SUMMARY

Entrepreneurial and forward-thinking E-commerce Strategy leader with 15+ years of experience in digital commerce, retail, brand building and platform growth across Sports, Fashion, FMCG and Consumer Electronics.

Currently Head of E-commerce Strategy at iO, where I help brands and organizations define, design and scale future-ready commerce solutions. My focus is on translating commercial ambition into digital strategy, customer experience, technology choices and pragmatic execution — from boardroom vision to delivery on the ground.

Before joining iO, I spent 7+ years at ASICS, where I helped grow the EMEA digital commerce business significantly and gained deep experience in international e-commerce, marketplace dynamics, merchandising, UX, digital operations and performance-driven growth.

I’m passionate about the evolving role of commerce in a world shaped by AI, composable platforms, first-party data, personalization, behavioural design and increasingly connected customer journeys. I believe the next phase of e-commerce is not just about launching better webshops, but about building smarter, more adaptive commerce ecosystems that connect brand, content, data, technology and operations.

What drives me is the combination of strategy and momentum: creating a clear vision, aligning people around it, and moving fast enough to make it real. I’m comfortable working across all levels, from C-level strategy and commercial propositions to hands-on collaboration with product, UX, technology, marketing and delivery teams.

EXPERIENCE

★ Current: Head of E-commerce Strategy at iO
○ Recent: Head of E-commerce at ASICS EMEA
○ Previous: Sr. E-commerce Manager at ASICS
○ Previous: Online Shop Manager at BCC
○ Previous: E-commerce Manager at Oger
○ Entrepreneurial background: (Co-)founded multiple webshops and digital commerce initiatives