My path sits at the intersection of UX, front-end development, ecommerce, and digital product ownership. I’m interested in how things work, where they break down, and how to make them clearer, smoother, and more useful for people. I bring structure to complexity, connecting business needs, customer experience, and technical delivery to create practical digital solutions.
Academic Education
Maastricht University – MaastrichtMBA (Executive MBA)
2026 - 2027 Focus on strategic management, leadership, digital business, and sustainable innovation, within an international and practice-oriented programme.
Leiden University – MSc in Media Technology
2017 – 2019 A blend of creative tech and critical thinking. Here, I explored human-computer interaction, digital culture, and how to design experiences that actually mean something.
Saxion University of Applied Sciences – BSc in Art & Technology
2015 – 2017 Where I first combined design, storytelling, and interactive media into digital work that feels both thoughtful and playful.
Hubei University of Technology - BA in Visual Design
2008 – 2012 This is where I first fell in love with combining visuals and ideas — and learned how to design with both structure and soul.
Non-Formal Education
Professional Scrum Master™ I (PSM I)
Scrum.org | Jul 2023 An intensive dive into Scrum principles, roles, and ceremonies — this course reshaped how I manage design and dev workflows. It taught me how to reduce friction, clarify goals, and help teams stay focused while still adapting fast.
Development Training Program
Paula’s Choice Europe | 2022 A 12-month internal program on leadership, feedback, goal-setting, conflict handling, and teamwork—using tools like Management Drives and monthly workshops.
Harvard Business School Online Business Analytics
2020 A short but intensive program that helped me think more critically about data in design decisions.
Experience
Digital Product Owner Paula’s Choice Europe (Unilever Prestige)
July 2026 – Present Responsible for regional product ownership and delivery across a portfolio of digital products, platform initiatives and ecommerce capabilities in European markets. My scope covers ecommerce platform migration, AI and personalization, customer service and chat platforms, email/CRM technology, review and content platforms, CRO and A/B testing, website experience improvements, market expansion requirements, DTC initiatives, and data & analytics enablement.
Frontend Developer & UX Designer Paula’s Choice Europe (Unilever Prestige)
Nov 2020 – Present Own and maintain 7 international webshops from both design and development sides. Created 65+ pages in Salesforce, redesigned key user flows, and improved conversion through A/B testing and UX research. Support staging-to-production content workflows, and help bridge design with platform-level management.
Scrum Master Paula’s Choice Europe (Unilever Prestige)
Jan 2022 – May 2024 | Dual Role Led agile rituals for a hybrid team, helping unblock delivery and keep priorities aligned. Worked closely with Product Owners to keep the backlog meaningful and the team focused.
Digital Marketing Intern IMTwente
Mar – Jun 2017 Analyzed audience behavior to improve digital campaigns. Built Facebook ads, wrote strategy reports, and introduced a multi-platform storytelling approach.
Digital Designer Hubei Yixing Real Estate
Nov 2013 – Apr 2014 Created visual content for both web and print. Helped maintain the company website and supported internal branding with poster, video, and layout design.
Certifications
Professional Scrum Master™ I (PSM I)
Scrum.org | Issued Jul 2023 Deepened my understanding of Scrum roles, events, and principles. This certification helped me guide team collaboration and improve delivery workflows with more structure and less friction.
IBM Data Science Specialization
Coursera | Issued May 2020 Completed a full-track program covering Python, data wrangling, statistics, machine learning, and building predictive models. It sharpened my analytical mindset and made me more confident working with product metrics.
Google Analytics Individual Qualification
Google | Issued Jan 2020 Learned to set up, interpret, and act on GA data. Helped me better understand user behavior, conversion paths, and how to tie UX improvements to measurable outcomes.
Inburgeringsexamen (Civic Integration Exam)
DUO – Dienst Uitvoering Onderwijs | Issued Apr 2021 Official Dutch integration certification covering language, society, and work orientation. It reflects my long-term commitment to life and work in the Netherlands.
