OPEN TO STRATEGIC ROLES
Strategy is where I do my best work.
I’m currently open to senior roles where I can bring together my experience across strategy, brand, innovation, research and experience to help organizations navigate change, understand people and create what comes next.
With 20+ years of experience, I bring a hybrid strategic profile shaped by work across branding, qualitative research, innovation, experience design and facilitation, with particular experience in Health & Care.
Where I can contribute
I’m particularly interested in roles where strategy needs to connect different perspectives, disciplines and ways of thinking.
Strategy & Innovation
Identifying opportunities, shaping strategic direction and helping organizations decide what is worth pursuing.
Research & Insight
Using qualitative research, observation and cultural understanding to uncover needs, behaviours, tensions and opportunities.
Brand-driven Innovation
Connecting brand meaning with growth, new offers, products, services and experiences.
Health & Care
Bringing a human and strategic perspective to organizations working across healthcare, care, wellbeing and chronic conditions.
Experience & Service
Understanding how people experience organizations and translating insight into better journeys, interactions and experiences.
What I bring
Strategic Thinking
I connect human understanding, business ambition and cultural change to frame better questions and make clearer strategic choices.
Human Insight
I’m comfortable getting close to people and real-life contexts, - through interviews, observation, conversations and participatory research - and translating what I learn into strategic implications.
Cross-disciplinary Thinking
My work sits between brand, research, innovation and experience. I’m often most useful when a challenge doesn't fit neatly into one discipline.
Facilitation & Collaboration
I help teams make complexity visible, bring different perspectives together and move from discussion to shared understanding and action.
Health & Care Perspective
Years of strategic and research work in health and care have given me a particular interest in the lived experience around conditions, treatments, technologies and care.
The kind of challenge I like
I’m drawn to organizations asking questions such as:
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.What is changing, and what does it mean for us?
.What do people need that we are not seeing yet?
.Where could our brand create new value?
.How might we rethink an existing product, service or experience?
.What should we build next, and why?
.How do we bring people together around a complex strategic challenge?
A few things that make my profile different
.20+ years of strategic experience
.Background in branding, innovation, research and experience
.LATAM market expertise + European perspective
.Based in the Netherlands
.International and cross-sector experience
.English & Portuguese
.Certified Lego® Serious Play® Facilitator