Roel Timmermans

Commercial Director & Co-Founder

E-Commerce, Marketing & AI-Driven Scalability

's-Hertogenbosch, Netherlands/roel@roeltimmermans.com/linkedin.com/in/roel-timmermans/roeltimmermans.com/NL & EN Fluent

Profile

Commercial leader with 10+ years' experience scaling D2C e-commerce and digital consumer brands. Combines marketing strategy with operational scalability through practical AI: from algorithmic pricing and automated win-back loops to disciplined unit economics. Scaled consumer platforms to €35M+ revenue with healthy contribution margins.

Experience

Commercial Director

2025 - Present

PERFECTEWIJN.NL · D2C Wine E-Commerce (The Netherlands)

➔Commercial Growth: Realized +26% YoY revenue growth in a structurally contracting wine market.
➔Commercial OS (PW OS): Built internal operating platform managing pricing floors (28%+ gross margin), purchasing triggers, and automated catalog onboarding.
➔Applied AI & Retention: Developed AI taste profiling generator and automated churn win-back engine via Klaviyo and Smile.io.
➔Search & Expansion: Structured 202+ category pages resilient against Core Updates; expanded operations into French-speaking Belgium.

Co-Founder

2023 - Present

ZIVVY.NL · B2B SaaS & RegTech (The Netherlands)

➔Product Architecture: Co-founded SaaS platform for automated subsidy qualification & compliance for Dutch enterprises.
➔Deterministic Logic: Engineered calculation engine ensuring 100% calculation accuracy with zero LLM hallucinations.
➔0 to 1 Delivery: Led product from inception to production: automated document ingestion, live eligibility audits, and client portal.

Senior Marketing Manager / Head of Creative EMEA Retail

2019 - 2023

ESSILORLUXOTTICA · EMEA Retail (GrandVision, Pearle, Ray-Ban, Oakley)

➔Concepts & Creative: Headed creative direction, concepts, and growth teams across 13+ operating companies.
➔Omnichannel Scale: Scaled digital retail channels and omnichannel customer touchpoints across Northern Europe and Benelux.
➔Lead Flows & Growth: Delivered multi-million lead flows and high-converting localized checkout journeys.

Head of Brand & Senior Manager Ecommerce

2017 - 2019

HEINEKEN / BEERWULF · D2C E-Commerce (Amsterdam, NL)

➔€35M+ D2C Scale: Scaled Heineken's direct-to-consumer platforms (The SUB and Beerwulf) to over €35M revenue with strong YoY growth.
➔Campaign Execution: Led global commercial activations including World Cup, Black Friday, and seasonal home draught activations.
➔Merger Integration: Directed brand alignment and platform consolidation following the merger of The SUB and Beerwulf.

Digital Marketing Manager Europe

2013 - 2017

SOUND UNITED (DENON & MARANTZ) · Europe (Eindhoven, NL)

➔CRM Modernization: Modernized marketing CRM and lifecycle automation (Oracle Eloqua) for premium audio brands Denon and Marantz.
➔Customer Engagement: Doubled engagement rates and reduced return rates through automated post-purchase onboarding funnels.
➔Omnichannel Launches: Managed international digital product launches and dealer marketing integrations across EMEA.

Marketing & Communications Lead

2011 - 2013

SISOW PAYMENT INNOVATIONS · Fintech & PSP (Breda, NL)

➔Fintech Growth: Directed B2B marketing, brand positioning, and partner communications during rapid Dutch e-commerce expansion.
➔Merchant Integrations: Expanded payment gateway adoption across 200+ online merchants and commerce platforms.

Skills & Expertise

Commercial Leadership

P&L Management, D2C Growth, Marketing Strategy, Unit Economics, Retention & LTV, Algorithmic Pricing.

Digital & Practical AI

Practical AI Workflows, Category SEO Architecture, Klaviyo & CRM Funnels, CRO, Attribution.

Technology & Tooling

Astro, Next.js, TypeScript, Tailwind CSS, Python, Algorithmic Repricing, Supabase, GA4.

Education & Professional Credentials

Professional Agile Leadership (PAL I) | Scrum.orgCertified

Agile Coaching Certified (ICP-ACC) | ICAgileCertified

Agile Team Facilitation Certified (ICP-ATF) | ICAgileCertified

Executive Dialogue & Inquiries

Open for confidential conversations regarding commercial leadership, market developments, and strategic opportunities.

Roel Timmermans · Executive CVroel@roeltimmermans.com · roeltimmermans.com

Roel Timmermans

Commercial Director & Co-Founder

linkedin.com/in/roel-timmermans·roel@roeltimmermans.com·'s-Hertogenbosch, Netherlands

Commercial leader with 10+ years of experience in e-commerce and marketing. Track record of scaling D2C platforms to €35M+ revenue, expanding into new markets, and applying practical AI to margin-critical operations.

▸ Current Roles

Commercial Director

PerfecteWijn.nl

May 2025 - Present

At PerfecteWijn, I combine e-commerce with practical AI that directly protects and expands margins: from automated taste profiles to customer retention and inventory controls.

•Commercial Growth: Realized +26% YoY revenue growth in a structurally contracting wine market.
•Search Architecture: Built 202+ structured category pages resilient against major Google Core Updates.
•Email & Retention: Implemented Klaviyo and Smile.io for automated repeat purchase flows and loyalty campaigns.
•International Expansion: Rolled out commerce operations to Wallonia, establishing presence in French-speaking Belgium.
•Applied AI: Developed proprietary AI wine recommendation tools and automated catalog onboarding workflows.

▸ Highlighted Projects

AI Wine Taste Profiler & Catalog Ingestion

Engineered an AI system that constructs verified taste profiles, complexity levels, drinking windows, food pairings, and expert ratings from winery sheets and reviews, reducing manual catalog onboarding to seconds per wine.

PW OS - Commercial Operating System

Internal platform generating evidence-backed commercial pricing and newsletter selections. Enforces margin floors (28% minimum gross margin), inventory run-rates, and statutory cooling-off periods before ranking.

Churn Survey & Automated Win-Back Loop

Automated retention engine that triggers targeted surveys when customers go dormant, categorizing qualitative feedback into churn trends and serving personalized win-back incentives.

Category SEO Architecture

Structured and scaled 202+ semantic landing pages around taste profiles, food pairings, and budgets, maintaining top rankings through major Google updates and driving +26% YoY growth.

Co-Founder

Zivvy.nl

May 2026 - Present

Zivvy is a personal finance platform helping Dutch households calculate the financial impact of life decisions and government subsidies. All math runs on a deterministic calculation engine, not an LLM that can hallucinate.

•Product & GTM: Co-founder responsible for go-to-market strategy, pricing model, and onboarding.
•Simplifying Complexity: Translating intricate Dutch tax and subsidy legislation into a clear, intuitive interface.
•Development: Directing agile development cycles connecting verified financial data with user experience.

▸ Highlighted Projects

Omnichannel Content Engine

Content engine where a deterministic core executes verified financial calculations. Language models format these verified results into structured articles and channel-specific social posts with UTM tracking.

Feature Specification & Testing Pipeline

Structured workflow system where product improvements and user issues are automatically prioritized, specified for development, and tested against acceptance criteria.

User Feedback to Feature Pipeline

Automated feedback loop that aggregates user feedback, identifies recurring patterns, and surfaces prioritized product improvements for human review.

Deterministic Calculation Core

Architectural choice separating math from generative AI: subsidies and tax rules run strictly on deterministic code to eliminate calculation errors, reserving AI for plain-language explanations and user onboarding.

▸ Previous Experience

Senior Marketing Manager / Head of Creative EMEA Retail

EssilorLuxottica

2019 - 202313+ Opco's Served

Led Concept & Creative teams and agile growth for optical retail brands across 13+ operating companies (including GrandVision and Pearle), delivering multi-million Euro lead flows.

OmnichannelPerformance CreativeLead GenerationAgile Growth

Head of Brand & Senior Manager Ecommerce

Heineken

2017 - 2019€35M+ D2C Revenue

Scaled Heineken's direct-to-consumer e-commerce platforms (including Beerwulf and The SUB) to over €35 million in revenue with strong year-over-year growth.

•The SUB Campaigns: Led global D2C commercial campaigns including World Cup, Black Friday, and seasonal activations.
•Growth Marketing: Introduced and scaled social paid campaigns and systematic A/B testing workflows.
•Beerwulf Integration: Directed brand alignment following the commercial integration of The SUB and Beerwulf.

D2C E-CommerceGrowth StrategyPerformance Marketing

Digital Marketing Manager Europe

Sound United (Denon & Marantz)

2013 - 20172x CRM Engagement

Modernized global marketing CRM and digital operations for premium audio brands Denon and Marantz, using marketing automation to drive customer engagement and reduce returns.

CRM MarketingEmail AutomationBrand StrategyOmnichannel

SSW

Marketing & Communications Lead

Sisow Payment Innovations

2011 - 2013PSP E-Com Growth

Headed PR, brand positioning, and B2B marketing for Dutch payment service provider Sisow during the expansion of e-commerce payment integrations.

Fintech MarketingPR & CommunicatieBrand StrategyB2B Commerce

▸ Skills & Expertise

Commercial

E-Commerce StrategyMarketing StrategyRevenue GrowthRetention EconomicsPricing Strategy

Digital & AI

AI MarketingSEO ArchitecturePerformance CreativeKlaviyoSmile.io

▸ Executive Dialogue & Inquiries

Open to confidential conversations with founders, executive search consultants, and industry peers regarding commercial leadership, market developments, and strategic opportunities.

Commercial Leadership & P&LD2C & Omnichannel ScalingMargin & Pricing StrategyApplied AI & Operations

Get in touch

LinkedIn·roel@roeltimmermans.com·roeltimmermans.com