Welcome

I occasionally receive comments, especially from recruiters, that they see me as a potential freelancer, mainly because they often associate profile websites with that type of professional.

In my case, however, this does not really apply. I have held commercial roles with industrial manufacturing companies, such as Senior Marketeer & New Business Development and General Commercial Manager, and I am seeking a permanent position within this field.

I created this website because I would like to present a more complete picture of who I am, beyond what is normally possible in a three-page CV. In addition, communication is one of my areas of expertise, and this platform fits naturally with who I am as a person.

Please take the time to read my story carefully. My contact details can be found in the footer. Feel free to call or email me, and we will connect soon.

I focus on building genuine expertise and establishing a clear, trustworthy name and authority in the market. This includes maintaining a consistent positioning throughout the entire stakeholder chain, in a practical and effective manner.

For me, marketing is more than just being visible; it’s about how you are perceived. It’s about influencing how people think (perception) and what they do (behavior). That’s why I emphasize being distinctive, growing with a clear purpose, and building a credible story that people believe in.

I connect traditional B2B products and systems with the demands of a changing market, adapting to new patterns in buying behavior. In doing so, I focus on themes such as sustainability, circularity, service, trust, and partnership. ESG and circularity are not buzzwords to me, but ways to create tangible value and make a business future-proof. New Business Development and determining strategy and direction play a crucial role in this.

By combining strategy, creativity, and data, I help organizations not only strengthen their position today but also prepare for the challenges of tomorrow. A key part of this is engaging the internal organization, because true brand value starts when employees embrace and carry the story themselves.

I’m a down-to-earth, a natural leader, and i have both feet firmly on the ground. I understand long-term developments and visions and translate them back into practical, short-term actions in a hands-on manner.

What I stand for

My Core Values

Vision: I have the ability to identify opportunities, create meaningful connections, and set direction – precisely where others tend to stop

Commitment: I pursue results with determination and maintain full oversight of the process, even in complex or changing environments.

Trust: For me, trust is the foundation of effective collaboration, leadership, and long-term relationships.

Marketing that drives B2B growth: From strategy to results

I help B2B organizations leverage marketing as a direct driver of growth. Not merely as a supporting function, but as an integral part of commercial operations where strategy and pre-sales come together to deliver tangible results.

My work starts where complexity begins. I translate themes such as sustainability, regulation and evolving customer behavior into clear choices and concrete growth directions. Always with one goal: to make value visible and commercially effective.

I work with organizations where technology, craftsmanship and entrepreneurship converge. Companies that build systems and trust, often with a strong heritage, while continuing to innovate in a dynamic market. Environments where commercial success is not just about revenue, but about building sustainable brand value across multiple stakeholders.

For over twenty years, I have operated at the intersection of strategy and execution. I connect product or service, process and positioning, ensuring that plans are not just developed but actually implemented. In doing so, I combine analytical sharpness with creative insight and bring people along throughout the process.

My approach is outside-in: understanding what drives customers and stakeholders, and translating that into direction and focus. At the same time, the organization’s identity always serves as the starting point. It is precisely in balancing these perspectives that true differentiation emerges.

My graduation thesis focused on Corporate Communication as a holistic approach to strategy, brand and organization. An approach that still forms the foundation of how I work today. Strategically grounded, practically executable and always focused on impact.

An international context adds further depth. Different markets, cultures, and dynamics require adaptability and insight. With a pragmatic mindset and a strong foundation, I connect strategy to execution, both locally and internationally.

Operational en tactical

I see marketing as a funnel strategy, where the top of the funnel starts with strategy and the bottom focuses on operational execution and proof. Both are closely intertwined and depend on each other’s input.

What I find most appealing about the commercial domain is the continuous cross-pollination between Sales, Marketing, and Business Development. The operational side provides creativity, input, and validation. Something I feel deeply connected to and actively contribute to. Whether it involves organizing events, writing thought leadership articles, or positioning through online marketing.

My experience in this area is broad, and my network is extensive. I switch easily between levels and quickly translate strategic choices into tangible elements that are visible and actionable for everyone. Facilitating Sales and senior management with targeted activities and tools is a creative challenge I truly enjoy.

Blog section

I enjoy creating content and sharing my perspective on topics such as strategy, leadership style, and current developments.

Product Circularity - positioning

Winner of the Rethink Award for reusable raw materials
Winning the Rethink Award was, for me, a confirmation of my role as a frontrunner in sustainability within the manufacturing industry.
The Rethink Award is a biennial prize presented by Federatie NRK and Plastics Europe to companies whose products and initiatives contribute to sustainability and the circular economy within the rubber and plastics sector. The award celebrates pioneers in sustainable and circular rubber and plastics and rewards innovations based on the principles of Redesign, Reduce, Reuse, Renew, and Recycle.

While this recognition often centers around plastics and packaging, I succeeded in placing rubber—a material rarely highlighted—at the forefront within the Renewable Raw Materials category.
During my pitch to the NRK jury, I already sensed I had something unique: a vision and process that reached beyond the familiar boundaries of the industry. Convincing the association to nominate my projects demonstrated my ability to connect the language of innovation and circularity with the realities of the market.

For me, this award was not an endpoint but rather proof that with courage, strategy, and perseverance, you can move even a traditional industry forward.

Executed concepts and projects

Renovation Proposition - Framing Opportunities

From new construction to renovation: The new reality in construction
The construction sector has been caught in a vacuum for several years: slow decision-making, delayed permits and a shortage of skilled labor are stalling new developments. As a result, building owners are shifting their focus toward renovation and sustainability of existing properties.

In particular, industrial and distribution roofs from the 1990s are urgently in need of replacement. Aging materials, damage and stricter energy standards make renovation inevitable. At the same time, there is a growing desire to preserve existing systems, a choice that generates substantial savings on dismantling and disposal costs.

For manufacturers and suppliers in the building materials industry, this represents a clear opportunity: offering sustainable, compatible system solutions that integrate with existing structures. In this way, renovation becomes not merely a technical necessity but a strategic growth market within the broader energy transition.

Change is not a threat, it’s an opportunity.
Opportunities that I have seized by connecting challenges to new possibilities.

Product Positioning – Tapping into New Channels

Over the past 10 to 15 years, the construction sector has undergone a clear transformation, from employment to self-employment. This shift has been strongly reinforced by foreign professionals. The explosive growth of self-employed contractors has created a new landscape of choice and purchasing behavior, where speed, availability, and convenience are the key drivers.

While traditional roofing contractors tend to work from a position of specialization, the self-employed professional often operates as a versatile all-rounder. This group is not primarily looking for brands, but for solutions, ideally through a single point of contact. As a result, there has been a clear shift from specialized roofing suppliers toward the broader building materials trade, where the one-stop-shop concept has become the new competitive advantage.

From employment to self-employment: A new dynamic in the construction chain

® Logodesign

Benno is a down-to-earth and creative professional who gives his absolute best, a rare combination of qualities. We worked together wonderfully, and the company, then still Hertalan, flourished during a challenging period.

Gé Morssink - Managing Director
Hertalan Rubber Products

If you’re looking for an experienced marketer, you simply can’t overlook Benno. Driven and passionate about his craft best describe his way of working — always with a broad strategic perspective and a keen eye for detail.

Bart van Beek - Managing Director
Van Beek EPDM