Freelance Strategy Director


9+ years of experience within progressive ad agencies, brands and my own startup adventure.




Multidisciplinary brand strategist with a 9+ year track record of successfully leading brands into new strategic areas. I understand key business drivers and can deliver solutions. On an endless journey to understand human behaviour and grow my instinct for popular culture. Love working across disciplines to unlock brand potential. I’m familiar with traditional and digital advertising, platforms, experiences, content, products, services and corporate innovation. Sector experience: FMCG, Retail, Fashion, Spirits, Sports, Financial Services, NGOs, Automotive.


Present - 2015: Freelance Strategy Director

Freelance and interim projects for agencies, brands and startups, incl: Havas Lemz, MediaMonks, Dept, Vice, Greenberry, Iris Amsterdam, Energize and more. Resulting in effective and (international) pitch winning work: Heineken, Philips,, Achmea, Jacobs Douwe Egberts, Akzo Nobel, Accell Group and more.


Present - 2016: Founder Wanderbrief | Public Speaker | Cannes Lions School Mentor

Together with Mark van der Heijden, I founded Wanderbrief; a platform that makes the Digital Nomad life easy. In June 2016 Wanderbrief was selected for the prestigious R/GA x Cannes Lions Innovation Start-Up Academy. We’ve been featured by Adweek, Huffington Post, SXSW, TEDx and other major media outlets. Our story brought us on stages at the Cannes Lions International Festival of Creativity, Eurobest, D&AD Festival and U.N. HQ in New York.


2015 - 2013: Strategy Director HAVAS Boondoggle Amsterdam | Management Team

Strategic leader for all clients and take accountability for growing their business. Part of management team leading up to the acquisition of HAVAS Lemz. Key clients: Volvo Cars Netherlands, Rituals Cosmetics, Heinz Ketchup, Royal De Ruijter, Karvan Cévitam and Honig.


2013 - 2011: Strategist HAVAS Lemz

Strategic co-lead for IKEA Netherlands: brand, communications and digital planning. Other clients: Dutch State Lottery, ANWB, HISTOR and Maandag.


2011 - 2010: Copywriter | Strategist Lemon Scented Tea

Co-responsible for key clients: UNICEF, Diabetes Fonds, Unilever, HP, Océ and VisitSweden.


2010 - 2009: Selected Student Hallo© Academy

Hallo© is a one-year postgraduate study for applied creativity. The focus is on strategy-, vision- and concept development. Within this context all areas and possibilities of contemporary communication are covered in-depth.


2009 - 2005: BA. Communication & Information Sciences University of Groningen

Next to my studies, I ran my own pop-up casino with 22 croupiers, co-written and directed a play and was a (lead) actor, singer and musician in three musicals.