Brand & Marketing Director
I create the story. Then I bring every part of it to life.
For companies with something genuinely worth saying — and the ambition to make sure the world finally hears it.
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For companies with something genuinely worth saying — and the ambition to make sure the world finally hears it.
Most companies already have something remarkable. They just can't see it yet — or can't say it in a way that moves people.
I don't just create strategies. I orchestrate everything — agencies, designers, copywriters, performance teams — until all the separate parts start telling one coherent story. That moment when it all comes alive together. That's what I work towards.
Value proposition. Message architecture. The narrative that connects what your company does to why the world should care. I work with leadership, customers, agencies, suppliers, and your team to find what was always there but nobody had said out loud.
Brand identity. Guidelines. Campaign platforms. Commercial infrastructure. Agency briefings. Omnichannel execution. Everything the story needs to go from concept to market — coordinated, on time, on budget, and recognisably, uniquely yours.
The strategy is not done when the document is finished. It's done when the next salesperson has a stronger story. When the next campaign starts from a stronger position. When the market recognises you. When real tools, real campaigns, and real results prove the story was worth telling. That's the only moment that counts.
When I joined HEATEN, the company had extraordinary technology — industrial heat pumps capable of delivering process heat. But technology alone does not create demand. It does not explain itself. It does not build trust. It does not create a market.
I built the brand from zero — identity, colour system, brand guidelines, and the tagline Power with Passion. A storyline built around industrial decarbonisation — connecting HEATEN's technology to the outcomes that matter to operations managers, engineers, sustainability teams, investors, and executives: energy resilience, competitiveness, CO₂ reduction, long-term industrial transformation.
Then I built the commercial infrastructure. HubSpot CRM, Marketing Hub, and CMS. Paid LinkedIn and Google campaigns. Film production for social. Moving HEATEN from fragmented communication toward a structured demand-generation engine — all while the company itself was still evolving through new ownership, leadership changes, and an emerging market that many customers were only beginning to understand.
Corbion Biomaterials was a rising star — bioresorbable polymers with the potential to transform medical devices, drug delivery, and aesthetic treatments. The science was extraordinary. A tiny polymer that dissolves in the body after doing its job. Minimally invasive. Patient-friendly. World-changing at a microscopic scale.
But in a market where size and scale dominate, how does a speciality brand make itself heard? The answer was in the product itself. I led the development of the full value proposition and message architecture — running a hierarchy of needs exercise that revealed the real emotional and functional drivers for customers. From that foundation, I worked with a creative agency to develop the campaign platform: Small & Mighty.
Then I coordinated the full execution — copywriters, photographers, filmmakers, designers, and online advertising agencies — bringing all elements together across channels, on time, on budget, with a visible result.
Corbion had a fundamental brand problem. Born from a 1919 Dutch sugar company, it had evolved into a global player straddling two entirely different worlds: food ingredients and biochemicals. Two markets. Two audiences. Two cultures — Netherlands and United States. Two industries that often seemed to contradict each other under the same name.
Finding a unifying brand idea for a company this divided is not a creative exercise. It's diplomacy. I led the process — coordinating between the marketing agency, the executive committee, and the VPs of the company — to find the idea that could hold everything together without flattening what made each part distinctive.
The solution was KEEP CREATING. Two words that worked for a food technologist and a chemical engineer simultaneously. A philosophy that connected the company's 100-year history of reinvention to its future ambition. Signed off at board level. Deployed across the organisation worldwide.
I'm a brand and marketing director who specialises in companies that have built something genuinely valuable — and haven't yet found the story that does it justice.
I don't write strategy documents and hand them over. I build the whole system — value proposition, brand identity, campaign architecture, agency relationships, commercial infrastructure — and I orchestrate every part of it until it works together. The conductor who is always one beat ahead.
Fifteen years across renewable energy, industrial chemistry, and biotech. Always in the sectors where the product is technically complex and the story is still waiting to be told. Always staying until the work is visible in the market — not just on paper.
Based in the Netherlands. Working across Europe.
I work with agencies, companies, and leadership teams who are ready to close the gap between what they've built and how the world sees them.
Interim brand director. Project-based. Fractional.
Netherlands-based. Available across Europe.