Hospitality Advisory · Amsterdam

Product clarity.
Hospitality depth.

Independent advisory at the intersection of
technology, business, and the guest experience.

Work with me LinkedIn ↗

About

Product leader with 20+ years of experience disrupting the hospitality industry. From the opening team of citizenM's second hotel to Director of Products for 37 global properties, I specialise in the "magic middle" — the intersection where digital logic meets physical emotion.

Most recently, as PMO, I co-led the technical integration of citizenM into the Marriott International ecosystem. I make the complex feel effortless.

Full profile

Core capabilities

What I bring to an engagement

01

Product Strategy

Building and scaling product teams that deliver tangible business value through MACH-based stacks — PMS, CRS, headless architecture, and the connectivity layer that ties it all together.

02

Experience Design

Crafting seamless, omnichannel journeys across web, check-in kiosks, in-room technology, and mobile apps. The guest never sees the systems — they just feel the difference.

03

Change Leadership

Guiding organisations through high-disruption environments — M&A, brand pivots, large-scale integrations — with clarity, empathy, and a structured delivery framework.

Featured work

Selected engagements

2025 – 2026 Integration

citizenM × Marriott International

Navigate the complex technical and operational integration of the citizenM brand into the Marriott International ecosystem — in record time, with zero disruption to guests.

37
Hotels integrated
4mo
Final migration
100%
Bookability on Marriott.com
  • Sunsetting legacy systems while maintaining full marriott.com and Bonvoy app connectivity
  • Implementation across products and Apaleo PMS to reduce operational overhead
  • Transfer of 17 years of citizenM product knowledge to the Marriott portfolio
Personal project Side venture

Casalvia

A personal sanctuary in Sella, Spain — where the grit of the mountain path meets the wisdom of restorative rest. Designed for climbers, cyclists, and purposeful travellers.

Stay

A high-performance base for athletes and purposeful travellers

Interiors

Timeless eclecticism applied to heritage mountain spaces

Home management

Boutique care for second-home owners in the Costa Blanca interior

Experience

20+ years. One industry. Many roles.

2009 – 2026
citizenM / Another Star
Director of Products

Grew from hotel Ambassador on the opening team of citizenM's 2nd property to Director of Products across 37 global hotels. Held 10 progressively senior roles spanning digital media, product ownership, head of digital products, and ultimately Director — leading PMS, website, CMS, CDP, mobile apps, kiosks, and the citizenM × Marriott integration.

2004 – 2008
Starboard Cruise Services
Retail Sales Manager

Managed retail teams of up to 18 across three cruise ships. Achieved the highest revenue turnover on a 7-day cruise, a record at time of departure.

Education
InHolland University · PUC São Paulo
International Business & Management Studies · Technology and Digital Media

PSPO I · Scaled Professional Scrum (SPS)

Let's connect

Looking for a product leader who makes the complex feel effortless?

I help brands navigate complex system decisions — from vendor selection to integration architecture — ensuring technology remains invisible so the experience can shine.

[email protected] LinkedIn ↗