Work & Study

Global Brands & International Experience

Since 1998, I have been working in different functional areas, including Finance, Sales and Marketing whilst being based in several countries, thereby gaining significant global academic & work experience. My roles are, in general, focused on business development, process optimization, multi-channel mgmt and interaction with the customers, having the goal of unlocking profit opportunities.

I have been active for over 15 years with Internet, Digital and Sales channel related activities, from developing websites, e-business products (B2B), heading eCommerce channels, launching and running web shops (B2C) and implementing and defining eCommerce and multi-channel strategies for large global organizations (SCA Packaging, Electrolux, LEGO and  Husqvarna Group).

In 2011 I graduated for my Executive MBA and obtained an MBA degree from a consortium of 6 European universities. My MBA thesis on Direct On-line Sales has been published in April 2011. Prior to undertaking the MBA, I completed education in the Netherlands and Denmark, both in Business and Economics.

Current Position: VP Global Online, Husqvarna Group (Stockholm, Sweden)

Responsible for the online and digital presence globally for the Husqvarna group, and its brands. Heading the online competence center, strategy, development and team, with as main objective to develop and implement a consistent and industry leading online experience, online channel strategy and e-Commerce abilities supporting direct and 3rd party sales, in an multi & omni channel environment, with dealers and retailers. Aim is to create a seamless and consistent experience across all touch points during the Path to Purchase. The team is driving activities to increase traffic on the sites, social and to store.

Key activity is to replace all 17 brand sites with a new experience, with a newly selected CMS platform (Sitecore), to enable the strategic online vision for the group. Main brands are: Husqvarna, Gardena, Jonsered, Poulain Pro, Flymo, McCulloch, Zenoah, ...)

Prior postition: LEGO Group, Global Head of eCommerce (London, UK)

Global head to establish the LEGO eCommerce competence center and team, with as main objective to develop and implement a consistent and industry leading eCommerce channel strategy for direct and 3rd party sales (retail). Key Deliveries: Strategy roadmap, KAM eCom Toolkit, Asset Portal, eCom guidelines, team establishment, Mobile commerce, price monitoring, direct and multi-channel retail insights and innovation


International Executive MBA, EURO*MBA

Graduated in January 2011, for my Executive MBA, from a consortium of 6 leading European Universities and Business Schools, accredited by AMBA, AACSB and EQUIS, from 5 counries: Netherlands, Poland, Germany, France and Spain.

Thesis topic: On-line Direct Sales, a decision framework for manufacturers, published in April 2011