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
Case: the CRM storyAnalytics & 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
Case: one dashboardSearch & 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
Google Ads · SEO · Content
Case: from search to courseAI 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
Case: from trial to policySelected 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, four angles: tracing nitrogen in Peru, listening to how people experience nature, comparing city green across Europe, and going back six years later.
Dutch, born and raised in Luxembourg, trained as an ecologist and later as a science journalist. Now working on marketing systems in Amsterdam.
Speaks Dutch, English, French, Spanish and some Slovak.
Let’s talk.
Available for roles in marketing systems, analytics, content and AI adoption. Freelance projects welcome.
