
After 15 years and 50+ brands, I've found that the strategies that actually work are built on genuine human understanding, not boardroom assumptions.
I lead the full strategic arc at director level: brand positioning, proposition development, communications strategy, creative strategy, and go-to-market. Leader and hands-on strategist both — as much at home in a C-level workshop as in the wording of a single positioning line.
What I believe
I believe the strongest strategies emerge where data and empathy intersect. And that lasting brand value needs a strategy that credibly speaks to what moves people.
Independent Brand Strategy Director
Self-employed
2026 – Current
Advisory and hands-on strategy for organisations navigating brand positioning, proposition development, and go-to-market — from consumer insight to activation.
Available for:
Brand positioning and proposition development trajectories
Go-to-market strategy, from consumer insight to activation
Strategy workshops and C-level facilitation
Sparring partnerships and strategic advisory
Open to senior strategy and brand leadership roles as well — in-house or agency.
Head of Strategy
NOSUCH creative agency
2021 – 2026
Led the agency's strategic output across the full client portfolio — and the guiding foundation for effective creative work. Developed brand, activation, and communications strategies built to contribute measurably to client objectives.
Leadership & organization:
Member of the steering group: co-responsible for strategic direction, portfolio decisions, and agency-wide decision-making
Developed a proprietary brand strategy methodology — adopted as the agency standard for all strategic work
Agency-wide coaching role across creative, content, and account teams (~35 people)
Strategy & proposition development:
25+ strategic trajectories across B2B, B2C, technology, energy, financial services, and FMCG
10+ competitive pitches won on the strength of the strategic foundation
Led brand architecture for a European merger — three companies, twelve sites — aligning ~25 international stakeholders on a single positioning framework
Built brand positioning for an international energy partnership across two high-profile tenders
Go-to-market strategy for new propositions, from consumer insight to launch
Communications strategy with measurable customer value as the starting point
Clients include: Microsoft, Nationale-Nederlanden, Eneco, Tango, Knauf, Argos, VARO, Axians, Chane, Future Proof Shipping, NMi, Roparun, Cense, plus SME clients across B2B sectors.
Senior Strategist
WUBBE creative agency
2009 – 2021
Senior brand and communications strategist, focused on distinctive brand strategy and effective (digital) communications planning — working closely with the creative department and, of course, the clients.
Before officially becoming a strategist in 2013, I started as a strategic account manager — working with, and learning from, the strategic minds who built the agency.
Key results:
Responsible for a third of the client portfolio, including three of the agency's five largest relationships
30+ strategic trajectories led, 9 pitches won
Client relationships spanning 10+ years, built on proactive strategic advisory
Brand strategy combined with digital strategy for a consistent experience across every touchpoint
Clients include: Airmaster, Ajax (the cleaning brand), C-Job Naval Architects, Croonwolter&dros, Dura Vermeer, Horticoop, Hortilux, Itho Daalderop, MMID, Netafim, Palmolive, Prowareness, ReduSystems, Sanex, Syngenta, Verstegen Spices & Sauces, Westport Notarissen
Strategist
Fox on the Run digital agency
2011 – 2020
Digital strategist at Fox on the Run — WUBBE's former daughter agency, since integrated. I combined solid brand and communications strategy with smart digital strategy: keeping brands consistent across the board and making all the mechanics work as one — always with an eye on the human, psychological component of the experience.
Clients include: Ajax (the cleaning brand), Carrier Airconditioning, De Echte Notaris, Dura Vermeer, Festo, Horticoop, Unicura, Vision All Day Sun Protection
Account Executive
Statz & Co actie en retailcommunicatie
2008–2008
Having learned a lot in my first “real job”, 2008 was all about taking the next step. I again sought out a small agency, as I had come to learn that having a real influence on the work we’d produce as an agency was very important to me. Working at Statz & Co, I could be a part of strategy development while still being an account executive. Of course, working on some of the bigger brands in the country was part of the appeal. In addition to account and project management, I also ended up doing quite a bit of copywriting.
Clients include: Auping, Beckers, Campina, Campoworld, HAK, Katja Fassin, Valess, Welzorg
Account Executive
Sterke Taal reclameadviesbureau
2007–2008
After getting my BBA on Strategic Marketing Communications at the Rotterdam University of Applied Sciences, I decided I wanted to explore working in the advertising agency industry. I sought out a small creative agency, so I could learn the ropes quickly and have some influence on the work that was produced from the get-go. I ended up doing account management, project management and media buying.
Clients include: Bouwfonds, Haverkort Voormolen, House & Finance, Oriental Retail Group, Stichting Bouw Research, Thermen & Beauty Groep, De Wijnproevers, Zorgwerk
Tevreden BV
2006–2006
Assistant Accountmanager (traineeship)
This is where I first got interested in research. I went from thinking it wasn’t very sexy to viewing it as hunting for insights. And I discovered it’s secret special power: the opening of brand owners’ eyes. Tevreden BV specializes in satisfaction surveys. In my traineeship I set up several industry-oriented platforms for online satisfaction survey. My thesis was about the deciding factors in the experienced satisfaction when visiting a theatre.
DKSH Netherlands
2004–2005
Assistant Brandmanager (traineeship)
At DKSH Netherlands I had my first taste of working in brand management. Client side. I worked in support of the marketing department, on the pet food brands Puik, Sluis and Teurlings.