I’m a general manager with strong performance in strategy, business development and transformation. Entrepreneurial and innovative.

Lead business divisions in big companies, but also CEO in small companies. 

Experience in fashion, insurance, energy, health and consultancy.

Born in the north of the Netherlands, studied at the University of Groningen (Economics and Business Administration). Moved to Leiden and started to work.

Started as negotiator in the health sector, but made a switch to marketing and product development. Made a fast career at Achmea. When I was 35 I was one of the directors at Achmea. I did a lot in M&A and business integration. 

In 2004 I started my own company in consultancy and interim management. Did a lot of jobs. Sometimes board room advice, sometimes interim executive management. Themes were shifts in the market, e-commerce and business transformation. 

In 2014 my business partner started Elements of Freedom, a fashion label for women, beneath our existing business. In 2019 the real launch was made.

Elements of Freedom is a fashion label with a clear target group. Women in the age 30 - 60, working, educated and choosing their own path. Key values are Freedom & Responsibility. Made in Portugal and Italy with natural, sustainable and circular materials under good labor conditions. Sold via DtC and retailers. Own brandstores in the Wolvenstraat (9 Streets) and Utrechtsestraat in Amsterdam and the Denneweg in The Hague. 

Nominated for the Dutch Sustainable Fashion Award in 2018 and the Green Product Award in 2020z Won the German Design Award in the category Lifestyle and EcoFashion in 2021.

After building and making business in the last 30 years, the next stage is to bring Elements of Freedom with others to a phase that it will be a successful and inspiring brand for women what will grow further in the future.

After finishing that my role will transform from leading companies and people to helping companies and people.