After graduating in International Business and Digital Marketing, I ran the online shop of Douwe Egberts in the Netherlands and grew it into a business of 1.6 million euros in a year. I had the title, the salary, the house. I was bored. So I packed two suitcases and flew to Aruba, where I had interned in hospitality in 2006.
In 2012 I founded The Lab with one employee and no network. Today it is a team of 22 across three islands, the only Google Premier Partner in the ABC islands, with more than 120 clients including McDonald's, Marriott, Hilton and the Aruba Tourism Authority. It won Best in Business in 2017.
Since 2017 I organize the E-Aruba, E-Curaçao and E-SXM business seminars. In 2020 I was elected to the board of the Aruba Chamber of Commerce and Industry; in January 2024 the board elected me President, and re-elected me in 2025 and 2026. I led the trade mission to Suriname and opened the 2026 Chamber Business Event on the future of Aruba's economy.
On the side of the businesses I invest: ArubaRental.com, a stake in Coldwell Banker Curaçao, a share in the Landmark Boutique Hotel in Medellín, and property in Colombia. In 2023 my family and I appeared in the Dutch TV programme Steenrijk, Straatarm. NU.nl and RTL Boulevard covered the story.
I train like an athlete because it is the cheapest performance tool there is. I speak Dutch, English, German, Spanish and Papiamento. And in 2026 I put everything I learned into one book: Built for Performance.