Recent projects

Sep 2022 Mei 2026

For multiple pensionfunds and pensionexecutors, translated the implications of the WTP (the Dutch Future Pensions Act) into what it means for the front office and customer/member servicing. From CX visions to business model design, from pension communication design to transition communication, and from validating transition plans to assessing customer journeys — and everything in between.

Jan 2022 Mei 2026

Drawing on a proprietary Brand Equity analysis methodology, helped a range of national and international organisations make brand strategy choices — and substantiate them with hard evidence. This ranges from rationalising brand portfolios in a responsible, well-grounded way, to deliberately repositioning brands based on thorough, fact-based data analysis.

Sept 2025 Feb 2026

Supported the strategic leadership team of a BTC corporate in a challenger and outside-in expertise role with the design of multiple Front Office transformation programmes — among other things aimed at sharpening market differentiation, strengthening commercial results, rationalising the brand portfolio, and shaping a future-proof front office operating model.

Sept 2025 Feb 2026

Developed a multi-year growth strategy for an international PE-owned sports organisation, including vision, mission, positioning, sponsorship strategy, fan experience strategy and operating model implications.

Feb 2024 Aug 2024

In a post-merger context, developed a new marketing operating model design for a player in financial services. Following an As-Is analysis, the To-Be design followed the guiding principles of the sharp choices made in CX and brand strategy. Delivered a high-level operating model design, including business case substantiation and benchmark testing.

Jan 2023 March 2023

For an international supermarket chain, analysed and redesigned the brand position in one of their European markets. Developed a new positioning, including its implications for the broader operating model.

Feb 2020 Sep 2020

For a PE-backed scale-up in the insurance market, developed and executed a growth strategy through co-creation. Targeting the freelance/selfemployed segment, we built out the growth strategy by developing a product portfolio, brand positioning, front office design, e-commerce infrastructure and operating model design.