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Professional Summary

With 15+ years of experience in the design and leadership fields internationally working with global teams based in Belgium, Finland, France, Spain and Sweden, I am passionate about helping organizations succeed by offering an array of services, such as project management, digital transformation, and marketing consulting, and service design & business design. I strive to help client organizations become more customer-centric, agile, and innovative. I specialize in helping organizations define, deliver and operate strategies to understand their customers better, create meaningful, sustainable, and memorable experiences, and develop powerful visual stories that will make a lasting impact.


Whether you are looking for help with your project or just need some fresh ideas, I am here to guide you every step of the way.


Design Leadership  Marketing Transformation   Project Management   

 Service Design Business Design Digital Marketing 

Coaching Consulting Training  Facilitation

Human-Centered Design Design Thinking Branding    Visual Storytelling  

Selected Work Experience

Program Lead, B2C & B2B, Public Sector

Led the program to define, design, deliver and operate new digital service concepts and experiences to develop organizational-wide customer-centricity. The multi-year partnership model included regular customer-centricity assessments, coaching, as-is and to-be customer journeys and service blueprints, frequent international design research, and a range of service concepts and digital experiences from the strategy to experience foundation, design, delivery, and operations. 

Marketing Tranformation Lead, B2B, Global Industrial

“How do we organize internally to transform our digital presence to drive agility, customer centricity, innovation, and a stronger brand”? I led the project, structured into 14 working streams, ranging from Governance and IT to Budgeting and Customer Experience to take the 1st steps to bring the vision to life globally. The project included:

  • Comprehensive as-is state analysis, design research, and technical assessments

  • Envisioning and co-creation a compelling North Star, future vision, and guiding principles with over 150 stakeholders

  • Defining the customer-centric strategy and new ways of working

  • Delivery of a playbook with a roadmap and recommendations on the way forward

  • New operating model, governance, and processes designed to support the vision

  • Recommendations, guiding, and coaching on technical platform set-up changes

  • Digital spending analysis

  • Project, change, and communication management & change measurement concepting

Design Project Lead, B2B, Industrial Manufacturer

Managed the research project to kick-start a company-wide CX transformation program. The scope included immersive research in 7 markets in North-America, Europe and Asia, trend analysis, personas, journeys, a co-created vision, and new service concepts to tackle the key challenges to enable a more customer-centric strategy and ways of working.

Account Lead & Digital Marketing Strategist, B2C & B2B, Multi-Brand Automotive Group

Provided digital marketing and content as a service. Delivered continuous services and consulting related to brands’ digital presence and experiences, content & campaign management, new web portal developments (Adobe), and international agency management.

Global Project Lead, B2B, Travel Tech Provider

Planned and led the delivery of a global digital brand and marketing project to improve customer-centricity. The project included international design research, new strategy development, and as-is and-to-be customer journeys, a new CMS implementation and websites' design and delivery, new processes, tools, and change management for 70+ markets. Led a team of 100+ members, working across 5 continents in 10 different streams (e.g., content, SEO, lead management, UX, social media, IT).

Change Lead, Design Thinking Coach, Global Consulting Agency

Co-led the internal culture transformation program to increase the organization’s ability to innovate. The program consisted of new mindsets, ways of working, an iterative methodology, and skills, i.e., design thinking, agile, storytelling, data fluency, and value creation.  Empowered the organization with new mindsets and trained & inspired teams and individuals to take new skills & ways of working into use.



Service Innovation & Design, MBA

Laurea University of Applied Sciences, Espoo, Finland


International Project Leadership, MSc. 

SKEMA Business School, Sophia Antipolis, France


International Business, BBA

Haaga-Helia University of Applied Sciences, Helsinki, Finland


I am constantly looking for ways to leverage the power of visual communication to bring people closer together. As an experienced Design Lead and professionally trained photographer, I am passionate about visual storytelling. I use creative processes and diverse research methods, and different photography techniques to capture a deeper understanding of the issues at hand to create stories. Currently, I am investigating how to combine visual storytelling and photography in the organizational context to make even more compelling narratives to facilitate and drive change. 

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