About
I've been called a Digital Creative.
That never quite fit.
MAAR. ("but") does. It's the question that challenges the status quo — then the full stop that ends the excuses. The "but" we hide behind: profit over impact, intention over action, comfort over change. The dot is discipline. Stop debating what's right. Take responsibility. Build what matters.
The origin story isn't linear.
Graduated in Product Development (Industrial Design). Interests quickly shifted to digital. Co-founded AMAI, an interactive design agency, and ran it for 7 years -- working for SMEs, corporates, renowned creative agencies, and the biggest international brands.
That made me a true generalist in most aspects of digital product design and development.
Clients included Opel, Nintendo, Coca-Cola, Studio 100, Microsoft (via AMAI / TBWA, Mortierbrigade, Ogilvy).
The corporate lab years.
After AMAI, I freelanced almost exclusively for oneUp — a corporate innovation consultancy. Deep in enterprise. Building digital products for large organizations, navigating stakeholder politics, shipping under constraints.
One project became a two-year spin-out: taking a concept from scratch to a platform serving 100,000+ users. Wearing every hat: UX/UI Designer, Customer Developer, Product Owner, Scrum Master, QA, Project Manager.
Clients included Airbus, ING, Unilever, Cargill, Albert Heijn, RWE.
Now: the AI chapter.
The tools changed. The purpose didn't. Building with AI to create things that challenge the status quo, serve real needs, and question whether they should exist at all. Prototyping at impossible speeds. Validating before investing. Questioning everything — faster.
Maven: AI Product Leadership, Elite AI Assisted Coding, AI Agents Bootcamp. Upcoming: Agentic AI Product Management.
The other life.
Professional DJ. Played Tomorrowland, Extrema Outdoor, Amsterdam Dance Event. Passionate about emotive electronic music.
Also: reading, traveling, yoga, running, swimming, food, endless learning.
Contact
Let's question something together.
Whether you have a product idea that needs shaping, a team that needs AI fluency, or a prototype that needs to exist by next week -- I'm interested.