▸ 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 building and scaling brands (ex-Heineken, EssilorLuxottica, Sound United). I build modern marketing teams that deliver on healthy margins rather than hype.

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E-CommerceMarketingAI ScalabilityRetentionSEO Architecture
Roel Timmermans: Commercial Director & Co-Founder

Roel Timmermans

Marketing & Growth Leader · ex-Heineken

GrandVision logo
EssilorLuxottica logo
Ray-Ban logo
Heineken logo
Denon logo
Marantz logo
Beerwulf logo

◈ Active Portfolio

Where I'm Building Now

Active leadership roles across digital retail and personal finance software.

PerfecteWijn.nl logo

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.

  • PW OS & Applied AI: Built PW OS as the commercial operating engine; developed an AI digital sommelier currently in beta for 10% of visitors.

  • Scalable Search Architecture: Deployed 5,000+ product pages and 202+ structured category pages 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 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.

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
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.

Search ArchitectureE-Commerce GrowthStructured Data
PerfecteWijn.nl
PerfecteWijn.nl preview
Zivvy.nl logo

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.

  • 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

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 Film: 'Maar kan dat?'
Brand FilmCreative AIStorytellingCase Study
Read case
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
Zivvy.nl
Zivvy.nl preview

▸ Track Record

Track Record & History

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

EssilorLuxottica logo

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 logo

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) logo

Sound United (Denon & Marantz)

Digital Marketing Manager Europe

2013 - 2017

2x
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

◈Executive Network & Dialogue

Executive Dialogue.

I believe in maintaining an active network of founders, executive search consultants, and industry peers. Always open to confidential conversations regarding market dynamics, commercial leadership, and future opportunities.

Commercial Leadership & P&LD2C & Omnichannel ScalingMargin & Pricing ArchitectureApplied AI & Operations
Connect on LinkedIn

→ Based in 's-Hertogenbosch, NL

Agile & Scrum Credentials

ICP-ACC - Agile Coaching Certified
ICP-ACC
ICP-ATF - Agile Team Facilitation Certified
ICP-ATF
PAL I - Professional Agile Leadership I
PAL I