Leadership
Founded by Dr. Alderd Froolik.
Business strategist and marketing technologist with over 30 years of experience in commerce, sales, and digital operations. Launched one of the first webshops in the Netherlands in 1993, founded 15 companies across seven industries, and completed seven exits.
Notable operational record includes Klushandel, which he built into the largest online DIY retailer in Europe by 2009 (a Sprout Challenger50 finalist in 2010), and multiple category-leading operations across retail, food service, and marketplace businesses.
Research foundation
His doctoral research, awarded as a DBA in 2025 by LIGS University, examined how small and medium businesses can compete with category giants through low-code tools, iPaaS integration, and AI automation. Four peer-indexed studies on specific automation domains — email, generative AI on integration platforms, Automated Editorial Systems, and LinkedIn outreach — underpin the dissertation Bridging the Digital Divide. The findings are the architectural foundation of PeponiXL.
He is an Affiliated Professor of Business Administration at Graham International University (Reading, Pennsylvania, USA), where he teaches in the Bachelor, Master, and Doctor of Business Administration programs.
2025 — present
CEO, Quest AI Solutions BV
Investor-backed venture building agentic marketing infrastructure for small and medium businesses, following the acquisition of Quest Sales & Marketing Automations BV.
2018 — present
General Director, Symalzo Ventures Holding BV
Family holding of long-term ventures and investments including PeponiXL, Autos.nl, and Auto.lease.
2025 — present
Affiliated Professor, Graham International University
Teaching in Business Administration degree programs (Bachelor, Master, Doctor).
2019 — present
Marketing Automation Specialist, Quest Sales & Marketing Automations BV
Design and delivery of AI-native marketing automation systems for SMB clients.
- 2025Doctor of Business Administration, DBA (Marketing) — LIGS University
- 2025Master in AI for Business — ENEB Business School of Barcelona
- 2025Master in Digital Marketing & Analytics — ENEB Business School of Barcelona
- 2025Specialization in Innovation and Project Management — ENEB Business School of Barcelona
- 2023Master of Business Administration, MBA (Marketing) — EDU Effective Business School (Summa Cum Laude)
- 2023Master of Science, MSc (Marketing) — EDU Effective Business School (Summa Cum Laude)
- 1996MSc Electrical Engineering — University of Rochester
- 1994–95Executive MBA preparation — Nyenrode Business Universiteit
- —EXIN Privacy & Data Protection Foundation (GDPR) · EXIN Information Security Foundation (ISO/IEC 27001) · Certified Data Protection Officer (DPO)
Embedded in the community.
Team Leader, Dutch Red Cross Disaster Response Team
Hollands Midden — full emergency response certifications including Team Leader Noodhulp Team.
General Board Member, Alphense Reddingsbrigade
2024 — present · Activities Commission portfolio.
Lifeguard Open Water, Reddingsbrigade Nederland
2021 — present · First Aid specialization.
Member, AI Innovation Commission, AlphenDigitaal
2024 — contributing to positioning Alphen aan den Rijn as the first AI-city of the Netherlands.
Chair, Parent Council, Yuverta
2019–2023 · representing approximately 20,000 families to the Board of Governors.
Vakexpert, Shopping Awards
2021 — present · annual evaluation of Dutch e-commerce operations.
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Bridging the Digital Divide: How SMBs Can Rival Giants with Low- and No-Code Tools
LIGS University · DBA dissertation · ISBN 978-94-6266-747-1 · DOI 10.31237/osf.io/uvk3q_v1
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Effect AI-powered Email Automation: An Analysis of Email Marketing Automation
OSF Preprints · DOI 10.31219/osf.io/uzsaf
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Effect Chat Generative Pre-trained Transformers in Marketing: Possibilities of ChatGPT utilization on iPaaS
OSF Preprints · DOI 10.31219/osf.io/m3a8x
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Effect Autoblogging Using AI: An Analysis of Marketing Automation Use of Low- and No-Code Tools
OSF Preprints · DOI 10.31219/osf.io/75kcu
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Effect LinkedIn Automation: An Analysis of LinkedIn Marketing Automation with use of low- and no-code tools
OSF Preprints · DOI 10.31219/osf.io/ysdmv
- 2021Dutch Top Startup — Businessofshopping
- 2021, 22101 Top Netherlands Brand Marketing Companies and Startups — PR Expert, Best Startups
- 2020Best Commercial Short-term Rental Platform — Build Magazine
- 2020One of the 28 most promising startups in the Netherlands — Welp Magazine
- 2010Sprout Challenger50 Finalist — Klushandel
- 2009Largest online DIY webshop in Europe — Mix Online
- 2006eBay Powerseller Platinum
- 2006, 07Ben & Jerry's Ice Cream Award — Golden Gate Pizza Alphen