Founder, Chief Growth & Creative Officer
Amsterdam area, Netherlands
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.
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