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About me

I started my career with a Master’s in Strategic Marketing and the dream to become a brand manager in FMCG. Seeing a concept turn into a product on shelf — backed by my own brand campaign — was thrilling. But after two years, I realized my true passion wasn’t for products, but for people.

That’s when I stepped into the world of HR Business Partnering. From day one, I loved being a sparring partner to business leaders, helping them lead with impact and building a culture where people could thrive.

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Over the past 15+ years, I’ve held Local, Regional and Global HR roles at Unilever and freelanced with companies like Rituals, L'Oréal, and The Magnum Ice Cream Company.
I’ve partnered with executive teams on high-impact projects — from restructuring and building new hubs to preparing companies for a stock exchange listing. These experiences have placed me at the heart of transformation, where strategy meets people, and where leadership is truly tested.

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In 2018, while expecting my eldest son, I pursued a coaching degree at NONONS to deepen my skills. I loved it so much, I completed a second degree in 2022. In 2024, I earned the International Coaching Certificate at INSEAD, specializing in Executive Coaching.

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As a coach, I’m a strong advocate of compassionate leadership. When leaders care for themselves and face their own limitations with kindness rather than fear, they naturally extend that compassion to others — unlocking the best in themselves and their teams.

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And beyond work? I’m a proud mother of two boys, married to my Chinese-Indonesian husband whose Buddhist background has deeply shaped my view on life.​

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Looking forward to meeting you!

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​Willemijn Tjoa-de Nooij

willemijndenooij@gmail.com

Oosterduinweg 237 / Aerdenhout

phone: +31615087874

Coaching & HR Consultancy

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