Felipe van Beetz
I work in product and growth. Eight years at APG, from growth marketing at Kandoor to leading the product team behind Geldvinder. More recently, I help teams make AI useful in the work they already do.
I'm also building Chof. I walk (and bike) long trails, and have written a few notes from the trail.
Work
Most teams have the tools and not much to show for it. I start from one real recurring task, rebuild it with the people who actually do that work, and make sure it holds after I leave.
- AI implementation lead at Philips, via The Talent Institute (2026).
- Claude Certified Architect – Foundations, Anthropic (2026).
- AI adoption lead at PostNL Cross Border Solutions (2025–2026).
- Product at APG, including Geldvinder.nl (2020–2025).
- Product and growth marketing at Kandoor.nl (APG) (2018–2020).
Open to short and longer engagements, in Dutch or English. Get in touch.
Chof Chocolate
Quality chocolate is very very underrated, and I'm very very interested. I'm a Level 2 certified (IICCT) chocolate & cacao taster, International Chocolate Awards judge, and I'm building Chof, an app for iOS and Android to scan a bar, understand what's in your hand and discover better bars and the makers behind them.
Walking & Writing
Big fan of long-distance walking. A few days in, I move at the speed of my brain; it might be the best meditation I know. Some notes from the trail:
Say hello
Reach out about work, Chof, chocolate, writing, walking, cycling or other interesting projects.