I support teams and leaders through the specific challenges that come with change — the ones that look different on the surface but follow the same structure underneath. The work draws on twenty-five years of founding, scaling, and transforming companies, and on an ongoing independent research programme into the nature of change, transformation, and emergence.
Work With Me
Advisory & Coaching
Grounded in The Code, built on twenty-five years of practice
Team & Executive Coaching
Team Coaching
Working with autonomous and self-managing teams to clarify roles, missions, and journeys. I use The Code's sixteen challenges and the Team Journey Canvas to help teams see where they are and what the situation requires. Whether your team is forming, stuck, or scaling — the pattern reveals what needs attention. The work is diagnostic first: we read the territory before we act on it.
Executive Coaching
One-on-one sparring for leaders navigating complex change. We work with The Code as a diagnostic lens — identifying which realm you are operating in, which challenge is active, and what leadership posture the situation demands. The result is clarity without simplification. You learn to read the pattern in real time, and to trust what it reveals about what the current moment actually requires of you.
Team Assessments
A structured assessment based on The Code's sixteen challenges. Each team member independently rates where the team stands on every challenge. The results are visualised as a Constellation — a radial map that reveals where the team's perception clusters, where it diverges, and where the real work lies. Discrepancies between mission and composition, mismatches between leadership style and project phase, unspoken disagreements about what stage the work is actually in — all of it becomes visible through data. The same diagnostic tool is available as an interactive app on the Riding Change website.
Workshops & Speaking
Workshops
Half-day and full-day sessions for teams and leadership groups. Topics include reading The Code (understanding where you are in any change), the Team Journey Canvas (defining your team story), the T.E.A.M. Framework (understanding what type of team you need), and navigating specific challenges — from team formation to strategy formulation to product concepting. Teams leave with clarity on their position, their mission, and their next move.
Speaking
Keynotes and talks on The Code — how change moves through teams, organisations, and physical reality. From the I Ching to the four fundamental forces of physics, from startup hypergrowth to healthcare AI. Available for conferences, offsites, and leadership events. Topics range from practical (the sixteen challenges of transformation) to fundamental (why the cycle generates more than it began with).
Interim Leadership & Consultancy
Interim COO / CPO
Addressing structural barriers that hinder digital growth and transformation. I thrive with clearly defined challenges — scaling product organisations, building compliant technology platforms, establishing cross-functional teams, and driving commercial traction. Recent track record: grew Incision from 15 to 80 employees with 300% ARR growth and Series A & B funding; currently leading product, operations and growth at Pacmed.
Fractional CPO & Consultancy
High-level guidance on product strategy, development, and roadmapping without the commitment of a full-time executive. Sparring partner for leaders facing stalled growth. I bring critical expertise in product-market fit, platform scaling, and team building — with a perspective shaped by The Code's understanding of where your product is in its lifecycle and what kind of leadership the current phase demands.
Experience
Jul 2024 – present
Chief Operating Officer
Pacmed B.V.
Leading product, operations and growth at a healthcare AI scale-up. Developed product strategy, reshaped the product organisation, built the commercial organisation.
Jul 2020 – May 2024
COO & Chief Product Officer
Incision B.V.
Grew from 15 to 80 employees. 300% ARR growth, Series A & B funding. Launched Incision Assist App achieving PMF with US hospital systems.
Dec 2018 – Apr 2020
Head of Product a.i. / Digital Acceleration Coach
Talpa Network
Mar 2017 – Dec 2018
Senior Creative Strategist & Venture Builder
Triple | Part of Hypersolid
Apr 2015 – Apr 2020
Founder & CEO
Teamdriver (SaaS) — sold
Created the Teamdriver framework. Helped teams at ABN AMRO, Google, Rockstart, Singularity University. Sold IP license.
Mar 2009 – Jun 2014
Co-Founder & CEO
Layar — AR Browser (sold to Blippar)
World's largest AR platform. 40+ million users, 50k developers, €13.5M funding. WEF Technology Pioneer 2010.
Sep 2007 – Dec 2008
Project Manager Mobile
NOS
Aug 2006 – Aug 2007
Principal Innovation Manager
KPN Mobile
Jun 2003 – Aug 2006
Key Account Manager
Nokia Mobile Phones
Nov 1999 – Jun 2002
Product Marketing Manager
Nokia Networks
Sep 1996 – Oct 1999
Head of Marketing Research
Vendex/KBB