For the very first time, the SaaSiest Man Award is coming to the Benelux. Building on the tradition we started at SaaSiest Malmö, this award celebrates leaders who aren’t just delivering results — they’re doing it with heart, humility, and a strong sense of community.
On October 1 at SaaSiest Amsterdam, we’ll reveal the winner live on stage. Until then, meet the four outstanding nominees — each with their own story of growth, resilience, and impact.
Bas Willems — VP Corporate & Product Marketing, DataSnipper
Bas leads both corporate and product marketing at DataSnipper, one of Europe’s fastest‑growing SaaS companies. It’s a unique role that blends brand storytelling with product positioning, giving him the chance to shape how the company — and its innovations — are seen in the market. “My role covers everything from how we position ourselves as a company to how we launch AI features. It’s a super interesting combination.”
Proudest Achievement
Earlier this year, his team launched a new set of AI products and tackled one of SaaS’s toughest puzzles: how to package, price, and explain AI in a way customers understand and trust. “AI can feel like a black box. Our job was to make it clear, safe, and valuable.” The result? Customers embraced it — and DataSnipper cemented its place as an innovator.
Community Mindset
Bas finds energy in the SaaSiest Executive Marketing Network, where he learns from peers across Europe. He also jokes that his SaaSiest trait is having 80 browser tabs open at once — chaos to others, but perfectly organised in his mind.
How He’d Celebrate
With a quiet dinner with his wife — a simple moment to mark a big achievement.
Watch Bas’ video here:
Sander van Gelderen — CMO, Effectory
Sander is CMO at Effectory, a company dedicated to employee listening and better decision‑making through feedback. He thrives on the ever‑changing nature of marketing. “It always feels like an experiment. You need to reinvent yourself constantly — and I love that game.”
Proudest Achievement
This year, Sander led Effectory’s shift to an account‑based experience (ABX), blending account‑based marketing and selling. But his proudest moment was rebuilding team engagement after a difficult period. By co‑creating solutions with his team, they turned results around and now score above benchmark on engagement. “We improved people’s daily lives, and nothing matters more than that.”
Community Mindset
For Sander, SaaSiest means belonging. “In a world shouting about AI, community reminds us that human to human still matters most.” He also sees recognition as a team win, reflecting his leadership style.
How He’d Celebrate
With champagne, his team, and his peers — turning the night into a reunion of everyone who’s been part of his journey.
Watch Sander’s video here :
Joost Vanhecke — CFO, Yuki
Joost is CFO at Yuki, a leading accounting SaaS provider in the Benelux with over €40M in recurring revenue. With past experience at Teamleader and other SaaS scale‑ups, he brings both financial discipline and strategic vision. “As CFO, you help steer the company toward growth in a smart way.”
Proudest Achievement
In his first year at Yuki, Joost elevated the finance function by introducing rolling 12‑month forecasts, sharper budgeting, and coaching his team to think like business partners. “Finance should help the business go faster.” He’s also proud of mentoring startups and sharing his expertise with the next generation.
Community Mindset
Joost describes the SaaSiest Executive Network as a place to speak openly, test ideas, and gain insights from peers across Europe.
How He’d Celebrate
By firing up the barbecue and celebrating with family and friends.
Watch Joost’s video here :
Kees Henniphof — VP Marketing, CHILI publish
Kees leads marketing at CHILI publish, a Belgian SaaS company pioneering creative automation. At heart, he’s a builder: “If I’m building, I’m happy. Whether it’s a product, a go‑to‑market motion, or a growth engine, I love the process of creating.”
Proudest Achievement
Over the past year, Kees guided CHILI through a major platform transition and validated it with a global deal with Coca‑Cola. It was an all‑company effort and a major proof point that their innovation was landing. “That was a moment of real pride for all of us.”
Community Mindset
Kees values the openness of the SaaSiest Executive Network, where peers strip away the fluff and share real cases. “Every session teaches me something I can use tomorrow. You never leave empty‑handed.”
How He’d Celebrate
With happy tears and, he admits, maybe even an Oscar‑style speech.
Watch Kees’ video here :
Why this award matters
The SaaSiest Man in the Benelux Award is not about ego. It’s about recognising leaders who:
- Drive measurable results in their companies and markets.
- Lift their teams and improve people’s daily lives.
- Share openly with the community so everyone grows stronger together.
On October 1 in Amsterdam, one of these four will be crowned SaaSiest Man in the Benelux 2025. Until then, you can help shape the outcome.
👉 Cast your vote here
📍 Winner announced live: October 1 at SaaSiest Amsterdam
🎟️ Join us in person: www.saasiestamsterdam.com
