About Me

The longer story behind how I build, and why I keep it lean.

Why I do this

I'm a creator. I build digital products that feel simple and satisfying to use. The best work endures because the foundation is solid: clear goals, honest scope, and disciplined delivery. I keep up with what's new, then use what's useful to improve the product and the way it's delivered.

Through Yellow House Digital, I build custom AI tools for marketing and creative agencies, take on end-to-end client projects, and build my own products - alongside ClockWork League, which I co-founded.

My story

A few chapters that shaped how I work today.

01

Early years

In 1996 I built my first websites. Plain HTML, CSS, a bit of JavaScript, often together with a friend for our first small clients. That hands-on start taught me craft, speed, and that good UX isn't a nice-to-have, it's a real business advantage.

02

Agency years

After graduating in Business Intelligence from Hogeschool Holland in 2000, I worked through the booming internet years across agencies and studios. I worked in international teams in Amsterdam and at Echo Direct in London, then joined TBWA Netherlands on award-winning campaigns. My last role before going full-time as an entrepreneur was at a small Amsterdam studio, where I contributed to OY Transfer, the file-transfer product that later evolved into WeTransfer.

In 2009, I co-founded This Page Amsterdam, a digital agency I ran for twelve years. We grew to a team of 30, with roughly 5M USD in revenue, and delivered platforms for Volkswagen, Bose, Schweppes, McDonald’s, and many SMEs. Along the way, our work picked up international recognition, including a Cannes Lion, D&AD, Webby, and Lovie awards. Those years taught me that great work isn’t chaos - it’s disciplined decisions around scope, quality, and delivery.

03

Reset and direction

In 2021 I left the agency, sold almost everything I owned, and started over. I had a house built with a team of specialists, travelled, wrote a non-fiction book about endemic animals, tried carpentry, and read a lot. Digital never really left me. After stepping back, I felt ready to return, but this time on my own terms, with full ownership and fewer handoffs.

04

Building products

Today I'm back where I started in 1996: creating digital products from scratch. Only now with 25+ years of experience and modern tools like AI and automation. I use them to build lean, scalable products I can stand behind end-to-end. When I commit, I take full responsibility. The future feels more exciting than ever.

Values in practice

My three principles that guide every collaboration.

Integrity

I'm direct about what I believe will work and what won't. I keep incentives, tradeoffs, and expectations clear. If something is off, I say it early.

Effectiveness

I focus on what moves the product forward. Clear priorities, smallest useful scope, and fast learning loops. Less noise, more progress.

Reliability

I follow through. You get steady momentum, clear decisions, and predictable next steps. When I commit, I'm in.

Beyond client work

Alongside client work, I co-found and run ventures of my own.

ClockWork League helps seven-figure agency owners move from founder-dependent to systems-driven. My co-founder Peter Holgate leads methodology and coaching, and I build the program, software, and AI layer. I ran a thirty-person agency for twelve years, so I know that ceiling first-hand - it is where the agency experience and the AI-tools work meet.

Yucatán Deals is a local marketing and discovery platform for Mérida and the Yucatán, connecting local businesses with residents, expats, and tourists. I co-founded it and lead the product and platform side, from onboarding to offer and voucher flows and redemption.

Client work stays the core of what I do.

Occasionally a project grows into a deeper collaboration. When there's a real problem, real commitment, and clear alignment, I'm open to advisory roles or co-building. If that's you, mention it when you reach out.

Have a project in mind?

Tell me what you're aiming for and I'll suggest the right next steps.

Get in touch