Technology Changed. My Purpose Didn't.
For more than 25 years I have been helping businesses solve complex challenges — from packaging and digital transformation to AI solution design. The tools evolved; the mission stayed the same.
The Physical World
Started in packaging and print. Watched an entire industry transform from floppy disks to fully digital — my first lesson in how technology disrupts established ways of working.
Digital Transformation
Led the company's first ERP implementation — migrating from DOS to Windows. My first experience translating a business problem into a technology solution.
Getting Closer to the Customer
Co-founded Good ID B.V. to work directly with brand owners and marketing departments — reducing intermediaries and building closer customer relationships.
Global Thinking
Managed international packaging projects in China — learning that innovation often comes from connecting different industries, cultures and ways of thinking.
Software Before AI
Initiated one of the first online packaging ordering webshops in the market — years before e-commerce was standard in the industry.
Entrepreneurship
Founded Way Beyond Presentations — an independent packaging consultancy. Five years running every decision commercially, operationally and financially.
Customer Service and Key Accounts
Interim purchasing role at Bestronics, then Customer Service Manager / Key Accounts at Apex International — broadening experience across international operations.
Business Model Innovation
While working in the concrete industry, recognised that the ordering process could be digitally transformed. This insight became the foundation of Pink Beton.
Broadening Commercial Experience
Account Manager at Auto Partner (automotive distribution) and Sales Engineer at Multipond (industrial weighing). Strengthened ability to bridge technical and commercial domains.
Applied AI at New Packaging Group
Account Manager / Business Development at New Packaging Group, while exploring applied AI — custom GPTs, n8n workflow automation and AI Agents for real business problems.
AI Solution Design & Business Transformation
Combining 25+ years of commercial and operational experience with hands-on AI capability — designing solutions, building prototypes and helping organisations understand where AI creates real business value.
Technology changes.
Business challenges remain.
My role has never really changed.
I help organisations understand complex problems. Today I use Artificial Intelligence to explore new ways to solve them.
