Michael Hamelinck

My career has always been driven by one question: “Where can I add the most value?” With over a decade of experience in analytics and optimization, and a proven track record of making a real impact. Nine years ago, he started as one of just three web analysts at ANWB, where dashboards were created but rarely influenced decision-making. Recognizing this gap, Michaël shifted the focus to optimization, fostering a culture of experimentation. This transformation not only grew the team from 3 to 30 members but also made a significant impact across more than 20 business lines and scrum teams. This work helped professionalize the optimization process, leading to maturity and multiple industry nominations in CRO and experimentation.