Strategy · Brand · Building
25 years connecting worlds that don't usually talk to each other. Luxury design. Sustainable construction. Emerging tech. Dutch directness, British subtlety, global perspective.
Now
Red About Now
Hands-on marketing leadership when you need it, not forever. Structure where there's chaos, clarity where there's waffle, calm where there's panic.
The Wolfgang Project
Brand, strategy and marketing for AI and Web3 founders. Equity-based, so we're selective. Three co-founders, a network of specialists, and a few ventures of our own.
Finch Buildings
After three years as Marketing Director, I've moved to an advisory role-sparring with the founder, shaping long-term brand strategy, coaching the team. Still here because solving the housing crisis with timber isn't just good business.
25+
Years
5
Continents
12+
Industries
30+
Campaigns
Track Record
I've run F1 cars down airport runways and through sleepy villages, launched shows watched by millions, and worked in a world where the client brief is simply: 'you should know'. Each role taught me something different about how brands work and people operate when excellence is assumed.
Director Sales & Marketing
Global high-end design studio. Rosewood Hotels, Michelin-star restaurants, private residences from Verbier to Aspen. Years learning what quality actually means.
Brand Activation Manager
McLaren F1 sponsorship. The Voice of Holland. Media and Entertainment. Impact and ROI. Five years of big-budget brand theatre.
Commercial Director → Head of Marketing
Flexible spaces and event accommodation across five continents. Proper international, big audiences, JIT logistics, brand partnerships, live entertainment and hospitality in the most unlikely locations.
Marketing & Sponsorship
Orange Music with Universal. Relaunching Ben as a challenger brand. Early career in telecoms-where I learned to move fast and explain things simply.
Projects
Beyond client work, I build things. Some strategic, some deeply personal. All addressing gaps I've seen-or lived.
For young men with and after cancer.
Brand and marketing strategy for the F|Fort Foundation's new initiative, together with Joachim Baan. A project that is deeply personal to me. Young men don't fit existing support systems, so we are building something that does.
F|Fort FoundationNiet alleen. Ook als het wel zo voelt.
A digital companion for young men with cancer. Proactive-it checks in, doesn't wait. Trained on everything AYAs actually face: fertility, relationships, work, fear of recurrence, Dutch healthcare bureaucracy. Direct. No platitudes.
I was diagnosed at 30. GOOS is what I wish I'd had.
Visit siteSee the pattern. Break the cycle.
Something I've been building. For people who keep ending up in the same place and don't understand why.
seeyourself.todayAI companion for elderly care.
Built for my father - 80, stroke survivor, proud, slightly stubborn Brit who wants to write a book but can't type easily. Voice-first and one-handed use. Meets him through his hobbies, helps him capture stories, and shapes them into something he can use. Personality inspired by Billy Connolly - warm, sharp, and allergic to bullshit.
About
Half British, half Dutch. Grew up between two countries and cultures that approach problems very differently - one apologises before giving feedback, the other gives it without waiting for permission. I've learned to do both.
My career looks like someone couldn't make up their mind, but there's a thread: I like exploring new or complex situations where the brand, marketing or teams need work. Telecoms, luxury design, sustainable construction, emerging tech.
Each time, the job was the same: cut through complexity, help teams move with focus. Whether that's defining positioning, leading through change or building a marketing function from scratch. Often when things are moving fast, not quite clear or too important to get wrong. I bring structure where there's chaos, creative thinking where there's noise, and calm momentum when everyone's spinning.
I build things now too. Partly because I can, partly because I've seen gaps that annoyed me enough to do something about them. GOOS and SEEN both came from personal experience. Billy came from watching my father struggle with the consequences of what happened to him.
Based in Amsterdam. London and LA feel like second homes. Happiest when I'm slightly out of my depth and working with people who care more about getting it right than getting credit.
Outside work
Anything with an engine. My old Honda Africa Twin doesn't get out enough. Aviation nerd, will happily watch planes land for hours. A Cane Corso called Nala who's the calm guardian of the household.
Design & Culture
Fashion, art, the places where design meets function. Years at Piet Boon left a mark. Music taste best described as eclectic, as long as it's got soul.
Storytelling
Books, film, television. Interested in how stories work, how they come to life, why some land and others don't. Maybe one day, if I am lucky, I could make my own.
Contact
Whether you're scaling up, repositioning, launching something new or just trying to figure out what your brand or team needs; I'm always happy to have a conversation.
Based in
Amsterdam, Netherlands
Also home
London · Los Angeles
Availability
Open to fractional/interim roles and advisory