I turn business opportunities intopropositions, brands and marketing that work.
Commercial thinking, with a creative eye.
Moving to the Netherlands
Open to new roles from January
Propositions and go-to-market
from market insight to launch
+334%Revenue in two years, GraphicHunters
+34%Online bookings, Dive Friends Bonaire
4 yearsIn senior leadership teams
500+Projects for sports brands
Worked with KNVB · Eredivisie · Heineken · AFC Ajax · Manchester City · SPORTFIVE · Tapestry Collection by Hilton
Selected work
Brands, products and teams I built and grew
What I do
From business question to launched product, and the team to run it.
01Strategy and propositionsMarket insight, positioning, value propositions and go-to-market. From where the opportunity is to a launched product.Avelo Experience, sold out every edition
02Data and logicBringing different data sources together and finding the story behind them. Owning tracking, measurement and budget decisions.$300K budget, +34% online bookings
03Leadership and changeBuilding departments, hiring and coaching teams, and fixing processes that did not grow with the company.Built a marketing department from scratch, steered on data instead of assumptions
04Creative directionBriefing and judging work with a maker’s eye, from brand identity to campaigns.KNVB, Eredivisie, Heineken, Manchester City
Built with AI
Tools and prototypes I design and build with Claude
SaaS concept and prototypeMAS, Manager’s AssistantAn AI dashboard concept for mid-sized hotels. One view across all systems, with recommended actions and their estimated impact.View the demo ↗
Automated, in use at Dive FriendsDFB Reviews DashboardUpdates itself every Monday across eight Google and Tripadvisor listings, and drives a monthly review with the leadership team.
Built for myselfPersonal finance appDashboard, goals and transactions, with transaction import from screenshots. Built like a product, one release at a time.
Designed and built with ClaudeThis websiteDesigned in rounds with Claude, from moodboard to final page. The moving gradient, light toggle and 3D glass J are live code, directed by me.
More work
Campaigns and brands across sports and tourism
Case coming soon
Dive Friends BonaireARENA Sports & LifestyleA new campaign for ARENA Sports & Lifestyle, one of the three Dive Friends retail brands.
About
I build marketing departments, launch products and lead teams through change.
The part I care about most is the people doing the work. A good brief, honest feedback and a check-in at the right time get more done than any strategy deck.
I started in design, film and UX, so I know what good work looks like and how to brief for it. Today I use that in strategy, propositions and go-to-market, and I build with AI every day.
Grew up on Curaçao, built my career in the Netherlands and on Bonaire. Outside of work I love to cook, play sports and be outdoors.
Now: relocating to the Netherlands. Open to marketing leadership, go-to-market and product marketing roles from January, on-site or remote.
Experience
Where I’ve worked
Dive Friends BonaireDec 2024 to present
Marketing & Sales Manager, Leadership TeamLead marketing for seven dive shops and three retail brands. $300K budget, team of three, close work with seven location managers.
GraphicHuntersJun 2022 to Jun 2024
Operations Manager & Client Lead, Leadership TeamFirst employee at a sports design studio. Built workflows, pricing and reporting; revenue grew 334% in two years.
JRNNov 2014 to Nov 2024
Creative Strategist, independentBrand strategy, creative direction and production for clients including the Ministry of Finance of Curaçao, the Curaçao Tourism Board, Recent and Go Britain.
Flexpower EuropeJul 2020 to Jun 2022
Brand ManagerBrand positioning and multi-channel campaigns for a health brand across European markets.