Marieke Berendsen joined as the first Sweav member in early 2022. Over the past 3 years, she completed five different projects as independent strategy consultant for a wide variety of clients including KLM, Otrium, Foreman, Egeria and Warmtenetwerk Westland.
Each of these clients in these different sectors were wildly enthusiastic about the impact she made. That is why we call her “the chameleon”, she just makes it happen.
So, we wondered… What is her strategy for success? What is her approach when she starts a new project and what does it take to be a successful all-rounder?
Marieke reminisced that: “It was a lot of fun for sure. I met Thijmen and Joeri at SparkOptimus and we already were quite close when we worked there. When I considered starting freelancing, I called them to discuss the pros and cons. After two weeks, Thijmen called as his then client Otrium looked for additional interim strategy support. This initial 3 months assignment turned into a 9 month project and was the perfect start of my freelance journey.
Sweav’s first office had real start-up vibes. It was in Lokaal Lokaal in Amsterdam and had open-door vibes where members like myself were always welcome to work. Projects were shared via WhatsApp and Fridays often ended with some drinks at the Sissy’s. There was so much energy and enthusiasm around Sweav’s concept and I really enjoyed being occasionally involved in discussing new ideas and opportunities during this very first phase.”
Marieke explains: “Once the project is secured, the real challenge begins: stepping into the unknown. You are unaware of sensitivities, stakeholders and operations. This becomes increasingly complicated in a big corporation or if the sector is technically complicated, such as the project I did for Warmtenetwerk Westland.
To get up to speed swiftly, I make sure to quickly familiarize myself with the company. This means true understanding of its products, operations and organizational structure, along with its values and specific terminology. I take the time to read a lot of internal documents and talk to as many employees as possible. Gaining trust and ensuring everyone feels heard is essential. Most organizations are diverse, so it’s important to adapt communication style and approach to fit the group.
Depending on the project and company, I may join the team directly or maintain a more independent role. For example, at KLM, I integrated with the internal operations consultants’ team, whereas at Fixami, a PE-owned e-commerce player, I worked independently. Each approach has its advantages, and it’s up to the freelancer and client to determine which setup best suits each project.”
Marieke starts laughing: “Haha, well… every client has its charm. With every project I feel like I’m jumping into the unknown, which can be challenging but also exciting. Across projects, the same challenges often emerge—particularly the need for clear structure. My role is to identify the issues, address them through an organized, structured and actionable plan and facilitate the change into the organization.
For my clients, it helps that I’m a bit of a generalist with a mix of strategy and management skills. Strategy helps to come up with solutions and sound advice whereas management skills benefit to implement this into the organization.”
She explains: “My personality is a blend of “green and yellow” so I value collaboration. I’m also quite good by myself, but I prefer to go together. I try to connect with people while I share my enthusiasm for the project. The independent nature of my role as a freelance consultant helps a lot with people opening up and sharing their honest opinion. This enables me to quickly get to the core of what I need to know.
I want to ensure long-term impact. Building trust, guiding people through change, and seeing them believe in the transformation as it unfolds is really cool.”
Marieke continues: “In general, clients expect to see concrete results quickly. However, if you want to deliver something valuable as a freelancer, you may need a bit longer. To not lose trust, I ensure to manage expectations and be transparent about progress and deliverables.
Also, as the external consultant, you sometimes encounter a certain level of resistance from employees, often driven by a fear that you might impose outside ideas that don’t align with their reality or priorities. Continuous support from higher management helps signal the importance of the project, but equally important is engaging with employees directly. I make it a priority to listen to their perspectives, understand their concerns, and involve them in shaping the outcomes. For instance, rather than pushing a decision through, I focus on bringing teams together—especially those with opposing views—to collaborate on decisions that align with the company’s best interests. This not only builds trust but also ensures the solution has broader ownership.”
She smiles and says: “What I enjoy most about my work is the endless opportunity to learn and grow. Every project introduces me to a new company, a new industry, or a new group of inspiring people. I get to immerse myself in different operations, organizational cultures, and challenges, which constantly broadens my perspective and sharpens my skills. I thrive on the variety—working with diverse teams and tackling unique problems keeps things exciting and ensures I’m always evolving both professionally and personally.
Alongside freelancing, I’m in the process of launching my own fashion business. This balance between freelancing and entrepreneurship not only supports my financial stability but also fuels my creativity and growth, ensuring I stay motivated as I navigate both paths. As of mid-January, I’m available for 2 days a week taking on roles such as a ‘chief of staff’ or focus on concrete deliverables. I’m excited to find out what will be next!”
