The speakers for the MARUG Conference 2026 are as followed:
Chairman of the day
Krijn Schuurman is an experienced chair of the day, presenter and consultant. Over the past four years, Krijn has mainly been involved in the realization of AI-based applications. Krijn has worked for Heineken as a digital consultant, translating marketing and business processes into digital products, led AI-powered operational innovation at Schiphol with Deep Turnaround, improving and commercializing aircraft turnaround predictability. At KLM, he has implemented digital dashboards and predictive tools that improve flight planning, operations, and cost control.
Krijn Schuurman will provide sharp insights, meaningful discussions, and actionable takeaways during the conference guiding us through the program of the day.
Speakers
Hans Zijlstra - Director Customer & Market Insight at KLM
Hans studied Marketing Management and Research at Groningen University, before starting his career as a qualitative researcher at agency side. After 3 years, he joined KLM as Research Consultant. During his more than 25 years at the airline, Hans has held several roles in analytical marketing at both head office and in the commercial organization. Today he is Director CMI with a key focus on global Customer Experience and Brand Tracking. As CMI director he also oversees more strategic projects like Segmentation and (CX) Benchmarking, next to various ad-hoc projects for product and service development, both qual and quant.
Hans has been guest lecturer at various Dutch (business) universities and spoke at numerous national and international conferences in the field of CX and research. At the Marug Conference 2026, Hans will present how a mix of traditional and modern tools and methods, each with their own pros and cons, helps to shape the KLM Customer Experience.
Evy Otto - Meals Marketing Lead at Picnic Technologies
Maria Kolster - Business Manager Media & Brand at Picnic Technologies
Maria Kolster is Media Manager at Picnic, the fast-growing online supermarket that delivers groceries through a smart, app-driven, and sustainable delivery model. With a strong focus on convenience and innovation, Picnic is reshaping the way consumers shop for their everyday groceries. Passionate about digital advertising and brand media, Maria translates brand ambitions into impactful media strategies that drive measurable results.
Evy Otto is Meals Marketing Lead at Picnic, where she is responsible for growing the company’s meal business. With a strong background in growth and customer marketing, she is passionate about building new propositions that make it easier for families to shop with Picnic.
During the session, Evy and Maria will share how Picnic leverages digital channels to connect with consumers, build trust, and create a distinctive brand in the highly competitive grocery landscape. They will offer behind-the-scenes insights into how modern marketing fuels sustainable business growth.
Rik Slager - Business Director at PINK
Roderick Zeilstra - Communications Manager at PINK
Rik Slager and Roderick Zeilstra will be present on behalf of PINK. As Business Director, Rik has been responsible for a large part of PINK's client portfolio for almost 10 years. From Q-Music to DeepL, Rik has extensive knowledge in the field of marketing.
Roderick has been working at PINK for almost 4 years as communications manager. He is responsible for the development and implementation of marketing strategies. Because of his master's degree in Media Creation and Innovation and a bachelor's degree in Marketing Management, he has broad marketing knowledge but is also aware of the challenges in society.
PINK is one of the largest independent digital media agencies in the Netherlands. We help our partners in the digital world, and that goes far beyond just campaign management! We believe in the combination of media, data and creation. During the keynote, PINK will provide more insight into their philosophy and vision on attention and engagement in their own unique way. This is more surprising and less traditional than you might think.
Tim van der Galiën - Frog
Tim van der Galiën is Director in CX & Marketing at frog, part of Capgemini Invent. He helps marketing and digital leaders uncover growth opportunities and bring exceptional experiences to life. After graduating in Groningen, he worked with international brands across Europe and the US. He also was the lead author of publications such as The Waves of Personalisation (2023) and DNA-Driven Innovation (2025).
frog is the re-invention & experience partner in the eco-digital era. Our global team of experts innovates with purpose at scale: fusing tech, data & AI, designed to advance people & planet. We help our clients to make their mark as imagine, make & scale what's next.
In his keynote, The Creative Algorithm: Embracing the Power of AI, Tim explores how AI is transforming discovery, storytelling and marketing creativity. He will share perspectives & client examples about amplifying human imagination with AI and how brands can stay relevant in the next era of marketing.