Experience
A career across fintech, marketplaces, e-commerce, digital transformation, digital government, enterprise platforms and AI.
Business Development
Early in my career, I worked in business development at Centradia in London. The role put me close to the practical side of introducing new financial technology to established institutions and corporate buyers.
I joined Amazon during the early expansion of its third-party marketplace in Europe. My work involved helping retailers understand and adopt a new distribution model that was still unfamiliar to many established businesses.
Head of Business Development
At Pangora, I led business development across Munich and London, working with distribution partners, affiliate networks, technology companies and media agencies.
Founder
I founded Expandeer in 2009 and built it into a digital consultancy serving organisations across the Dutch Caribbean. Representative clients included Marriott Resort & Casino, Harley-Davidson, Aruba Bank and Post Office Aruba.
Expandeer was sold to Deloitte Dutch Caribbean in 2017 and became part of Deloitte Digital.
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Senior Manager, Digital
After Deloitte Dutch Caribbean acquired Expandeer, I joined Deloitte as Senior Manager, Digital. The move took the work from an entrepreneurial consultancy context into a larger professional-services environment.
Digital Transformation Lead, e-Government
At Futura Innovation Lab, I was responsible for Aruba’s e-government programme and digital-transformation capability across government. I led a multidisciplinary team of seven and coordinated a wide stakeholder landscape across government, policy, technology vendors and international partners.
Six initiatives entered strategic planning, covering digital identity, interoperability, legal and privacy frameworks, citizen-service design and national digital strategy.
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Manager, Digital Advisory
At KPMG in Reykjavík, I worked in Digital Advisory. Part of the role involved the commercialization of ServiceNow and helping clients connect enterprise platforms to wider transformation goals.
Founder & CEO
I began work on GrowthApp in March 2024 and incorporated the company in November 2024. The platform is designed to help founders move from ideas to validation and execution, and has been used in entrepreneurship programmes with accelerators and universities.
Building GrowthApp keeps me close to the practical realities of AI product design, adoption, founder behaviour and commercialization.
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