I am a Brand & Experience Strategist with a passion for shaping narrative direction, creative vision and human-centered brand experiences. Over the past 7+ years, I’ve worked across global markets and multidisciplinary teams to develop strategies and concepts that bring clarity, coherence and cultural relevance to brands.
My work sits at the intersection of strategy, storytelling and experience design. I guide teams through the early stages of ideation and narrative building, ensuring the foundation is strong before production begins. I thrive in roles where I can set direction, define the conceptual framework and collaborate with experts across design, technology, film, spatial and digital to bring ambitious ideas to life.
I’ve contributed to award-winning work for brands including Moncler, Nike Air Jordan, HP, SEAT, Ellinikon, Shiseido, Clé de Peau Beauté, NIO, and Microsoft. My work has been recognized by Clio Awards, Lovie Awards, BIMA, Eventex Awards and FWA, reflecting both creative craft and the strength of strategic thinking.
What I Do
I help brands articulate what they stand for, how they show up, and why people should care.
Brand Strategy & Positioning
Defining purpose, narrative pillars and strategic foundations.
Narrative Architecture & Concept Development
Crafting the big idea, the story, the structure and the emotional arc.
Experience Strategy
Designing how a brand is felt across environments, platforms and touchpoints.
Creative Leadership
Providing direction that empowers teams, ensuring the work remains conceptually strong and strategically aligned.
How I Work
My approach is rooted in curiosity, clarity and collaboration.
I bring together strategic rigor and creative intuition, helping teams move from abstract thinking to meaningful brand experiences. I believe the best work happens when strategy and creativity work hand in hand, grounded in human insight, driven by story, and elevated through craft.
I bring together strategic rigor and creative intuition, helping teams move from abstract thinking to meaningful brand experiences. I believe the best work happens when strategy and creativity work hand in hand, grounded in human insight, driven by story, and elevated through craft.
I enjoy working in international, cross-functional and impact-focused environments, partnering with creatives, strategists, researchers, designers, technologists and producers to build work that moves people.
Industry Recognition
I was selected as a Jury Member for the Dutch Creativity Awards (ADCN) in the categories Communications: Activations & Promotions, Entertainment & Experiential, a recognition of my contribution to shaping and evaluating creative excellence.
My project work has received numerous awards, including:
Clio Awards — Silver & Bronze
Lovie Awards — Gold, Silver & People’s Lovie
BIMA Award — Best Use of Digital/Tech in Events
Eventex Awards — Gold, Silver & Bronze
FWA of the Day (Google, Intel, SEAT)
Lovie Awards — Gold, Silver & People’s Lovie
BIMA Award — Best Use of Digital/Tech in Events
Eventex Awards — Gold, Silver & Bronze
FWA of the Day (Google, Intel, SEAT)
Voluntary Impact
I believe in using creativity to empower others.
As a Board Member at R*AW, I helped introduce ambitious students to the creative industry, and the industry to them. I maintained the brand identity, developed event concepts, organized agency visits and programmed conferences at the Concertgebouw for 24Academy. I also co-created international talent programs for Cannes Lions and SXSW.
As a board member at SIW Internationale Vrijwilligersprojecten, I contributed to repositioning the brand for a new generation of young volunteers, helping shape communication strategy, messaging and storytelling for a purpose-driven organization.
What Drives Me
I’m inspired by brands and organizations that want to create work with intention, work that is culturally relevant, emotionally resonant and grounded in meaningful insight.
Whether I’m defining a brand story, shaping a campaign vision or designing an experience, I aim to create clarity, direction and work that feels alive.