Strategy & Story

Unwittingly eclectic, innately curious, I am a communicator and strategist.

I help folks develop stronger narratives for their strategy, brand, positioning and propositions, and become better storytellers too.

I’m hot on creativity, data, tech, UX, narratology, design-thinking, and (after 20+ years in digital and across disciplines) complex challenges.

Most often, I work in these four areas:

  • Problem-solving and strategy development, in which I slice, dice and chunk company, brand, comms and content challenges into a cohesive strategy.
  • Storylining, which is a structured approach to content and communication that not only improves storytelling, but also facilitates storytelling at scale.
  • Content creation. In the past 12 months alone I have ghostwritten 30,000+ words on topics such as AI, CX, leadership, eCommerce and digital transformation in white papers and thought leadership articles, as well as text for websites and various content marketing/comms campaigns.
  • Editorial strategy, which is a strategic content ‘masterplan’ that defines what to write to reach specific brand and business goals. Sometimes it expands into editorial guidelines and coaching, too.

Based in Amsterdam, I work here in the Netherlands and internationally.

I’d be happy to have a chat. Drop me a mail on

Be splendid.


Projects include


  • Operating model facilitation, content strategy & content creation for ROBINHQ, #7 Deloitte Fast-50 e-Commerce customer service company
  • Brand story, storylines & video scripts for Enstin, an innovative blended learning agency
  • Global communication system review & function re-design for Greenpeace International
  • Narrative coaching for UNStudio, a renowned architecture, urban development and projects office


  • Multiple storylines for Solidaridad, an international NGO working in 40 countries across Coffee, Cocoa, Gold, Palm Oil, Cotton and more
  • Pitch/project storylines for a digital loyalty agency

Brand story

Content marketing/editorial strategy

Coaching, training & more


Storywise clients range from individuals to global brands across sectors including Arts & Architecture, e-Commerce, Education, ICT, Management Consulting, Logistics, Media, Publishing, Supply Chain & Telco.