From media executive to cultural strategist
I started my career behind the camera — producing videos, festivals, and creative campaigns — long before “content” became a business model.
Over two decades I’ve worked through every layer of the media landscape: from independent publishing to international leadership roles.
As CEO and COO at VICE Media Group Benelux and later Vice EMEA, I learned how brands can grow fast — but also how they risk losing meaning. That experience shaped my view: media and brands are not neutral infrastructures of attention. They have a democratic responsibility. They influence what people see, discuss, and believe.
Today, I work with organizations that want to be deliberate about that influence. Together we build strategies, brands, and teams that connect commercial value to cultural contribution.
Beyond Work: connecting fields and communities
Outside of my client work, I contribute to education, art and sustainability initiatives that explore the intersection of culture and responsibility.
As chairman of the Advisory Board for Creative Business at NHL Stenden University, I help shape media education for future leaders. I also serve on boards addressing cultural innovation and environmental awareness — including the Waste Economic Forum and previously the Stedelijk Museum Breda.
These roles remind me that transformation doesn’t only happen inside organizations — it begins with how we think about the world we’re designing for.
