About Us
Where international strategy meets local execution
Your experienced guide for entering and growing in the Dutch & Benelux markets.
Expanding internationally brings unique challenges: cultural differences, unknown channels, new competitors and unfamiliar customer expectations. Companies need someone on the ground who understands both worlds.
That is what Market Expansion Partner delivers.
We combine senior strategy, cultural insight and hands-on execution with 20+ years of experience in international marketing, communication and growth roles.
Strengths:
- Netherlands & Benelux market entry and expansion
- Go-to-market execution
- Strategic communication & localisation
- PR & media relations (NL)
- Partnership & retail development
- Entrepreneurship & business building
Senior Market Entry & Expansion Lead
Janet Schouten
Janet is a senior market entry and expansion strategist with over 15 years of international experience across the Netherlands, Benelux and wider Europe. She helps international companies successfully enter, position and scale within the Dutch market — combining strategic clarity with strong local execution.
Her background spans corporate leadership and entrepreneurship, giving her a deep understanding of what it truly takes to build sustainable growth in a new market. She has founded and scaled multiple companies herself, which allows her to approach expansion not just from a marketing perspective, but from a business-building mindset.
Janet is known for her pragmatic approach, commercial sharpness and ability to translate strategy into measurable results. As a mother of two and a natural connector, she values long-term partnerships built on trust, clarity and shared ambition..
Strengths:
- Culture & communication strategy
- Leadership alignment
- Organisational growth
- Project & change management
- Cross-cultural collaboration
- Founder experience & team building
Senior Strategy, Culture & Growth Lead
Loes Heijmans
Loes brings deep expertise in communication, culture, leadership and organisational growth, built across years of working with international companies expanding their products and businesses into new markets.
After her corporate career, she founded a successful consultancy in marketing, communication and project management, helping organisations transform, scale and adapt to cultural differences.
Together with Janet, she co-founded Freelance Masters, later leading its merger and acquisition into IKONS. Her entrepreneurial experience gives her a sharp understanding of what organisations need to build strong teams, trust and alignment — especially when entering the Dutch market, where culture and communication play a decisive role.
Loes has travelled extensively, has a broad network of experts and giving her a natural sensitivity for cultural nuance and human behaviour. This global perspective strengthens her ability to help international companies navigate Dutch business culture, communicate effectively, align internal teams and build trust with stakeholders in the Netherlands & Benelux.
Strengths:
- Digital growth & Brand strategy
- UX/UI & conversion thinking
- Scalable marketing structures
- Cross-cultural collaboration
- E-commerce & brand development
- Entrepreneurship & innovation
Marketing Project Manager
Suze Entjes
Suze is a digital growth and branding specialist with experience across UX/UI, e-commerce and marketing strategy. She helps brands build strong digital experiences, scalable marketing structures and customer-focused growth strategies that support long-term business development.
As a Marketing Project Manager, she supports international growth initiatives by translating strategy into clear execution across different markets, teams and customer touchpoints. Her ability to combine creativity, structure and digital expertise helps organisations create consistency while remaining flexible for local markets.
Alongside her professional career, Suze is also the founder of an e-commerce brand in the alcohol-free beverage industry. Building and growing her own webshop has given her hands-on experience in branding, digital growth, customer behaviour and conversion optimisation.
Suze is known for her entrepreneurial mindset, structured approach and ability to combine strategy with execution in fast-growing and international environments.
Strengths:
- Social media strategy & positioning
- Content creation & storytelling
- Brand communication & messaging
- Meta advertising & campaign management
- Audience engagement & community building
- Data-driven marketing & lead generation
Content & marketing specialist
Maryse Dees
Maryse is our Social Media Manager specializing in social media strategy, content creation, and Meta advertising for B2B brands.
She believes social media is more than simply posting content or shouting into the void; it should be built on a clear strategy that aligns with business goals, brand identity, and long-term growth.
From positioning and content strategy to content creation, campaign management, and Meta Ads, Maryse brings structure, consistency, and a professional online presence that not only looks strong but also delivers measurable results. Her strength lies in combining creative storytelling with data-driven marketing, ensuring content resonates with audiences while supporting business objectives.
By integrating organic content with strategic advertising, she helps businesses increase brand awareness, generate qualified leads, and drive sustainable growth.
Known for her professional, flexible, and independent approach, Maryse combines creativity, organization, and analytical thinking to help brands strengthen their digital presence and achieve meaningful business growth.
Team
Expertise backed by a trusted team
While Janet and Loes set the strategic direction and ensure senior oversight, execution is supported by a trusted network of specialists across marketing, PR, sales, legal, finance, localisation and project management.
This blended model allows international companies to benefit from founder-level expertise while gaining the capacity, focus and flexibility needed for successful expansion into the Netherlands and Benelux markets.