About
Fifteen years in brand, marketing, digital products and strategic planning, most of it spent where technology, culture and commerce intersect.
I’ve worked both client side (Heineken) and agency side (Monks), for clients of every size and projects of every shape. From crafting brand strategies and identities, to campaigns that ran globally, to dozens and dozens of websites and apps. All for some of the world’s most exciting brands.
What I’m actually good at is the part in the messy middle: taking something complex and half-defined and turning it into something a team can build. I like leading. I like craft. I like the projects where the answer isn’t obvious yet. I enjoy sitting close to the tech industry, as that’s where the work scales fast and reaches the most people.
I think a lot about creativity, AI and mental health, and whether they’re really three separate things. I love music, design, books, photography, nature and pizza. Lots of pizza. I’ve lived in the US, Spain and Brazil; for the last twenty years, Amsterdam has been home.