I am a business-focused creative mind pursuing a world where innovation follows empathy, where design is embedded in strategy, where technology serves real human needs, and where the physical experience matters as much as the digital one.

Over the past years, I have translated this belief into senior Customer Experience leadership and consulting, helping organizations move from good intentions to measurable, organization-wide CX impact.

As founder of RuigCX, I work with executive teams, CX leaders, and operational teams to design, activate, and scale customer experiences across complex, physical-digital environments—such as airports & aviation, real estate, retail, leisure and premium services.

My work spans CX strategy, journey architecture, experience governance, and service & product design, with a strong and pragmatic connection to emerging AI opportunities. I consistently connect insight to action—from defining CX ambition and maturity, to designing experience concepts, mapping end-to-end journeys, and embedding CX into everyday decision-making.

What defines my approach is a strong belief that ideas only matter when they create organizational momentum. I help teams see their customers, feel the impact of their choices, and act together—often bridging silos between strategy, operations, digital, and frontline teams.

I am most effective in environments where CX is expected to drive business value, not just satisfaction scores—and where leadership is ready to turn empathy into execution.