Who we are

Leoni is a strategic leader and consultant, at her best with ambitious B2B tech organizations growing and transforming at a high pace. Leoni honed her expertise mostly in the field of Tech and Innovation. She started her independent consultancy after 12 years at the Edelman Technology practice and spent 5 years leading communications and branding at enterprise software company Unit4. She is the founder of The BaaS Company.

Leoni Janssen

the pragmatic strategist

Sonja is a go-to-market strategist and thought leader with over two decades of experience in the B2B tech space. Sonja’s expertise spans the critical go-to-market functions of positioning and messaging, sales and channel enablement and analyst relations. She heads up the Go-To-Market practice at BaaS and works hand-in-hand with the brand teams to translate vision into chasm crossing and tornado ready GTM strategies.

Sonja Keerl

the GTM strategist

Emma has worked in brand creation and building share of voice for global technology high growth organizations for more than 20 years. Change is something she relishes, with experience managing communications and brand strategy through restructures, M&A, and MBOs, working closely with new management teams and private equity firms.

Emma Keates

the strategic pragmatist

Bas has a paced and dry sense of humor and the sharp eye of an observer. He is a passionate designer looking to push the boundaries for brands, agencies and himself. Bas is very skilled in creating full online experiences. He develops brand identities, guidelines and he has functioned as a consumer grade art director and creative lead for multiple advertising agencies. He has led UX and UI projects for Adidas, Philips, ING and Randstad Group and is the lead designer for the MACH Alliance.

Bas van Driel Krol

the brand artist

Kalina is there when you need her. She keeps us organized and is a dynamic professional with a positive and can-do mentality. Kalina has broad experience in providing thorough and skillful support to executives in various industries.

Kalina Schuszler

the organizer

Savana is an enthusiastic branding and communications professional with an interest in technology and passion for innovation. She gets her energy from making people smile and succeeding together. Savana is an active member of Women in Tech Netherlands and thrives in an international environment.

Savana ter Burg

the pragmatic executor

To ensure we offer all disciplines as an orchestrated unity we work with experts in all fields. Below is a selection of experts we love to work with and recommend for specific services.

But of course, we work with any good professional if you have your own team and/or preferences.

Fred Burt

Business and Brand Strategist

Fred helps businesses and brands grow more quickly and profitably. He enjoys working with ambitious companies and has worked with many global brands in the last 30 years ranging from FMC to B2B Tech. Fred ran Interbrand in London and has been in many C-level consulting roles in the past 2 decades. He’s one of the few brand experts who knows how to wed creative with business.


Ina Schindler

German PR

Ina is an absolute expert on the German media landscape and has been in tech PR in Germany for decades. She has worked for national and international technology brands. Her talent is shaping and reshaping a story for different types of journalists - pitching it and getting results.


Joachim ter Haar

the naming expert

Joachim is curious, quick on his feet and immediately looks for the big picture and the logical connection between the parts. Joachim has over 25 years of experience in building structural solutions for brands, brand names and portfolios. He has years of experience at Skriptor Zigila with branding cases in virtually every industry.


Jolanda van der Linden

the portrait photographer

Jolanda’s passion for photography started while she was working as an international fashion model. Her energy and rich experience in front of and behind the camera help everyone feel at ease, resulting in smooth results.


Jordy Klaver

art direction and motion design

Jordy is a focussed art director, who is artistic and practical, who has great taste and an outstanding feeling for brand languaes. He is crazy about design, and even more so about illustration and motion. He has worked on projects for brands like Absolut Vodka, Ziggo, Lipton, Huawei, Sony, the MACH Alliance and many more.


Kathrin de Graaf

PR in the Netherlands

Kathrin is a versatile communications and PR professional with over 10 years in-house and agency experience. She is German, lives in the Netherlands and is ex-Edelman. She is passionate about developing and executing successful (digital) communications and PR strategies that fit with the brand and has excellent media relations. She is an effective storyteller.


Katie Lawson

the tech writing superstar

Katie is Freelance Tech writer, specialized in the more complex work and even more so in the MACH space. She is a great researcher, information organizer, takes a verbal briefing and can from that create in depth factual pieces. Her specialty are the bigger pieces, like white papers and even ebooks.


Level V

art direction and motion design

Level V stands for both high quality online video production and live streaming video at events. Level V is very versatile and can help out with a video production need at any price level and from customer references, to executive vlogs to mini-films.


Matter Communications

US PR agency

Matter is one of the best US Tech PR agencies. Matter unifies PR and social, creative services and digital marketing. Matter excels at storytelling that inspires action and builds value. Matter always impresses, goes beyond the brief, and is very well connected.


Megan Lampros


A seasoned all round public relations professional from Chicago. Megan is a media relations specialist, seasoned content strategist and trusted client liaison with a proven track record of delivering results. She has worked in both agency and in-house roles helping businesses of all sizes and industries tell their story and increase brand visibility.


Mustafa Çetin

the product designer

Mus always focuses on simplicity and making his website choices and design decisions human-centered. Transforming user needs into creative, simple solutions is what he’s best at. He has 15+ years of experience in the UX - UI & Frontend field, and never stops learning about new trends and continues to try out tools. He believes design is an ongoing process.


M·E·L Research

social research and behavioural insights

MEL has the right in-house team for good research in the B2B tech space and guiding companies in designing, creating and conducting global qualitative and quantitative research.


Stella Pahinis

versatile and creative communications

Stella is a great English native writer and editor, and overall creative communicator. She has worked for startups, mid-size and larger size companies, and academic institutions, and has very broad experience with everything marketing and communications. From website projects, to writing for product marketing in several industries, and doing communications work for research libraries. She loves storytelling and vividly believes that knowledge should be shared.


Suresh Krishnankutty

PR veteran in the South of India

With over 25 years of experience in the area of public relations, Suresh is a true veteran and a result orriented media expert, specialized in the southern of India. He worked for many local and international brands and has led the Chennai branche of global agency Hill&Knowlton .