Maarten Van Rooyen

Senior E-commerce Executive with 11+ years of experience driving digital transformation, commercial growth and brand development across D2C and ecommerce businesses. Proven track record in developing and executing growth strategies, optimizing revenue and profitability, and leading complex digital initiatives including platform migrations, digital marketing transformation and e-commerce optimization. Combining strategic vision with strong commercial acumen, I translate market opportunities, customer insights, technology and data into scalable growth strategies and measurable business results.

Experienced in shaping e-commerce roadmaps, driving revenue and conversion growth, managing forecasting and budgets, and aligning digital initiatives with broader business objectives. A commercially driven and entrepreneurial leader who builds high-performing teams, inspires stakeholders and brings structure to complex challenges. I thrive in environments where ambitious growth, transformation and operational excellence are key priorities, with a consistent focus on sustainable value creation and exceeding business objectives.

Travelled. (2026-06 – Present)

Adviseursrol e-commerce & propositie at Yalla (2026-01 – 2026-06)

Adviesrol gericht op de ontwikkeling van de commerciële propositie en positionering van een nieuw gin- en seltzermerk. Verantwoordelijk voor het ontwikkelen van de toekomstige groei- en marketingstrategie, met focus op merkopbouw, marktintroductie en schaalbare groei. Daarnaast betrokken bij het strategisch en commercieel vormgeven van de website en de voorbereiding van de online merk- en verkoopkanalen.

E-commerce Manager at Yoek B.V. (2024-05 – 2025-09)

Led a team of four and held responsibility for optimizing online retail performance, revenue growth and customer experience.

• Led the successful migration of the e-commerce platform from Magento to Shopify, overseeing stakeholder management, roadmap execution and cross-functional coordination while ensuring business continuity and significantly improving site functionality and user experience.
• Developed and implemented an integrated digital marketing strategy across Paid Social, SEA and SEO, driving increased online visibility, traffic and conversion. Delivered 13% revenue growth from Paid Social and achieved the highest monthly revenue in the company's 40-year history.
• Led the strategic expansion into the German market, including the development and execution of the market entry and growth strategy.
• Developed a new hyper-personalized email marketing infrastructure to increase customer engagement, retention and revenue, resulting in an 8% increase in email-generated revenue.
• Owned monthly revenue forecasting and performance tracking, ensuring accurate revenue projections and proactive commercial decision-making.
• Responsible for revenue forecasting and financial projections included in the annual financial reports.

Head of ecommerce at VNX B.V. (2020-01 – 2023-12)

Co-responsible for the strategic planning, execution and optimization of digital marketing strategies, with a strong focus on scalable revenue growth, profitability and customer acquisition. Led online advertising across Meta, Pinterest and TikTok, including media buying, campaign performance and optimization. Translated data, market insights and performance analytics into effective commercial and marketing strategies.

• Responsible for monthly and annual revenue forecasting, marketing investment planning and financial performance projections, including annual financial planning.
• Monitored KPIs, budgets and commercial targets, proactively adjusting strategies based on performance, return on investment and growth potential.
• Played a strategic and hands-on role in continuously optimizing e-commerce operations, customer journeys and digital performance, driving sustainable and profitable growth across the D2C portfolio.

DGA / Founder at My Wooden World (2016-01 – 2019-12)

Founded and scaled My Wooden World, a multi-store e-commerce business specializing in premium wooden wall décor and world maps manufactured using laser-cutting technology. Within one year, the company became the largest seller of wooden world maps in the Benelux. Built a network of 30+ retail partners in the home and interior sector, including established retailers such as Goossens.

• Achieved 100% year-on-year revenue growth through a combination of e-commerce and marketing strategy, product development and strategic retail partnerships.
• Held full commercial and operational responsibility across business strategy, marketing, sales, procurement, product development and day-to-day operations.

Co-founder at Artifai (2014-01 – 2016-12)

Co-founder of Artifai, a web application aimed at integrating photographic material and artistic styles. Using artificial intelligence based on convolutional networks, Artifai transformed personal photos into digital works of art. This algorithm was later implemented in the Prism app.

Bachelors degree in Business administration – Hanzehogeschool Groningen (2012-01 – 2016-12)

Propedeuse secured in Small business & retail management – Hanzehogeschool Groningen (2009-01 – 2011-12)

Graduated in HAVO Economie & Maatschappij – Vrije School Groningen (2002-01 – 2008-12)