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Malt Tech Trends 2026
Joes Van StralenJV

Joes Van Stralen

Go-to-Market & Business Development Consultant

€700/day
Rotterdam, NL
3-7 years
Market Research
Value Proposition Design
Product Marketing
Go-to-Market (GTM) Strategy
B2B Sales enablement

Average response time: 1 hour

Freelancer profile translated to English.
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About Joes

I help companies translate technology and innovation into the market; from early concept to commercial launch.

As marketing director of a development company, I have brought multiple B2B(2C) propositions from idea to market launch in Digital Identity, Marketing Technology, Logistics, and IoT. This includes making complex technology understandable, forming a product proposition, developing extensive business cases, and establishing positioning that lands internally and externally.

My focus is on the strategic and commercial side of growth through go-to-market trajectories, commercial strategy, B2B sales enablement, pitch and narrative architecture, and brand and proposition positioning. This at C-suite as well as SME level, both towards consumers and businesses.

I preferably work with organizations that are bringing something new to the market – a new product, a new proposition, or entering a new market – and need a sharp story and a workable route for it.
Consumer Electronics and Appliances
Digital and IT Services
E-commerce
Telecommunications
Software Publishing

  • Dutch

    Native or bilingual

  • English

    Fluent

Can work on-site
Rotterdam (up to 50km)

Experience

  • MT Investments B.V.
    CMO
    TECH
    September 2021 - Today (4 years and 9 months)
    Rotterdam, Netherlands
    Responsible for bringing two B2B2C ventures in digital infrastructure (retail/smart home and privacy/identity) from concept to market. Combination of market research, product strategy, IP development, and commercial execution in close collaboration with strategic partners and external development teams.

    Proposition Development & Product Management
    Developed two ideas into full-fledged propositions with working MVPs. Drove cross-functionally: hardware sourcing (led a 1,000-unit pilot), software development with external partners, and UI/UX. Defined product architecture for four sub-applications within the privacy proposition.

    Go-to-Market & Business Development
    Designed and executed complete GTM strategies. Set up B2B outreach that led to conversations at Director/VP level with major telecom companies, national retail chains, and a European retail platform active in 27 markets, among others. Delivered executive deep-dive research and strategic briefing documents as a basis for partnership acquisition.

    Business Case Modeling
    Built retailer-specific business cases for two major Dutch retail chains, including financial models, a closed-loop attribution model, and data architecture – used as decision documents at C-suite level.

    Market & Competitive Analysis
    Mapped competitive landscapes for age verification (7+ providers, EU/UK), MarTech ecosystem (7+ platforms), and retail media attribution. Researched regulatory landscape (Alcohol Act, CCD2, DSA, eIDAS 2.0, gambling legislation) and translated it into commercial positioning.

    IP & Sales Enablement
    Filed PCT patent application as inventor; prepared trademark at BOIP. Developed investor decks, whitepapers, 2-pagers, and pitch architecture based on modern sales, pitch & storytelling frameworks. Developed and iteratively improved website based on expert review.
    Go-to-Market (GTM) Strategy Product Marketing New Business Development Complex sales Positioning Strategy
  • The Sale Company
    Co-Founder
    CONSULTING AND AUDITS
    September 2020 - November 2022 (2 years and 2 months)
    Groningen, Netherlands
    B2B business development support for innovative companies in sustainable and social goods and services. One core project:

    Fashion-tech startup (Tencel manufacturing)
    Set up go-to-market strategy and partnership development, aiming to realize co-creation partnerships with major fashion brands for a sustainable textile production process. Result: delivered partnership model, commercial positioning, and elaborated business plan as a basis for further growth.
    New Business Development B2B Sales enablement Go-to-Market (GTM) Strategy
  • Evenses
    International Marketing
    ENTERTAINMENT AND LEISURE
    February 2021 - August 2021 (6 months)
    Amsterdam, Netherlands
    Market Entry Research
    Researched and prepared market entry strategy for the Californian market based on the Value Proposition Design model, aiming to validate product-market fit of the service proposition with suppliers and customers. Result: substantiated go/no-go analysis including qualitative insights from supplier interviews and recommendations for market positioning.

    SEO Strategy
    Developed and implemented on- and off-page SEO strategy for the Dutch market, aiming for organic dominance on competitive industry search terms. Result: top #1/2/3 positions for the most competitive keywords in the sector.

    Sales & Supplier Management
    Executed B2C sales based on warm acquisition and managed supplier relationships, aiming to qualitatively and quantitatively strengthen the offering on the platform. Additionally, conducted domestic market research and category management to support commercial strategy.
    Value Proposition Design Go-to-Market (GTM) Strategy Market Research Sales Management

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Education

  • Professional Scrum Product Owner I (PSPO I)
    Professional Scrum Product Owner I (PSPO I)
  • Bachelor of Business Administration
    Hanze University of Applied Sciences Groningen
    2021
    Bachelor of Business Administration
Check out Joes's education

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