I partner with ambitious organisations to grow digital experiences that perform.
Senior product and experience leadership. Consumer insight turned into commercial outcomes. Developed with intention. Teams built to last.
Where I come in
Brands I’ve worked with
Connecting business, brand, technology and the people who use it.
Ambitious organisations already have the insight, the drive, and the technology. What I bring is the ability to connect all of it, elevate the customer experience, and turn that ambition into something their customers actually feel.
The work:
WHERE I COME INDefining your product & experience vision
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A vision that lives in a deck is just a document. I work with your leadership to define or sharpen the product and experience vision, root it in real customer insight, align it to your brand, and pressure test it against what your technology can actually deliver. So when you leave the room, everyone is building toward the same thing.
Designing and transforming the customer experience
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The distance between a good experience and an excellent one often lives in the details organisations can't see clearly from the inside. I bring together experience design, service design and systems thinking to uncover those opportunities and elevate the experience your customers actually have. Measurably.
Building the team and culture to deliver it
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The organisations that consistently deliver great experiences have one thing in common. Their teams think in systems, work across functions, and stay focused on the customer even when everything else is pulling them in different directions. I build those teams from scratch, establish the ways of working that make them excellent, and create a culture that outlasts my involvement.
I've spent 15 years learning how people actually behave online.
ABOUT MALIAs a designer by trade, that foundation shapes everything about how I work today. How I listen, how I frame problems, and how I bring clarity into complex and messy environments.
Over time my work expanded into digital product, customer experience, and transformation roles across global organisations. I've built teams, shaped strategies, and created the conditions for great work to happen. At scale, under pressure, and across cultures.
I translate C-level ambition into realisable experience strategies that teams can actually deliver. Connecting what leadership wants to achieve with what customers need to experience and what technology can make possible.
Born in Singapore to a mixed family, I grew up across cultures, languages and perspectives. That's shaped who I am as a person, as a leader, and as a professional in ways I'm still discovering. It's given me the ability to see the world through many lenses at once, and the awareness that those lenses are just as valid as my own. There's no one viewpoint. No one way to approach a problem. That plasticity, in how I think and how I work, is probably my greatest professional asset.
I'm drawn to organisations that are serious about being excellent. Turns out there are more of them than you'd think.
Human-centered
Design-rooted
Team builder
Commercially sharp
15+
Years in digital product & experience leadership.
€300 M +
Complex digital platforms at serious commercial scale
Again & again.
Teams built from scratch. Cultures that outlast the project.
Let’s build something excellent.
Every engagement is different. That's the point. Whether you need a strategic partner for the long term or focused expertise for a specific challenge, I work with a select number of organisations at any one time.
Based in the Netherlands. Open to hybrid engagements across Europe.