I’m Sander, based in Alkmaar. I work as Head of Marketing at Wajer Yachts, where I combine my love for brands, marketing technology, adventure and the water.

I started my career at American tech companies before making the switch to luxury marketing at Spyker Cars. Along the way, I studied brand management at EURIB, which shaped how I think about the intersection of design, strategy, and storytelling. More recently I’ve been exploring sustainability — earning certifications in lifecycle analysis and sustainable marketing and converting a century-old steel gardener’s barge to electric propulsion.

When I’m not working, I’m usually traveling, tinkering with new tech, or thinking about what makes a great brand tick. This site is where I write about all of it.