Next availability:
September 7, 2026
Digital and e-commerce leader with 10+ years driving online growth, conversion, and customer experience across global multi-market retail organisations. Proven track record owning digital P&L outcomes, leading high-performing teams, and delivering measurable commercial results through platform transformation, search, and personalization.
Bridges leadership, product, and technical teams in fast-paced environments, translating complex requirements into scalable roadmaps and improving operational efficiency and site performance. Strong stakeholder management and data-led decision-making with a focus on experimentation and measurable impact.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
Language
English
Fluent
Dutch
Fluent
Work Experience
Digital Product / Digital Transformation Program Lead (Freelance)
February 1, 2026 - PresentFreelance digital transformation and project management, advising organisations on digital strategy, eCommerce performance, and platform optimisation. Translated complex requirements into structured roadmaps and scalable delivery standards.
Senior Digital & E-Commerce Lead at Rituals
September 1, 2025 - February 2, 2026Led digital platform transformation and omnichannel strategy across core e-commerce platforms (CMS, PIM, DAM, Search) with direct focus on conversion, scalability, and operational efficiency. Founded and led data/analytics experimentation and governance practices, setting vision for analytics and standardized performance reporting and cadences. Improved site performance significantly (Lighthouse 14 to 54; reduced page load time by 82%) through structured measurement and governance. Championed new AI capabilities in search relevance logic, improving conversion rate by 27%. Implemented AI-driven sorting/personalisation logic to reduce manual workload by ~10% and improve online shopping experience. Restructured and scaled the digital department into a scalable operating model to support continued growth.
Freelance Digital Transformation & Project Manager at Rituals
September 1, 2025 - February 2, 2026Drove digital transformation across core eCommerce platforms (CMS, PIM, DAM, Search) with a focus on conversion, scalability, and operational efficiency. Identified, evaluated, and championed new capabilities including AI-enabled search relevance logic, improving conversion by 27%. Introduced AI-driven sorting and personalisation logic, reducing manual workload by ~10% and improving online shopping experience. Restructured the digital department end-to-end and established a scalable operating model to support continued growth. Led stakeholders and cross-functional delivery to ensure measurable commercial outcomes.
Senior Manager Digital Product Experience at Rituals
September 1, 2023 - June 1, 2025Owned and improved digital product experience and performance, translating growth requirements into structured roadmaps and scalable delivery standards. Led analytics and experimentation governance to enable data-led prioritisation of growth investments, alongside standardised reporting and performance cadence. Improved site performance significantly (Lighthouse score 14→54; page load time reduced by 82%) through measurement and governance, directly supporting conversion and customer experience.
Manager Webshop & SEO at Rituals
July 1, 2023 - August 1, 2025Led digital optimisation and analytics-driven performance improvements across 12 webshops, achieving an SEO score of 92 and growing organic contribution to 20% of online revenue. Major contributor to platform transformation (Magento to Salesforce Commerce Cloud) across 12 markets, delivering checkout conversion uplift from 2.5% to 3.5% (+40%). Owned requirements analysis, solution validation, and post-launch optimisation in partnership with cross-functional stakeholders to maximise commercial outcomes.
Manager Webshop & SEO at Rituals | Global Cosmetics Retailer (1,000+ stores worldwide)
July 1, 2023 - August 1, 2025Led digital optimisation and analytics-driven performance improvements across 12 webshops, achieving an SEO score of 92 and growing organic contribution to 20% of online revenue. Key contributor to major platform transformation (Magento to Salesforce Commerce Cloud) across 12 markets, delivering checkout conversion uplift from 2.5% to 3.5% (~40% increase). Led requirements analysis, solution validation, and post-launch optimisation with cross-functional stakeholders to maximise commercial outcomes.
Senior Digital & E-Commerce Lead / Digital Product Experience Lead at Rituals | Global Cosmetics Retailer (1,000+ stores worldwide)
January 1, 2023 - January 1, 2025Owned and led omni-channel eCommerce transformation with a focus on conversion, scalability, and operational efficiency across core platforms (CMS, PIM, DAM, Search). Identified, evaluated, and championed new capabilities including AI-enabled search relevance logic, improving conversion by 27% and strengthening customer outcomes. Introduced AI-driven sorting and personalisation logic, reducing manual workload by ~10% and enhancing the online shopping experience. Led end-to-end restructuring of the digital department and established a scalable operating model to support continued growth. Improved site performance significantly (Lighthouse score 14 to 54; page load time reduced 82%) through structured measurement and governance, directly supporting conversion and customer experience.
Head of Digital Product Analysis at Hunkemöller
September 1, 2020 - December 31, 2020Advised organisations on digital strategy, eCommerce performance, and platform optimisation. Translated complex requirements into structured roadmaps and scalable delivery standards. Led a team of 12 analysts driving digital platform performance and enabling site adoption across a large, multi-stakeholder environment. Set a vision for analytics and experimentation, enabling data-led prioritisation of growth investments and introduced standardised reporting and performance cadences to improve delivery maturity across teams. Improved site performance (Lighthouse score and page load time) through measurement and governance, supporting conversion and customer experience.
Manager Digital Content (CMS & eCommerce Content) at Hunkemöller | Global Lingerie Retailer (1,000+ stores worldwide)
September 1, 2020 - June 1, 2023Primary responsibility for driving eCommerce growth through content, merchandising, and digital experience across 25 global webshops. Led CMS migration and workflow redesign, improving content velocity, quality, and consistency to support faster, more effective online trading. Reduced content upload time by 60% using reusable structures and improved governance. Defined content modelling and operating standards directly supporting conversion and customer experience across markets.
Manager Webshop & SEO at Rituals
July 1, 2020 - August 1, 2023Led digital optimisation and analytics-driven performance improvements across 12 webshops. Achieved an SEO score of 92 and grew organic contribution to 20% of online revenue. Contributed to major platform transformation (Magento to Salesforce Commerce Cloud) across 12 markets, delivering checkout conversion uplift from 2.5% to 3.5% (+40%). Conducted requirements analysis, validated solutions, and performed post-launch optimisation with cross-functional stakeholders to maximise commercial outcomes.
Senior Manager Digital Product Experience / Omnichannel Delivery Lead at Rituals | Global Cosmetics Retailer (1,000+ stores worldwide)
January 1, 2020 - January 1, 2023Drove digital transformation and execution across core eCommerce platforms with direct ownership of conversion, scalability, and operational efficiency. Led AI-enabled search and personalisation initiatives and delivered measurable conversion and operational efficiency improvements. Managed cross-functional stakeholder alignment and enabled scalable analytics and experimentation to support data-led growth investment priorities.
Manager Digital Content at Hunkemöller
October 1, 2018 - June 1, 2020Primary responsibility for driving eCommerce growth through content, merchandising, and digital experience across 25 global webshops. Led CMS migration and workflow redesign, improving content velocity, quality, and consistency to enable faster and more effective online trading. Reduced content upload time by 60% through reusable structures and improved governance. Defined content modelling and operating standards that directly supported conversion and customer experience across markets.
Webshop Coordinator at Hunkemöller
April 1, 2018 - September 1, 2020Supported digital execution across multiple domains by monitoring performance and implementing ongoing optimisation initiatives. Translated marketing priorities into structured digital delivery and operational execution to improve webshop performance.
Webshop Coordinator at Hunkemöller | Global Lingerie Retailer (1,000+ stores worldwide)
April 1, 2018 - September 1, 2020Supported digital execution across multiple domains, monitoring performance and implementing ongoing optimisation initiatives. Translated marketing priorities into structured digital delivery and operational execution.
Webshop Coordinator at Hunkemöller
November 1, 2014 - March 1, 2018Coordinated and supported global webshop operations, monitoring results and executing optimisation actions aligned to marketing priorities.
Webshop Coordinator at Hunkemöller | Global Lingerie Retailer (1,000+ stores worldwide)
November 1, 2014 - March 1, 2018Coordinated and supported global webshop operations and digital execution, focusing on continuous improvement of performance and delivery of digital initiatives aligned to marketing priorities.
Education
Bachelor of International Business at Zuyd University
January 1, 2010 - January 1, 2014MBA, Digital Transformation at AIBIE
September 1, 2026 - August 17, 2026Bachelor of International Business at Zuyd University
January 1, 2010 - January 1, 2014Bachelor of International Business at Zuyd University
January 1, 2010 - January 1, 2014Qualifications
Certified SAFE 6
January 11, 2030 - August 17, 2026Lean Portfolio Manager
January 11, 2030 - August 17, 2026Scrum
January 11, 2030 - August 17, 2026PSDPV Agile (Atlassian Jira, Confluence, ContentSquare Apps)
January 11, 2030 - August 17, 2026Contentful Certified
January 11, 2030 - August 17, 2026Content Manager
January 11, 2030 - August 17, 2026Algolia Certified (Business User - ACBU)
January 11, 2030 - August 17, 2026Certified SAFe 6 Lean Portfolio Manager
January 11, 2030 - August 17, 2026Scrum (Scrum.org) certification
January 11, 2030 - August 17, 2026PDV Agile with Atlassian Jira
January 11, 2030 - August 17, 2026Contentful
January 11, 2030 - August 17, 2026Certified Content Manager (Contentsquare)
January 11, 2030 - August 17, 2026Algolia certified (Business User)
January 11, 2030 - August 17, 2026MBA, Digital Transformation
September 1, 2026 - August 17, 2026Certified SAFe 6
January 11, 2030 - August 17, 2026Lean Portfolio Manager
January 11, 2030 - August 17, 2026Scrum (Scrum.org)
January 11, 2030 - August 17, 2026PDV Agile with Atlassian Jira
January 11, 2030 - August 17, 2026ContentSquare Apps
January 11, 2030 - August 17, 2026Certified Contentful
January 11, 2030 - August 17, 2026Content Manager (Algolia / Business User - ACBU)
January 11, 2030 - August 17, 2026Algolia Certified Business User (ACBU)
January 11, 2030 - August 17, 2026Industry Experience
Retail, Consumer Goods, Software & Internet, Professional Services, Media & Entertainment
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
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