▸ Marketing Leadership · E-Commerce · Practical AI

Marketing, E-Commerce & Practical AI.

I combine strategic marketing and e-commerce with practical AI, agile teams, and measurable retention.

20+ years of experience in (digitally) scaling D2C e-commerce and consumer brands (ex-Heineken, EssilorLuxottica, Sound United). I lead modern teams focused on measurable results and scalability, integrating practical AI into daily operations.

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E-CommerceMarketingPractical AIRetentionSEO Architecture

Roel Timmermans

Marketing & Growth Leader · ex-Heineken

+26%

YoY Revenue

€35M+

D2C Revenue

◈ Active Portfolio

Where I'm Building Now

Active leadership roles across digital retail and personal finance software.

PerfecteWijn.nl

Commercial Director

May 2025 - Present

At PerfecteWijn, I manage commercial P&L and operations with practical AI that directly protects and expands margins: from PW OS and digital sommelier advisory to retention and inventory controls.

Commercial Growth & Margins: Realized +26% YoY revenue growth in a contracting wine market, managing commercial P&L across media, tooling, and development.
Commercial AI OS: Built PW OS as an internal operating platform for process mapping, end-to-end newsletter creation, catalog onboarding, and commercial dashboards.
Automated Content & SEO: Automated content sourcing and generation across thousands of products and categories, resilient against Google Core Updates.
Email & Retention: Rebuilt CRM and customer retention on Klaviyo and Smile.io for automated repeat purchase flows and win-back campaigns.
International Expansion: Rolled out commerce operations to Wallonia, establishing localized presence in French-speaking Belgium.

◈ 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.

Data ExtractionAI EnrichmentE-CommerceCatalog Automation

PW OS - Commercial AI OS

Internal platform developed for process mapping, end-to-end newsletter creation, catalog onboarding, and commercial performance dashboards.

Commerce AutomationBusiness IntelligencePricing SystemsInternal Tools

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.

Customer RetentionChurn PreventionFeedback AnalysisAutomated Win-Back

Automated Content Sourcing & SEO Architecture

Engineered automated content sourcing and generation across thousands of products and categories, maintaining top rankings through major Google updates and driving +26% YoY growth.

Content SourcingAutomated ContentSEO ArchitectureE-Commerce Growth

PerfecteWijn.nl

Zivvy.nl

Co-Founder

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.
Subsidy Insights & Guidance: Translating intricate Dutch tax and subsidy legislation into clear insights and guidance without LLM hallucinations.
Software Development: Directing agile development cycles connecting verified financial data with user experience.
National Media & Press: National media coverage and validation, featured in AD, LINDA., Brabants Dagblad, and Eindhovens Dagblad.

◈ Highlighted Projects

Brand Film: 'Maar kan dat?'

Brand film for Zivvy created with an autonomous AI team. A story engineered strictly around what the calculation core can deliver today.

Brand FilmCreative AIStorytellingCase Study

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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.

Content OperationsDeterministic MathContent AutomationSocial Repurposing

Feature Specification & Testing Pipeline

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

Workflow SystemsQuality AssuranceProduct Operations

User Feedback to Feature Pipeline

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

Feedback LoopsUser ResearchProduct Planning

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.

Deterministic CodeFinTechSystem Architecture

Featured in4 features

AD LINDA.Brabants Dagblad ED

Zivvy.nl

▸ Track Record

Track Record & History

Before my active portfolio, I directed international commerce operations and scaled platforms into eight figures.

EssilorLuxottica

Senior Marketing Manager / Head of Creative EMEA Retail

2019 - 2023

13+

Opco's Served

Led centralized creative operations across 13+ operating companies (including GrandVision and Pearle) and 7,800 stores, managing a lean team (2 freelancers, 2 interns) and 3 external agencies.

OmnichannelPerformance CreativeLead GenerationRay-Ban Meta Launch

Heineken

Head of Brand & Senior Manager Ecommerce

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.

D2C E-CommerceGrowth StrategyPerformance Marketing

Sound United (Denon & Marantz)

Digital Marketing Manager Europe

2013 - 2017

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.

Premium AudioB2C Content & CommsCRM MarketingEmail AutomationOmnichannel

SSW

Sisow Payment Innovations

Marketing & Communications Lead

2011 - 2013

PSP

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

◈ Blog

Latest Insights

All articles

Late night dashboard watching: the marketing stress of Black Friday

E-Commerce6 Nov 2026

Three weeks until Black Friday. Why waiting until Friday is a rookie mistake.

The annual ritual where e-commerce teams incinerate their margins for a top-line record, ad costs triple, and warehouses buckle. Why frontloading, VIP access, and smart extensions are the only sustainable answer.

E-CommerceLeadership

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Your filter bar is not a database export: translating raw ERP specs into human decision filters

E-Commerce27 Oct 2026

Why Your Product Filters Are Quietly Killing Your Conversion Rate

Most e-commerce category pages expose an unedited export of their ERP database in the left sidebar. Why shoppers freeze when faced with supplier specs, and how to translate raw product data into how people actually buy.

E-CommerceConversion Rate Optimization

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Case Study19 Oct 2026