About
See Clearly
Find what matters.
Complexity creates noise. I cut through it, identify what really matters and turn uncertainty into clear commercial direction.
Move Decisively
Turn direction into momentum.
Strategy only matters when it moves. I align leadership, priorities and execution to turn decisions into focused action.
Scale Confidently
Build for what comes next.
Sustainable growth requires
more than speed. I build the commercial capability, structure and organisation to keep growing as markets change.
Focus
Where I create value
Commercial Growth
Unlocking new revenue, strengthening commercial capability and building scalable growth engines.
AI & Transformation
Transforming AI from a technology initiative into organisational capability that drives commercial value.
International Expansion
Launching new propositions, entering international markets and accelerating commercial growth.
Leadership & Execution
Aligning strategy, people and execution to deliver measurable commercial performance with lasting impact.
Engagement
How I engage
Whether I join as an advisor, a fractional executive or an interim leader, my role is always the same: helping organisations navigate complexity, make better decisions and deliver commercial results.
The title may change. The objective doesn't.
Advisor
Bringing clarity to complex decisions.
Sometimes organisations — and the people leading them — don't need another consultant. They need an experienced commercial sounding board. I work alongside founders, executives and leadership teams to challenge assumptions, sharpen strategic choices and navigate difficult decisions, bringing an independent perspective built on more than 25 years of commercial leadership.
Operator
Turning strategy into execution.
Ideas create direction. Execution creates value. I work with organisations that need hands-on commercial leadership to align teams, accelerate progress and translate strategic ambition into measurable business outcomes.
Builder
Creating the capability to grow.
Whether launching a new proposition, entering new markets or embedding AI into the organisation, lasting progress depends on building the right commercial foundations. My focus is creating capability that continues long after my engagement ends.
Skin in the game
For the right business, I'm open to more than a fee.
I work primarily on a commercial basis, but I'm also building a portfolio of businesses I believe in. Where there is genuine mutual conviction, that can mean combining fees with equity and sharing in the value we create.
Clients
Built on trust.
Proven through results.
The best measure of any engagement is what clients say once the work is done.
"Auke demonstrated an exceptional ability to transform complex commercial and organisational challenges into scalable business models, sustainable growth opportunities and successful market propositions."
Gérard Ghazarian
CEO & Founder | CANDID
"Auke transformed our commercial organisation into a high-performing business. His no-nonsense leadership, commercial expertise and focus on execution helped drive both revenue and EBITDA growth."
Arno Otto
Chief Digital Officer | RTL Nederland
"Auke has a true driver personality with great energy and passion for what he is currently focusing on. He ensures that tasks get done, by encouraging collaboration across units and throughout all ranks of the organization."
Niklas Stalberg
CEO Thailand | GroupM
"Auke brought an immediate injection of international commercial, operational and organisational leadership. He quickly transformed the business and prepared it for international growth."
Martijn Hamann
Partner | Endeit Capital
"I expected the project to take four months. Auke delivered it in four weeks. His ability to build trust, align stakeholders and deliver beyond expectations was exceptional."
Richard Murray
Head of Growth APAC | adm Indicia
Trusted by organisations shaping media, technology and commercial growth.
