Sander Arts, MS, was born in the Netherlands. He is a global citizen who is currently

living and working in the heart of Silicon Valley. He is a global award-winning CMO, strategic advisor, entrepreneur, and lecturer who has extensive experience in increasing revenue

and meaningfully reaching (technical) audiences that were historically considered not to care

about marketing – hardware and software engineers. As the former Global Head of Marketing

of Atmel Corporation and the Global Head of Brand and Marketing at Philips and NXP, Sander transformed the company’s marketing organization, while guiding the global teams to successfully implement a people-to-people lead generation campaign strategy. In the various organizations he has worked for, Sander has passionately promoted in-depth research into customer behavior, creating personas, and understanding the customers’ journey. He holds a master’s degree from Nijmegen University, and a certificate in strategic marketing management from the executive program at Stanford Graduate School of Business. He lectures in Stanford’s Strategic Marketing Program. He is the founder of his own strategic marketing consultancy, Orange Tulip, LLC, in Silicon Valley. He is known for his direct, “no-bullish*t” approach, building global high-performing teams, generating results that matter, his pragmatism, and his "can-do"spirit.

Jeroen Grit, MS, is managing partner and user experience lead at GriDD. As an experienced strategist, he excels in creating the digital infrastructure and underlying “plumbing” necessary to fulfil ambitious marketing strategies that reach customers and generate sales results.

As an experienced behavioral science professional and passionate UX strategist and designer, he knows how to craft the ideal machinery, both technical as organizational, for delivering a top-class customer experience. Jeroen thoroughly understands that every B2B environment has its specific challenges, and he is very experienced in reducing complexity so that generic design principles can be applied to bring the performance to the next level.

His background in communication science and his research experience in the area of new media research and design, combined with his passionate and energetic attitude, has proven to be an indispensable asset for many large global marketing change programs.

Jeroen has worked for companies such as Royal Philips, Philips Lighting, NXP, Atmel, Marvell, Pentair, and Twente University. As a former speed biking champion, he knows what is necessary to win. Jeroen holds a master’s degree from Twente University.

Robert Slagter, PhD, MS, is principal consultant at GriDD.

He advises and guides large organizations by bringing structure to complex settings, while focusing on clients and employees. He has a passion for understanding what information people need to be effective and how organizations and technology can be designed to support this. Robert has over 15 years of experience in creating impact in high tech, financial, and government organizations. His publications include journal articles and books on designing systems for remote collaboration and on information maturity in organizations. His background in enterprise architecture and information ergonomics have proven to be the secret ingredient for successful global change initiatives in multiple markets. As an active bushcrafter, he knows how to get the most out of every business situation and survive the most extreme situations. He received a PhD from Twente University based on his research into systems that help global teams work together effectively, even if their way of working changes over time.

Mark Geljon, MS, is managing partner and founder of GriDD. Since 2000 he is creating effective

organizations by designing information concepts, creating understandable strategies, and encouraging employees and executives to pursue ambitious visionary goals.

Using the methodologies of information architecture and his entrepreneurial pragmatism, he boosts companies into effective human-centered revenue machines. Always at the forefront of new developments, Mark is one of initiators of the visual thinking community in the Netherlands and is currently working to develop the new field of story architecture and proposition building. As a principal consultant for multinational corporations and a coach to executives, entrepreneurs, and TEDx speakers, Mark is known for his ability to facilitate bottom line impact.

Furthermore, he is an expert on story architecture, and he knows how to connect with people, create impact, and initiate change. His extensive experience in the high tech and engineering industry has proven to be essential in setting up impactful transformation programs and change initiatives, both in corporate as startup environments. Mark has worked as consultant and manager for a large number of multinational B2B companies, including Philips, NXP, Royal Haskoning DHV, and Teijin Aramid.

As a passionate maker, he knows how to craft the ultimate revenue engine. Mark holds a master’s degree in Systems Engineering, Policy Analysis, and Management from Delft

University of Technology.