Building and running underground cultural movements
Ready to work in Berlin, Germany
Origin
Bringing people together. A motto that follows me at every step.
From a young age, I've been inspired by, immersed in and devoted to shaping places, moments and connections around music, food and art.
Forever connected to underground cultures, where new definitions of passion, beauty and lifestyle emerge. I bring my management skills and knowledge to projects that shape our journeys through life.
160k
In the emotional aftermath of POING's closure, a window opened for something to continue. That's where 160K started.
A 1000-capacity club with retro arcade games, Detroit-style pizza and a cocktail bar, running over 100 independent events a year. Weekly club nights, rock festivals, a pop-up strip club, art markets. 160K was home to the weird, the unexpected and the free-spirited, a third place for Rotterdam's forward-thinking culture.
Over two years I led operations, finances and cultural development. A team of 25, full P&L responsibility, cost of goods down 30%, more than 50,000 people through the door a year.
poinG CLUB
While doing my MA in Cultural Economics I landed in the heart of Rotterdam's queer and techno scene. POING CLUB was Roffa's front line of that community. I started behind the bar and worked my way into the team.
From dusk till dawn, I managed club production every weekend. From local legends to Mala Junta, Bedside Productions, Live From Earth, Rinse FM, those nights set the rhythm of my weeks behind POING's walls.
I also designed, built and ran POING's first website for POING AGENCY and its merch webshop.
earproof
EARPROOF, a small Rotterdam company making music earplugs, needed to reach a younger audience. In one year we dropped the average customer age by five years. I took the reins of marketing and e-commerce, and with the CEO we rebranded the company.
I guided the IT team on webshop operations and performance, refreshed the brand identity, solidified the marketing funnel and built out our CRM strategy. Traffic grew 50%, our social following doubled.
artjam
ARTJAM was a multidisciplinary platform for artists and creators in Rotterdam.
Between 2022 and 2024 we ran seven events, festivals, masterclasses, meet-ups and art markets. 300 creatives, over 1,000 visitors. Get people in the same room who would otherwise never meet. No grants, no sponsors, the project stayed self-sustaining.
As co-founder, I handled strategic planning and production.