What do you do at PFM on a daily basis?

As Chief Commercial Officer, I am responsible for PFM’s commercial direction. This means overseeing sales, marketing, partnerships, data and insights, and customer success across the different countries and markets in which we operate.

I bring more than twenty years of commercial experience in retail, FMCG and consumer brands, including roles in key account management, marketing, sales leadership and commercial transformation. I have led teams, developed major national and international clients, and helped organisations translate strategy into tangible growth. This experience helps me connect customer needs, data, people and execution at PFM.

An important part of my role is ensuring that we do not simply sell technology, but genuinely help customers make better decisions. Visitor numbers are valuable, but the real value emerges when you understand what those figures mean and what action you can take as a result.

My days are therefore very varied. One moment, I may be discussing an international growth opportunity or strategic partnership; the next, I am working with colleagues on a customer proposition, sales approach or the development of a new market segment. I always try to connect the customer’s needs, our data and the commercial opportunities for PFM.

What makes PFM a great place to work?

PFM is an entrepreneurial organisation with an enormous amount of knowledge, experience and ambition. We work with technology and data, but ultimately, it is the people who make the difference.

What I particularly value is that colleagues are genuinely committed to our customers and proud of what we deliver. There is plenty of room for initiative and for people who see opportunities and are willing to take responsibility. At PFM, you can genuinely influence how the organisation develops.

At the same time, we are at an exciting stage in our journey. We are growing internationally, bringing together different areas of expertise and countries, and continuing our development from a supplier into an intelligence partner. This requires change, but it also gives employees many opportunities to grow with the organisation and help shape its future.

What is the most important thing you are currently working on?

My main focus is building a commercial organisation that is scalable, international and increasingly insight-driven.

We want to position PFM clearly as a data intelligence partner. We do not only help customers with reliable technology and accurate data, but above all with translating that data into improved conversion, more efficient workforce planning, better customer experiences and smarter strategic decisions.

We are also working on international growth, stronger partnerships and a more consistent commercial way of working. This includes clear propositions, better use of CRM, closer collaboration between sales, marketing and insights, and a stronger focus on recurring revenue and long-term customer relationships.

Ultimately, the goal is for customers not only to call PFM when they need a sensor or system, but especially when they have a question about the performance and potential of their locations.

Personal insight

Outside work, I enjoy spending time with my family and friends. I also enjoy sports, including padel, tennis and HIIT, as well as cooking and barbecuing.

In my work, I strongly believe in combining ambition, clarity and humanity. I want to give people a clear sense of direction, while also giving them the trust and responsibility to take action themselves. Strategy is important, but it only becomes meaningful when people understand where we are going, how they contribute and what action they need to take.

I also believe strongly in a genuine never-give-up mentality: persistence pays off. Rather than waiting endlessly or trying to make everything perfect, it is about taking initiative, picking up the phone, asking questions and continuing to look for an opening.

What gives you the most energy in your work?

I get the most energy from movement and progress. That could be an exciting customer opportunity, a colleague who is visibly developing, a difficult problem we solve together or an idea that is actually turned into action.

I enjoy connecting people and disciplines. Sales, marketing, data, technology and customer success all create value individually, but the real strength emerges when everything comes together around one clear customer need. That not only creates a better solution, but also more ownership and energy within the team.

What motivates me is the feeling that we are genuinely setting something in motion. Not just talking about ambition, but demonstrating what is possible and then taking the next step together.

What lesson have you learned during your career?

An important lesson is that strategy only creates value when it is executed. A good plan, strong idea or interesting opportunity is never enough. Ultimately, it comes down to ownership, discipline and perseverance.

In different roles, I have seen that results rarely happen immediately. You often need to keep calling, asking questions, adapting and trying again. Persistence pays off, and the person who picks up the phone is usually faster. At the same time, making mistakes is part of progress. As long as you are honest, take responsibility and learn from them, a mistake is not the end of the road, but part of your development.

For me, success is therefore about a combination of direction, people and action: knowing where you want to go, bringing others with you and continuing to move forward until you succeed.

What is something colleagues might not immediately expect from you?

That I can be just as competitive outside work as I am at work. Whether it is tennis, a HIIT session, a game of padel or even something small at home, I enjoy giving it my all.

At the same time, I also thoroughly enjoy the other side of life: a good barbecue, having friends over, travelling with my family and simply laughing a lot. That combination suits me well: pushing hard when necessary, while consciously enjoying the moments around it.

What can colleagues always wake you up for?

Probably a good commercial opportunity a little too quickly, but preferably a sunny holiday, a skiing trip, a good piece of meat on the barbecue or an exciting tennis match.

And honestly, when someone says, “I don’t think this is going to work,” I usually wake up immediately. That is when it starts to get interesting.

My guiding principle is therefore simple:

Data provides direction. People make the difference. Perseverance and action deliver results.