I combine my creative background with my analytic skills. I integrate detailed customer, market, brand, product, operational, cultural & technological considerations to address changing needs and add value.

My approach. As an interior architect by training I love spaces, they are like platforms that can stage all events of life and enable human interaction. 

My background taught me how to design to engage all the senses, by understanding how space & objects, light & shadow, colour & material, sound & smell creates the experience. I believe in crafting beauty - people like pretty things. 

But I also believe that design can contribute beyond appearance -by connecting people, product, brand, technology, culture and business -to address changing needs and deliver business success.  I truly enjoy being tasked with that role. 

My Experience. I’ve worked for big global Brands, both in-house as on the agency-side as Head of concept design and as Executive Creative Director. I know how to set conceptual, creative and strategic directions, lead sizeable creative teams, deliver against the brief and meet tight deadlines.

  • Sandenburg DST

    Executive Creative Director

    Amsterdam | 2022 - 2024

    Sandenburg - DST develops and designs engaging consumer concepts in the field of Brand Experience, Foodservice, Leisure and Retail. In my role I directed the creative agency strategy, led the creative team and managed client relationships on concept development projects for key clients such as ASML, HEMA, FastNed, Zijerveld Cheese (Friesland Campina) and Rijk Zwaan.

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  • Carve

    Creative Director

    Amsterdam | 2021 -2022

    Carve designs objects, installations and spatial interventions in public space that promote and stimulate active and playful use. In my role I creatively led and managed this design and engineering agency specialized in playable (public) space. Managing new business, PR strategy and acting as design lead on several international (i.a. Belgium, United Kingdom, Thailand) project accounts.

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  • Starbucks EMEA

    Head of Concept Design

    Amsterdam | London | 2011 - 2019

    Established EMEA Concept Design, led a team of 6, directed external agencies and consultants.

    Directed strategic programmes: Greener Retail, Concept Stores, EMEA Drive Thru & Alternate formats, Store Design Catalogue; delivering 800+ new and renovated stores annually: elevating brand perception and reducing cost by 20%

    Fostered cross-functional partnerships and represented design at global leadership meetings. Influence brand direction in areas like sustainability and business development.

    Senior Design Manager

    Directed a team of 15, managing licensee relationships and annually delivering 150+ projects across the Middle East, Turkey, Spain, Portugal, Eastern Europe and the Netherlands.

    Managed design operations (design fees € 2,5M+) and developed annual operating plans and quarterly forecasts (travel, outsourcing and R&D budgets € 1,5M+

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  • Various Agencies

    (Senior) Interior Architect

    Rotterdam | Amsterdam | Dordrecht | 1996 - 2011

    Previously I held roles at leading design agencies - working as senior interior architect on a wide variety of projects for clients like: Shell, Reed Elsevier, MTV Networks (Viacom CBS), Kadaster, de Bijenkorf, Museum of Modern Art NY, Universal Studio’s LA and various hospital and healthcare organizations. In these roles I sharpened my creative, presentation, collaboration and project and people management skills.

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  • Trough my lens

    Personal Photography

    2019 - current

    A selection of my personal photography of people, places, colour, coincidence.

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