Let me help you with your media ambitions!

Media strategist & digital expert

Looking for a futureproof audio, video, FAST or OTT strategy? A holistic media strategy? Or rather a hybrid content approach? With my 25 years of experience in creating and implementing successful media strategies I can help you!

  • Due to my holistic approach I create strategies that really connect with your whole organisation, product or service. Always aiming for maximisation of your ambitions and business revenues.

    My method is no-nonsense, efficient and effective with a proven quicker lead time. I always deliver the best, holistic media solution that fits your culture.

    Recent projects:
    * FAST-channel strategy for publishers
  • * Voetbal International
    * the content and videostrategy of Pepr
  • * the audiostrategy for KRO-NCRV – together we improved the connection between lineair and on demand audio content and outlined the consumer centric approach;
    * the digital marketing strategy for – together we made a conversion and digital marketing plan to maximise subscriptions on this mental health platform;
    * the crossnavigation strategy for NPO 1 – together we created and implemented a crossnavigation strategy. As a result younger and more diverse audiences are now watching NPO 1 on television and NPOStart and they move more easily within the NPO mediamix.
    * OTT-strategies for international vod-platforms – business cases, strategy for cutting churn etc.
  • Furthermore I worked on media, digital and content strategies for: Media.Monks, NPO Klassiek, Dutch Basketball League, Radio 538, Radio 3FM and NPO.

Interim executive

Need a lead in your (digital) transformation project, an interim Officer, or a professional that implements your strategy? With my experience in media executive roles like Digital Officer, Creative Officer, Marketing Officer and Channel Manager I can help you realise your ambitions.

  • During my media career I have built up a track record of successful senior executive roles within the sport, media and sports industry. My strong suit is that I translate a strategy to a practical plan, get all stakeholders and teams on board to implement your transformation together in the most perfect way.
    My approach for digital transformations is first of all getting familiar with the current status. With a so called Quickscan I map out the current situation. Match it with your ambitions. And after that creating a implementation plan that fits your team, internal expertise and culture. Together we going through all steps to finally reach the KPI’s set.

    Recent projects:
    * digital transformation Helden Magazine – after rolling out a Quickscan I created a digital strategy to broaden their business model with a new mediamix and revenue streams;
  • * the marketing transformation of 24i – due to Covid-19 it was difficult for 24i to connect with their potential clients as event marketing was their most important tool. Due to my digital marketing plan they re-connected with their clients and are flourishing at the moment;
  • * the digital transformation of Q-dance – implementing an ID & subscription system for their fans. Result is that Q-dance is not only connected with their fanbase in the Benelux, but they are now digitally connected with their global fans. Consequently: profiting from a range of new revenue streams and also able to organise events in new countries with huge, new fanbases.

    Furthermore I was responsible for digital transformations of Trust, TrustxGaming, AT5, NH, Radio 538, WNL and NPO.

Inspiration sessions

Want to know what the future of media really enholds? Want to inspire your team or company? I give keynotes about worldwide innovations in the media industry and offer tailor-made inspiration sessions.

Ideal for sharing or improving certain knowledge or creating common ground within your team. You’ll be inspired!Recently I inspired Paramount, NPO, KRO-NCRV, NPO 3FM, NFGD and many more.


Supervisory & advisory boards

I am a member of several supervisory & advisory boards.


Baroeg Rotterdam

Since the start of 2021 I am a (voluntarily) member of the supervisory board of Baroeg Rotterdam with marketing, media & digital as speciality.

Baroeg is a stage for hard, alternative music. The stage’s programming mainly focuses on hard alternative music, with styles such as rock, metal, hardcore, punk, psychobilly, electro and industrial.

Baroeg has been playing an important role in Rotterdam’s cultural sector for many years. In 1981, Baroeg started as an open youth center and in 2021 the pop stage celebrated its 40th anniversary.
Cobra Museum

Eurosonic Noorderslag

Since January 2024 I am a member of the supervisory board of Eursonic Noorderslag with Media as speciality.

ESNS (Eurosonic Noorderslag) is a non-profit organisation and independent platform dedicated to the promotion and discovery of new European and Dutch music.

Each January, ESNS showcases 350 emerging European artists to over 40,000 visitors. The festival and conference attract over 4,000 music industry professionals, including 400 international festivals. 

Cobra Museum

Cobra Museum

From October 2022 till October 2023 I was a (voluntarily) general member of the supervisory board of Cobra Museum with digital as speciality.

The Cobra Museum of Modern Art Amstelveen focuses on the art and ideas of the Cobra movement. Cobra is part of the canon of art history, but the ‘spirit’ of Cobra is still very much alive.

An alternative culture, based on international solidarity and creativity, is perhaps more relevant than ever in the world we live in today. The Cobra Museum therefore actively links the collection and history of Cobra to contemporary artists, modern art movements and current affairs.


Between 2010 and 2013 I was a (voluntarily) member of the Advisory Board of the start up 22tracks with international expansion as speciality.

22tracks was an innovative music discovery service. An independent platform for curated playlists. The perfect guide in a crowded musical landscape.

Over the years 22tracks worked with an incredible roster of curators, won multiple awards, hosted numerous events and even their own festival. and apps gave millions of music lovers in Amsterdam, Brussels, London, Paris, and the rest of the world a chance to hear the best new music.


I have come to know Edwin over the years as a consummate professional. There are few people with his expertise and passion. Moreover, Edwin is always a pleasure to work with because he is a great communicator and someone who never leaves his sense of humor at home, even under high pressure.

remco van westerloo
Remco van Westerloo

Channel Manager
NPO, Talpa, SBS

“Edwin always thinks 5 years ahead. He’s someone who can translate the impact of new technologies into a perfectly fitting strategy. And while implementing he both oversees the project and stimulates the team to collaborate. A real joy to work with!”

remco van westerloo
Paul van Gessel

Managing Director

What I like most about working with Edwin is his holistic approach of digital transformation. He’s incredibly well informed and sees new opportunities long before anyone else. And above all: he’s a very nice person.

remco van westerloo
Marwil Straat

Manager Audio
KRO-NCRV, NPO Klassiek

Radio 538
Radio 538
AT5 300x301
Helden Magazine
AT5 300x301
Radio 538

Let’s talk about your media ambitions

Let’s discuss it over a cup of coffee!

Contact ME