Our team

Joost van Gelder
CO-FOUNDER & MANAGING DIRECTOR

Positive critical innovator
Brings brands and organizations further by realizing focus and energy. Business strategist. Challenges managements and organizations, using his ability to connect. Has over 10 years of experience in FMCG and Food retail: Procter & Gamble, Albert Heijn and Marqt. Chairman of the NIMA Internal Branding Group. Foodie and founder of Smeris Peanut Butter. Enjoys the dunes and beach with family and plays hockey with friends.

Linda Rutten New Growth Strategies

Linda Rutten
DIRECTOR

Connecting and building
Thorough and astute in developing brand positioning and strategies that truly take off. Combines the ability to quickly get to the core with creating buy-in among and between stakeholders. Strategist with experience in quality management, project management, and market analysis, at TNO and Datamonitor (UK) among others. A family-oriented individual who joyfully combines her job with managing an energetic family.

Georgia Craib
DIRECTOR

Strategic thinking for a better future
Known for her passion for challenging workshops, Georgia has led sustainability initiatives at 180 Amsterdam and for clients as a strategist and leader. She studied Sustainability at Cambridge and Strategic Planning at Miami Ad School. Recently, she worked on Planet Positive programs for PepsiCo, developed a 10-year vision for Specialized Nutrition at Danone, and made technology more accessible with CodeFirstGirls and EntrepreneurFirst. She is dedicated to helping people improve their organizations for the benefit of people, the planet, and profit.

Randy van Essen
PARTNER

Brand marketing specialist through and through
With over 20 years of experience at major brands such as BP, T-Mobile, and Reebok. Prior to his move to New Growth Strategies, Randy served as the Chief Marketing Officer at the surf brand O’Neill. Both domestically and internationally, he held executive roles in brand positioning, marketing strategy, and communication. He believes in sustainable growth by making bold yet well-founded choices.

Marloes Garben
PARTNER

Creative brand strategist and brand builder Seeks connection between brand, consumer, and trends to develop unique propositions. Over 10 years of FMCG experience both domestically and internationally, responsible for major Unilever mass brands (e.g., Persil UK) and new strategic brands under Unilever Prestige and Ventures (e.g., Dermalogica). Passionate about purpose-driven brands; 5 years as an entrepreneur and co-founder of the sustainable e-commerce platform SCOON.

Tiina Salzberg
CHIEF STRATEGY OFFIER

Leadership in strategy and innovation for global brands
Born in Finland and raised in the U.S., Tiina joined New Growth Strategies in 2024. Before this, she led strategic initiatives at 180 Kingsday, where she built a team specializing in data analysis, communications, and brand planning. As Global Media Director at Jacobs Douwe Egberts, she managed media and digital strategies for brands such as Jacobs and L’Or. At Mondelez International, she revamped strategies for 40 brands, including Milka and Cadbury. Tiina’s earlier roles include positions at Euro RSCG and Saatchi & Saatchi in New York.

Joost Niepoth
INDEPENDENT CONSULTANT

Passionate and experienced
A marketing and communication professional with over 25 years of experience on both the client and agency side. A pragmatic strategist who is versatile, well-rounded, and a thinker and a doer. He enjoys assisting companies with strategy and implementation. Actively involved within NIMA as a board member of the B2B committee and as a coach in the Career Booster program. In his free time, you can often find him on the tennis and golf course.

Lara Molendijk
SENIOR BRAND CONSULTANT

Passionate and strategic brand enthusiast Analytical and driven to get to the core of a brand. Doesn’t stop at offering advice on paper. Works alongside clients and colleagues to bring it to life in practice and is only satisfied when it becomes tangible for customers. Energetically involves others, connects, and inspires with a passion for strong brands. Became a brand enthusiast through her job as a production manager at Trouw Amsterdam. Went on to work as a brand strategist after completing an in-depth MBA. Experienced on both the communication and strategy fronts. Feels most at home riding her bike in Amsterdam.

Naut Scholtens, New Growth Strategies

Naut Scholtens
BRAND CONSULTANT

Strategist with an eye for creativity
Joined New Growth Strategies from media agency. After creating advertisements for various B2B and B2C entities on many different platforms, he sought a strategic challenge that truly excites him. Involved in advertising and brands from a young age, it runs in his blood. Always on the hunt for the right insights to build brands that resonate with people and leave an impact.

Guillemette Verdonk
JUNIOR BRAND CONSULTANT

Positive and energetic consultant
Dived into the world of brands from the field of economic and consumer psychology. With a keen eye for detail and a passion for building strong brands, she brings her unmistakable refreshing energy to every task she takes on. Her determination and creativity are the driving forces behind her ability to make brands flourish and grow. Enjoys cooking, spending time with friends, and isn’t afraid to grab the microphone at karaoke.

You
OUR NEW STAR

A true asset
Check out our job openings and become part of our amazing team!

Coffee with one of us? ☕️

Guillemette Verdonk
DIRECTOR

Strategisch denken voor een betere toekomst
Beroemd om haar passie voor uitdagende workshops, heeft Georgia als strateeg en leider duurzaamheidsinitiatieven bij 180 Amsterdam en voor klanten geleid. Ze heeft Duurzaamheid gestudeerd aan Cambridge en Strategische Planning aan Miami Ad School. Recent werkte ze aan Planet Positive-programma’s voor PepsiCo, de 10-jarige visie voor Specialized Nutrition bij Danone, en het toegankelijker maken van technologie met CodeFirstGirls en EntrepreneurFirst. Ze zet zich in om mensen te helpen hun organisaties te verbeteren, ten goede van mensen, planeet en winst.