About Me
I am a product and digital experience leader with a product design background and 13+ years of experience across fintech, travel, digital commerce, and technology. I have experience leading pure design organisations as well as multidisciplinary product teams spanning design, research, content, product, and engineering for digital products, payments, financial data, and commerce platforms. I am recently co-lead a 100+ person Lower Funnel organisation (including design, content, and research) at Decathlon Digital, and previously built Booking.com's FinTech design function from 7 to 30+ people, behind $200B+ in annual transaction value. I have scaled design systems, teams, and practices while delivering measurable business value through close collaboration with Product and Engineering. My recent focus has been shaping Decathlon's Lower Funnel product vision, driving a research-led AI roadmap, and embedding accessibility into the design process by default.
Leadership Approach
I believe the best design leaders set direction without creating distance from the work. I build clarity around the problem, give teams the autonomy and standards to do their best work, and stay close enough to the craft to understand where the experience can be materially better. My leadership combines strategic vision, strong product thinking, rigorous customer research and hands-on design craft. I am particularly energised by complex problems where trust matters and where making a system simpler can have a meaningful impact on people's lives.
Work & Experience
Decathlon Digital
Amsterdam | Aug 2024 – Present
Global Director of Product Design, Payments Experiences & Lower Funnel
1 / Building a Product-Led Design Function While Shaping the Future of AI Commerce
I joined Decathlon Digital during one of the company's most ambitious transformations: unifying more than 50 e-commerce teams across 15 countries into a single global digital organisation capable of supporting €30B in e-commerce revenue by 2030. I was brought in to co-lead the Lower Funnel organisation, covering the customer journey from purchase through post-purchase across a business worth €560M and growing 13% year over year.
2 / Turning €100M+ of forgotten money into a reason to come back
Decathlon's in-house payments platform that manages the movement of money between travelers, accommodation partners, and payment providers.
3 / From Reactive Customer Support to an Intelligent Sports Companion
An AI-powered post-purchase strategy for Decathlon's global e-commerce platform, defining intelligent customer experiences across delivery, returns, product ownership, maintenance, and support.
4 / The Agentic Aartificial Intelligence Vision
Artificial Intelligence had rapidly become one of the company's highest strategic priorities. Across Decathlon there was significant excitement about AI, but also growing concern.Everyone wanted to build AI.
Booking.com
Senior Design Manager, FinTech
Amsterdam | Dec 2021 – Aug 2024
Product Design Manager, Payments
Amsterdam | Feb 2018 – Jun 2021
Design & Team Lead, Localization
Amsterdam | Mar 2017 – Feb 2018
Product & UX Designer
Amsterdam | Aug 2015 – Mar 2017
1 / Unified Traveler Experience Vision
The work aligned everything done with the overarching Connected Trip product vision, turning company strategy into concrete customer experiences so the organization had one clear, shared path forward instead of every team pulling in its own direction.
2 / Redesigning Payments for Scale
The Payments Migration was a business critical project necessary to enable the future strategy for the entire company. For migration, the business decided to take the risk to both completely change the technical implementation AND the UI of payments at the same time.
