Convertive Consultancy
Entrepreneur, strategist and sparring partner.
I help founders and executives make better decisions. Not by writing reports or throwing frameworks at them, but by operating at their level, asking the right questions, and being honest, especially when it's uncomfortable.
How I got here
I have carried commercial end-responsibility at companies you know.
At ticketscript (now Eventbrite), I worked inside a fast-growing SaaS company conquering Europe in a market still discovering what software could do for it. At Libema, one of the Netherlands' largest leisure operators, I held responsibility for complex commercial challenges in a sector that doesn't wait. At Happy Horizon, as Business Development Director, I was daily focused on the commercial strategy of one of the Netherlands' largest digital agencies: go-to-market trajectories, enterprise deals, and the question of how to make a services business scalable without destroying the margin.
Right now, I serve as fractional CCO at LutraCAD, an international SaaS scale-up active in over a hundred countries in the orthopaedic sector. I'm not sitting on the sidelines here. I sit at the management table alongside two founders, with hands-on responsibility for commercial development, reseller strategy and internationalisation. I do it while I advise it.
That's precisely what makes me credible as a sparring partner. I know what it feels like when the pipeline disappoints, when a key deal stalls, when you have to choose between pushing through and changing course. Not from a case study but out of daily practice.
I started Convertive Consultancy from the conviction that most strategic mistakes don't stem from a lack of knowledge, but from a lack of pushback. A founder who has nobody willing to be honest with them will sooner or later make the wrong decision. Not because they're not smart, but because they're standing alone.
The Executive Sparring Retainer is my answer to that. No execution, no project team, no invoice per deliverable. Just a fixed sparring partner who knows the context, recognises the patterns, and always says what they think.
What you can expect from me
I've been in the trenches
I don't speak from models and theory. I've personally pulled projects out of a stall, closed deals that weren't obvious, and seen the consequences of decisions made too late or on the wrong grounds.
I understand both sides
I speak the language of the boardroom and the operations floor. I understand why a CTO says something "can't just be done" and why a CCO thinks tech is moving too slowly. That translation is precisely where I make the difference.
I'm radically independent
I don't sell software. I have no partnerships with implementation agencies. I have no hidden agenda. That means I can always say what I really think, even when it's not what you want to hear.
I'm direct
If I think you're heading in the wrong direction, I'll say so. If I think your problem lies somewhere different than you assume, I'll say that too. Not to be right, but because you'll get more from that than from someone who nods along politely.
What I believe
The best decisions are born in conversation, not in spreadsheets. Founders don't get less capable as their company grows, they get lonelier. And a good sparring partner doesn't give answers: they ask better questions.
That's why I don't write reports that end up in a drawer. I don't build frameworks that look nice but change nothing. I engage in conversation. Direct, honest, and with just one goal: that you're sharper at the end of our conversation than before.
Outside of work
Inspiration is everywhere, if you make the space for it. For me, that space is our farmhouse in Maarheeze. Together with Sandra, our dogs, ponies, cat and chickens, I enjoy the quiet of the Brabant countryside and working with my hands. I bring that same groundedness to every conversation about strategy and leadership.
The best insights rarely emerge behind a desk. I'm working on the possibility of hosting founders and executives here: away from the noise, the packed calendar and the screen. Space to think clearly about the things that truly matter. More on this soon.
Let's meet
I only work with leaders who are serious about change. Ready?