Get to know me
About Me
I'm Jasper — a product leader, strategic thinker, and rational optimist. I help teams and organisations figure out what makes digital products actually work: not just features and metrics, but the people, the processes, and the problems that don't fit neatly into a backlog.
I studied Business Administration at the University of Amsterdam, researched innovation at Shell, Philips, and KPN, then went on to build products across four continents — from Sydney to Johannesburg. The throughline: great products don't come from one person's vision. They come from teams that trust each other and share a clear direction.
Outside of work: CrossFit, city trips and hiking trails, time with family, and tinkering with AI tools to build things that used to require a full engineering team.
Product Philosophy
Too many product orgs chase velocity when they should be questioning direction. They adopt frameworks before understanding their own context. They ship features and call it progress. I've seen the pattern everywhere — and made some of these mistakes early in my own career.
The antidote isn't another framework. It's product thinking as a daily practice: validating assumptions honestly, staying close to the user, and having the discipline to stop what isn't working.
Three convictions drive my approach. Strategy without execution is philosophy — I build roadmaps that ship, not decks that collect dust. Data informs, humans decide — AI and analytics are tools, not a replacement for judgement. Great products are built by teams — engineers, designers and PMs as equals, documentation treated as a product, and proper handovers so what you build today still works when the team looks different tomorrow.
My Journey
My path didn't follow a straight line — and that turned out to be a strength. I started as a Business Analyst at Intertrust, rolling out software across four continents. That gave me something no certification could: a practical sense of how technology actually lands inside real organisations.
From there: data at Rabobank, product ownership at Endouble, then Sydney to rethink candidate experience at JobAdder. Back home I built a 400TB data platform at Randstad, led product across multiple clients at 25Friday, and most recently shaped AI-powered global sales tooling at Heineken.
Every company was different. Every challenge needed a different approach. That range made me adaptable — not because I have all the answers, but because I've learned which questions to ask and which people to bring together to find them.
AI & Building
I treat AI as a force multiplier in PM work. I build prototypes and side projects with AI tools — what some call "vibe coding" — and it's genuinely unlocked new capabilities for me. Work that used to take weeks with an engineering team, I now explore and validate myself.
At the same time, that experience has only deepened my respect for software engineering. A prototype is one thing; production software that scales, that a team can maintain, that outlives the people who wrote it — that takes proper engineering and collaboration.
AI lowers the starting line, not the finish. Great products are built by teams — AI just gives each team member more leverage. For a PM that means speaking the language of engineering, prototyping your own ideas, and making better decisions because you understand the material.
Companies I've worked with
Let's work together
Looking for product leadership, strategic advice, or just a good conversation? I'd love to hear from you.
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