About
Raised in a family of creative engineers and managers, I developed an early fascination for the combination of creativity, technology and business. After studying at St. Lucas Boxtel, I continued my education at the Design Academy Eindhoven, where I graduated in Industrial Design. Since 2005, I have been living and working in Amsterdam.
For more than 20 years I have been designing, developing, sourcing and managing consumer products for international brands and retailers. My expertise combines industrial design with strategic purchasing, product development, supplier management and category management. Throughout my career I have worked across the complete product lifecycle—from the first concept and factory development to commercial launch and international distribution.
I began my career at Droog Design in Amsterdam as Buyer, Product Developer and Production Coordinator. During my nine years at Droog, I was responsible for sourcing and production of the complete collection, managing logistics and warehouse operations, coordinating international trade shows, and supporting the company's wholesale business across Europe and the United States.
In 2014, I joined Pottery Pots as Strategic Buyer and Product Developer. Working closely with manufacturing partners throughout Asia, I was responsible for product development, sourcing, cost engineering, supplier negotiations, quality management and production planning. I also led several strategic projects, including warehouse optimisation, data management, logistics improvements and the establishment of the company's first U.S. warehouse operation.
Following this, I joined HEMA's headquarters as Shelf Planner for the Cooking & Eating and Fresh Food categories. Here I combined commercial analysis, visual merchandising and assortment planning to optimise store performance. I was also part of the project team responsible for relaunching HEMA's Fresh Food department.
From 2018 until 2025, I worked as Category Product Manager at FETIM Group in Amsterdam, managing the Shelving & Storage Solutions and Sanitary categories. I was responsible for category strategy, product development, brand management, collection planning and product data management for brands including Duraline, Pekodom, Advance Wardrobes and Haceka. Travelling extensively throughout Europe and Asia, I developed innovative collections while working closely with international suppliers and internal commercial teams.
Since October 2025, I have been working as Senior Buyer – Small Domestic Kitchen Appliances (SDA) & Bakeware at Arovo BV in Amsterdam, leading the sourcing and product development of the MasterChef SDA and Bakeware collections. My role covers strategic sourcing, product design, collection planning, supplier development, compliance, quality management and commercial product innovation. I work closely with international manufacturing partners and cross-functional teams to bring new product ranges from concept to market. In addition, I am a key member of the company's Product Information Management (PIM) implementation team, helping standardise product data and optimise product lifecycle processes.
Alongside my corporate career, I worked from 2017 until 2025 as a freelance Design & Product Development Consultant for a home decoration manufacturer in Ho Chi Minh City, Vietnam. I designed collections, developed new materials and finishes, created showroom concepts and advised management on production optimisation, product strategy and operational improvements.
Over the years I have built extensive knowledge of manufacturing processes and materials including wood, metal, stainless steel, aluminium, ceramics, glass, silicone, plastics, cement, fibrestone, fibreglass and electrical consumer products. My passion lies in transforming ideas into commercially successful products by combining creative thinking with technical knowledge, strategic sourcing and strong international supplier partnerships.