Hello, I'm Jeroen Vaassen.

Throughout my career, I have specialized in bringing strategy to action. With my background deeply rooted in hospitality, I apply a service-driven mindset and balance fact-based insights with being people and stakeholder-centric. I learned that insights from one industry can inspire innovative thinking in another, helping businesses overcome biases and preconceptions in refreshing ways. My primary focus areas are strategy execution, business growth, operational leadership, and technology. I am also an investor, co-founder, and advisor to startups and scaleups. As a born global individual with over 25 years of living and working in Asia Pacific (incl. China), the Middle East, Europe, and South America, I am passionate about operating in multicultural environments and emerging markets.

Details

Professional CategoryConsulting & Advisory
Location
Years of Relevant Experience20+ years
Seniority LevelC-Suite
Consulting Rate (Hourly)150

Headline

Experience

Founder & CEO

YerunSeptember 2017 - CurrentYerun is a boutique firm that unites a network of professionals. Together, we are a team of no-nonsense change-makers with a global mindset, operating on the fine edge of strategy and execution. We work with executives, entrepreneurs, and decision-makers, empowering them with cross-industry insights. Through defining strategy and bringing it to action, we build a solid foundation for sustainable growth. And by creating effective leaders and teams, we establish a culture for healthy organizations to flourish.

Co-founder & COO

ExpectMeMay 2021 - CurrentExpectMe is a travel tech start-up that provides a unique room selection and upselling solution for the hospitality industry. On our platform, guests can select their individual room from an interactive floorplan, as simple as picking their seat on a plane. Guests are empowered to further personalize their stay by adding additional products and services provided by the hotel.

Board Member & Honorary Secretary

DutchCham (Dutch Chamber of Commerce Singapore)March 2024 - CurrentDutchCham is a member-driven, non-profit organization that offers professional and social networking events to build bridges within and between the Dutch and Singapore communities. The Board provides strategic guidance, governance, and support to the Executive Team.

Chief Operating Officer (interim)

JoonzeMarch 2020 - July 2021Start-up in travel technology and marketing. Partner with the CEO on commercial and general business strategy, investor planning and presentations, as well as provide guidance on the Asia Pacific market. Responsible for internal operational processes, while leading the planning and execution of technology requirements and the development of the proprietary system and booking platform.

Executive Vice President, Revenue Optimization (interim)

Relevant/Notable employerShangri-La Hotels and ResortsSeptember 2017 - April 2018Participate in the transition of the commercial organization. The main deliverables were the implementation of a new pricing & distribution strategy, an organizational structure and roadmap for the global Revenue Optimization discipline.

Head of Revenue Management - Asia Pacific

Relevant/Notable employerStarwood Hotels & ResortsFebruary 2014 - November 2016Transforming the Revenue Management discipline for 330+ hotels and resorts in 26 countries across Asia Pacific, including China. Reporting to the President, Asia Pacific and an active member of the global leadership team. Spearheaded the implementation and execution of data-driven, commercial strategies to optimize both revenue and profitability, with a key focus on pricing and distribution, as well as enhanced business intelligence to support the decision-making process. Strong emphasis on talent development and building an RM culture throughout the organization, leading a team of 23 associates in corporate and regional roles, supported by nearly 300 associates in the field. Worked on the integration with Marriott International after completing their acquisition of Starwood in 2016.

Regional Director, Revenue Management - Middle East

Relevant/Notable employerStarwood Hotels & ResortsApril 2010 - February 2014Leading the Revenue Management team for the 50 Starwood hotels in 15 countries across the Middle East. During this time we re-positioned Revenue Management in the region by building a proper culture and elevating the function in the hotels to a leadership profile, driving pricing/distribution strategies, creating a strong functional team and a talent pool for future growth. Participated in 12 hotel (pre-) openings and conversions and facilitated the rollout of Starwood's new technology platforms for Revenue Management and (dynamic) pricing.

Regional Director, Revenue Management - Spain & Portugal

Relevant/Notable employerStarwood Hotels & ResortsOctober 2007 - March 2010Leading the Revenue Management team for the 20+ Starwood hotels in Spain & Portugal. Special achievements during this period were the establishment of an integrated Sales, Marketing and Revenue Mgt. strategy and team focus, as well as participating in the opening of the award-winning W Barcelona.

Industry

Accommodation Services
Administrative and Support Services
Consumer Services
Entertainment Providers
Holding Companies
Manufacturing
Professional Services
Real Estate and Equipment Rental Services
Retail
Technology, Information and Media
Utilities

Specific Jurisdictions That I'm Qualified In or Can Cover

Singapore

Netherlands

Spain

United Arab Emirates

Language(s)

English
Dutch
German
Spanish

Education

Hotel Management School Maastricht

DegreeInternational Hospitality ManagementAugust 1995 - July 1999

Professional Membership / Certification

INSEAD Executive Education - Managing Complexities Starwood Hotels & Resorts - Six Sigma Green Belt HSMAI - Certified Revenue Management Executive (CRME)

I am interested in

Professional / Business Networking
Career Opportunities
Providing Services based on my Expertise