Roel Timmermans
Commercial Director & Co-Founder
Commercial leader with 10+ years of experience driving e-commerce and SaaS growth through practical AI applications, high-velocity digital marketing, and retention economics. Track record of scaling D2C platforms to €35M+ revenue, delivering triple-digit YoY growth, and building AI-first marketing organizations.
▸ Current Roles
Commercial Director
PerfecteWijn.nl
At PerfecteWijn, we leverage AI and next-gen marketing to build the future of online wine retail, transforming a traditional industry into a highly scalable digital machine.
- •Market Outperformance: Spearheaded strategic commerce initiatives driving +26% YoY revenue growth in a structurally contracting retail market.
- •SEO & AI Search Resilience: Designed defensive/offensive SEO architectures—optimizing 202+ landing pages to withstand major Google core algorithm updates.
- •Retention & Loyalty Flows: Introduced Klaviyo, delivering a massive increase in email-originated revenue and loyalty flows. Integrated Smile.io systems to scale customer retention.
- •Market Rollout: Successfully executed a digital market expansion and rollout to Wallonia, establishing brand presence in French-speaking Belgium.
- •AI Tooling & Automation: Built proprietary, customer-facing AI wine assistants and automated internal marketing workflows (SEO, content generation).
▸ Highlighted Projects
AI Wine Taste Profiler
Created an AI system that constructs professional taste profiles, complexity levels, drinking windows, and expert ratings (e.g., Parker, Wine Spectator) from unstructured review and producer text with zero manual effort.
AI Operating System (AI OS)
Developing a custom agentic operating system that orchestrates teams of specialized agents to automate marketing tasks, conduct deep business analysis, and generate optimized sales proposals.
UX & Churn Research Engine
Established user research frameworks that automatically track and analyze customer churn patterns, feeding insights directly back into the product roadmap.
Co-Founder
Zivvy.nl
Zivvy is a personal finance SaaS platform, built with AI, that helps Dutch households calculate, simulate, and understand the financial impact of life decisions and government subsidies. By relying on deterministic calculations instead of LLM models for financial math, it guarantees 0% chance of AI hallucinations.
- •Product-Led Growth: Co-founded and designed the GTM strategy, pricing model, and onboarding flow for a secure, passwordless financial assistant.
- •Demystifying Complexity: Leading commercial positioning to translate complex legislative guidelines into an elegant, user-centric interface.
- •Agile Ventures: Directing agile development cycles to bridge financial data with daily human decision-making.
▸ Highlighted Projects
AI Ticketing & Coding Agent Orchestrator
Designed a closed-loop AI ticketing system where an AI PM logs, prioritizes, and drafts specifications for issues/ideas. It automatically coordinates with coding agents to build features and performs verification checks on the output.
Human-in-the-Loop Feedback Loop
Built an automated feedback processing flow that ingests customer feedback, groups and analyzes patterns, and drafts ticket suggestions. Requires single-click human approval before sync to the PM system.
▸ Previous Experience
Performance Creative Lead
EssilorLuxottica
Led Performance Creative and agile growth teams serving brands in 13+ operating companies (including GrandVision and Pearle), generating multi-million Euro lead flows across omnichannel campaigns.
E-Commerce & Digital Lead
Heineken
Scaled Heineken's premium D2C e-commerce platform (including Beerwulf and The SUB) to over €35 million in revenue with triple-digit YoY growth. Built the commercial foundation for a global beer brand's direct-to-consumer future.
- •The SUB Campaigns: Led major global D2C commercial campaigns including World Cup, Black Friday, and seasonal activations.
- •Growth Marketing: Introduced and successfully scaled high-velocity Social Paid campaigns, growth hacking, and A/B testing workflows.
- •Beerwulf Integration: Directed the brand team and led the soft rebranding strategy following the commercial merge of The SUB and Beerwulf.
Senior Digital Marketing Manager
Sound United (Denon & Marantz)
Modernized global marketing CRM and digital operations for premium audio brands Denon and Marantz, deploying marketing automation (Oracle Eloqua) to drive engagement and reduce returns.
Marketing & Communications Lead
Sisow Payment Innovations
Headed PR, brand positioning, and B2B marketing for the Dutch payment service provider Sisow, driving expansion during the early boom of e-commerce payment integrations.
▸ Skills & Expertise
Commercial
Digital & AI
▸ Advisory & Board Interests
Open to advisory, fractional leadership, board, and keynote opportunities — particularly in:
Get in touch