Strategy oriented Sales & Marketing leader with 20 years of commercial experience within retail & consumer products. Awarded with “First with People award, and part of the team winning the Gartner CRM Excellence Award EMEA.


  • Retail Director

    at Goodyear Benelux

    May 2007 - at Present

    Provincie Utrecht

    As Business Unit Director, reporting to the General Manager, being member of the board of directors I manage a multi-site network of 140 point of sales, with four different formulas, that offer a product-service combination for both B2B and B2C in a customer intimate, highly competitive environment. I have full P&L responsibility, successfully manage all retail operations, including B2C sales (E-commerce), B2B sales (leasco’s, fleetowners), marketing, category management, IT / ERP systems, business consultancy and lead & develop a strong team of 8-15 FTE. Current strategic focus: leading digital transformation in automotive aftermarket retail to improve customer engagement and customer experience. Accomplishments: • Build from scratch an omnichannel retail network of 140 POS • Awarded with the First with People award (2013) • Revenue 20M EUR, Gross profit 5M EUR

  • Retail Marketing Manager

    at Goodyear Benelux

    May 2010 - June 2011

    Provincie Utrecht

    Lay the groundwork for the transformation from trade marketing to franchise. Together with my team of 2FTE I developed 360° marketing (online / offline campaigns, sales promotions, in-store marketing, events) as the first cornerstone of our franchise value proposition.

  • Program Manager

    at Goodyear Benelux

    May 2007 - April 2010

    Provincie Utrecht

    The purpose of this role was to deliver value added services to both wholesale and retail customers to drive top line growth. In this role I developed and implemented a loyalty program for wholesale partners, an online pricing tool for retailers to optimizing sell out pricing and increase dealer margin and a coop advertising tool for retailers to create (coop) advertisements, in- and out store communication, and dealer websites. • Revenue increased by 10%

  • Senior Product Manager

    at Essilor Benelux

    March 2004 - April 2007

    Provincie Gelderland

    As leader of the product management team and responsible for the Varilux brand and new product introductions, I redesigned the product portfolio, introduced a new pricing strategy, started with an intelligent CRM loyalty campaign and designed a new product development process in alignment wirh the local production. Accomplishments: • Market share increased from 29.9% to 38%, revenue increased by 14%, brand awareness rose from 69% to 74% (aided) • Decrease of average replacement time by 100 days, consumer churn reduced by 24%.

  • Marketing Coordinator

    at Hoya Lens Europe

    March 2002 - February 2004

    Provincie Noord-Holland

    Performed overall end-to-end project management for a new European B2C (non E-commerce) online platform for 10 cluster organizations and 18 countries.

  • Business Analyst

    at Hoya Lens Europe

    March 2001 - February 2002

    Provincie Noord-Holland

    Introduced a monthly Balanced Score Card reporting and built a European transfer pricing database.

  • Researcher

    at Berenschot Netherlands

    September 2000 - February 2001

    Provincie Utrecht

    In this role I executed research on strategy implementation and leadership.

  • Project leader

    at Phases Market Research Netherlands

    January 1999 - August 2000

    Provincie Noord-Holland

    As project leader I surveyed awareness & attitude studies for various retail organizations.


  • Advanced Google Analytics

    at LinkedIn

    2019 - 2019 (1 year)

  • Advertising on Facebook: Advanced

    at LinkedIn

    2019 - 2019 (1 year)

  • Responsive Web Design

    at Free Code Camp

    2019 - 2019 (1 year)

  • Building an Integrated Online Marketing Plan

    at LinkedIn

    2019 - 2019 (1 year)

  • Master Business Economics

    at Univerity of Maastricht

    1991 - 1998 (7 years) Provincie Limburg


  • Dutch Native

  • English Negotiation

  • German Negotiation

  • French Conversation