Stories that move
I am an experienced storyteller and brand builder with a strategic mind, inspirational writing skills and a knack for bringing ideas to life visually. I'll help you find your unique story – and turn it into a concept that truly works for you. Storytelling is my tool to move people, spark positive change, and shift stuck situations into gear. If that’s what you’re looking for, let's connect.
A passion for radio
Fueled by a love for radio, my journey started in the 80s as an editor, reporter and newsreader at the ANP press agency, and Dutch broadcasters like NOS, NCRV and Radio Netherlands world service. As a freelancer, I gradually moved into corporate and educational films, becoming an early adopter of what was then called ‘new media’. I also lent my voice to many films and ads – for brands like Hema, Heineken and Bols. At some point, voiceover work outgrew my journalistic path.
A switch to advertising
For more conceptual and creative freedom, I switched to advertising in the 90s. First as a copywriter, then as a strategist, I spent years at FHV BBDO – back then the biggest agency in the Netherlands – where I co-directed the cross-media unit (TV, radio, outdoor, digital, DM). Clients included established names like Albert Heijn, KPN, Interpolis, Douwe Egberts, Chrysler, M&M’s, Randstad, NS, Euronext and Schiphol.
A mission in brand and story
Halfway through the zeroes, I struck out on my own as an independent brand strategist, focusing on brand identity, positioning and strategic marketing. Thanks to my hybrid background in journalism and advertising, I often teamed up with media brands like FD, BNR Newsradio, RTL News, SBS6, Veronica and Net5. But I’ve also helped shape identity and positioning strategies for the Dutch FA (KNVB), cancer charity KWF, the Brain Foundation, NBTC (Netherlands Tourism), Flower Council Holland, and created city branding strategies for Leiden and Dordrecht.
Sustainable entrepreneurship
In 2013, I took over as director of Saint Basics – a sustainable clothing brand I co-founded. It was a tough gig in a tough market, but one that deeply imbued me with all facets of (online) entrepreneurship – from investor rounds, crowdfunding and shareholder meetings, to product development, inventory planning, supply chain management, impact analysis and data-driven marketing. After a 10 year rollercoaster ride, Saint Basics came to an end, having provided a wealth of experience – and a new home in Portugal.
Strategic storytelling
Still every day, I battle the untold story. Every person, every brand, every organisation has a unique story within them that sets them apart from the rest. But in most cases, that story is never told – or not told well. That's a major missed opportunity. I help you find your story and tell it strategically. And thus make a difference for yourself, your ambitions and the world around you.
This Handbook for Heroes comes with my masterclass Strategic Storytelling.
Inspiring trails
I live and work in Portugal – and I’d love to welcome you and your team out here. Because you won’t find your true story in the chaos of day-to-day life. It needs space. Calm. And a fresh perspective. Here, we find the silence, energy and inspiration to reconnect with what really matters. Sure, we can do this closer to home too. But here, it’s easier to shake off old ways of thinking – and reconnect with who you really are. And the closer you get to your true self, the stronger and more credible your story becomes.
Masterclasses
I’m a storyteller, structural thinker, and entrepreneur rolled into one. I weave a solid logic into every story, so it doesn’t just sound good – it also works. Over the years, I’ve mastered loads of useful frameworks (and even developed a few of my own). I share these models and insights through e-learning and online masterclasses – complete with hands-on tools to get started yourself.
Voiceovers
And my love for radio and voice work? Still going strong. You’ll still hear me in various films, promos and commercials. Sure, AI voices are popping up everywhere now. But I believe nothing beats the real human voice. That will always matter.
Let's connect
Curious what I can do for you? Let’s set up an informal chat – no strings attached. We can meet in person or online, in Dutch or English. And if you're up for that, I’ll send over a tailor-made proposal just for you.