My background includes sustainability in marketing strategy, emerging technologies for enhancing more sustainable consumption patterns, cross-border e-commerce and cross-cultural research. Currently I am a PhD student at the Vrije Universiteit Amsterdam and at the Hogeschool van Amsterdam (Centre for Market Insights). In addition, I am working as an assistant professor in the master Digital Driven Business. 

In my PhD research I focus on the cross-cultural aspects of cross-border e-commerce. My first project has resulted in a publication in the International Small Business Journal (2021) and is titled “Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets”. My second project is under review at the Journal of International Business Studies and is titled “Cross-border trust towards e-stores from US and China: The impact of store value and country stereotype”. My third project is work in progress and titled “What explicit and implicit factors drive consumers’ choice for cross-border e-stores over domestic e-stores?” We include several potential drivers for that choice, such as sustainability, price, product availability, values, and demographics. The goal is to complete the PhD projects in the summer of 2022 with a dissertation.

As an assistant professor, I am strongly entrenched as a developer of interactive educational programs, where students meet the business community and vice versa. My current focus is on Digital Business Fundamentals, a module that focuses on the strategic management of information systems as well as the customer journey. In this module we also focus on using data and information systems to shape a company's climate strategy. Meanwhile, in the background, I am working on a module called Strategic Sustainable Marketing and Emerging Technologies for Sustainable Businesses. As change agent sustainability for one year, I am responsible for embedding sustainability in our master's curriculum and in our research studies. For our research group, I am the contact person for the Centre of Economic Transformation and I am helping to set up two new minors in the field of sustainability. 

Finally, I contribute to offering graduation assignments available to Commercial Economics students. Until mid-2021 mainly in the field of cross-border e-commerce, since September 2021 the focus is on sustainability in marketing. For example, I have made contact with Zero Waste Netherlands and 4 students are going to research the use and effect of their free window sticker "Take your own packaging with you". 


  • MSc., Marketing, Vrije Universiteit Amsterdam
  • BSc., HRM, Noordelijke Hogeschool Leeuwarden
  • Topic Master Thesis: The online cross-border shopping experience: drivers & barriers that affect consumers’ attitudes and purchase intentions when shopping for goods
  • Topic Bachelor Thesis: Technische Kennis in Culturele Context: een onderzoek naar de impact van culturele verschillen op het HRM instrument beoordelingsgesprek in de gezondheidszorg van Namibië


(part of the Ph.D. project)

  • Structural Equation Modeling with Lavaan in R, Universiteit Gent
  • Quantitative Research Methods using R, Vrije Universiteit Amsterdam
  • Research Methods in Marketing and Management, European Institute for Advanced Management
  • Advanced Academic Writing, Vrije Universiteit Amsterdam
  • Cross-Cultural Research Methods, Tilburg University
  • Global and Cross-Cultural Organization Research, Maastricht University
  • Multileveling Modelling, Erasmus University


Teaching experience

2018 – present

Assistant professor in the master Digital Driven Business

2009 – 2018
Amsterdam University of Applied Sciences, Netherlands

Senior lecturer, Strategic Marketing and Research in the bachelor Commercial Economics

Professional Experience in Research and Marketing

2014 – present
Amsterdam University of Applied Sciences, Netherlands

Researcher, Centre for Market Insights

2004 – 2009
ING, Amsterdam ,Netherlands,

Senior Marketer

Project experience

2021 – present

Change agent sustainability

2021 – present

Sustainability study among consumers

2014 – 2016

Research project: State of cross-border e-commerce in Europe


2015 – 2018

Member of the cross-border expert group of Shopping Tomorrow

Cross-border bootcamp: Crossborder tool: GO USA! Link:


Teaching a masterclass in Marketing to Microfinance Institutions from seven Southern African countries

South Africa


Market Research via Opportunity International