Sonja Feitsma

Sonja Feitsma is a seasoned merchandising professional with extensive experience in retail and product development, currently serving as the Head of Retail at Rijksmuseum since July 2018. In addition to this role, Sonja operates a consultancy specializing in merchandising, interim management, and brand optimization. Previous positions include Interim Business/Brand Manager for Bee Honest Cosmetics at Imkerij De Traay and Director of Operations at Boska Holland. Sonja has also held significant roles at the Van Gogh Museum Enterprises, Oilily World, Asics Europe, Dockers Europe, and Nike Europe, contributing to product development, marketing strategies, and business growth. Sonja obtained a Bachelor's Degree in Management Science and Textiles from Saxion University and has additional education from Amsterdam University of Applied Sciences.