Coffee is my category, consumers are my compass. I shape meaningful experiences through innovation, strategy, and operational excellence - from first insight to global shelf.
I own products across their full life: finding the opportunity, shaping the proposition, building it with R&D and design, and launching it across the globe.
I turn consumer insight into propositions people actually want - validated through proposition tests, user research, and business modeling.
I shape 3-year category roadmaps with R&D, Brand, Design, markets, and executive boards - balancing bold innovation with commercial reality.
I lead new product platforms from scoping to production - most recently a new espresso platform delivering improved margin vs its predecessor.
Phase-in / phase-out, pricing, launch sequencing, claims, and content - orchestrated across 15+ countries with minimal market disruption.
I optimize portfolio structure to reduce complexity, expand price-tier coverage, and improve profitability - with measurable margin impact.
TU Delft Strategic Product Design + TU/e Industrial Design. I speak fluent designer, engineer, and marketer - and translate between all three.
Category-disrupting machines, award-winning flagships, and the quiet portfolio work that makes launches land.
Led lifecycle management and launch execution of Philips' hero full-auto espresso line across 14 markets - coordinating Quality & Regulations, S&OP, Legal, Marketing, country organizations, and external agencies.
Part of the squad behind the "New Coffee Movement" - a ground-breaking one-swipe espresso machine democratizing café-quality coffee. Led the hero accessory project and B2B value proposition creation through research, interviews, and user testing.
Leading end-to-end development of a new espresso platform - from consumer validation to engineering trade-offs - designed to outperform its predecessor commercially and experientially.
Led recipe creation for the global rollout of the Special Recipes feature - now live on select Saeco connected machines worldwide, blending coffee craft with software experience.
Drove portfolio optimization on entry espresso platforms - targeted design-for-excellence and cost-reduction work that expanded price-tier coverage while lifting profitability.
Live embeds of my most recent LinkedIn activity - product launches, category insights, and coffee thinking.
Owning global strategy and business performance for the mainstream espresso portfolio - 9-digit annual revenue across 15+ priority markets. Leading new platform development, 3-year roadmaps, pricing and launch sequencing, and mentoring the next generation of PMs.
Managed the €160M+ flagship product line, launched the hero line in 14 markets, drove 3 key innovation pre-development projects, and reworked product claims and messaging for the entire full-auto category.
Value proposition creation for a B2B project, hero-product accessory lead, new recipe feature scoping with R&D, and voice-of-consumer champion turning ratings & reviews into product action.
Mentored startups in an accelerator on prototyping, user testing, and design thinking; competitive analysis for a brand portfolio redesign.
Explored software solutions for connected coffee appliances and led recipe creation for the global "Special Recipes" rollout.
Trained as a designer (TU Delft, TU/e), operating as a business owner. I prototype propositions, not just decks - and back them with margin math.
SCA-trained in coffee - from bean origin to extraction science. I speak the language of the product, so innovation is grounded in real craft.
Proposition tests, user testing, ratings & reviews analysis - every product decision traces back to a real human need.
Four languages, launches across 15+ countries, and the stakeholder craft to align R&D, factories, markets, and executive boards.
Whether it's a product challenge, a category to disrupt, or just great coffee - I'm always up for the conversation.