Simplicity & drive at the service of the team
Since the entrepreneurial bug bit me during my consulting days, I’ve been on a mission to master the art of building high-performing teams. I’ve found my sweet spot at the intersection of innovation, coaching, and teamwork.
Seven years ago, I co-founded Tortuga Solutions with my other half—a brand marketing agency that invests in startups. We join startup founders to get the brand marketing in place and build teams ready to grow the business. Or, as I like to say, we “turtleize” companies.
Over the years, we’ve taken on diverse and exciting projects, growing our venture portfolio. From a company importing jackfruit and turning it into delicious plant-based meals, to a startup creating erasable stone paper notebooks, to a SaaS solution for sports clubs—we’re always up for the challenge if we love the product, click with the founders, and have the time to commit.
When I first started coaching innovation teams and startups, I kept seeing the same roadblocks. I knew I could make a difference as a coach, but I wanted a more effective way to connect with leaders and drive results. So, I started developing The Team Challenge, a 7-step framework for building high-performing teams.
Since then, I’ve worked with countless startup founders and innovation leaders, refining the framework to address specific challenges they faced. The results? It has helped teams launch products faster, streamline operations, and double revenue year over year.
Now structured as a one-day program, I help hundreds of teams—from billion-euro organizations to aspiring entrepreneurs—with the tools to overcome challenges across product innovation, go-to-market, and operational excellence.
It still feels funny to say, but yes, I’m an Aerospace Engineer. It wasn’t a lifelong dream—I chose it because it was the only program in English at TU Delft when I enrolled. While the technical side wasn’t my favorite, I became skilled at breaking down complex theory and explaining it in simpler terms—an invaluable skill for my career.
I found my stride in the Master’s program for Airline Strategy & Operations, where I focused on operational efficiency and innovation. My graduation thesis on forecasting aircraft engine maintenance got me an invitation to present at the 10th AIAA Aviation Technology and Operations Conference in the USA.
This education paved the way for a role at Capgemini as a business transformation consultant, where I spent three years working on high-profile operational excellence and business model innovation projects. It was the perfect training ground before going down the entrepreneurial road.
On a personal note, two hobbies have shaped who I am today: team sports and strategy games.
Soccer has always been my sport of choice. I love the thrill of competition—stepping onto the field with my teammates to face any challenge. I wasn’t the most skilled player—in fact, I was often the slowest and least technical on the team. But I made up for it by learning to read the game, coaching my teammates, and giving 100%.
At Board games, on the other hand, I excelled. I loved strategy games like chess, where I could use my creativity to outsmart my opponents. Win or lose, I was always curious to learn and play again.
These lessons—teamwork, determination, and curiosity—have stayed with me throughout my career. They’re the foundation of how I approach coaching, entrepreneurship, and life.
Co-founder, running an agency that helps startups slow down just enough to get the Brand Marketing basics in place, so they can communicate fast & steady. Or, as we like to say, we "turtleize" teams.
COO, responsible for revamping the operational model & employee development programs to build a team that is ready to scale the business internationally.
COO, responsible for finance, technology, and designing an operational model that consolidates the initial success as we prepared to grow the business.
Founder, I started and ran a digital agency offering SaaS, website building, and app development services to sports clubs and competitions.
At Wienerberger, I ran Europe wide innovation programs to develop employee skills while working on products to solve some of the most pressing problems in construction.
At FMO (Entrepreneurial Development Bank), I redesigned a global accelerator program for new bank innovations in Asia, Africa, and South & Central America.
At Rainforest Alliance, I coached the Future Farmers team through the testing of a new farm franchise model to teach young farmers in Kenya to grow new, sustainable crops.
At Green School, I coached the Director of Adult Eduction through the design of the Green Educators online program: e-learning modules to show teachers across the world the Green School Way.
At Delitelabs, I was a sparring partner on both the business model and design of entrepreneurship program, and coach during the first three waves of aspiring entrepreneurs.
At Aimforthemoon, I lead a team of strategists and coaches in designing and running employee development programs to unlock the innovation potential within large organizations.
At Capgemini Invent, I worked on business transformation and business model innovation projects for big brands like Vodafone, KLM, or Liberty Global.
At The Mobile Company, I was the right-hand to the COO, tasked with leading app development teams and testing new potential business model innovations.
