I'm an Innovation & Experience Strategist working at the intersection of strategy, design and execution, helping organizations turn complex challenges into concrete, human-centered solutions.
Over the past 8+ years I've led creative and strategic work across global commercial brands and, more recently, complex public sector innovation. I set direction, define the conceptual framework, and guide multidisciplinary teams of designers, technologists, researchers, policymakers, from early ideation through to working solutions. Whether the goal is a brand experience or a public service, my approach stays the same: understand where things break down, then build from there toward something that genuinely works for the people using it.
Earlier in my career, I shaped award-winning brand and experience work for Moncler, Nike Air Jordan, HP, SEAT, Ellinikon, Shiseido, Clé de Peau Beauté, NIO and Microsoft — recognized by Clio Awards, Lovie Awards, BIMA, Eventex Awards and FWA. That work taught me how to translate ambition into something tangible, and how to lead teams through ambiguity toward a clear creative outcome.
Today I apply that same thinking to public innovation: leading cross-organizational trajectories within government, designing service journeys, and facilitating co-creation between policy, execution and technology. The context has changed; the craft of turning complexity into clarity hasn't.
What I Do
I help organizations articulate what they stand for, how they show up, and why people should care — whether that's a brand, a product or a public service.
Strategy & Positioning
Defining purpose, narrative pillars and strategic foundations.
Concept Development
Crafting the big idea, the structure and the experience that brings it to life.
Experience design
Designing how something is felt and used across environments, platforms and touchpoints.
Creative Leadership
Providing direction that empowers teams, ensuring the work remains conceptually strong and strategically aligned — from idea to execution.
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 concrete, meaningful outcomes. I work with a Design Thinking approach: starting from the real need, testing assumptions early, and building toward solutions that actually work in practice. I believe the best work happens when strategy and craft work hand in hand, grounded in human insight and driven by a clear story.
I enjoy working in cross-functional, impact-focused environments, partnering with creatives, strategists, researchers, designers, technologists and policymakers to build work that genuinely 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, next to process innovation and digitalisation.
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.