Interim and fractional marketing lead
Hands-on marketing leadership when you need it, for as long as you need it. Structure where there's chaos, clarity where there's waffle, calm where there's panic.
Twenty-two years across luxury design, telecoms, construction and tech. Dutch enough to say what needs saying, British enough to say it well.
Let's talkWhere I'm spending my time
Strategic lead
A live experience and visual production studio in Amsterdam, part of 360 Experience Group. I've led their marketing strategy and brand refresh, and I'm now building their sales strategy.
Co-founder
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.
Some places I've been
I've run F1 cars down airport runways and through sleepy villages, launched shows watched by millions, and worked where the client brief is simply "you should know". Each role taught me something different about how brands work, and how people operate when excellence is assumed.
Studio Piet Boon
Director sales and marketingGlobal high-end design studio. Rosewood Hotels, Michelin-star restaurants, private residences from Verbier to Aspen. Years learning what quality actually means.
Vodafone
Brand activation managerMcLaren F1 sponsorship. The Voice of Holland. Media and entertainment, measured on impact and ROI. Five years of big-budget brand theatre.
G3 Group
Commercial directorFlexible spaces and event accommodation across five continents. Big audiences, just-in-time logistics, brand partnerships, live entertainment and hospitality in the most unlikely locations.
Orange and T-Mobile
Marketing and sponsorshipOrange Music with Universal. Relaunching Ben as a challenger brand. My early telecoms years, where I learned to move fast and explain things simply.
Things I'm building
Beyond client work, I build things. Some strategic, some deeply personal. Each one addresses a gap I've seen or lived.
Fortitude
For young men living through and beyond cancer.
I'm co-founder and responsible for brand and strategy, alongside Alexa Gratama, chair of the F|Fort Foundation. We're building support that fits, made with the men themselves and built on Masculinities in Action, our research with Amsterdam UMC. The website and identity go live in Q4 2026, and the community and a digital conversation partner launch at our event in Q1 2027.
I had cancer myself at 30. Fortitude is what I would have wanted to find.
ffortitude.nlSeen
See the pattern. Break the cycle.
Seen helps you spot the pattern behind what you do under stress, like the extra drink or the yes you didn't mean. The part I'm building now is for people already in therapy: a companion for the days between sessions that turns what you want to work on into short daily practice, so the work carries on after the session ends.
seeyourself.todayReframe
Where AI pays. Proven.
An AI opportunity diagnosis for larger organisations, built at aVenture Studio. We map how the work actually runs and find the steps where AI pays back, ending in build-ready briefs or working prototypes. I lead the client side, from how it's explained to finding the first pilots.
Ask about a pilotThe short version
Half British, half Dutch. I grew up between two countries 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 new or complex situations where the brand, the marketing or the team needs work.
Each time the job was the same: untangle the complexity and help teams move with focus. That might mean defining positioning, leading through change or building a marketing function from scratch, usually when things are moving fast, not quite clear, or too important to get wrong.
I build things now too. Partly because I can, partly because I've seen gaps that annoyed me enough to do something about them. Fortitude and Seen both have roots in my own 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, 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 keeps calm guard over the household.
Design and culture
Fashion, art, the places where design meets function. Years at Piet Boon left a mark. Music taste: eclectic, as long as it's got soul.
Storytelling
Books, film, television. How stories work, how they come to life, why some land and others don't. Maybe one day, if I'm lucky, I'll make my own.
Let's talk.
Scaling up, repositioning, launching something new, or working out what your brand or team needs next. I'm always happy to have that conversation.
Open to interim, fractional and advisory roles from January 2027About now
Amsterdam --:--London--:--
Los Angeles--:--