“A Stoic counts all adversities as mere training.”
Why you need me in your business
The art of getting the right things done
When your personality is ENTJ - T - better known as The Commander - happiness lies in the joy of achievement. That defines who I am to the core of my being. Resilient without measure, with a strong bias for action, I crave for a good challenge: the more complicated, the better. I thrive in organizations that are in the midst of digital transformation, where I can hit the ground running and make an impact on operations while setting the direction.
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Between launching eCom & marketplace operations in new markets, managing re-platforming projects, building teams & processes in scaling organizations, shaping the marketing capability and formulating the D2C strategy, I have experience with every functional pillar in a digital organization. Having been responsible for the P&L management of both eCom and marketplaces businesses, I am skilled at leading teams from a financial impact angle, with a keen eye for short-term optimizations while being able to zoom in an out.
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I love to lead from the front while ensuring psychological safety and room to grow for my team. While I am strongly motivated by momentum and achievement, I am equally passionate about leadership and human psychology. To achieve excellence, I strongly believe high standards must intertwine with a deeply empathetic approach.
I have formed and led teams of 20+ with direct and indirect reports acros eCom, marketplaces and marketing. I have experienced the dynamics of new, mature and transforming teams with a wide variety of personalities and skill-sets. I can and will step into various states of situational leadership - but my preference sits with coaching.
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I have built a consulting framework (blending a series of targeted interviews, data deep-dives and industry scans) that allows me to quickly understand a business, identify and operationalize levers for success. This also enables me to connect with the executive team, ensure cross-functional buy-in and speed of execution. As a result I was able to make material impact across all clients which in turn has led to the prolonging of our collaborations.
Digital transformation
Scalable solutions
Data driven
Technology led
Digital transformation Scalable solutions Data driven Technology led
Experience
PUMA, Netherlands & Germany · Global Director Consumer Acquisition & Retention
May 2025 to present
Lead the global digital marketing agenda across 45+ markets, spanning paid media, SEO, CRM (25M+ customers), loyalty and membership, customer service and agentic commerce.
Define and drive the global digital strategy across regions.
Lead the build and commercialisation of loyalty and membership as a core growth and brand lever.
Own the global MarTech roadmap (CDP, identity, activation), enabling personalisation at scale.
Drive the transformation of the operating model across eCommerce and marketing.
Build and scale the Digital Hub in the Netherlands (around 20 FTE) while leading a team across the US, Spain and Germany.
Digitalholic, Amsterdam · Owner & Fractional Chief Digital Officer
February 2022 to present
Fractional, interim and advisory digital leadership for consumer brands and investors.
Accell Group · Head of Digital
Centralised digital capabilities across 16 brands, unlocking scale, speed and operational efficiency.
Designed the group-wide operating model across digital, marketing and category management.
Defined the D2C platform consolidation roadmap, migrating to a headless eCommerce architecture.
Led a global RFP for marketing production and activation agencies, improving effectiveness.
Strategic consultant for the group's first IoT-enabled brand, shaping its go-to-market.
SUPER73 · Digital Marketing & eCom Director
Exceeded digital commercial targets through site re-merchandising, an acquisition strategy reset and a retention overhaul.
Launched a campaign that doubled conversion rate, revenue per user and units per transaction.
Supported the outsourcing of eCommerce operations to a specialised partner.
UNICEF · Head of Virtual Hub (MENA, ECARO, Singapore & Bangladesh)
P&L owner of the Virtual Hub, a digital fundraising incubator, leading an agile cross-functional team across performance, content, UX, CRM, platform and customer service.
Exceeded revenue targets by speeding up campaign execution, including moving donors from one-time to subscription pledges during emergency fundraising.
Led the first qualitative customer research across the UAE, Saudi Arabia and Singapore.
Alpine Hearing Protection · Chief Digital & Marketing Officer
Led a team of 15+ with responsibility for the digital P&L, marketing and branding.
Merged the marketing and digital functions and set up cross-functional briefing and alignment.
Onboarded new partners across marketplace operations, CRM and UX, doubling growth in new markets (Italy, Spain and Sweden).
Created and rolled out a new organic and paid social media strategy.
ASICS · eCom Strategy Consultant, Onitsuka Tiger
P&L owner for the digital channel. Reworked the digital marketing strategy and agency ways of working, growing online D2C by 30%.
Identified 200k+ in supplier surcharges and recovered them in full.
Managed the replatforming with 100% of existing functionality migrated.
Everyman Health · GTM Consultant & Angel Investor
Go-to-market strategy in Switzerland for a pre-seed product.
Eden McCallum · Management Consultant
Commercial due diligence for a pharmaceutical and home decor business: 5-year online potential and the roadmap to reach it.
NADUVI · Interim Performance Marketing Director
Glanbia, Amsterdam · Digital Marketing & CRM Director (Global)
December 2019 to January 2022
Built and led a global digital marketing and CRM function from scratch (8 in-house specialists, 20+ agency-side), accountable for new customer acquisition and customer lifetime value across international markets.
Launched 12 webshops across the EU, US and APAC in under 12 months.
Renegotiated the agency retainer, saving €200k+ a year.
In-sourced advertising, adding 10 headcount and €200k in efficiency while improving output.
Scaled media budget by 40% while holding CAC flat through automation.
Implemented an RFM model, a referral programme and 10+ lifecycle journeys, generating €1M+ in incremental revenue.
Co-created the 5-year strategic vision with McKinsey, adopted by the board and rolled into execution.
BESTSELLER, Amsterdam · Head of Performance Marketing (Europe)
June 2018 to November 2019
Owned paid media and SEO across 17 brands in 12 European markets, with a 7-person team and an 8-figure budget in a complex matrix organisation.
Rebuilt the team through performance management, rehires and a structural redesign, reaching full commercial delivery within the first year.
Implemented SA360, DV360, Criteo and Smartly, improving ROAS by 10 to 20% and marketing budget effectiveness by 40%.
Delivered a multi-year, cross-channel investment roadmap that brought transparency and stronger commercial accountability.
Built the marketing data warehouse and full reporting stack hands-on in under 3 months.
Suitsupply, Amsterdam · Head of Performance Marketing
December 2017 to May 2018
Responsible for all advertising and organic channels for the newly launched SUISTUDIO brand. Built the team and the data and reporting infrastructure, and onboarded the advertising agency.
PVH (Tommy Hilfiger & Calvin Klein), Amsterdam · Sr. eCom Acquisition Manager
October 2013 to November 2017
Promoted three times, from Jr. SEO Specialist to SEM Specialist, SEM Manager and Sr. eCom Acquisition Manager. Grew from a one-person team to 5 in-house specialists and 17 agency FTEs with a multi-million budget.
60% higher net ROI and 100% more top-line revenue from paid search.
40% more SEO net revenue through best practices and a large-scale domain and URL migration.
Brought search trends into early-stage product design, planning and buying across retail and eCom.
Ran the proof of concept for attribution modelling that led to much more efficient media allocation.
Philips, Spotzer Media, Digital Power, Amsterdam · Trainee & Digital Specialist
April 2011 to October 2013
Areas of expertise
Areas of expertise
eCommerce & marketplaces12 webshops across EU, US & APAC in under 12 months
D2C growth+30% online D2C growth for Onitsuka Tiger
CRM & lifecycle€1M+ incremental revenue from RFM, referral and lifecycle journeys
Performance marketing+40% budget effectiveness across 17 brands
Operating model16 brands with digital centralised at Accell
Commercial discipline€200k+ saved a year on agency retainers
Education
INSEAD, France
2021
Leading Digital Strategy
University of Amsterdam, the Netherlands
2010 to 2012
MSc Marketing, cum laude
Budapest Business School, Hungary
2009 to 2010
Erasmus exchange, GPA 9.8
Academy of Economic Studies, Bucharest, Romania
2007 to 2010
BSc Business Administration, GPA 9.5
Certifications
Life & Wealth Management - Tony Robbins - 2019
Search Ads 360 - 2018
Leadership training - PVH - 2016
Google Ads Search Certification - 2014
Adobe Certified Expert: Adobe SiteCatalyst - 2013
Adobe SiteCatalyst Implementation training - 2013
Interests
Weight lifting
Psychology
Poetry
Volunteering: Head of Marketing & Membership Growth, LEAN IN Netherlands (2023)
Languages
RomanianNative
EnglishC2
SpanishB1
FrenchB1
DutchB1