I have a solid track record of managing and growing internet, digital media and advertising businesses across EMEA, Southeast Asia and the wider Asia Pacific region. My commercial background has translated in to launching and scaling 4 different start-ups. I thrive on motivating and mentoring individuals to succeed and I love to lead teams by example the same way I do in the sports arena. I take a unique approach to business challenges by leveraging my commercial drive and applying a sports mindset across business needs.
I am a strong communicator and highly organised and enjoy bringing simplicity and clarity to the complexity of growing businesses across multiple sectors, markets and regions.
Outside of the serious matter of working with winning businesses, I race in the Spartan Obstacle Course Championships. To stay race fit, I love trail and road running and the discipline and progress of a structured gym routine. I love extreme sports and am, at heart, an adventurer. Memorable races were the trail triathlons in the Thai jungle along The River Kwai and traveling to North Korea for the Pyongyang half marathon. I am an avid free rider and love riding pristine powder in exotic locations like Uzbekistan, Kamchatka and Japan. Whether at work or play, I’m always looking for the next challenge and a new adventure.
In my role as Chief Executive Officer at Adcombi, I lead the transitioning to become the Global leader in Hyperlocal Advertising Technology. My merit and responsibilities covered all departments and markets as well as the general growth & expansion strategy.
As the APAC Managing Director, I spearheaded the launch and growth of Light Reaction, the multi-screen outcome-based business of Xaxis in 11 APAC markets. I managed Light Reaction to become a fully integrated part of the Xaxis group where it was able to deliver significant successes to Xaxis’ Outcomes Based positioning and contribute commercial value to the wider group.
As part of the GroupM APAC Trading & Investment team, I headed the Supply business focusing on the set up, leadership and promotion of the overall programmatic Supply strategy. I also represented APAC as a member of the global GroupM Brand Safety Leadership team.
In my role as Chief Operations Officer at Adgo, I led the successful pivot of the company to be the global self-service, Facebook advertising technology partner of choice for e-Commerce platforms, tech integrators and enablers in APAC.
Before moving to APAC, I used my years of experience and commercial expertise in The Netherlands to help Sanoma’s Scoupy to reposition its business successfully, and commercial broadcaster RTL’s video advertising network (now SpotX), to successfully turn their businesses around and pivot to programmatic trading.
At European Directories in London, I commercially led the Group’s Affiliate Marketing, Search and Social Media activities across 7 EMEA markets. During that same time, I held a dual role as Chief Executive Officer of Scoot Media, the group’s Performance Based Marketing specialist.
Auke Boersma Consultancy - Owner, United Kingdom - Singapore - The Netherlands
Adm Group - Consultant, The Netherlands
adopshub. - Strategic Advisor, The Netherlands
Growth Tribe - Sales & Business Development Subject Matter Expert, The Netherlands
Adcombi - Chief Executive Officer, The Netherlands
The Scale Factory - Strategic Advisor, Singapore
Adgo - Chief Operations Officer, Singapore
GroupM - Head of Supply APAC, Singapore
Light Reaction - Managing Director APAC, Singapore
vFluencer - Strategic Advisor, Hong Kong
Shopper Media Exchange - Co-founder, Singapore
Scoupy - Consultant/Chief Commercial Officer, The Netherlands
Brandtech - Consultant, The Netherlands
Videostrip (now SpotX) - Managing Director a.i., The Netherlands
MassMovement Group - Consultant, United Kingdom
LogBook Loans - Consultant, United Kingdom
Digital Animal - Consultant/Director of Operations, United Kingdom
Baidu International - Consultant, United Kingdom
European Directories - Director Affiliate Marketing EMEA, United Kingdom
Scoot Media - Chief Executive Officer, The Netherlands
affilinet - Managing Director, The Netherlands
AdLINK Media - Sales Director, The Netherlands
Zon Internet, Versatel and Tele2 - Senior Account Manager, The Netherlands
I have been a public speaker at International Digital Industry events like Affiliatedag, DMDM, A4U Expo, Digital Marketing Live!, Retail Media Initiatief Conference and E.A.D.P. in Europe, Marketing Interactive B2B Marketing Summit and B2B Asia in Singapore, Singapore Media Awards Conference, Programmatic Malaysia Conference, Mobile World Congress in China, Digital Performance Marketing Conference in Philippines, Focal in Thailand, Digital Day in Taiwan.
I have had a seat in the advisory committee of A4U expo Amsterdam 2009 and authored for the A4U Performance Guide 2012. I was a judge for the International Performance Marketing Awards 2018 and the lead and instructional designer of Growth Tribe's Strategic Sales & Business Development Course in 2023.
In 2017 we won Gold and Bronze with Light Reaction at the APAC MobEx Awards. In 2015, 2016 and 2017, we won the Campaign Asia Programmatic Agency of the Year Award with Xaxis.
To date I have collected 2 Gold and 1 Silver medal in various Spartan Races in 2018 and 2019 and came 3rd at the 2019 Spartan APAC Championships in China.