Hi, my name is Thijs.
Associate Director of Marketing
at Too Good To Go
I combine over a decade of experience in Sales and Marketing with a passion for sustainability. I spent 15 years building partnerships in the travel industry, building a successful start-up/scale-up in the travel industry, building extensive experience in Account management and Marketing.
I am now on a journey to fight foot waste at Too Good To Go, leading the Marketing depatrment for our Parcel business.
Let me briefly introduce myself.
My professional career is an unconventional one, where I chose to let my passion dictate my career choices. That lead to a path where I spent over a decade dedicating my life to working in the skiing industry, during which I had the unique opportunity to start and build the Dutch side of a company called Snowminds. Snowminds has since grown to become the world’s biggest player in it’s field, educating and employing thousands of ski instructors around the world.
During this time, I experienced the early effects of climate change first hand. It made me decide to change course to apply myself to contribute to positive change, which I am proudly doing every day at Too Good To Go.
Away from work I enjoy spending time in the mountains, surfing and playing music, preferably together with my son Otto and wife Ester.
Too Good To Go
3 years
At Too Good To Go we have one clear mission: To inspire and empower everyone to fight food waste together. We do this at scale, trough the Too Good To Go app, which lets store owners sell surplus food trough our app, to customers that buy and collect Surprise Bags, bags of surplus food, that would otherwise would have gone to waste.
Associate Director of Marketing, Parcels
Feb 2026 – Current
Copenhagen
I lead the marketing strategy and execution for the Parcels department, a vertical focused on unlocking value from surplus food by selling directly to consumers. I hold end-responsibility for the integrated marketing calendar and budget, collaborating closely with regional heads and global teams (CRM, Brand, PR) both B2C and B2B.
Associate Director of Global Partner Marketing (Interim)
Juli 2025 – Feb 2026
Copenhagen
As Associate Director of Global Partner Marketing I am responsible for Too Good To Go’s Partner Marketing department, leading a global team responsible for developing and scaling our partner marketing strategy across 21 markets. Together with my team, I drive joint marketing initiatives with global FMCG and retail partners, and enable local teams through toolkits, frameworks, and close collaboration. My role sits at the intersection of strategy, execution, and enablement—ensuring consistent, high-impact marketing across markets.
Partner Marketing Lead Cluster North
2023 – 2025
Copenhagen
As Partner Marketing Lead I am part of an international and multidisciplinary marketing team. I lead a Partner Marketing team responsible for delivering co-branded, joint campaigns and in-store activations with our partners across Denmark, Norway, Sweden, Belgium and the Netherlands. I take a hands on role executing plans for the Danish market, collaborating closely with the Denmark Key Accounts team and strengthening relationships with our partners’ marketing teams.
Snowminds Group
8 years
Snowminds is a company that specialises in educating ski- and snowboard instructors all around the world. It is active on 6 continents and over 100 skischools around the world rely on Snowminds as their main source of new employees.
In the end of 2014 I had the unique opportunity to make the Danish Snowminds an international company, by starting Snowminds in the Netherlands and Belgium. Today, Snowminds has customers from more than 30 different countries every year.
Head of Global sales and Marketing
2021-2022
Copenhagen
In this position I headed the Sales and Marketing department and had end-responsibility for all Sales and Marketing related activities at Snowminds Group.
During this time I lead the full restructure of the Sales and Marketing department, including a new B2B and B2C CRM strategy, that was tightly interlinked with the paid- and organic marketing strategy.
Tech & automation manager
2020-2021
Copenhagen
During this period I had the responsibility to revamp the entire B2B and B2C sales flow and CRM setup to be more scalable and fully integrated with our CX and product team. This included the full automation and personalization of our customer journey, support in the development of a tailor made booking platform, B2B and B2C CRM overhaul and full integration in the customer service setup.
European product manager
2017-2020
Copenhagen
End responsibility for the development, planning and execution for all products in the EU, generating more than 50% of Snowminds’ total annual revenue.
This position was a combination of sales, account management and product development and execution. A truly challenging and fun 4 years.
Founder & Manager of Snowminds NL
2014-2017
Copenhagen
I started Snowminds Nederland during the end of 2014. After a good start in 2015, years 2016 and 2017 were the years in which it really took off. Although I have always maintained a supervisory and advisory role, from 2016 onwards I moved to a more central role within the company.
Skiing Career
7 years
During these years my passion for skiing really dictated my professional career. Highlights were working as the Head of Skischool in Lesotho’s only ski resort, Afriski. Working winter seasons in Austria and Switzerland, representing several bigger ski brands (such as Icelantic, the North Face, Völkl and SnowCountry) and working as a journalist writing articles for various industry related media. It allowed me to build up a network within the skiing industry that laid the foundation for a successful start of Snowminds Nederland in the end of 2014.
“Having lived and worked in 5 different countries means that I was in the privileged position to practice and learn new languages. I am used to work with all these languages on a daily basis, both written and spoken.”
In my freetime, I spend quite a bit of time on photography. I share some of my work on the Stock-Image platform Unsplash and had a rather successful run since May 2020, with over 10.000.000 views and well over 100.000 downloads. In the past two years at Too Good To Go, I took the time to execute several partner photoshoots, which were used both for national campaigns, as well as global activations. Additionally throughout my years at Snowminds, I was actively involved with the branding and styling of the Snowminds brand and contributed substantial part of Snowminds’ visual identity.
HD1 in Business Administration
Copenhagen Business School | Denmark
The HD1 in Business Administration at CBS is a program designed for professionals working full-time, looking to strengthen their business skills while working. It covers topics like economics, finance, marketing, and organization, providing a solid foundation for a career in business or management. The program is taught by experienced faculty and combines theory with real-world application. The program is tought in Danish.
GPA: 9.0/12
