I'm a cognitive psychologist and customer experience optimization specialist.
With a track record in open source since 2004 and e-commerce since 2008, I'm currently the Global Business & Technology Evangelist at Spryker.
Notable achievements include building optimization teams, directing global communities, and hosting an award-winning podcast, CRO.CAFE.
I have a knack for transforming user data into customer success and business growth.
A well-known figure on the international stage, and I love to regularly share my expertise at global events.
To answer a common question right out of the gate: Yes, the X in my name is not just there for decorative reasons: my second name is Xavier!
I was born in 1982 in Zwolle, in the Netherlands. I lived in Hattem, Tiel, Amersfoort, Utrecht, Breukelen (yes, Brooklyn), Hoofddorp, Amsterdam and I now live in Ouderkerk aan de Amstel (a suburb of Amsterdam). Until 2004 I spent most of my time swimming, won several Dutch championships and participated in European championship tournaments.
I studied Applied Cognitive Psychology at the University of Utrecht. I was board member of the Student Group of Social Sciences (SGS) in 2006/2007. For more info about my study/CV you can take a look at my LinkedIn Profile.
I don't just manage communities. I design bridges between what ecosystem truly needs and what organizations can sustainably deliver. A systematic approach to understanding and serving external audiences has generated consistent results across every role, from running 500+ experiments at Randstad to launching innovative community programs for enterprise platforms. What makes my approach unique is that I combine cognitive psychology expertise with automation advocacy to build systems that scale human understanding. Whether using AI to identify behavioral patterns across millions of interactions or automating community touchpoints while maintaining authentic connection, I believe the future belongs to leaders who can bridge human psychology with technological leverage. Currently serving as Global Business & Technology Evangelist for Spryker, a major commerce platform, where I lead developer ecosystem growth and strategic community initiatives.
My main involvement lies with web-based software applications and the communities involved with it. I founded one of the largest local Joomla! communities worldwide and I was a Dutch translation coordinator for the platform for quite some time. I also organized the two-day event Joomladays in 2009. I switched focus to e-commerce and between 2008 and 2021 focussed on one system in particular: Magento. I organized the first worldwide Meet Magento event in 2009, organized 11 events in total and expanded the conference to over 550 yearly participants. This makes it one of the biggest Magento events worldwide and the start of a global movement of over 60 events. In 2021 it was time to focus on something new and I became the Global Business & Technology Evangelist at the digital commerce visionairy Spryker.
He has had a pivotal role in helping shape our CRO success platform Effective Experiments through detailed actionable feedback.
He is a brilliant presenter, a natural connector, and a trusted advisor who understands both the human and business dimensions of digital commerce. His empathy, humor, and communication skills make him uniquely effective at engaging with people on every level, from developers to executives.
He can lead from the front, and he can let others lead. He will always give credit to his colleagues and team.
He brings a rare mix of energy, positivity, and technical acumen. He rolls up his sleeves to get things done, while also experimenting with new ideas.
