Experience
My career’s taken me across industries, countries, and job titles—but the common thread has always been making ideas matter. From building global campaigns to launching startups, from shaping brand voice to driving hard metrics, I’ve worn the strategist’s hat, the writer’s hat, and the builder’s hat—sometimes all at once. Below, you’ll find a selection of the roles that shaped me, stretched me, and sharpened the way I think about marketing today.
Marketing Director, Global Consulting Services
ZRG Consulting Solutions
Amsterdam | 2024 – Present
ZRG is one of the world’s fastest-growing global talent-advisory firms, bringing together executive search, interim talent, and a rapidly expanding consulting arm that spans culture transformation, leadership acceleration, executive coaching, and business & operational excellence.
As Director of Consulting Marketing, I own the global go-to-market strategy for this consulting portfolio—stewarding brand cohesion, integrating three acquired firms into the unified “One ZRG Consulting Solutions” platform, and leading multi-channel demand programs across EMEA, the Americas, and APAC.
I partner with senior leadership to turn commercial goals into ABM-led, insight-driven campaigns that have generated €3.5 million in qualified pipeline and €2 million in closed revenue within my first year. My remit spans brand positioning, content authority, marketing-ops governance, and revenue attribution—cementing ZRG’s challenger voice and measurable market impact.
Marketing Manager / Director, Global Consulting Services
Walking the Talk | A ZRG Company
Amsterdam | 2017 – 2024
Walking the Talk is a globally recognised culture-transformation consultancy whose proprietary diagnostics and programmes help organisations hard-wire behaviours that drive performance.
As Marketing Director, I was charged with elevating the firm’s market presence and building a digital-first demand engine that spanned inbound, SEO, CRM, content, and events across EMEA, the Americas, and APAC. I led a distributed team and agency network to reposition the brand, triple qualified-lead volume, and establish a thought-leadership programme that made Walking the Talk the go-to voice on culture for CHROs and CEOs.
My remit also included preparing the business for, and seamlessly integrating it into, ZRG’s consulting portfolio following the 2021 acquisition.
Founder, Lifestyle App
MirrorMirror
Amsterdam | 2017 – 2017
MirrorMirror was a social-decision app that let users crowd-source instant feedback—from outfit choices to everyday dilemmas—turning peer opinion into confidence. As Founder, I conceived the idea, secured a lean build team, and drove the entire go-to-market journey: brand naming, UX copy, app-store optimisation, influencer-led growth, and press outreach.
Within six months the app moved from zero to live in both app stores, winning Best Social/Lifestyle App at the 2017 Best Mobile App Awards and being shortlisted for the Accenture Innovation Awards at The Next Web Conference.
Head of Marketing, Mobile App (B2C Telecom)
Talk 360
Netherlands | 2015 – 2017
Talk360 is a cross-border calling app that lets diaspora users make affordable, reliable calls to friends and family in more than 100 countries. As Head of Marketing (2015 – 2017), I owned the global brand and growth mandate—rebranding the product, modernising its visual and verbal identity, and repositioning it for price-sensitive, multilingual audiences across Africa, Asia, and Latin America.
I managed paid-media and CRM budgets, built a data-driven acquisition and retention engine, and worked hand-in-hand with product and analytics teams to optimise in-app UX, localisation, and monetisation. Under my leadership we tripled installs in a year, cut CAC by 40 %, and lifted reactivation rates by 50 % through full-funnel lifecycle marketing.
Senior Marketing Manager, Retail & Apparel
Mexx
Amsterdam | 2014
Mexx is an iconic European lifestyle-fashion brand known for its Dutch heritage and wide international retail footprint.
As Senior Marketing Manager in 2014, I directed global brand and seasonal campaign execution—aligning product, retail, ecommerce, and wholesale storytelling across 40-plus markets while modernising the label’s digital presence.
I oversaw agency partners, delivered omnichannel toolkits for flagship and partner stores, and strengthened cross-functional collaboration between creative, merchandising, and regional teams. Although my tenure ended when Mexx entered bankruptcy later that year, the campaigns I led helped unify brand messaging and laid groundwork for the company’s eventual reboot.
Digital Marketing Manager, Online Education
Laureate Online Education
Netherlands | 2009 – 2014
Laureate Online Education was the e-learning arm of Laureate International Universities, delivering accredited bachelor’s and master’s programmes to a global student base across EMEA, LATAM and APAC.
As Digital Marketing Manager I owned the worldwide student-acquisition engine—planning and executing paid search, SEO, display and social campaigns that generated thousands of enrolments each year while improving cost-per-enrolment and funnel conversion. I partnered with academic leadership and admissions to align messaging, landing-page UX and localisation, and introduced data dashboards, A/B testing and lead-scoring models that boosted lead-to-enrolment rates.
Brand Manager, Retail & Apparel
ONETrueSaxon | Pentland Brands
UK | 2004 – 2008
ONETrueSaxon was a premium British menswear label owned by Pentland Brands, the global group behind Speedo, Berghaus, and other lifestyle icons. As Brand Manager (2004 – 2008), I held full P&L-linked ownership of campaign strategy, seasonal storytelling, and retail activation—delivering eight integrated collections across ecommerce, print, in-store, and PR while safeguarding visual identity and tone worldwide.
I partnered with design, merchandising, and sales to align product narratives with launch calendars, built toolkits for 50 + wholesale partners, and secured national fashion-press coverage in Esquire, GQ, and FHM. The result was stronger brand consistency, elevated sell-through, and a reputation for creative campaigns that punched above the label’s size in a crowded menswear market.
Founder & Accounts Director, PR Agency
UK | 2002 – 2004
Pressing Relations was a boutique PR agency I founded to give rising music, fashion, and lifestyle brands a louder cultural voice at the dawn of the digital-media era. As Founder & Accounts Director (2002 – 2004) I built the firm from scratch—winning clients, shaping campaign strategy, and personally managing media relations, events, and influencer outreach.
I blended traditional press with emerging online channels to create buzz-worthy launches, culminating in national coverage in Vogue, Cosmopolitan, and The Face and a Top-40 UK chart single for one of our artists. The experience honed my ability to craft culturally resonant stories, drive earned media at pace, and run a profitable creative venture end-to-end.
Freelance Journalist & Copywriter
UK | 1998 – 2004
As a freelance journalist and copywriter (1998 – 2004) I carved out a reputation at the intersection of culture journalism and brand storytelling. My by-lines appeared in The Guardian, BBC, i-D, Esquire, Mixmag, The Face, Arena and other agenda-setting titles, where I profiled breakthrough artists, documented youth sub-cultures, and reported on style and music trends. In parallel I crafted high-impact commercial copy—scripts, taglines, brand manifestos—for global names such as Bacardi, Channel 4, Ministry of Sound, and Nescafé, helping them speak credibly to culture-savvy audiences. The role demanded fast, adaptable writing, deep subject-matter curiosity, and the ability to shift seamlessly between editorial integrity and campaign objectives—skills that continue to underpin my strategic marketing work today.
Contact me
Interested in working together? Fill out some info and I will be in touch shortly.