When I left Consulting at Bain & Company over 16 years ago, I wanted to do entrepreneurial work and solve problems with great people every day. I joined the start-up that was Nike.com Europe, and certainly every role and every project over the past years has felt exactly like that, no matter what the actual size of Nike Digital became. What a fun ride of Digital Transformation, putting the consumer at the center, with an inspiring set of teammates. As we end 2024, I’m closing out my time at Nike, and I’ll forever be grateful for the experiences and friendships I’ve gained during my time here. I’m excited to share that I’ll be joining the Dutch Railways (Nederlandse Spoorwegen) as Commercial Director to contribute to their mission of keeping the Netherlands connected. It’s a new chapter that aligns with my passion for impactful, purpose-driven work, driving the sustainability transformation. To my Nike family: thank you for 16 years of unforgettable memories. To my future teammates at NS: I can’t wait to get started!
Feels a little weird to say goodbye after we spent 16 years in the same workplace. Now there’s only 5 people left of the original digital commerce squad. All the best on your new adventures Bertien!
Thank you Bertien for your greatness and all the best with this new chapter, NS is lucky to have you!
Congratulations Bertien! The early Nike days were some of the best experiences of my career. Wishing you all the best at NS! 2025 will be a great year!
All the best wishes for a new adventure and thank you for all your support and leadership 🙏🙌
Thanks Bertien for your leadership, drive, and work in and for sustainability! Enjoyed our collaboration & wishing you all the best at the NS. You will be missed!
Gefeliciteerd! I’m super glad for NS (and us in NL 😃). Looking forward to see, hear about, and experience the impact you will make to the Dutch rail ways!
It’s been amazing to work with - and learn from - you. NS is so lucky to have you. Take care of yourself 🙌
Wishing you continued success Bertien. You will be missed at Nike
Enjoy the ride at the NS Bertien van Baak! I’m convinced you’ll continue to rock! it was inspiring working with you! Happy new job/year!
Senior Digital Marketing & Brand Strategy Director (specialising in digital platforms and community growth)
1dFrom 2011 "I hope Bertien likes this" to 2016 (ego driven) "I'm gonna show Bertien just how smart I am" to 2020 "I need someone I admire and trust to talk to". A steady rock during my own Nike career, and above all a empathetic human first. Well done B, reflect on what you've achieved whilst remaining yourself in an environment it's very easy to get lost in the hype. Wie goed doet, goed ontmoet. Onwards.