I build digital commerce platforms that scale across markets, and the teams and organisations needed to make them succeed. What I actually build underneath all of it is clarity.

Sixteen years across startup, consulting, and enterprise. I founded my first company from a university bedroom and grew it into an international eCommerce agency. 100+ platforms delivered across Europe. Over €400k in annual revenue. Fully remote team. Owned end to end.

Today I lead a global unified commerce transformation at a Fortune 500 organisation across twenty countries. 25+ senior stakeholders aligned. 45+ people led indirectly. Built from scratch: the product vision, the operating model, and the team structure.

I burned out in 2020 doing it the hard way. That experience changed how I lead, how I build teams, and why I became an executive coach. Today I also coach founders and senior leaders navigating growth, complexity, and the pressure of carrying responsibility alone.

I’ve spoken at TechEx Europe (RAI Amsterdam) alongside speakers from IKEA, Nike, ING, Uber, and Heineken, and appeared on the Growth Minds Podcast, Next Level Branding Podcast, and Product Owner Podcast.