What I do
CRM & automation
I made the case for a CRM for years. When HubSpot finally came in, the data side was mine: the migration, and keeping it clean enough that colleagues can run it without me.
HubSpot · Forms · Workflows
Search & content
Paid campaigns run in-house, articles written to rank, and what people search for fed back to the team developing courses.
Around 11× return on non-brand search (estimated)
Google Ads · SEO · Content
Analytics & reporting
Ads, website and course bookings in one picture, behind budget decisions, tooling choices and a stronger hand in negotiations.
GA4 · Google Ads · Meta · Eventbrite
AI adoption & governance
Choosing the tools, running the pilot, writing the rules, and training colleagues to use them.
Claude for creation, Copilot for coordination
Claude · Copilot · Training
Selected work
How I work
Follow what moves
In ecology I studied what moves between systems. In marketing it’s the same question: what happens between the page, the form, the CRM and the inbox.
Design the rules
Automation and AI are only as good as the rules behind them. I write those rules down, so colleagues can follow and change them.
Know what you don’t
Saying “I don’t know” beats a confident guess. Good data work shows where it stops.
Counting, listening, and other ways of knowing
Four studies on two continents, measured and heard: soil and isotopes on a desert coast in Peru, long interviews in Dutch forests, green space across European cities.
Dutch-born, raised in Luxembourg, trained as an ecologist and later as a science journalist. Now working on marketing systems in Amsterdam.
Speaks Dutch, English, French and Spanish.
Let’s talk.
Available for roles in marketing systems, analytics and AI adoption. Freelance projects welcome.
