About
I've been building (open source) communities since before it was a job title. Mambo, Joomla!, Magento, e-commerce optimization, enterprise SaaS. Communities often built on platforms they don't control, and when the platform changes the rules, years of trust and reputation just... disappear.
I studied psychology, which mostly taught me that we're usually really bad at predicting what people will do. So I got into experimentation, ran a CRO podcast for four years (200+ episodes), spoke at too many conferences, and ran Community & DevRel at Spryker until early 2026.
Barazo (ATproto-based forum) and Sifa came out of a frustration with Big Tech enshittification combined with a lifelong admiration for the open internet in general. And recently, ATproto in particular.
Career
- Co-Founder, Product & Tech at Singi Labs (Mar 2026 - Present)
Open source foundations for networked apps.
Building Sifa.id and Barazo.forum on AT Protocol.
- Global Business & Technology Evangelist (Senior Director) at Spryker Systems GmbH (Nov 2023 - Jan 2026)
- Turned community insight into business strategy, and embedded it in C-suite decisions.
- Grew the community function 40% year over year without growing the team. - Drove internal AI adoption and expanded our MIT-licensed module ecosystem.
- Built the rituals and traditions that kept the community coming back. - Spoke at conferences on composable commerce.
- Community signal influenced ~25% of product roadmap decisions, and helped cut platform costs 70% while improving resilience.
- Global Business & Technology Evangelist (Director) at Spryker Systems GmbH (Oct 2021 - Nov 2023)
- Recruited and built the first community team.
- Designed onboarding that turns newcomers into contributors. - Moved the community off Slack onto a forum platform we controlled.
- Launched and ran the Customer Advisory Board.
- Built the community model on the Orbit and SPACES frameworks. - Kicked off the MIT-licensed module ecosystem.
- Grew the community 30% in the first year.
- Podcast host & producer at Cro.cafe Podcast (Dec 2018 - Dec 2022)
Weekly podcast where I interviewed people working on conversion optimization from agencies, client-side or tool vendors, with a total of over 200 episodes.
🏆 In September 2020 I received the "Experimentation Culture Award" for my work on the podcast.
Besides English, the podcast spun off into a Dutch, Spanish and German version (hosted by other CRO specialists), driving global audience engagement and thought leadership in CRO/experimentation topics.
- Global CRO Specialist at Jde Peet's (Dec 2020 - Sep 2021)
→ Strategic Optimization: Owned customer experience strategy for 16 global e-commerce properties (L'OR, Tassimo brands) → Data-Driven Culture: Expanded experimentation program and drove adoption of evidence-based decision making across teams → Behavioral Psychology Application: Applied cognitive insights to improve user journeys and conversion paths
- Founder, Magento evangelist, Community builder at Dutchento (Aug 2008 - Sep 2021)
I founded the local Dutch community for the Magento e-commerce platform and have organized many events throughout the years, including 11 editions of Meet Magento, scaling to 600+ annual attendees.
🏆 For my work I received the Community Builder Award from eBay CEO John Donahoe. And lots of love from the community of course 😄.
- Senior Digital Consultant & Customer Experience Optimization Specialist at Vaimo (May 2019 - Apr 2020)
I improved Vaimo clients’ digital channels and better matched these with their customer behavior/needs by arranging and executing user research, data analysis and experimentation services as part of Vaimo's continuous growth plans.
I evaluated clients’ digital maturity and capabilities for growth and build several Customer Experience Reports. With my experience and practical insights, I’m able to recommend what, why and how to set the strategy for a fast-track to success. And of course help the clients actually implement the plans and adjust align the way where needed.
Besides that I hosted Vaimo’s international Core of Commerce podcast and regularly represented Vaimo at public workshops and conferences to share my experience.
Some of the clients I worked with: ✭ Lecot ✭ Bahne ✭ Bauhaus ✭ Diptyque ✭ Favorite Gifts ✭ Helly Hansen ✭ Heineken ✭ Canal Digital.
- Global CRO Lead at Randstad N.V. (Nov 2017 - Oct 2018)
As part of the global digital team at Randstad I led the initiative to implement local optimization programs in the 39 Randstad countries. I set the global digital optimization strategy and advised local teams on how to grow their teams, improve subject knowledge and increase the effectiveness of their processes. I've trained CRO professionals and stimulated knowledge exchange and collaboration between the different global teams. I've partnered with different departments and external agencies.
Some of my accomplishments: → Global Team Building: United 40+ professionals across 39 countries into collaborative CRO community; → Process Transformation: Evolved ad-hoc optimization into structured, high-impact program with 10x experiment velocity (50 to 500 annually) while maintaining quality and ROI; → Strategic Resource Management: Managed €2M software budget (including Optimizely X, Effective Experiments, Hotjar) while democratizing tool access globally; → Branched out to offline innovation projects to assist with their experimental designs to make sure new ideas can be properly validated.
I regularly represented Randstad at public workshops and conferences to share my experience.
- Chief Psychology Officer, CX/UX Team manager at Euroflorist (Jun 2015 - Sep 2017)
Euroflorist is an online e-commerce company selling gifts worldwide with a strong focus on flowers.
As part of the online management team I created and led the optimization team. I set up its processes from scratch to perform user research, experiments, interpret (qualitative/ quantitative) data and validate the changes we made to (elements in) the customer journey. The main focus was on digital channels, but we were expanding the team to be able to include more elements of the customer journey (branding, offline marketing, customer support, logistics).
In the first half of 2017 my team ran over 50 experiments that had a combined projected impact of €4.1M-7.6M increase in profit on a 12-month basis.
Some of the tools I used: Convert (A/B testing), Effective Experiments, Hotjar, Jira, Google Analytics, Supermetrics, Sentient Ascend, RStudio.
I regularly represented Euroflorist at public workshops and conferences to share my experience.
- Conversion Manager Comparison at Sanoma (Mar 2014 - Mar 2015)
I was part of the product team responsible for improving the KPIs of the Comparison Department with a focus on the Kieskeurig.nl brand.
My work involved gathering qualitative and quantitative feedback from users, behavior analysis, A/B testing and deploying the UI and UX improvements to the live website. Besides the conversion optimization itself, an important part of my job was to implement (improved) CRO processes and guide the teams/company towards a more CRO and data driven/informed way of working. In this year we performed over 50 experiments and raised overall click-out conversions from 39% to over 47%.
Some of the tools I used: SiteSpect (A/B testing), Qlikview (BI), AT Internet & Google Universal Analytics Premium (Web Analytics), Podio, Gdrive and Supermetrics.
I regularly represented Sanoma at public workshops and conferences to share my experience.
- Senior Conversion Consultant at Online Dialogue (Mar 2013 - Feb 2014)
Online Dialogue is a knowledge driven network organization with entrepreneurial online experts. Its expertises are data science, strategy, design optimization and organization of the online dialogue.
As a cognitive psychologist, I was mainly involved with behavioral analysis and conversion optimization: → Behavioral analysis: An effective client dialogue is based on the knowledge of the client. With quantitative and qualitative research (webanalysis, usability testing, expert reviews, surveys etc.), we mapped this knowledge and connected this to individual clients (in your CRM/ data warehouse). Based on this information we analyzed and optimized the dialogue with the online customers of our clients. → Conversion optimization Based on insights from the client dialogue analysis we created and engaged in improvement trajectories. The effectiveness of improvements was always validated in a performance dashboard and through A/B/MvT testing in combination with (behavioral or profile) targeting.
Some of the awesome international clients I worked for are... ✭ eBay / Marktplaats ✭ Emesa ✭ International Card Services (ABN Amro Bank) ✭ De Lage Landen / LeaseLoket (Rabobank) ✭ Conrad ✭ ABN AMRO ✭ T-Mobile
- eBusiness consultant and Magento Evangelist at Valantic Nl (Mar 2011 - Feb 2013)
At ISM I had a central role within the Magento team. My daily tasks were in the following areas:
→ Optimization: I helped existing clients to increase conversion and turnover by leveraging the platform, train their staff and advice on both the technical and business side.
→ Evangelise Magento, both internal and external. I trained new project managers, blogged and spoke a lot about Magento and optimization and promoted ISM in any way I could.
→ Sales: During the (pre)sales phase I advised (potential) customers on platform and e-business choices and supported the sales team building their offers.
Some of the awesome clients I worked for at ISM are... ✭ ANWB ✭ Arseus ✭ B32 Groep ✭ Biretco ✭ Fietsenwinkel.nl ✭ Groep Alain Broekaert (GAB) ✭ iCentre ✭ Nelson Schoenen ✭ McGregor Fashion Group ✭ MegaGadgets ✭ Merford Noise Control ✭ Natuurmonumenten ✭ Omega Pharma ✭ Pearson Education Benelux ✭ PostNL ✭ Primera ✭ Roobol ✭ SDU Uitgevers ✭ Swiss Sense ✭ Uitgeverij Unieboek Het Spectrum
- Magento/ eBusiness consultant at Realvine (Aug 2009 - Feb 2011)
Realvine was the first Magento ecommerce partner in The Netherlands. I used my experience with websites, usability and the Magento ecommerce platform to help new clients. I advised on the implementation of the software, created functional designs and provided training to use the software to it's full potential. When the website was live, I helped improving their business results.
- Usability & Conversion specialist at Regenerate (Apr 2004 - Jul 2009)
I consulted website owners with: → (starting their) online business → website usability → e-commerce conversion optimization
- Board - Public Relations at Studentengroep Sociale Wetenschappen (SGS) (Sep 2006 - Sep 2007)
For a year, I was responsible for brand strategy and promotion of the whole association, and for the activities of the different committees. I also coordinated several of the committees and managed all online activities.
- High-performance swimmer at the National swimming team at Koninklijke Nederlandse Zwembond (KNZB) (Jan 2000 - Jan 2004)
I participated in several international swimming events and championships representing the National swimming team.
During my career I won various medals at Dutch Championships, primarily at the 50m. breaststroke and attended to several European Championships
- High-performance swimmer at the National junior swimming team at Koninklijke Nederlandse Zwembond (KNZB) (Jan 1995 - Jan 2000)
I participated in several international swimming events and championships representing the National swimming team.
Skills
Technical
- Antifragile Systems Design
- AT Protocol
- Automation
- Data Analysis
- Generative AI
- Joomla
- Magento
- Spryker
- Spryker Cloud Commerce OS
- Test-Driven Development
- Web 2.0
- Web Development
Business
- A/B testing
- Agile Methodologies
- Analytics
- Blogging
- Business Ideas
- Business Networking
- CMS
- Content Management
- Conversion Optimization
- Digital Strategy
- E-business
- E-commerce
- E-commerce Optimization
- Ecommerce optimization
- Entrepreneurship
- Google Analytics
- Growth Hacking
- IT Consulting
- Management
- Marketing Strategy
- Online Marketing
- Project Management
- Public Relations
- Recruiting
- SEO
- Strategy
- Web Analytics
- Web Content Management
- Web Project Management
- Writing
Creative
- Adobe Photoshop
- Audio Engineering
- Branding
- Usability
- Usability Testing
- User Experience
- User Experience Design (UED)
- User Research
Interpersonal
- Cognitive Psychology
- Cross-functional Leadership
- Cross-functional Team Leadership
- Human Behavior
- Leadership
- Persuasion
- Psychology
- Public Speaking
- Research Skills
Community
- Community Building
- Community Design
- Community Engagement
- Community Strategy
- Developer Relations
- Event Management
- Open Source
- Technology Evangelism
Other
- Product Building
- Yolo merging
Projects
- Hackathons (Sep 2023 - Sep 2025)
Organizer / host of the Spryker, Nagarro and Turbine hackathons
- Spryker User Group (Aug 2023 - Sep 2025)
Organizer / co-host
- CRO.CAFE (Dec 2018 - Dec 2022)
Weekly podcast where I interviewed people working on conversion optimization from agencies, client-side or tool vendors, with a total of over 200 episodes. Received the Experimentation Culture Award (2020) for the work on the podcast. Spun off into Dutch, Spanish and German editions hosted by other CRO specialists.
- Think tank Futureproof Technologies for B2X (digital) Commerce (Shopping Tomorrow) (Jan 2022 - Nov 2022)
The Expertgroup Futureproof Technologies for B2X (digital) Commerce with Valantic as chair and Spryker as host will work on the question: "Which technologies have a large influence on Digital Commerce (in the coming years) and how to clarify which technologies will be of importance for your organization?"
- Think tank Conversion Optimization (Shopping Tomorrow) 2015-2021 (May 2015 - Aug 2021)
ShoppingTomorrow is the annual research program in which research is conducted into the most important developments within digital commerce. Spread over approximately 25 expert groups, 500 to 600 e-commerce professionals participate in ShoppingTomorrow every year.
Since 2015, I've taken part in the expertgroup for Conversion/Revenue optimization
- CRO.CAFE Unconference (Jul 2019 - Oct 2019)
Organizer
- Meet Magento The Netherlands (Feb 2009 - May 2019)
Initiated and organized the yearly Dutch Meet Magento event for 11 consequent years. The first event that also kicked of many international Meet Magento events.
- Meet Magento The Netherlands (Jan 2009 - Apr 2019)
Organizer
- Magento Unconference (Oct 2016 - Aug 2017)
Organizer of the Dutch Magento Unconference (Fort aan de Klop, Utrecht)
- Coaching interns at The Talent Institute (Jan 2016 - Jul 2016)
The Talent Institute is a community of highly skilled professionals educating talented people the skills most relevant in these revolutionary times. Skills aligned to the rising technology needs of innovative high growth companies.
At Euroflorist, we mentored 2 interns from TTI for 6 months.
- Persuasionistas (Nov 2012 - Dec 2015)
The secret order, founded in Amsterdam in 2012, bound by the hunger for scientific knowledge of the human brain and influence tactics.
- OroCRM Meetup (May 2012)
Organizer
- Joomladays Netherlands (Dec 2009)
Organizer
- Lead Organizer for the Dutch Joomladays (Jan 2008 - Jun 2009)
For 2009 (June 12 and 13th), I had the lead over the organization team (10 volunteers) for the whole event.
I also took part in the organization team of the Dutch Joomla! days in 2008. Among other things, I help out with public relations, event promotion and internationalization of the www.joomladays.nl website.For 2009 (June 12 and 13th), I had the lead over the organization team (10 volunteers) for the whole event. I also took part in the organization team of the Dutch Joomla! days in 2008. Among other things, I help out with public relations, event promotion and internationalization of the www.joomladays.nl website.
- DutchJoomla! (Nov 2004 - Oct 2007)
I founded DutchMambo in 2004, turned it into DutchJoomla in September 2005 and been with it untill fall 2007. I coordinated a team of around 15 volunteers who contribute to the project with translations, moderating forums, making news items and documentation. I took care of brand development and strategy, web site traffic growth and advertising revenue.
Talks & sessions
Spryker EXCITE
I've been the chairperson-of-the-day for 3 consecutive Spryker EXCITE events, which was the main yearly Spryker event.
- EXCITE 2025 · Sep 2025 · Berlin, DE · Host · In person
- EXCITE 2024 · Sep 2024 · Berlin, Germany · Host · In person
- EXCITE 2023 · Sep 2023 · Berlin, DE · Host · In person
- EXCITE 2022 · May 2022 · Berlin, DE · Host · In person
Persuasive E-commerce
Presentation or workshop in which I teach the audience about the biases that our brain has, the mistakes we make while making decisions and how we can utilize this in an e-commerce environment. By far my most popular popular presentation. Started out giving this session in 2011 and it kept evolving over the years in a session I have now given in over 25 countries!
- Bikkeldag · Mar 2024 · Amsterdam, NL · Presenter · In person
- Emercify · Nov 2020 · Presenter · Virtual
- D-Congress · Mar 2020 · Gothenburg, SE · Presenter · In person
- Ecommerce Workshop · Feb 2020 · Oslo, NO · Presenter · In person
- Inhouse workshop · Dec 2019 · Tiel, NL · Presenter · In person
- Target · Nov 2019 · Tallinn, EE · Presenter · In person
- Startupweek Tallinn · Nov 2019 · Tallinn, EE · Presenter · In person
- 3XE Digital CRO · Feb 2019 · Dublin, IE · Presenter · In person
- FRMWRK Inhouse event · Dec 2018 · Rotterdam, NL · Presenter · In person
- United Wardrobe · Jun 2018 · Utrecht, NL · Presenter · In person
- Utrecht University · Feb 2018 · Utrecht, NL · Presenter · In person
- GrowthTribe evening course · Nov 2017 · Amsterdam, NL · Presenter · In person
- Retail Arena · Oct 2017 · Bucharest, RO · Presenter · In person
- Meet Magento Greece · Oct 2017 · Athens, GR · Presenter · In person
- Bidfood (in-house) · Sep 2017 · Amsterdam, NL · Presenter · In person
- Pan European Strategy Forum Retail · May 2017 · Copenhagen, DK · Presenter · In person
- GrowthTribe evening course · Feb 2017 · Amsterdam, NL · Presenter · In person
- Braingineers · Dec 2016 · Amsterdam, NL · Presenter · In person
- Conversion Conference · Oct 2016 · London, GB · Presenter · In person
- GrowthTribe evening course · Oct 2016 · Amsterdam, NL · Presenter · In person
- Meet Magento Indonesia · Aug 2016 · Jakarta, ID · Presenter · In person
- Annual Conference of Estonian E-commerce · Apr 2016 · Tallinn, EE · Presenter · In person
- GrowthTribe evening course · Apr 2016 · Amsterdam, NL · Presenter · In person
- Meet Magento Czech · Mar 2016 · Prague, CZ · Presenter · In person
- Meet Magento Sweden · Mar 2016 · Stockholm, SE · Presenter · In person
- The Talent Institute · Jan 2016 · Amsterdam, NL · Presenter · In person
- Euroflorist · Jan 2016 · Warsaw, PL · Presenter · In person
- Performance Marketing Update · Dec 2015 · 's-Hertogenbosch, NL · Presenter · In person
- Meet Magento Argentina · Dec 2015 · Buenos Aires, AR · Presenter · In person
- GrowthTribe evening course · Nov 2015 · Amsterdam, NL · Presenter · In person
- Meet Magento Greece · Oct 2015 · Athens, GR · Presenter · In person
- Meet Magento Belarus · Sep 2015 · Minsk, BY · Presenter · In person
- Meet Magento Vietnam · Aug 2015 · Hanoi, VN · Presenter · In person
- Euroflorist · Jul 2015 · Romsey, GB · Presenter · In person
- Euroflorist · Jul 2015 · Malmö, SE · Presenter · In person
- Meet Magento Denmark · May 2015 · Kolding, DK · Presenter · In person
- Meet Magento Switzerland · Oct 2014 · Glattfelden, CH · Presenter · In person
- Meet Magento New York · Sep 2014 · New York, US · Presenter · In person
- Meet Magento Germany · May 2014 · Leipzig, DE · Presenter · In person
- Sanoma Breeze · Apr 2014 · Hoofddorp, NL · Presenter · In person
- Sanoma Breeze · Mar 2014 · Hoofddorp, NL · Presenter · In person
- Meet Magento Poland · Nov 2013 · Warsaw, PL · Presenter · In person
- TeComm Conference · Oct 2013 · Cluj-Napoca, RO · Presenter · In person
- Bargento · Jun 2013 · Paris, FR · Presenter · In person
- Meet Magento Germany · Jun 2013 · Leipzig, DE · Presenter · In person
- Joomladays Netherlands · Apr 2013 · Zeist, NL · Presenter · In person
- Webwinkel Vakdagen · Jan 2013 · Utrecht, NL · Presenter · In person
- Belgento · Jan 2013 · Brussels, BE · Presenter · In person
- NIMA Expert Class · Dec 2012 · Utrecht, NL · Presenter · In person
- Amsterdam University of Applied Science (HvA) · Dec 2012 · Amsterdam, NL · Presenter · In person
- Joomla! World Conference · Oct 2012 · San José, US · Presenter · In person
- Meet Magento Brazil · Oct 2012 · São Paulo, BR · Presenter · In person
- Oxillion Lunch & Learn · May 2012 · Enschede, NL · Presenter · In person
- Masterclass Ecommerce Magazine · Mar 2012 · Maarssen, NL · Presenter · In person
- Webwinkel Vakdagen · Jan 2012 · Utrecht, NL · Presenter · In person
- Byte Seminar · Jan 2012 · Amsterdam, NL · Presenter · In person
- MarketingRSLT: Summerschool · Aug 2011 · Maarssen, NL · Presenter · In person
Crystal ball session: outlook for the coming year
Anninteractive "Commerce Trends/Outlook 2023" session, based on the etailment.de trends article by Alexander Graf.
- TOWA office warming · Feb 2023 · Hamburg, DE · Presenter · In person
- Diva-e yearly team kickoff · Feb 2023 · Munchen, DE · Presenter · In person
Composable Commerce & Packaged Business Capabilities
In today's business landscape, agility and flexibility are key. Organizations are achieving this through a variety of methods, including composable enterprise and PBCs. But what are these two often-heard buzzwords, and how can they help your business?
- B2B Online · Dec 2022 · Berlin, DE · Presenter · In person
Spryker customer day
- Spryker customer day · Oct 2022 · Berlin, DE · event host/moderator · In person
- Spryker customer day · Jun 2022 · Nashville, US · event host/moderator · In person
- Spryker customer day · May 2022 · Berlin, DE · event host/moderator · In person
- Spryker customer day · Feb 2022 · event host/moderator · Virtual
- Spryker customer day · Oct 2021 · Berlin, DE · Presenter · In person
Innovate or get Kodak'ed: 5 Guiding Principles to NOT F#%K up Modern Commerce
Build for the customer journeys of tomorrow and prepare your commerce platform for fast changes in customer and supplier demands. I offer you 5 guiding principles to get ready for the near future and discuss Composable Commerce and (B2B and B2C) marketplaces.
- Emerce E-commerce Live! · Jun 2022 · Amsterdam, NL · Presenter · In person
- Emerce B2B Dinner session · May 2022 · Maarssen, NL · Presenter · In person
Still A/B testing your buttons? You need to think (much) bigger...
CRO/CXO, Experiments and A/B testing have gained a lot of traction in the last years, hopefully also within your company; When optimizing, a lot of commerce teams seem stuck experimenting with minor frontend changes like text, images or layout. While still valuable to do this, you could benefit much more from the experimentation mindset when applying this to not just your frontend, but to across all aspects of your business Guido shows you how using Packaged Business Capabilities can give your commerce team the freedom to do just that.
- eCommerce & Digital Marketing EXPO Greece & SE Europe · May 2022 · Athens, GR · Presenter · In person
- eTail Europe · Apr 2022 · London, GB · Presenter · In person
- Business Online · Apr 2022 · London, GB · Presenter · In person
Growth strategies for the future of B2B commerce
Build for the customer journeys of tomorrow. To stay ahead of your competitors and keep winning in the next era of digital commerce, B2B companies need to collaborate with suppliers of commerce technology that help then adapt to fast changing marktets. Together with Henk Mensinga from Youwe I discussed how a composable commerce approach helps B2B companies to form a foundation for their futureproof e-commerce strategy.
- Emerce B2B · May 2022 · Maarssen, NL · Presenter · In person
Why becoming a Marketplace should be your Next Big Initiative
Together with Marnix from SQLI I hosted a session about marketplaces for retail organizations. What are all marketplace variants? What is the difference between selling on a marketplace and becoming a marketplace? What are the latest developments and why do we think you really need to be the first mover in your industry when it comes to marketplaces... More info about Sprykers Enterprise Marketplace Capabilities.
- Emerce Retail · Apr 2022 · Maarssen, NL · Presenter · In person
Cross-cultural website optimization
In this presentation I share my experience with optimizing websites across different countries/cultures. What things are the same, what things are different and what should you do when expanding internationally from a cultural standpoint?
- Emerce Conversion · Dec 2020 · Amsterdam, NL · Presenter · In person
- TIO Ecommerce Week · Nov 2019 · Utrecht, NL · Presenter · In person
- Emerce E-commerce Live! · Jun 2019 · Amsterdam, NL · Presenter · In person
- Meet Magento China · Aug 2017 · Shenzhen, CN · Presenter · In person
- Savant E-commerce Congress · Sep 2016 · Amsterdam, NL · Presenter · In person
- E-commerce Insights · Jun 2016 · Utrecht, NL · Presenter · In person
- Developers Paradise · Apr 2016 · Opatija, HR · Presenter · In person
- Conversion World · Apr 2016 · Webinar · Presenter · In person
- Webwinkel Vakdagen · Jan 2016 · Utrecht, NL · Presenter · In person
Data Driven Decisions meets Psychology
This is a combination of 3 session where Guido will talk about...
- why psychology is important when you’re selling online
- how to build an optimization team and
- talk about optimization culture. See this blogpost for all background information and additional articles.
- How to Web · Oct 2019 · Bucharest, RO · Presenter · In person
- Nomadmage · Oct 2017 · Webinar · Presenter · In person
Creating an optimization culture
How to align CRO teams across multiple countries and timezones, all in different stages of digital maturity? During this session, Guido shares his experience and talks about the challenges of building an agile experimentation/ online optimization culture within a large international corporation.
- T3con19 · Oct 2019 · The Hague, NL · Presenter · In person
- Meet Magento UK · Jun 2018 · London, GB · Presenter · In person
- Conversion Elite London · Jun 2018 · London, GB · Presenter · In person
- Digital Data Tips Tuesday · Mar 2018 · Amsterdam, NL · Presenter · In person
- Meet Magento Romania · Oct 2017 · Cluj-Napoca, RO · Presenter · In person
- MUG Rotterdam · Jun 2017 · Rotterdam, NL · Presenter · In person
- Elite Camp 2017 · Jun 2017 · Tallinn, EE · Presenter · In person
Meet Magento Association
Introduction to the Meet Magento Association, of which I am Vice President for Western Europe.
- Meet Magento UK · Jun 2019 · London, GB · Presenter · In person
- MageTitans · Nov 2016 · Manchester, GB · Presenter · In person
Your path to becoming a (more) Customer Centric Business
In this presentation and workshop I discuss recent industry reports, share fresh CRO research and guide you through the setup of the optimization process and how to grow it based on your current company and team maturity levels. We discuss the optimal workflow, how to increase team knowledge, how to improve management buy-in and how to prioritize. We discuss how to improve your experimentation velocity, capacity and coverage, and how to set your KPIs. We do a workshop on hypothesis setting and will show you how you can estimate long-term ROI.
- ING Inhouse event · Jan 2019 · Amsterdam, NL · Presenter · In person
Improve CRO processes with evolutionary AI
How do you get to the best converting layout of your website? In this case study, Guido talks about how his team is preparing for the next steps in optimizing B2B and B2C e-commerce platforms through Artificial Intelligence systems. Will AI be more efficient and can it replace the regular A/B testing process? This new AI approach is a revolution in the conversion world, with a ground breaking promise all experts are looking out for. Let’s see how it’s being used in practice!
- Measurefest · Nov 2017 · British Library, London, GB · Presenter · In person
- Emerce Conversion · May 2017 · Pakhuis de Zwijger, Amsterdam, NL · Presenter · In person
- Growth Marketing Conference · May 2017 · Amsterdam, NL · Presenter · In person
Let's have a talk about giving talks
Many people want to go on stage and share their knowledge and experience, but many don't. In this open session I usually 'drag' another regular speaker on stage with me and start talking about how to give talks, how to prepare, the failures I had and mistakes I made. I talk about the impostor symptom and give a lot of practical tips for people who would like to some day present a session at a conference. No slides are being used during this session.
- Magento Unconference · Aug 2017 · Fort a/d Klop, Utrecht, NL · Presenter · In person
- Conversion Hotel · Nov 2016 · De Koog, Texel, NL · Presenter · In person
- Magento Unconference · Oct 2016 · Fort a/d Klop, Utrecht, NL · Presenter · In person
Building your Optimization Dream Team
In this session I share my experience in building in-house Conversion optimization teams: what platforms, people and processes do you need?
- Magento Unconference · Mar 2016 · Berlin, DE · Presenter · In person
- Effective Experiments · Feb 2016 · Webinar · Presenter · In person
- Meet Magento Spain · Oct 2015 · Madrid, ES · Presenter · In person
- Optimizely Experience · Oct 2015 · Amsterdam, NL · Presenter · In person
Compute required Sample Size for your A/B tests (A-priori)
So if you want to get started with A/B testing, you should calculate up front if you have enough users and conversions to see if it is even possible to perform an A/B test on your site. There are some general rules of thumb out there that say "don't go A/B testing when you have < 1000 conversions", which is fine, but probably not really helpful in your situation. See http://www.gui.do/post/compute-required-sample-size-for-your-ab-tests for the full article and explainer video.
- Conversion Hotel · Nov 2015 · Texel, NL · Presenter · In person
5 Ultimate usability tips for E-commerce
I’d like to talk about how companies can implement an A/B testing process in their company to start with conversion optimization. This session wil be a combination of theory (models, best practices) and experience from doing this myself.
- Belgento · May 2015 · Brussels, BE · Presenter · In person
- Meet Magento Germany · May 2015 · Leipzig, DE · Presenter · In person
- Emerce Conversion · Apr 2015 · Amsterdam, NL · Presenter · In person
Usability Testing
Slides from my 5 minute pitch at startup accelerator Rockstart in April 2015
- Rockstart Answers · Apr 2015 · Amsterdam, NL · Presenter · In person
Magento Community versus Enterprise
I created a presentation to explain some similarities and differences between the Magento community and enterprise editions. If you're looking into using Magento but having doubt about the version, I hope this can help to make than decision.
- ISM eCommerce Magento Enterprise event · Oct 2014 · Rotterdam, NL · Presenter · In person
- ISM eCommerce Webinar · Jun 2012 · Rotterdam, NL · Presenter · In person
Introduction to Magento
An introduction to Magento's features and it's ecosystem.
- Exact meets Magento · Oct 2014 · Delft, NL · Presenter · In person
- Webwinkel Vakdagen · Jan 2013 · Utrecht, NL · Presenter · In person
- Exact meets Magento · Oct 2012 · Delft, NL · Presenter · In person
- Exact meets Magento · Aug 2012 · Delft, NL · Presenter · In person
- ISM eCommerce Magento Event · May 2012 · Rotterdam, NL · Presenter · In person
- Webwinkel Vakdagen · Jan 2012 · Utrecht, NL · Presenter · In person
- Exact meets Magento · Dec 2011 · Delft, NL · Presenter · In person
- Exact meets Magento · Nov 2011 · Delft, NL · Presenter · In person
- Oxillion Lunch & Learn · Sep 2011 · Enschede, NL · Presenter · In person
- Oxillion Lunch & Learn · Dec 2010 · Enschede, NL · Presenter · In person
The Future of the Magento Ecosystem
The Magento community is thriving and wants to push forward fast. This presentation is about feelings and ideas that live within the community and that I've discussed with many at Meet Magento conferences and on IM chats in the past months. I presented this at the Magento Snowcamp in Austria in January and this week at Meet Magento in Spain. Let me know what you think in the comments!
- Developers Paradise · Jan 2014 · Kaprun, AT · Presenter · In person
Cross channel possibilities with Magento
Slides I used to present cross channel capabilities with Magento during the ISM eCommerce Cross Channel events.
- ISM eCommerce Cross-channel event · Aug 2012 · Rotterdam, NL · Presenter · In person
- ISM eCommerce Cross-channel event · May 2012 · Rotterdam, NL · Presenter · In person
Grow Smart or Die Fast: 5 Guidelines to Navigate the Recession
Build for the customer journeys of tomorrow and prepare your commerce platform for fast changes in customer and supplier demands. I offer you 5 guiding principles to get ready for the near future and discuss Composable Commerce and (B2B and B2C) marketplaces.
Why Marketplace is Your Next Big Initiative
Togetehr with Marnix Dekker from our partner SQLI I disucss why starting a marketplace can be a huge multiplier for your business, and why you need to start with that TODAY.
Main event organizer
Co-hosting Commerce Sneaks
Marketing with Magento
Online sales for florists
Conversion optimization
Magento Association
Event host/moderator
The Future of Community: Where Psychology, Tech and AI Collide
As communities continue to evolve, the intersection of psychology and technology is becoming increasingly critical. I will explore the future trends that are set to redefine how consumers interact with online platforms. From AI-driven personalization to the psychological triggers that drive user engagement, we'll delve into what the future holds and how businesses can prepare for the seismic shifts on the horizon. By the end of this session, attendees will have a good understanding of latest trends that combine AI and Community building; a list of things they can implement and start experimenting with in their own community right away.
Introduction to A/B testing
Hack your users brain
Event co-organizer
Podcast livestream host
Topic to be determined
Management buy-in for CRO
Spryker update
Panellist
Building your optimization technology stack
When starting out with a program around optimizing the conversion rate (CRO) or - a bit broader - the customer experience (CXO), you will inevitability run into some challenges around the technology stack you’ll be using.
Let’s talk about that.
Learnings van 9 maanden conversie optimalisatie
Sanoma Breeze sessie over de learnings van 9 maanden conversie optimalisatie bij Kieskeurig.nl
Space Academy
- Space Academy · May 2026 · London, GB · Presenter · In person
Spryker Partner Hackathon
- Spryker Partner Hackathon · Jul 2023 · Hamburg, DE · Presenter · In person
Spryker Partner Hackathon
- Spryker Partner Hackathon · Jul 2022 · Vienna, AT · Presenter · In person
SmartOSC Dev-Experience
- SmartOSC Dev-Experience · Dec 2021 · panellist · Virtual
Shopping Today
- Shopping Today · Oct 2020 · Utrecht, NL · event host/moderator · In person
CrossBorder Event
- CrossBorder Event · Oct 2020 · Utrecht, NL · event host/moderator · In person
Contentsquare Champaigne breakfast
- Contentsquare Champaigne breakfast · Jul 2020 · Virtual · Panelist · In person
Webwinkel Vakdagen
- Webwinkel Vakdagen · Jan 2020 · Utrecht, NL · event host/moderator · In person
Magento Live Europe
- Magento Live Europe · Oct 2019 · Amsterdam, NL · co-hosting commerce sneaks · In person
Opening / welcome
- Meet Magento NL 2019 · Apr 2019 · Den Haag, NL · Presenter · In person
Let's Talk Business
- Let's Talk Business · Apr 2019 · Presenter · Virtual
Webwinkel Vakdagen
- Webwinkel Vakdagen · Jan 2019 · Utrecht, NL · event host/moderator · In person
Shopping Today
- Shopping Today · Sep 2018 · Utrecht, NL · event host/moderator · In person
Opening / welcome
- Meet Magento The Netherlands · Jun 2018 · Jaarbeurs, Utrecht, NL · Presenter · In person
Conversion Hotel
- Conversion Hotel · Nov 2017 · De Koog, Texel, NL · Presenter · In person
Conversion.Camp
- Conversion.Camp · Sep 2017 · Utrecht, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · May 2017 · Jaarbeurs, Utrecht, NL · Presenter · In person
Teleflor International Conference
- Teleflor International Conference · Nov 2016 · Amsterdam, NL · Presenter · In person
Magento 2 Seminar
- Magento 2 Seminar · Oct 2016 · Utrecht, NL · event host/moderator · In person
Opening / welcome
- Meet Magento The Netherlands · May 2016 · Utrecht, NL · Presenter · In person
Magento 2 Seminar
- Magento 2 Seminar · Jan 2016 · Utrecht, NL · event host/moderator · In person
Opening / welcome
- Meet Magento The Netherlands · May 2015 · Utrecht, NL · Presenter · In person
Adobe User Group
- Adobe User Group · Apr 2015 · Amsterdam, NL · Presenter · In person
Sanoma Breeze
- Sanoma Breeze · Nov 2014 · Hoofddorp, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · May 2014 · Utrecht, NL · Presenter · In person
Joomladays Netherlands
- Joomladays Netherlands · Mar 2014 · Zeist, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · May 2013 · Ede, NL · Presenter · In person
ISM eCommerce Online Marketing Event
- ISM eCommerce Online Marketing Event · Feb 2013 · Rotterdam, NL · Presenter · In person
ISM eCommerce Online Marketing Event
- ISM eCommerce Online Marketing Event · Oct 2012 · Rotterdam, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · May 2012 · Ede, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · May 2011 · Ede, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · May 2010 · Ede, NL · Presenter · In person
Joomladays Netherlands
- Joomladays Netherlands · Apr 2010 · Utrecht, NL · Presenter · In person
Opening / welcome
- Meet Magento The Netherlands · Jan 2009 · Utrecht, NL · Presenter · In person
Publications
- Your identity isn't your username — gui.do (Jul 2026)
- Who actually owns your network? — gui.do (Jun 2026)
- Outsource your GitHub CI to a VPS: cheaper, faster, and a free backup server too — gui.do (Jun 2026)
- Make links to your blog render the custom "View publication" card + CTA — gui.do (May 2026)
- ATmosphere Conf 2026: the internet built for people, not platforms — gui.do (Mar 2026)
- Running Doom over the AT Protocol — gui.do (Mar 2026)
- AI slop is drowning communities. Verifiable track records can fix it. — gui.do (Mar 2026)
- Barazo: community forums where members own their data — gui.do (Feb 2026)
- Better Not Waste It — gui.do (Feb 2026)
- BigTech independence update: cleaning house for local AI — gui.do (Jan 2026)
- A practical guide to building your own antifragile tech stack — gui.do (Dec 2025)
- Start building Anti-Fragile communities, your community deserves it — gui.do (Oct 2025)
- Ditching "One community idea per month": Our hackathon path to 80+ community projects — gui.do (Oct 2025)
- How I reduced my BigTech dependencies in 2025 (and why you should too) — gui.do (Oct 2025)
- RPi Pirate audio side project — gui.do (Sep 2025)
- 7 Hard-(l)earned lessons for building reliable AI workflows — gui.do (Jun 2025)
- The Collapse of Traditional Commerce - Why Innovation is No Longer Optional — gui.do (Feb 2025)
- Concerns with AI programming — gui.do (Jan 2025)
- 4 options to customize your LLM — gui.do (Jan 2025)
- Website moved to Astro — gui.do (Dec 2024)
- The Art of Clear Messaging at Trade Shows - What We Can Learn from Food Trucks — gui.do (Apr 2024)
- Beyond Code: Software Developers in the Age of AI — gui.do (Mar 2024)
- Why Every Moment Looks Like a Turning Point in Exponential Growth — gui.do (May 2023)
- How to Build an Online B2B Community — gui.do (Feb 2023)
- Often Confused Commerce Terms — gui.do (Mar 2022)
- Make Now Matter — Shopping Tomorrow (Jan 2021)
- Optimization hierarchy of evidence — gui.do (Aug 2020)
- Are you LEFT or RIGHT brain? Surprise: you're both — gui.do (Jul 2020)
- The Future of the Journey (ShoppingTomorrow) — BBP Media (Jan 2020)
- The Story of Spryker with CEO Boris Lokschin — gui.do (Dec 2019)
- First episode of CRO.CAFÉ is live! — gui.do (Jan 2019)
- Recording: Creating An Optimization Culture — gui.do (Oct 2018)
- Website moved to Webflow — gui.do (Feb 2018)
- Can you afford not to know? Can you afford to be wrong? — gui.do (Jan 2018)
- Texas sharpshooter fallacy — gui.do (Dec 2017)
- Data Driven Decisions meets Psychology — gui.do (Oct 2017)
- New domain and CMS! — gui.do (Oct 2017)
- Questions on Experimentation — gui.do (Sep 2017)
- Learnings from Shenzhen — gui.do (Sep 2017)
- Proving the monetary value of A/B testing — gui.do (Jul 2017)
- The CRO Process — gui.do (Feb 2017)
- How to realize more digital revenue with similar traffic numbers? - 2016/2017 edition — Shopping Tomorrow (Jan 2017)
- Intervju: Guido Jansen ska ta reda på varför kunderna inte handlar — gui.do (Mar 2016)
- How to realize more digital revenue with similar traffic numbers? - 2015/2016 edition — ShoppingTomorrow (Jan 2016)
- Combining personal & business online: 5 guidelines/tips. — gui.do (Dec 2015)
- Compute required Sample Size for your A/B tests — gui.do (Oct 2015)
- Trustlogo onderzoek — gui.do (Jan 2012)
- Het Grote E-commerce Boek — ISM e-Company (Jan 2012)
- How Color Persuasion Works — gui.do (Nov 2011)
- Persuasive e-commerce (Aug 2011)
- One year .com in retrospect — gui.do (Jul 2011)
- Persuasion profiling: Dawn of a New Marketing Era — gui.do (May 2011)
- Update: 101 ways to optimize Magento for speed — gui.do (Jun 2010)
- 101 ways to speed up your Magento e-commerce website — gui.do (May 2010)
- Top 8.5 tips for getting started in ecommerce — gui.do (Jan 2010)
- 9.999 on 09.09.09 09:09 — gui.do (Sep 2009)
- New Website Online — gui.do (Dec 2004)
- Website Online — gui.do (Feb 2001)
Credentials
- AI for Business — Growth Tribe (Jun 2023)
- Introduction to Prompt Engineering for Generative AI — LinkedIn (United States) (May 2023)
- How to Research and Write Using Generative AI Tools — LinkedIn (United States) (May 2023)
- Strategic Partnerships: Ecosystems and Platforms — LinkedIn (United States) (Mar 2022)
- Google Analytics Individual Qualification — Google (Jul 2021)
- UX Foundations: Making the Case for Usability Testing — LinkedIn (United States) (Jun 2021)
- UX Foundations: Information Architecture — LinkedIn (United States) (Jun 2021)
- Advanced AI for marketers — CXL Institute (Jul 2020)
- Landing page optimization — CXL Institute (Jul 2020)
- Branding — CXL Institute (Jul 2020)
- Applied neuromarketing — CXL Institute (Jul 2020)
- Digital Psychology & Behavioral Design Training — CXL Institute (Jul 2020)
- Google Analytics Audit — CXL Institute (Jul 2020)
- Google Tag Manager — CXL Institute (Jul 2020)
- Google Analytics — CXL Institute (Jul 2020)
- A/B testing mastery — CXL Institute (Jul 2020)
- Minidegree: Digital Psychology Specialist — CXL Institute (Jul 2020)
- Advanced Experimentation Analysis — CXL Institute (Jul 2020)
- Statistics for A/B testing — CXL Institute (Jul 2020)
- Minidegree: CXL Certified Optimizer — CXL Institute (Jul 2020)
- CRO agency masterclass — CXL Institute (Nov 2019)
- Heuristic analysis frameworks for conversion optimization audits — CXL Institute (Sep 2019)
- Elements of AI — University of Helsinki (Aug 2018)
- Big Data: Measuring and predicting human behaviour — University of Warwick - Warwick Business School (Aug 2017)
- Introduction to R Course — DataCamp (Jun 2017)
- Euroflorist Leadership Program 2015-2016 — Stardust Consulting (Mar 2016)
- Public Speaking and Presentations Pro: No Beginners Allowed! — Udemy (Jan 2016)
- Optimization & A/B Testing Statistics — Udemy (Aug 2015)
- Try R — Code School (Jul 2013)
- A Beginner's Guide to Irrational Behavior (Dan Ariely) — Coursera Verified Certificates (Jan 2013)
- Visual Website Optimizer - Certified Partner — Wingify (Nov 2010)
Education
- University of Amsterdam — Communication Science (Jan 2013)
I participated in the first Massive Open Online Course (MOOC) from the University of Amsterdam on the topic "Introduction to Communication Science".
- Utrecht University — Applied Cognitive Psychology (Human Factors) (Sep 2005 - Jul 2007)
I researched the Center-of-Gravity model and the influence of shadow on the predictions of the model with help of the Eyelink II Eyetracker.
- Utrecht University — Bachelor of Science (BSc), Psychology (Sep 2002 - Jul 2005)
I researched Motion-Induced Blindness (MIB), a phenomenon of visual disappearance or perceptual illusions in which salient visual stimuli disappear as if erased in front of the observers eyes (for more information, see http://www.weizmann.ac.il/home/masagi/MIB/mib.html). Our research found an effect for distance (increased distance -> increased MIB) and for direction (more MIB in the upper left visual field).
- Lingecollege — High School (Havo, VWO) (Sep 1994 - Jul 2001)
Courses
- Minidegree: Digital Psychology Specialist — Cxl
- Minidegree: CXL Certified Optimizer — Cxl
- Try R — Codeschool
- Euroflorist Leadership Program — Stardust Consulting
- Introduction to communication science — University of Amsterdam
- Storytelling — Maynard Leigh Associates
- Fresh New Leadership Skills — Bridgehouse
- ChatGPT Prompt Engineering for Developers — Deeplearning.ai
Awards
- Magento Master 2019 — Adobe (Jan 2019)
For my work in the Magento community I was recognized by Magento as a Magento Master in the Mentor category. I was selected based on my 2018 contributions organizing Meet Magento Netherlands, Distributed Magento Contribution Day in Rotterdam and Magento User Group Utrecht as well as well as co-hosting the Dutchento Podcast and helping to shape the Magento Association by serving on the Magento Association Task Force.
- Community Manager of the Day — My Community Manager (Mycmgr.com) (Apr 2013)
On April 22nd, I was appointed "Community Manager of the Day" by the organization behind "My Community Manager" because of my work for the Dutch Magento community.
- Magento - X.commerce Community Builder Award (Oct 2011)
For my active role in the (Dutch) Magento community, I received the "Magento
- X.commerce Community Builder Award" out of the hands of eBay CEO John Donahoe in October 2011 at the Innovate Conference in San Francisco.
- Person of the Year — Time (Dec 2006)
In 2006, TIME Magazine recognized the millions of people who anonymously contribute user-generated content to wikis (including Wikipedia), YouTube, MySpace, Facebook and the multitudes of other websites featuring user contribution. So congratulations to you too! ;)
- Dutch National student champion and national record on 50 meters breaststroke & 100 meters medley — Koninklijke Nederlandse Zwembond (KNZB) (Jun 2004)
50 meters breaststroke time: 0.29.93 100 meters medley time: 1.00.95
- N.B.J.G. Buitenman Trophee (May 2004)
De onderscheiding wordt jaarlijks uitgereikt aan de zwemmer of zwemster die de beste prestatie heeft geleverd tijdens een door de Kring Utrecht georganiseerde wedstrijd. In 2003 kwam deze beste prestatie dus op naam van Guido Jansen, die op de 100m. vrije slag een tijd neerzette van 52.06 seconde, en daarmee van alle zwemmers het dichtste in de buurt kwam van een wereldrecord.
- Dutch National Champion — Koninklijke Nederlandse Zwembond (KNZB) (Jan 2004)
From 1995 until 2004 participated in many competitions
- both National and European. I won several swimming awards (e.g. multiple Dutch Champions at the 50 meter breaststroke).
- Dutch National Champion 50 meters breaststroke - seniors — Koninklijke Nederlandse Zwembond (KNZB) (Jun 2003)
Time: 29.16 (long course)
- Dutch National Champion 50 meters breaststroke - seniors — Koninklijke Nederlandse Zwembond (KNZB) (Dec 2001)
- Dutch National record on 4x100 meters breaststroke - seniors — Koninklijke Nederlandse Zwembond (KNZB) (Nov 2001)
Together with Robin van Aggele, Lesley Voorn and Casper Tichelaar. Time: 4.22.28
- Dutch National Champion 50 meters breaststroke - seniors — Koninklijke Nederlandse Zwembond (KNZB) (Jun 2001)
Time: 29.43 (long course)
- Dutch National Champion 50 meters breaststroke - seniors — Koninklijke Nederlandse Zwembond (KNZB) (Dec 2000)
- Dutch National record on 4x100 meters freestyle — Koninklijke Nederlandse Zwembond (KNZB) (Jun 1999)
Together with Alex van Leendert, Tim Peter and Stefan Oosting 4x100 meter vrije slag estafette. Time: 3.41.15
- CRO personality of the year 2020 (nominated) — Experimentation Elite
- Winner of the Experimentation Culture Award 2020 - Individual category — help je klant holding BV
- Magento Top 50 contributor 2017, 2019 & 2020 — Adobe
Involvement
Open Source
- Joomla! (Apr 2005 - Mar 2008)
I helped translating the Joomla! core files and lead a team of volunteer translators for the Dutch language. I translated blog postings, coordinated Joomla! events and managed the Dutch forums.
Community
- Magento Association (Jan 2019 - Sep 2021)
In the beginning of 2019 I was selected as a member of the inaugural board of directors for the newly formed Magento Association. Our mission is to advance and empower the global Magento community and commerce ecosystem through open collaboration, education, and thought leadership.
Besides being part of the Board of Directors, I was also a member of the Diversity & Inclusion and the Content committees.
When joining Spryker in Q3 2021, I resigned from my position on the board.
- Magento Association (Aug 2018 - Jan 2019)
In 2018, Magento Association (MA) is forming as a user-led community. This global community will be structured as a non-profit organization with governance best ensuring that Magento advocacy reflects users, developers, merchants and industry thought leaders. The volunteer community of leaders, including Magento Corporation, will comprise a Board of Directors, committees, task forces and general membership.
I'm part of the temporary (Q3/4 2018) task force of 7 global community members that has been charged with following the key deliverables: ✓ Form articles of incorporation ✓ Form community bylaws ✓ Draft mission statement ✓ Establish Strategic Plan ✓ Build 2019 budget and operating plan ✓ Serve on election committee
- Meet Magento Association (Jul 2016 - Aug 2018)
The Meet Magento Association organized/coordinated the worldwide “Meet Magento” events which started in Europe in 2009. As non-profit organization the Meet Magento Association took care of all Meet Magento Events and supported the Magento community and merchants with the localized Magento editions and Magento user support.
I helped evangelise the brand and the events and supported local organizers in many countries starting up their local Meet Magento event and community. I also traveled to many of these events to help support them and share my knowledge and experience on stage: Argentina, Austria, Belarus, Belgium, Brazil, China, Croatia, Czech Republic, Denmark, France, Germany, UK, Greece, Poland, Ireland, Indonesia, Romania, Spain, Sweden, Switserland, US and Vietnam.
In 2018, the Meet Magento Association was superseded by the Magento Association.
Volunteering
- Experimentation Elite (Jan 2026 - Present)
I'm advising the ExElite organizition on their Space Academy event, where they bring together CRO/Experimentation practitioners and explore how AI is changing the future of the CRO industry.
I also take an active role in hosting the podcast that interviews all of the events keynote speakers.
- Growth Tribe (Nov 2015 - Nov 2017)
- Tnw (May 2016 - May 2017)
- The Talent Institute (Jan 2016 - Dec 2016)
- Hotjar | by Contentsquare (Jan 2014)
One of the first to test and use this UX tool and listed as a Founding Member.
- Bits of Freedom (Jan 2014 - Present)
Long-term financial supporter of Bits of Freedom since 2014, contributing to their mission of protecting digital rights and privacy in the Netherlands. Passionate about ensuring technology serves society's best interests.
- Studentengroep Sociale Wetenschappen (SGS) (Sep 2008 - Sep 2009)
The Board of Advice gives (un)solicited advice to the executive board of the organization and is appointed by all the members of the organization.
Languages
- Dutch (native)
- English (full professional)