About Taco
With over three decades of global leadership experience, I specialize in directing comprehensive, customer-centric digital transformations for both private and public sector organizations. My expertise lies in orchestrating the complex interplay between leadership, technology, and process to achieve unified strategic goals.
I align executive teams, stakeholders, and operational frameworks to build innovative partnerships and drive sustainable growth across all time horizons—short, mid, and long term. By integrating deep expertise in digital strategy with a hands-on approach, I ensure that transformation initiatives translate into measurable results.
My career is highlighted by the successful conception and implementation of disruptive global change programs for multinational corporations. I have led financial turnarounds, launched internet startups, and developed differentiating customer value propositions in highly competitive sectors, including passenger air travel, consumer e-commerce, loyalty management, and technology services.
My service offering is designed to guide organizations through the full transformation lifecycle. This includes detailed current-state assessments, the design of robust governance and operating frameworks, and the hands-on implementation of strategic roadmaps. In all long-term engagements, I apply a full suite of project management best practices—from strategic planning and project charters to detailed work breakdown structures and transparent stakeholder reporting—to guarantee execution excellence.
English
Fluent
Dutch
Native or bilingual
German
Fluent
Can work on-site
Manama (up to 50km)
Experience
- eMs Business Consulting W.L.L.Founder / Managing DirectorCONSULTING AND AUDITSJanuary 2016 - Today (10 years and 7 months)Manama, Bahrain➔ Led organizational digital maturity assessments, ecosystem evaluations, and benchmarking against international best practices.➔ Designed and implemented strategy, governance models, and transformation roadmaps.➔ Guided sector-specific change programs to elevate customer experience, embed customer-centric culture, and optimize brand and journey touchpoints.➔ Delivered metrics-driven assessments across brand positioning, market segmentation, and digital performance.➔ Provided interim leadership for high-impact change, accelerating digital maturity and cross-functional capability building.In 2024/25, successfully advised one of Saudi Arabia’s largest governmental digital platforms on enhancing organizational performance across the four DGA DXMI dimensions—Customer Experience, Customer Satisfaction, Data Management, and Emerging Technologies including AI. Delivered strategic guidance and actionable insights that directly supported measurable improvements in platform DT maturity and beneficiary outcomes.In 2023/24, led the design, planning, and execution of a comprehensive digital transformation program for a Saudi Arabian government agency—delivering seven sector-specific transformation roadmaps and eleven integrated digital product ecosystem strategies. The program aligned with national priorities and enabled cross-sector coordination, digital maturity advancement, and platform-centric service innovation.Between 2021 and 2022, led the design and execution of comprehensive digital CX, UX, and business process (BP) assessments for multiple KSA-based governmental agencies—delivering actionable business cases and short-term implementation programs that accelerated service transformation, beneficiary engagement, and operational efficiency.
- Dar Al Riyadh ConsultingGroup Commercial Director/CCOCONSULTING AND AUDITSJanuary 2011 - January 2016 (5 years)Riyadh Saudi ArabiaLeadership-scope: Established a fully-fledged commercial organization (90+ FTEs), encompassing all commercial roles (i.e. KAM, Marketing, BD and regional sales), and IT platforms.Brand repositioning: Initiated a re-positioning strategy of the Dar Al Riyadh brand, incl. a coherent brand position, one company-wide service concept, propositions and corporate governance; aligned all operational service processes, incl. the corporate house style, and website.Systems and Solutions Division reorganization: Grew as interim GM the opportunity funnel by 80% to $480Mn, increased the gross margin with 6% points and tripled profitability.Group-wide business planning: Introduced in 2012 a comprehensive set of company-wide business planning principles (e.g. annual planning calendar, BSC’s, KPI’s, and Q-review matrices).Business-maker-role strategy: Introduced a consultative selling strategy to improve the conversion ratio of big-ticket opportunities, which resulted in a significantly higher chance-to-win.Introduction of a commercial platform (MSD): Designed and implemented top-notch processes and MSD platform enhancing sales funnel management, CRM, KAM and other benefits in commercial analysis.
- Qatar AirwaysVice President Global MarketingAVIATION AND AEROSPACEOctober 2009 - June 2011 (1 year and 8 months)Doha, QatarLeadership-scope: Drove a CEO endorsed change program to enhance Qatar Airways’ marketing strategy, including the orchestration of all global marketing functions (i.e. brand & product marketing, online marketing and E-commerce, MARCOM, research, PR / events, FFP, Q-Holidays, etc.). Budget responsibility of $110+ Mn, 50+ FTEs at H.O. and 70+ FTEs in the field.Increase strategy effectiveness: Converted the global marketing strategy from offline to digital resulting in an efficiency increase of 35%+ and an e-commerce revenue growth of 85% in 2010.Evolve the marketing function: Established a central product and research function to enhance the customer experience throughout the circle of contact. The new functions improved the overall service concept resulting in the Skytrax best airline of the year award for 3 years in a row.Drive growth: Managed successfully twelve international market entry programs in 2010. Each program included a marketing entry strategy, including extensive brand communication programs.
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Education
- MANederlands Instituut voor MarketingMA
- BAAmsterdam University of Applied Sciences1988A graduate with a Bachelor of Arts in Commercial Economics from the Amsterdam University of Applied Sciences is equipped with the following capabilities: Commercial Strategy & Planning: Develop and implement market-driven commercial plans that align with organizational goals and contribute to measurable business results. Applied Market Research & Analysis: Conduct thorough market, competitor, and customer analyses using both qualitative and quantitative research methods to identify trends and opportunities. Data-Informed Decision Making: Evaluate strategic and tactical options using data and analysis to support sound commercial decisions, considering various stakeholder interests. Project Management & Implementation: Translate commercial strategies into actionable project plans with clear objectives, KPIs, and timelines, and collaborate effectively with diverse teams to execute them. Professional Communication & Persuasion: Develop and present well-founded commercial plans and recommendations to management and stakeholders, using persuasive arguments grounded in research. Value Proposition & Business Model Innovation: Identify opportunities to create and improve value for both the customer and the organization through innovative products, services, or business models.