Annemarie de Jong brings 25 years of experience as a strategic adviser, impact consultant, and executive coach to leading national and multinational organisations. She’s on a mission to turn every business into a force for good, with leadership as the starting point.

Having conducted extensive research in Organisational Psychology and gained Masters’ in both Organisational Psychology and Business Administration, Annemarie is equipped to unite her sharp eye for people, group dynamics and personal leadership to transform organisations. Following MIT’s “Theory U” principles, her style is energetic, down-to-earth, and straightforward when guiding companies to dig deep and develop practical behavioural change.

Annemarie is an internationally published academic and speaker. Until 2012, she had a popular weekly column in the Dutch Financial Times and still contributes to various publications on change management, executive leadership, and corporate social responsibility.

In 2010, she joined Better Future as a Partner, and in 2014 she moved to NYC to start Better Future U.S. After she moved back to the Netherlands in 2019, she became the CEO and owner of Better Future (B Corp). She’s the chair of the Board of Heilige Boontjes – a local Dutch educational program creating job opportunities for formerly incarcerated individuals and dropouts.

Before Better Future, Annemarie worked at the premier leadership institute in the Netherlands for over a decade, where she managed key corporate accounts, founded and led their Corporate Innovative Change consultancy, and served on its Board of Directors.