Growth has stalled
The market opportunity exists, but proposition, channel choices or commercial focus are not converting into growth.
Embedded commercial leadership
Make strategy work. BOOST your business.
I step into executive and commercial leadership teams when commercial ambition needs senior leadership, sharper choices and hands on execution.
When to call
Ambition is clear, but execution needs leadership
I do not stop at the plan. I work inside the business, focused on decisions, traction and stronger capability.
A strategy is stuck
The plan is agreed. Daily priorities, ownership and commercial rhythm are preventing it from moving.
A new phase demands more
A launch, scale up, international expansion or transformation needs capability that is not available permanently.
Sales and marketing pull apart
Teams are busy, but customer priorities, portfolio choices and commercial accountability are not aligned.
The tools are in place, but results are not
CRM, data, AI or commercial platforms have been introduced, but people, data and processes have not changed with them. Selling has not become easier, decisions are not faster and the expercted added value is not yet materialized.
Real customer insight is not driving the proposition
Propositions and portfolio choices are still shaped by products, assumptions or internal priorities. Customer, user and channel insight is not used as the starting point for creating relevant value and commercial return.
How I work
Senior leadership. Hands on execution. Stronger capability.
I work inside the organisation, with the people who must ultimately own the result.
Frame
Clarify the real commercial challenge, expected outcome and decisions that matter.
Embed
Step into the leadership team with clear ownership and a practical mandate.
Deliver
Create rhythm, make choices and move people, process, data and platforms together.
Transfer
Build capability and ownership so progress continues after the assignment.
Selected experience
Real operating experience. No borrowed theory.
Examples are deliberately anonymised. The scope, scale and outcomes are real.
Turned a new proposition into a €40m business
Connected proposition, portfolio, retail execution and launch discipline across multiple markets around one commercial agenda.
Result · from zero to meaningful scale
Led a €200m+ business across 28 markets
Aligned market priorities, organisation and commercial cadence across a complex regional operating model.
Scope · 100+ people across Europe
Built a market driven team from 15 to 50
Strengthened leadership, roles, specialist capability and connection to sales and market teams.
Outcome · stronger execution at scale
Moved a platform business towards customer focused growth
Introduced commercial focus, portfolio choices, activation and a practical operating rhythm around the customer.
Focus · proposition, go to market and execution
Partner at OrangeCoat
You work with me directly. I bring the right OrangeCoat expertise around the challenge.
As a Partner at OrangeCoat, I work with senior subject matter experts who share the same operating mindset: experienced leaders who have built, transformed and operated businesses themselves.
Commercial work rarely stands in isolation. When the challenge also involves digital, operations, organisation or people, we form a multidisciplinary team around the outcome. I stay personally involved and accountable.
About Martijn
Commercially sharp. Practically involved. Easy to work with.
My deepest experience is in European consumer durables, retail and technology businesses. I also work with B2B SaaS platforms where customer adoption and stronger commercial processes drive growth.
I am most useful where a business needs both direction and someone willing to make it happen: setting priorities, aligning teams, establishing commercial rhythm and staying close enough to execution to see what is really changing.
Commercial leadership on demand
Embedded leadership matched to the challenge, with enough ownership and time to create traction.
Embedded leadership matched to the challenge, with enough ownership and time to create traction.
A family mindset
“You go ahead and study it. We’ll get on with doing it.”
My grandfather said this when others wanted to study self service retail first. He went ahead and opened one of the first self service stores in the Netherlands. That practical mindset still describes how I work today.
What commercial challenge needs to move?
Start with a direct conversation. No prepared brief required.