Five years on the shop floor, part of it as team leader. Rosters, stock and running a team at the moment it gets busy and something goes wrong. I also got to update the training policy for the various roles there, and that is the only thing I ever built for other people. It faded out. With the shelf stackers it was picked up to some degree, with the more specialised roles it fell away, and it varied enormously per department. What was missing was any recurring commitment to keeping it current and actually using it. Since then everything I build carries an owner and a fixed moment where it gets discussed.

Graduation internship in e-commerce alongside the bachelor Small Business & Retail Management. A study of the customer journey based on the NPS scores, working out where customers dropped off and why. The rest of my career came out of that.

In four years from product content to AI specialist, by way of online marketing, email and conversion optimisation. That route explains why it works. I know the webshop from the inside, so an automation starts from a process I have run myself.

1. Content and Website Optimization Officer

   Aug 2022 - Apr 2023

   Started with the basics. Product content, category structure and website optimisation.

2. Online Marketer

   Apr - Oct 2023

   Broad online marketing across channels, with the emphasis on SEO and content structure.

3. Email Marketer

   Oct - Dec 2023

   Setting up and running the email calendar, segmentation and automated flows. This is where I started automating processes, and I did it without any automation tooling, which is exactly how I learned to build a flow.

4. Conversion Specialist

   Jan 2024 - Sep 2025

   Conversion optimisation across the whole webshop. Analysis, hypotheses, testing and rolling out. I grew this role beyond what had been scoped for it and automated the intake of A/B tests, which took the number of tests from roughly 40 to roughly 120 within a year. The priority score was too coarse at first, so we looked at it subjectively and went on gut feeling anyway.

5. AI Specialist

   Sep 2025 - present

   Translating AI possibilities into concrete strategy and process automation. That rarely starts with the technology. First getting clear which process pinches and what a solution is worth, and only then building.

Coaching. Standing in front of a group is the best practice there is in explaining and demonstrating. You see straight away whether feedback landed. The same movement correction has several cues. Which one gets through differs per person. If one cue is unclear, I bring in another. Process improvement works the same way: you look for the approach that works and sticks.

1. Level 1 Trainer

   Nov 2022 - Mar 2024

   Certification and the first years in front of the group.

2. Level 2 Trainer

   Mar 2024 - present

   Going deeper on coaching and programming, and automating the weekly planning.

Co-owner of a drinks brand. I run the side that is not about the product. Process management and automation, financial management and bookkeeping, and maintaining the webshop. Not everything worked. A lead finder workflow cost more time and maintenance than expected, and the response from B2B never came.

With the e-commerce minor alongside it, and graduated on a study of the customer journey at Gall & Gall. The NPS scores were the starting point: working out where customers dropped off, and why. That study is where the rest of my career came from.

The conversion specialist course at Online Dialogue, an agency that treats conversion optimization as research. That is where I learned to treat an assumption as something you test rather than something you act on.