B2B SaaS Marketing Leader
I’m a marketing leader based in the Netherlands, with fifteen years across Asia, Australia and Europe. I take marketing from strategy to working software, and I’ve founded and run two agencies, so I’ve carried a full P&L, not just a budget.
abstract artwork, generated in code
21 HubSpot modules
30 Templates
4 Brands plus a partner programme
15 Years
2 Agencies founded
HUBSPOT / DESIGN SYSTEM
Component thinking applied to CRM content, so a multi-brand portfolio ships consistent email and web without rebuilding anything twice.
Read the build story: A design system for HubSpot: 21 modules, 30 templates, five web properties
EVENTS / HUBSPOT
A custom badge-scanning and OCR system that put every stand lead into HubSpot live, with attribution intact.
Read the build story: ISE Barcelona: lead capture without the vendor portal
AI / STANDARDS
Marketing standards captured in writing first, AI agents built on those documents second, and a named human signing off. The method that keeps quality from drifting.
Read the build story: AI agent systems, built standards-firstThe strategy side looks the way you would expect. Positioning, demand generation and team leadership across a multi-brand portfolio, with a distributed international team and a leadership table to answer to.
The build side is less usual. I write the HubL, the JavaScript and the CSS myself. 21 custom HubSpot modules and 30 templates run email and web for four brands plus a partner programme, and the ISE Barcelona lead capture system put every stand lead into HubSpot live.
One person doing both means no translation loss. The strategy never gets diluted on its way to a delivery team, because the delivery team is me. The longer story is on the about page.
Why I built our ISE Barcelona lead capture system instead of renting the venue's scanners, and the case for owning your event infrastructure.
When I build an agent system for a company, the agents come last. What a standards pack contains, why the documentation is the moat, and where governance and sign-off sit.
How to think about marketing a platform sunset: trust before demand, situations before offers, and one story told the same way everywhere.
Working across HubSpot CMS, OCR pipelines, AI agent systems, multi-brand systems and event infrastructure.
Director, Head or VP scope, full-time. Start with the CV: the roles, the receipts and the two-page PDF.
Read the CVSenior marketing leadership, part-time, for B2B SaaS. Honest about fit, scope and money.
Work with me