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Spargle meets Annefloor van Ee – Samsom
Book: The Boy, the Mole, the Fox, and the Horse, Charlie Mackesy
Podcast: The product market fit show, Mistral.
Motto: ‘What would you do if you weren’t afraid?‘ (source: Sheryl Sandbergs’ Lean in) and ‘Do more of what makes you happy.’
“As a child, whenever we drove past […] skyscrapers I would point and say, ‘I want to work there one day and wear heels. That’s my goal.’”
What is your current role, and what did you want to be growing up?
Currently I’m a product manager for advertising technology in the global tech organization at Nike, located in the European headquarters in Hilversum. Earlier in my career, I worked on the digital marketing / CRM business side for a long time, so I have a lot of experience within marketing and advertising, also on the management side. In the last few years, I worked in various roles of product management, which is what brought me here today.
When I was younger, I had very different career ideas—I wanted to be an actress or a bus driver! However, something interesting came up recently in a conversation with my mom. She reminded me how, as a child, whenever we drove past places with lots of skyscrapers I would point and say: “I want to work there one day and wear heels. That’s my goal.”
Business culture seems to have some similarities with acting, wouldn’t you say?
Absolutely. It’s funny you say that, because sometimes when I’m in a meeting and I take some distance, I feel like I’m in a play. And of course there’s something about business which is also comparable to some things that happen in plays and acting, definitely. You take on a role every day and approach things from that particular role. Not a day is the same.
“In my master’s, we discussed subjects like the internet and video games as “new media”—things that are now mainstream.”
What did you study, and how did that influence your career?
I studied Media and Culture at the University of Amsterdam, followed by a master’s in Media and Journalism at Erasmus University in Rotterdam. I extended my master’s with a six-month internship at a digital marketing agency in New York, which really set me on my current trajectory. When I returned, I finished my degree and started my first job as a search engine and social media marketer in NYC. My internship experience truly shaped the direction I ended up taking. Additionally, I think education is often more about the skills and mindset you develop than the specific name of your study. For example, in my master’s, we discussed subjects like the internet and video games as “new media”—things that are now mainstream. It’s interesting to see how fast things have changed.
Do you think that the fast pace of development has impacted your career?
Definitely. Tech is an ever-evolving space. While I enjoy change and find it motivating, keeping up with the latest trends can be overwhelming. There’s always an overpour of opinions, especially around AI and machine learning, and it can be difficult to separate valuable insights from noise. When exploring new developments, it’s crucial to maintain your sense of agency. That’s always a challenge, but I like that.
What are the biggest challenges in your role, and how do you overcome them?
As a product manager, I’m the bridge between business and technology. My role is to enable the right technology to achieve business objectives. One challenge is balancing the need to deliver tech quickly and on time whilst ensuring it delivers real business value, such as driving growth, engagement, or revenue. For example, if you implement a new tool like an email marketing tool, it’s not enough to just roll it out quickly—you need to make sure it meets the business’s needs and drives the expected outcomes.
The key to dissolving this gap comes down to building mutual understanding. I explain the technical challenges to the business and make sure the tech team understands the business’ needs. Keeping that conversation alive is everything: technology can often seem overly complex, so simplifying things helps everyone stay on the same page. I see it as my job to translate tech-speak into something the business can act on, ensuring we can drive real value.
“Whether it’s my kids or people I work with, […] the connection between embracing individuality and resisting being boxed into systems always resonates with me.”
Who inspires you the most, and why?
My three daughters inspire me every day. They’re all between the ages of two and seven, and it’s amazing to watch how different they are. Despite having the same parents, each one is growing into a unique individual with their own interests and personalities. It’s a constant reminder for me to appreciate and embrace individuality, whether with my kids or in my work. Every night, I tell them: ‘You’re good just the way you are,’ because I want them to stay true to themselves as they grow up. Whether it’s my kids or people I work with, I try to see what makes them special, and that connection between embracing individuality and resisting being boxed into systems always resonates with me.
What’s your favorite book, podcast, and documentary, and why?
One of my favorite books is The Boy, the Mole, the Fox, and the Horse which a friend gave to me after the birth of my third child. Its simple, yet profound wisdom resonates with me. I love how each page offers something worth sharing with the world. It’s a constant source of inspiration.
As for podcasts, I’m a big fan of The Product Market Fit Show. It’s short—usually around 30 to 40 minutes—but offers great insights into product development. The focus is on how a product can only succeed if it addresses a real market problem, which keeps me curious and engaged. It’s a perfect blend of practical advice and inspiring conversations.
What’s your motto?
I have two mottos that guide me. The first is ‘Do more of what makes you happy,’ which reflects my belief in shaping your life around what brings you joy. To translate that idea into something tangible, I support a sustainable startup in my spare time. Juggling that with my regular job can be a challenge, but contributing to a cause I believe in does give me the joy and sense of fullfillment I strive for. The second comes from Sheryl Sandberg’s Lean In. ‘What would you do if you weren’t afraid?’, she asks. That question really resonates with me because the things that make me nervous or uncomfortable are often the moments where my growth happens. It’s about asking yourself what you truly want to do, rather than what you feel you should do — it’s about pushing past that internal barrier. It’s a mindset that’s helped me overcome obstacles, especially when solving real market problems.
