I am a branding and innovation strategist dedicated to helping companies leading the way toward an ethical economy become profitable, relevant, and sustainable. I thrive on working with clients in workshops, using a diverse set of tools and exercises to help teams identify their challenges, develop solutions, and make informed decisions for moving forward. My approach combines design thinking, design sprints, and strategic modeling, while also leveraging the collective power of the group through methods like Theory U, Art of Hosting, Deep Democracy, and Liberating Structures.

My goal is to help social enterprises, startups, brands, and organizations find their unique perspective, define their vision for a better world, and design products and services that truly benefit both people and the planet. My background is rooted in business, starting with market research in New York and later holding various marketing and branding roles at Albert Heijn in the Netherlands.

For the past three years, I’ve been working as an independent consultant, partnering with a mix of corporate clients, social enterprises, and NGOs. I apply my business experience to support social enterprises and impact-driven startups, which is why I’m passionate about collaborating with Generous Minds. Together, we can help social enterprises navigate business challenges and create real impact.

Looking back, I’m proud of several milestones, but I’ve noticed a shift in what I now consider most fulfilling. Early on, I was proud of repositioning the chocolate brand Delicata for Albert Heijn, transforming it from a lackluster brand into an exciting one with unique flavors like yuzu seaweed and blueberry violets. If I had the chance to do it again, sustainability and a fair supply chain would be at the forefront of my approach. Today, I’m even more proud of projects that have a positive impact on people and nature.

One of my recent projects with Generous Minds was the repositioning of BOON. It was incredibly rewarding to work closely with their team and discover their unique perspective. I’m also proud of a project with an educational publisher, where we digitally transformed their offering for construction education through two design sprints. Watching teams become creative and decisive with a bit of facilitation is always energizing.

When I’m not working, you’ll likely find me on long-distance walks, currently on my way to Nice with my partner, Daniel. I’m also passionate about cooking and have recently gotten into fermenting, with some kimchi aging in my fridge. And if you ever fancy a board game night, let me know—I’m always up for some friendly competition!