In today's digital age, a strong personal brand isn't just a nice-to-have, it's a strategic asset. For CEOs and founders, platforms like LinkedIn offer unparalleled opportunities to showcase leadership, share insights, and connect authentically with audiences. But how do these CEOs manage their LinkedIn profiles to stand out in a sea of content?

In this post, we delve into the LinkedIn strategies of 10 standout CEOs who are not only leading successful companies but also mastering the art of personal branding. From thought-provoking posts to engaging with their communities, these leaders exemplify how to build a compelling presence that resonates.

Whether you're an aspiring entrepreneur or a seasoned executive, their approaches offer valuable lessons on authenticity, consistency, and the power of storytelling.

After careful research, we have pulled together a list with 10 Dutch CEOs that have mastered the art of personal branding and are actively using it to grow their company and add value to their communities. Follow along for tips about professional branding and LinkedIn marketing as a CEO.

10 Dutch CEOs you must follow on LinkedIn in 2025

1. Victor Knaap - CEO & Co-founder, Monks

• LinkedIn: https://www.linkedin.com/in/victorknaap/

• Company: Monks is a global creative agency that combines marketing, creative, and technology services to drive digital transformation for its clients. They work with major brands to create innovative solutions, using cutting-edge technology like AI to improve customer engagement and business growth.
• LinkedIn Activity: Victor shares content related to Monks' latest digital projects, including AI-driven campaigns and innovative creative work. He provides insights into how AI and technology can shape the future of digital marketing and creative industries.
• Personal Branding: Victor positions himself as a thought leader in the creative and tech spaces, particularly in how AI can be used to enhance creativity and marketing strategies. He often discusses the ethical implications of AI and its role in shaping industries.
• Why Follow: For insights on the intersection of creativity and technology, with a focus on how AI is changing the digital marketing landscape. Victor’s posts provide both strategic foresight and reflections on digital transformation.
• What You Can Learn from Him: Victor’s LinkedIn activity showcases the power of using the platform to combine thought leadership with business updates. By sharing Monks’ innovative work, like the AI-powered campaign for Headspace that significantly boosted conversion rates, he demonstrates how to position your company at the forefront of industry trends. Additionally, he engages in discussions on the ethical considerations of AI and digital transformation, making his profile a valuable resource for CEOs interested in tech innovation. Aspiring leaders can learn from Victor’s ability to balance transparency with visionary leadership, offering both personal reflections and insights into the future of their industries.

2. Marrit van Egmond - CEO Ahold Delhaize

• LinkedIn: https://www.linkedin.com/in/maritvanegmond/

• Company: Marit van Egmond was the CEO of Albert Heijn, Etos, and Gall & Gall, leading these prominent Dutch retail brands under the Ahold Delhaize umbrella. She announced her departure after a distinguished 28-year career with the company, effective April 30, 2025.
• LinkedIn Activity: Marit has shared insights on the evolution of retail, the importance of customer-centric strategies, and the integration of sustainability into business practices. Her posts often reflect on the journey of Albert Heijn and its subsidiaries, emphasizing innovation and community engagement.
• Personal Branding: Marit positioned herself as a leader focused on delivering value to customers through innovation and operational excellence. She highlighted the importance of understanding customer needs and adapting business strategies accordingly.
• Why Follow: For perspectives on leading large-scale retail operations, driving digital transformation, and fostering a customer-first culture in the retail industry.
• What You Can Learn from Her: Marit exemplifies how a CEO can leverage LinkedIn to communicate a vision, share company milestones, and engage with industry trends. By focusing on customer-centric leadership and operational excellence, she demonstrated how to lead a major retail brand through periods of transformation. Aspiring CEOs can learn from her approach to balancing innovation with customer satisfaction and operational efficiency

3. Adriaan Mol - Founder, Mollie

• LinkedIn: https://www.linkedin.com/in/adriaan/

• Company: Adriaan Mol is the founder of Mollie, a Dutch payment service provider established in 2004. Mollie offers a user-friendly platform that enables businesses to accept online and in-person payments seamlessly. The company has grown rapidly, serving over 250,000 customers across Europe and expanding its operations into markets like Sweden.
• LinkedIn Activity: Adriaan shares insights on product development, company growth, and the evolution of the payment industry. He emphasizes the importance of agility, customer-centricity, and continuous innovation in building successful tech companies.
• Personal Branding: Adriaan positions himself as a product-first entrepreneur with a passion for technology and creativity. He often discusses the challenges and rewards of scaling a tech company and the importance of maintaining a startup mindset even as the company grows.
• Why Follow: For insights into building and scaling a tech company, particularly in the fintech space. Adriaan's posts provide valuable lessons on product development, company culture, and navigating the complexities of international expansion.
• What You Can Learn from Him: Adriaan exemplifies how a founder can leverage LinkedIn to share the journey of building a company from the ground up. By highlighting Mollie's growth, product innovations like Tap to Pay on iPhone, and market expansions, he demonstrates how to communicate a company's vision and achievements effectively. Aspiring founders can learn from his approach to balancing technical expertise with strategic leadership and how to use LinkedIn as a platform for thought leadership in the tech industry

4. Glenn Miseroy - Co-founder and CEO, Expandi

• LinkedIn: https://www.linkedin.com/in/glennmiseroy/

• Company: Glenn Miseroy is the Co-Founder and CEO of Expandi.io, a Netherlands-based SaaS platform specializing in automated LinkedIn outreach. Designed for sales teams, agencies, and recruiters, Expandi enables users to scale personalized outreach campaigns while ensuring account safety. Under Glenn's leadership, the company has grown to serve over 15,000 users and achieved $9M in annual recurring revenue (ARR) without external funding.
• LinkedIn Activity: After maintaining a low profile for five years, Glenn began actively sharing content on LinkedIn in October 2024. In just six months, he grew his following from 300 to over 5,800, garnered nearly 940,000 impressions, and turned LinkedIn into one of Expandi's primary marketing channels. His posts offer candid insights into bootstrapping a SaaS company, scaling outbound strategies, and the challenges of startup leadership.
• Personal Branding: Glenn positions himself as a data-driven founder who treats content creation with the same rigor as product development. He emphasizes building repeatable systems, sharing real-time learnings, and dissecting both successes and failures. His transparency about Expandi's journey from early missteps to achieving significant milestones resonates with entrepreneurs and sales professionals alike.
• Why Follow: For actionable insights into scaling a SaaS business without venture capital, mastering LinkedIn outreach, and building a personal brand that drives business growth. Glenn's content is particularly valuable for founders, sales leaders, and marketers seeking to leverage LinkedIn as a strategic channel.
• What You Can Learn from Him: Glenn exemplifies how to transform a personal LinkedIn presence into a powerful growth engine. By treating content as a product, he demonstrates the importance of experimentation, consistency, and relevance. His approach to building in public offers a blueprint for founders aiming to share their journey authentically while driving tangible business results

5. Matthijs Welle - CEO, Mews

• LinkedIn: https://www.linkedin.com/in/matthijswelle/

• Company: Matthijs Welle is the CEO and co-founder of Mews, a cloud-based property management system (PMS) revolutionizing the hospitality industry. Founded in 2012 alongside Richard Valtr, Mews aims to modernize hotel operations through automation and seamless integrations. Under Matthijs's leadership, Mews has achieved significant milestones, including:
• LinkedIn Activity: Matthijs is an active LinkedIn user, sharing insights on Mews's growth, product developments, and industry trends. His posts often highlight
  • Company milestones and partnerships, such as the collaboration with Choice Hotels International to roll out Mews to their international franchisees
  • Behind-the-scenes looks at Mews's teams and their efforts in onboarding and supporting hotels
  • Personal reflections on leadership challenges and mental health, emphasizing the importance of self-care in high-pressure roles
• Personal Branding: Matthijs positions himself as a forward-thinking leader passionate about transforming the hospitality industry. He openly discusses the challenges of scaling a tech company, the importance of company culture, and the need for continuous innovation. His transparency and authenticity resonate with professionals across various industries.
• Why Follow: For insights into scaling a SaaS company, navigating the complexities of the hospitality industry, and authentic leadership experiences. Matthijs's journey offers valuable lessons for entrepreneurs, tech enthusiasts, and hospitality professionals alike.
• What You Can Learn from Him: Matthijs exemplifies how to lead a company through rapid growth while maintaining a strong company culture and customer focus. His approach to leadership—marked by transparency, innovation, and empathy—provides a blueprint for building successful, people-centric organizations.

6. Bas van der Veldt - CEO, AFAS Software

• LinkedIn: https://www.linkedin.com/in/basvanderveldt/

• Company: Bas van der Veldt is the CEO of AFAS Software, a Dutch family-owned enterprise resource planning (ERP) software company based in Leusden. He began his career at AFAS at the age of 19 as a product manager and ascended to the role of CEO in 2008. Under his leadership, AFAS has grown into a leading software provider with nearly €325 million in revenue. The company is renowned for its innovative approach to business operations and its commitment to employee well-being and societal impact.
• LinkedIn Activity: Bas actively shares insights on leadership, company culture, and personal development. His posts often reflect his hands-on approach to leadership, such as participating in internal training sessions to better understand customer experiences. He emphasizes the importance of empathy, continuous learning, and aligning company values with daily operations.
• Personal Branding: Bas positions himself as an unconventional and inspiring leader. He is known for his candid communication style and his commitment to creating a positive and engaging work environment. His philosophy centers around minimal management interference, fostering autonomy, and promoting a culture of love and respect within the organization.
• Why Follow: For insights into innovative leadership practices, building a strong company culture, and integrating social responsibility into business strategies. Bas's approach offers valuable lessons for entrepreneurs and leaders aiming to create meaningful and sustainable organizations.
• What You Can Learn from Him: Bas exemplifies how to lead with authenticity and purpose. His emphasis on employee empowerment, customer-centricity, and societal impact demonstrates a holistic approach to business leadership. By sharing his experiences and philosophies, he provides a blueprint for building organizations that are both successful and socially responsible.

7. Michiel Muller - CEO, PicNic

• Linkedin: https://www.linkedin.com/in/michielmuller/

• Company: Michiel Muller is the co-founder of Picnic, a Dutch online supermarket established in 2015. Picnic revolutionizes grocery shopping by offering app-based ordering and utilizing electric vehicles for sustainable home deliveries. Operating in the Netherlands, Germany, and France, Picnic has become a significant player in the online grocery sector.
• LinkedIn Activity: Michiel actively shares insights on entrepreneurship, innovation, and the growth of Picnic. He discusses topics such as the importance of talent over experience, strategies for scaling businesses, and the role of data in decision-making. His posts often reflect on the challenges and successes encountered while disrupting traditional industries.
• Personal Branding: As a serial entrepreneur, Michiel positions himself as a forward-thinking leader passionate about innovation and disruption. His LinkedIn presence emphasizes his commitment to sustainable practices, technological advancement, and fostering a culture that values curiosity and adaptability.
• Why Follow: For insights into building and scaling disruptive businesses, particularly in the retail and logistics sectors. Michiel's experiences offer valuable lessons on embracing innovation, leading with purpose, and navigating the complexities of modern entrepreneurship.
• What You Can Learn from Him: Michiel exemplifies how to challenge established industries through innovative thinking and strategic execution. His approach to leadership - prioritizing talent, embracing data-driven decisions, and maintaining a clear vision - provides a blueprint for aspiring entrepreneurs aiming to make a meaningful impact.

8. Ali Niknam - CEO, Bunq

• Linkedin: https://www.linkedin.com/in/ali-niknam-50253913/

• Company: Ali Niknam is the founder and CEO of bunq, a Dutch neobank established in 2012. Bunq has been a trailblazer in the European banking sector, achieving several milestones:
  • First European banking permit granted in over 35 years
  • Raised €193 million in a record-breaking Series A funding round, leading to a valuation of €1.6 billion
  • Achieved structural profitability by the end of 2022
  • Serving digital nomads across the European Economic Area
  • In April 2025, bunq filed for a broker-dealer license in the U.S., marking the first step in its two-phase plan to launch in the U.S. market ‍
• LinkedIn Activity: Ali actively shares updates on bunq's growth, product innovations, and industry insights. Notable posts include:
  • Announcing bunq's filing for a broker-dealer license in the U.S., signaling the company's expansion plans
  • Celebrating bunq's first full year of profitability, highlighting the company's financial milestones
  • Introducing "Finn," bunq's AI-powered personal money assistant, showcasing the company's commitment to technological innovation
  • Sharing personal experiences and reflections, such as receiving the Entrepreneur of the Year Award‍
• Personal Branding: Ali positions himself as an innovative and forward-thinking leader. His posts often reflect his commitment to transparency, user-centric design, and technological advancement. He emphasizes the importance of building products that cater to the needs of digital nomads and modern consumers.
• Why Follow: For insights into the fintech industry, especially regarding neobanking, digital innovation, and international expansion strategies. Ali's journey offers valuable lessons on entrepreneurship, resilience, and leading a company through rapid growth and change.
• What You Can Learn from Him: Ali exemplifies how to disrupt traditional industries through innovation and user-focused design. His approach to leadership marked by transparency, adaptability, and a commitment to excellence provides a blueprint for aspiring entrepreneurs and business leaders aiming to make a significant impact in their respective fields.

9. Jouk Pleiter - CEO & Founder, Blackbase

• Linkedin: https://www.linkedin.com/in/joukpleiter/

• Company: Jouk Pleiter is the CEO and Founder of Backbase, a global fintech company headquartered in Amsterdam. Backbase specializes in digital banking platforms, assisting financial institutions worldwide in transforming their customer engagement strategies. Under Jouk's leadership, Backbase has:
  • Developed the Engagement Banking Platform, enabling banks to modernize their digital customer experiences.
  • Expanded its global presence, serving clients across Europe, North America, Asia, and Africa.
  • Launched the Intelligence Fabric layer, integrating AI capabilities to enhance banking operations. ‍
• LinkedIn Activity: Jouk actively shares insights on digital transformation in banking, emphasizing the shift from traditional models to customer-centric platforms. His recent posts discuss:
  • The evolution of digital banking apps into growth platforms.
  • The importance of modernizing the channel layer over core systems to enhance customer interactions.
  • Partnerships, such as the collaboration with TD Bank to transform digital banking experiences in North America.
• Personal Branding: Jouk positions himself as a visionary leader in fintech, advocating for continuous innovation and customer engagement. He emphasizes the need for banks to adopt platform models, integrate AI, and focus on seamless customer experiences to stay competitive in the digital age.
• Why Follow: For in-depth perspectives on the future of banking, digital transformation strategies, and the integration of AI in financial services. Jouk's thought leadership provides valuable insights for professionals navigating the evolving landscape of fintech.
• What You Can Learn from Him: Jouk exemplifies how to lead a company through technological innovation while maintaining a clear focus on customer needs. His approach to embedding AI into banking platforms and advocating for customer-centric models offers a blueprint for modernizing financial services effectively.

10. Jeroen van Glabbeek - CEO & Co-founder, CM.com

• LinkedIn: https://www.linkedin.com/in/jeroenvanglabbeek/

• Company: Jeroen van Glabbeek is the CEO and Co-founder of CM.com, a Dutch technology company specializing in cloud software for conversational commerce. Founded in 1999 as ClubMessage, CM.com has evolved into a global platform facilitating communication and payment solutions for businesses. The company is headquartered in Breda, Netherlands, and employs over 1,000 people worldwide.
• LinkedIn Activity: Jeroen actively shares updates on CM.com's developments, including product launches, company milestones, and insights into the tech industry. Notable posts include:
  • Celebrating CM.com's 25th anniversary and reflecting on its journey from a nightclub SMS service to a global tech company.
  • Discussing the company's transformation into an AI-first organization and the integration of generative AI into its platform.
  • Highlighting CM.com's financial achievements, such as record EBITDA and revenue growth.
• Personal Branding: Jeroen positions himself as a visionary leader in the tech industry, emphasizing innovation, adaptability, and customer-centric solutions. His posts often reflect on the importance of continuous improvement and the role of technology in enhancing societal interactions.
• Why Follow: For insights into the evolution of conversational commerce, the integration of AI in business solutions, and the journey of scaling a tech company from a startup to a global enterprise. Jeroen's experiences offer valuable lessons for entrepreneurs and tech enthusiasts alike.
• What You Can Learn from Him: Jeroen exemplifies how to lead a company through various stages of growth and technological transformation. His emphasis on innovation, customer focus, and adaptability provides a blueprint for building resilient and forward-thinking organizations.

6 takeaways from 10 CEOs who are crushing it on LinkedIn

The CEOs we've highlighted exemplify how strategic personal branding on LinkedIn can amplify leadership presence, foster trust, and drive business success. Here are actionable takeaways from their approaches:

1. Define and communicate your core values

Successful leaders articulate their unique strengths, leadership styles, and visions clearly. By consistently sharing content that reflects their core values, they build authenticity and trust with their audience.

2. Share authentic stories and experiences

Engaging narratives about personal journeys, challenges overcome, and lessons learned resonate deeply. CEOs who share such stories humanize their brand, making their leadership relatable and inspiring.

3. Engage in thought leadership

By offering insights, analyses, and predictions relevant to their industry, leaders position themselves as thought leaders. This not only showcases expertise but also fosters meaningful conversations with peers and followers.

4. Include visual and video content

Incorporating videos and visuals can enhance engagement. CEOs utilizing direct-to-camera videos or behind-the-scenes glimpses provide a more personal connection, catering to the growing preference for visual content on platforms like LinkedIn.

5. Maintain consistency across platforms

A cohesive personal brand across LinkedIn and other platforms reinforces credibility. Consistent messaging, tone, and visuals ensure that the audience receives a unified impression, strengthening brand recognition.

6. Engage actively with your network

Beyond posting content, actively engaging by commenting, sharing, and initiating discussions fosters a sense of community. Such interactions demonstrate approachability and a genuine interest in others' perspectives.