Karin van Zuilen


Karin van Zuilen

Senior Advisor

27 Advisory

Drs. Karin van Zuilen is a brand positioning and mindset change expert with a focus on organizational transformation. As founder of Senz Strategy Consulting and former global marketing director in the life science industry, she led and guided high profile organisations through periods of growth and change. Besides holding a Master degree in marketing, pharmacy and business economics, she is also a certified holistic psychologist, certified systemic coach and certified core qualities trainer.

Karin transformed operations and developed a growth mindset in large and mid-sized organizations in diverse sectors (including financial, governmental, production, pharmaceutical and consumer health organizations) in Europe and Asia. Karin has the unique ability to translate your strategies into the mind & behavior of your team. She discovers patterns that hinder further growth, find your strengths, build supporting mindsets and inspire people to optimally contribute to the result, leading to improved performance and increased

For 15 years Karin oversaw the creation of business strategy, brand positioning, portfolio management and product development, as a global marketing director in the pharmaceutical and consumer health industry (Yamanouchi, Astellas, Asta Medica, InQpharm). She was responsible for leading the global marketing team and 200 marketing people (both local affiliates and distributors) in 40 countries. Her team achieved the #1 market position in 5 highly competitive markets and successfully introduced 100 product/market combinations worldwide.

Interest in what moves people, drive and innovation are typical for her. She knows what it takes to become a global market leader. The combination of industry experience and deep knowledge of psychology and strategy development has a high added value for her clients. Karin is Dutch and lives and works in Malaysia since 2013.