PROFILE

I studied Fashion Business at TMO and earned a Master’s in Marketing Management from the University of Groningen, where I wrote a thesis on brand purpose and on the influence of identity on purchase behavior. The past couple of years, I’ve worked on brand development, campaign strategy, e-commerce, and creative direction for both start-ups and established names in retail and lifestyle.

My strength lies in connecting the dots. I love working with brands that have something special but need help shaping it — translating their identity into clear strategy, visual direction, and a presence that feels like them. Whether I’m defining tone of voice, designing a website, or creating moodboards for a shoot, I bring a mix of concept, structure, and sensitivity.

I have a sharp eye for what works and what doesn't, a strategic mindset, and the energy to bring things to life. I ask good questions, think in systems, and spot potential in ideas, people, or brands. I’m empathetic, fast-thinking, and happiest when collaborating toward something thoughtful and beautiful. I work well under pressure, enjoy creative collaboration, and like moving between execution and strategy.

In short: I bring critical thinking, style, and intention to the table — and enjoy creating great work with great people.