CV and skills
Twenty years in digital: strategy, design and facilitation
This is what I have done, what I can do and which processes I design and lead. If you search by title: Digital Strategist or Experience Strategist at agencies, AI Strategy Lead or Lead Digital Strategy at end clients.
Timeline
Timeline
- 2026 to now
Independent, Antwerp
Senior strategist for product and AI programmes, through agencies and directly. Own company since 2019.
- 2024 to 2026
iO Digital, Experience Strategist (contractor, 2.5 years)
Programmes delivered on behalf of iO Digital. Driver of the AI programme: process optimisation with AI as a workshop format, run many times over. Scoping, research, session design, facilitation and reporting for NMBS, Plopsa, Odido, PON, Miele, Xerius, Mensura and Etex among others. Keynotes and webinars on conversational AI, agentic AI and Agent Experience. Claude Code courses for colleagues.
- 2023 to 2024
Bothrs (now Nimble Studios), strategist (contractor)
Design sprints and strategy work for Kom op tegen Kanker and an international health insurer (two days on site in Madrid, seventeen participants).
- 2021 to 2024
Sprint Valley, facilitator in the partner programme (contractor)
Vodafone (2021, digital retail experience, playbook with prototypes). Symetri (2023 to 2024, nine remote workshops, sixty participants in three countries).
- 2023
Next Energy, brand sprint (direct)
Brand strategy in a series of workshops with the team; the output briefed the advertising agency for the launch campaign.
- 2022 to 2023
BorgoLabs, with Diego Borgo (own proposition)
Strategy workshops for brands that wanted to set out a web3 strategy. Shell (2023, three workshops in one week, eleven concepts, one chosen, executive playbook). Realio.
- 2022
W2 Digital, facilitator (contractor)
Four-week sprint for the US marketing team of a sports brand: two workshops, nine concepts, one direction. Remote across three continents.
- 2021 to 2022
DEPT, UX designer on the ANWB team (contractor, six months)
See case. Nineteen sessions, from twelve ideas to three live, pages that stayed up for over three years.
- 2020 to 2021
Forward (Cronos, Hasselt), Creative & Strategy Lead (contractor, eighteen months)
Remote workshops during covid: ALD Automotive, Multipharma, Neuhaus, JBC, D'Ieteren. The period in which I learned to design and run everything in Miro.
- 2019
Wijs (now Springbok), contractor at Belfius (six to seven months)
First assignment as an independent. A pension simulator that had just gone live and was not moving forward, turned into a strategic programme: stakeholder conversations, strategy workshop, design sprints, user tests.
- 2017 to 2019
Emakina, Amsterdam and Brussels
Senior Visual Designer, then UX Lead on KitchenAid in Brussels (ten months, new UX and visual design, team of designers and strategists, pitches in Italy). First workshops and design sprints, for Prénatal, Intersport, Ecco, Unilever and Diageo among others.
- 2016 to 2017
The Valley, UX design (three months)
Assignment for AkzoNobel.
- 2015 to 2016
Independent and travelling
Six months for my own network, then close to a year through Central and South America and Asia.
- 2010 to 2015
Haboes, Amsterdam, co-founder
Web agency, grown to fifteen people, WordPress as the specialism. Sales, design and strategy, co-responsible for development. Clients: Albelli, Sanoma, HEMA, WPG, Sunnycars, Omron, Rabobank, Dutch Ministry of Infrastructure.
- 2005 to 2010
Designer at agencies in the Netherlands
Sequential Media, e-Active, Enof, Conclusion (junior art director), Evident (now Valtech). From visual design to UX.
- Education
Grafisch Lyceum Utrecht, multimedia design, 2005. AJ&Smart Design Sprint Masterclass (2020), Workshopper Master (2021), Mastermind (2021). Growth Tribe (2021). The Futur (2022). Flux Academy (2022). Strategyzer (2022, no certification). aimforbehavior.com (2024). 33.ai AI design sprint (2024).
Skills
Skills
- 01
Strategy and decision-making
Stakeholder interviews, scoping from light to full, value proposition and business model, two-year goal and 90-day path, roadmaps with an owner per initiative, KPI frameworks, executive reports and playbooks within a week.
- 02
Session design and facilitation
Over a hundred workshops designed and led: design sprints, strategy sprints, design thinking workshops and AI discovery sessions. Remote and on site, from eight to forty participants in one room. Every session designed from the goal, with a decision-maker, voting rounds and time pressure as fixed elements. Dutch and English, bilingual boards and reports.
- 03
Research and validation
Customer journeys with a data layer, service blueprints, user tests and usability interviews, red teaming on concepts, and the advice not to build yet when that is the answer.
- 04
Prototype and AI
From workshop to clickable prototype without a design or development team, with Claude and Claude Code, live in the session. Previously in Sketch, InVision and Figma. AI discovery on processes using the six categories (generate, automate, augment, analyse, accelerate, personalise) and a data readiness verdict. n8n, MCP, GPT and Claude in daily practice since late 2022.
- 05
Design and direction
Designed UX and UI for years, until 2019. Translates strategy into design, directs design teams, writes UX specifications.
- 06
Stage and enablement
Keynotes for hundreds of people on conversational AI, agentic AI and Agent Experience. Webinars. Claude Code courses for teams.
Tools: Miro · Notion · Figma · Claude · Claude Code · n8n · Granola · Optimizely · Zoom · Loom
Processes
Processes I design and lead
For each process a diagram of the steps, one sentence on what it delivers, and one proof from practice.
Design sprint
- 01question
- 02map
- 03sketch
- 04decide
- 05prototype
- 06test
From question to tested prototype in a week or two, with a decision-maker at the table and real users at the end.
Proof: international health insurer, 2023, seventeen people, ten-screen prototype tested; Kom op tegen Kanker, 2023, prototype tested in five interviews and the advice not to build yet.
Strategy sprint
- 01interviews
- 02goal
- 03opportunities
- 04prioritise
- 05plan with owners
From too much input to a prioritised plan with owners, in three to four sessions with the people who decide.
Proof: Symetri through an agency, 2023 to 2024, three workstreams that pitched their own 90-day plan to leadership; a health and prevention services provider, 2024, from a rejected vision paper to a playbook with 26 projects in four phases, site live and following the strategy.
AI discovery on processes
- 01process mapped
- 02pain points per step
- 03opportunities in six categories
- 04prioritise with decision-maker
- 05one concept live
One process mapped before the session, the pain points per step, the opportunities in six AI categories, prioritising with the decision-maker, and one concept built live.
Proof: national railway company, 2026, sixteen concepts, six on the roadmap, one running the same day; Dutch holding company, 2026, six concepts, two planned, and the advice to enable first.
Customer journey
- 01phases
- 02data layer
- 03friction
- 04concepts
- 05choice
The journey in phases with a data layer underneath, so the room sees where it hurts and where the data is missing.
Proof: Miele, 2026, fourteen steps, ten friction themes from sixteen pages and six interviews, eight AI concepts; Xerius, 2025, seven phases with a data layer, twelve concepts, four chosen, and the advice that the first track is not an AI track.
Brand sprint
- 01sessions with the team
- 02brand core
- 03briefing for execution
Brand strategy in a series of short workshops with the team, as the briefing for whoever executes the brand afterwards.
Proof: Next Energy, 2023, output went as the briefing to the advertising agency for the launch campaign.
Multi-month product and strategy programme
- 01interviews
- 02blueprints
- 03sessions
- 04KPIs
- 05playbook
- 06strategist on board
Interviews, blueprints, sessions, KPIs and a playbook with an order, then on board as strategist until it runs.
Proof: theme park and resort group, 2024 to 2025, roadmap in three phases, measured a year later in the quarterly review.
Where and how
Where and how I work
- Base
- Antwerp
- Languages
- Dutch and English, in the room and in the report
- Format
- remote, on site or hybrid; sessions led in Madrid, Ghent, Rotterdam, Amsterdam, Antwerp and Utrecht, and remote with teams on three continents
- Contract
- own company since 2019, so contractor, not payroll
- Duration
- short, one to four months, or long, six to ten months
- Hours
- within working hours
- Available
- now
Download
CV as PDF
Timeline, skills, processes and search titles on two pages, to forward or to put in your system. The full cases are in the portfolio.