Working style
Direct, curious and pragmatic
I bring confidence without pretending to know everything on day one. I ask difficult questions, make complexity manageable and work with the team rather than around it.
About Martijn
I stay close to execution and take ownership of results
I have spent more than 25 years leading growth, marketing, sales and transformation across European consumer durables, retail and technology businesses.
I also work with B2B SaaS platforms where growth depends on customer adoption, stronger propositions and commercial process excellence.
My experience spans corporate carve outs, leadership across many countries, new propositions, organisation design, partnerships, digital channels and customer focused transformation.
I work best in the space between strategy and execution: where choices must become priorities, priorities must become ownership and teams need a rhythm that produces results.
Leadership model
Leadership matched to the challenge
I sometimes call this Chief Commercial On Demand. In practice it means senior commercial leadership with enough ownership to deliver, without forcing a permanent role too early.
International
European scale, local reality
Having worked across 28 markets, I understand the tension between central direction and local execution. I also know how easily one can undermine the other.
OrangeCoat
Personal ownership, broader capability
As an OrangeCoat partner, I can extend an assignment with proven leaders in adjacent disciplines while remaining personally accountable.
Working with Martijn
“What stands out most about Martijn is his pragmatic approach. … While quick in crafting tailored strategies, his dedication is to deliver value through execution.”
Commercial curiosity started early
Retail, technology and entrepreneurship run deeper than my CV
“You go ahead and study it. We’ll get on with doing it.”
My grandfather said this when others wanted to study the new trend on self service retail first. He went ahead and opened the first self service stores in the Netherlands.
That family history shaped my interest in customers, technology and the practical side of building a business. It also captures the mindset I still bring to commercial change.
Let’s make the challenge concrete and move first.
A first conversation is exploratory and without obligation.