Technology Changed. My Purpose Didn't.
For more than 25 years I have been helping businesses solve complex challenges. The technology evolved from printing and packaging to AI and intelligent automation, but my mission has always remained the same: understanding business problems and designing better solutions.
The Physical World
I started my career at Moeskops Grafische Afwerking as Account / Sales Manager.
Artwork was still delivered on floppy disks and CD-ROMs. Printing files were transferred to photographic film before eventually becoming printing plates.
Within a few years the entire industry transformed. The internet replaced physical media. Film disappeared. Email replaced fax. Printing became fully digital.
I experienced first-hand how technology could reinvent an entire industry.
What I learned
Digital Transformation
Technology fascinated me. I took ownership of implementing one of the company's first professional ERP systems.
We moved from DOS to Windows. We implemented a custom ERP environment that changed the way the company worked.
Looking back, this was my first experience with digital transformation.
What I learned
Getting Closer to the Customer
I co-founded Good ID B.V. Rather than supplying printing companies, we worked directly with brand owners, marketing departments and creative agencies.
We believed that reducing the number of intermediaries would improve communication, increase value and create better products.
That philosophy still shapes the way I work today.
What I learned
Global Thinking
Good ID opened the door to international manufacturing. I travelled to China, working directly with factories on complex packaging projects.
I learned that innovation often comes from connecting different worlds, cultures and ways of thinking.
What I learned
Software Before AI
Long before AI became popular, I was already fascinated by software. As internet printing emerged, I initiated the development of one of the first online packaging webshops in our market.
Customers could configure and order packaging completely online. Today that sounds normal. Back then it was unusual.
That project sparked my passion for software.
What I learned
Entrepreneurship
I started my own independent packaging consultancy — Way Beyond Presentations.
Running my own consultancy taught me lessons that no corporate environment ever could. Every decision mattered — commercially, operationally, financially.
Leadership became practical instead of theoretical.
What I learned
Customer Service and Key Accounts
After a short interim role as Purchase Specialist at Bestronics, I moved to Apex International as Customer Service Manager / Key Accounts.
These roles deepened my understanding of international customer service operations and key account management.
What I learned
Business Model Innovation
While working as Account Manager at A. Jansen B.V. in the concrete industry, I recognised that the ordering process could be transformed.
I applied e-commerce thinking from a different industry to challenge assumptions about how concrete was bought and sold.
That insight became the foundation of Pink Beton — a concept for a digital-first business model in a traditionally offline industry.
What I learned
Broadening Commercial Experience
I worked as Account Manager at Auto Partner S.A. (automotive parts distribution) and then as Sales Engineer at Multipond Benelux B.V. (industrial weighing systems).
These roles broadened my commercial experience across new industries and strengthened my ability to bridge technical and commercial domains.
What I learned
AI at New Packaging Group
I joined New Packaging Group as Account Manager / Business Development.
I started exploring AI solutions for specific business problems — sales support, customer communication, knowledge management.
I built custom GPTs, designed workflow automations with n8n, and explored AI Agents and MCP.
What I learned
AI Business Transformation
Today I explore how AI can solve business problems — building prototypes, workflow automations and interactive applications.
I combine over 25 years of commercial and operational experience with hands-on AI capability.
My role has always been the same: identify business problems and design better ways to solve them. The technology has changed; the purpose has not.
What I do today
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.