I’ve spent over two decades learning to see around corners..

The Story

I started my career in the Netherlands – at Reckitt, then at Dockers (part of Levi Strauss & Co) – before moving to Sydney, Australia to work in the Media Village at the Olympic Games. It was there I first discovered that the best brand experiences don’t just communicate something, they make you feel it.

That instinct led me to Saatchi & Saatchi in London – executing Cannes Lions and leading a Habitat for Humanity program building homes for children orphaned by AIDS in South Africa. From the very beginning, I was drawn to work that sat at the intersection of creativity, culture, and human impact.

Twelve years at Google EMEA deepened that instinct. I contributed to Zeitgeist – Google’s flagship annual thought-leadership summit – and spent over a decade at the heart of one of the world’s most influential companies, learning what it looks like when vision, technology, and culture align. And what happens when they don’t.

I founded Softer Success® in 2018 – a strategic consultancy built on the belief that human flourishing is not the opposite of high performance. It is the source of it. What started as research into burnout became a body of work spanning five university partnerships, a bestselling book, a TEDx talk, and over 150 transformation programs for organisations including IFRC Red Cross, Morgan Stanley, Intuit, and the England Cricket Board.

But the deeper thread running through all of it has always been the same question: what does it look like when organisations are truly alive?

I’ve lived both ends of that question. I’ve experienced burnout myself, and built a body of research and practice around what it takes to prevent it. And I’ve spent over two decades inside organisations at the top of their game, learning what makes some of them truly thrive – and what quietly breaks the rest. That’s the vantage point I bring: not theory, but the view from having stood in both places.

That question is taking me further upstream – into how systems get built in the first place. To advising Frequency School on their World Economic Forum programs, exploring how sound, frequency, and collective practice can reshape human experience. To writing Letters from the Future for leaders navigating historic moments. To the Concert to Connect – a project bringing people together through the universal language of music.

I am a brand visionary, a systems innovator, and a strategic advisor. I work with organisations at the moments that matter most – product launches, restructures, rapid growth, cultural reinvention – designing experiences that people feel before they can articulate them. I am also an author – of Softer Success, and of two books currently being written: Softer Power and A Softer World.

I believe we are living through one of the most significant inflection points in human history. The organisations and leaders who navigate it with both intelligence and soul will define what comes next.

I’m here to help them do that.

At the centre of everything I do is a simple belief: the choices we make now – as leaders, as organisations, as individuals – are planting the seeds for the world we, and the generations after us, will inherit. My purpose is to help build that world with integrity, freedom, and joy at its core – a healthier planet as much as healthier organisations – and to leave behind a legacy worth having built.