I help B2B companies build or transform their marketing into a structured ecosystem designed to perform over time
I diagnose the current state, identify what is missing or disconnected, and lead the design and implementation of the right structure across marketing, sales, data and customer experience.
Curious what this could look like for your company?
When execution comes before structure
B2B companies invest in visible marketing activity — lead generation campaigns and automation — before the foundations needed to support it are ready.
This creates a cycle in which:
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expectations are set against a system that cannot yet support them
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campaigns are launched, but results remain inconsistent, difficult to explain, or below expectations
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investment is reduced before the missing structure is ever built
This is where I break the loop.
By developing and connecting the foundations first, I build the marketing ecosystem your company needs to turn marketing investment into measurable commercial performance over time.
One marketing ecosystem, built with the customer at the core
Three interconnected pillars integrated into one marketing ecosystem — designed to create the conditions for commercial growth the business can sustain over time.
Marketing operations & infrastructure
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CRM architecture and lead lifecycle design
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Lead scoring, routing and qualification logic
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Reporting, tracking and attribution frameworks
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Database quality, data governance and GDPR compliance
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Customer journey & lifecycle design
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End-to-end customer journey and touchpoint mapping
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Messaging and content aligned to each journey stage
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Lifecycle, nurture, retention and advocacy design
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Conversion optimisation at key decision points
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Cross-functional & commercial alignment
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Go-to-market strategy and alignment across markets
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Shared ICPs, personas and lead definitions with sales
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Sales enablement and outreach frameworks
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Customer-value segmentation for pricing and account strategy
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Work & consulting experience
Tourism
Industrial manufacturing
Industrial technology
Engineering
FinTech & SaaS
Higher education & advisory
Career Development
Selected work
Lead-management architecture that clarified qualification and sales handovers
Introduced scoring, routing and disqualification logic in HubSpot across three markets. During the engagement, MQLs increased from 369 to 531 and ten opportunities were recorded.
Read the case →
A customer-value model that created a clearer basis for account prioritisation
Over 1,100 accounts scored and organised into value tiers using ten years of transaction data — creating a structured basis for account prioritisation, pricing and commercial decision-making.
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A website experience redesigned rebuilt around how customers move from interest to enquiry
Website conversion rate increased from 1.9% to 3.4%, while RFQ and contact-form submissions rose from 931 to 1,685 across five European markets in ten months.
Read the case →
From first touchpoint to structured work
01
An exploratory conversation
Forty five minutes.
Free.
Without obligation.
You explain the situation you are facing.
I explain how I work, what a deeper diagnostic could unravel, and how it could transform uncertainty into clear priorities and practical next steps.
02
A structured diagnostic
A separately commissioned, in-depth assessment of your marketing ecosystem:
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what exists
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what is working
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what is missing or disconnected
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what should be addressed first, and why
You receive clear findings and a defined course of action.
03
Structured work
Based on the diagnostic, together we define the right next step:
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a focused implementation project
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fractional marketing leadership
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strategic advisory alongside your existing team
I lead the work through your internal team, agencies and relevant stakeholders, keeping direction, ownership and implementation aligned.
Want to bring structure to your marketing?
Where my approach comes from
Before moving into B2B marketing, I spent years working directly with customers in hospitality, retail and customer service.
It taught me to look at marketing from the customer's perspective — what people need, what they value, where communication breaks and why they choose one company over another.
Once I moved into marketing:
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I built marketing functions from scratch
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I also inherited fragmented ones and rebuilt them
Doing both across different companies and industries, taught me the same lesson every time.
This is where the pattern became obvious: the deeper issue is almost never the execution itself.
It's the structure, ownership, and understanding underneath it.
Read my story →
Frequently asked questions
(FOR STUDENTS)
Student coaching:
The guidance I wish I had as a student
I made my career decisions with no one to guide me — learning through the good, the bad, and the ugly.
The route was anything but straight: Romania, Spain and the Netherlands — through retail, hospitality and customer service before moving into B2B marketing.
Careers rarely follow a straight line. Having someone who's walked a winding one helps.
If you're figuring out your first career step in the Netherlands, I run free one-on-one sessions — no job promises, no recruitment, just practical guidance from someone who's been in your shoes.
Explore career coaching →
Let's talk
Tell me what is happening in your marketing and what you are trying to improve.
I’ll review your message and get back to you to arrange a 45-minute exploratory conversation.