Founder, Chief Growth & Creative Officer
Amsterdam area, Netherlands
Service Delivery & Creative Direction
Message Finding / Research & Discovery
German, Dutch > English transcreation & localisation
English, Dutch > German transcreation & localisation
Conversion optimisation consultancy — especially in complex B2B settings
We need a culture change.
Communication is at the core of that change. It’s the medium and the message of the change you want to see in the world.
- If we want to make sustainability the norm, we need more sustainable communication.
- If we want people to take more responsibility, we need more responsible communication.
- If we want to break down the barriers that keep us from working together, we need communication that connects us.
My professional journey before “starting from scratch”
As a teenager, I made ads to get pupils joining political groups fighting for better education.
15 years later, I started the global copy team at LEGO Customer Service, where I was responsible for tone of voice, email and web copywriting in 20+ languages. I then spent a few years agency-side, writing for over 70 iconic brands.
In 2017, I started From Scratch — to support organisations in their transformation towards integrating economic, social and environmental impact. Since 2023, I’ve been leading the company with Holger, my partner in business and in life.
What I’ve been up to at From Scratch
Creative Copy for e-Commerce that ConvertsRead More
Writing FAQs that help customers and your businessRead More
Making an action plan for better customer care responsesRead More
Writing and building a high-converting newsletter signup pageRead More
Optimising a brand to reach new audiencesRead More
Increasing email subscriber engagement for the holiday salesRead More