For the first time, the SaaSiest Woman Award is coming to the Benelux. Following our tradition from SaaSiest Malmö, this award shines a spotlight on female leaders who are not only driving remarkable results but also lifting others, shaping culture, and building the future of SaaS with purpose.
On October 1 at SaaSiest Amsterdam, we’ll announce the winner live on stage. Until then, meet the four inspiring nominees — each with a unique story of leadership, resilience, and impact.
Merel van der Lei — CEO & CPO, Wyzetalk
Merel van der Lei is both CEO and Chief Product Officer at Wyzetalk, where she’s on a mission to connect the world’s 2.8 billion frontline workers. With roots in product, she combines strategy with hands-on leadership, ensuring those who don’t sit behind a desk have the same digital access and opportunities as knowledge workers. “The CEO role is very versatile. It sometimes means puzzling out information and making fast decisions. The only way you can do that is if you build strong connections.”
Proudest Achievement
While she credits “many small steps” for Wyzetalk’s transformation, Merel highlights one milestone in particular: launching the Frontline AI Assistant, which gives workers instant answers to HR questions that once meant hours of waiting. “Little steps and game-changing moments together create real impact.”
Community Mindset
For Merel, leadership is about connection — whether with her team, her market, or her peers. She values the SaaSiest Executive Network for offering “collective intelligence” in what can otherwise be a lonely role.
SaaSiest Thing About Her
She defines it simply: fun with impact. She works hard, plays hard, and finds balance in doing both alongside her team.
How She’d Celebrate
Merel already feels like a winner, but if her name is called on October 1, she’ll be ready to hit the dance floor in Amsterdam — and then continue the celebration back in South Africa with her team (and their new coffee machine).
Watch Merel’s video here :
Evelina Petrova-op den Kelder — VP Revenue Operations, Adyen
Evelina leads one of the largest Revenue Operations teams in the Benelux at Adyen, with more than 50 people supporting one of Europe’s most dynamic fintechs. She thrives on the constant variety, saying there hasn’t been a single week that looks the same. “That unpredictability is what keeps me motivated.”
Proudest Achievement
This year she put RevOps “in the spotlight” by driving AI experimentation across the business, turning what was once a behind-the-scenes function into a strategic driver. She’s proud of creating a culture where experimentation and even failure are expected. “If you don’t hit errors, you’re not trying hard enough.”
Community Mindset
For Evelina, SaaSiest is defined by passion. “Whether it’s a founder of a small startup or a VP in a global company, the passion is infectious. You can feel it in the room.”
SaaSiest Thing About Her
She doesn’t take no for an answer, persistence and guts are her trademarks. When one door closes, she finds another way forward.
How She’d Celebrate
True to her community spirit, Evelina would celebrate with a rooftop party at Adyen, inviting her fellow nominees and peers to share the moment.
Watch Evelina’s video here :
Marili ’t Hooft-Bolle — CEO, Trengo
Marili is CEO of Trengo, a fast-growing SaaS platform for customer engagement that’s evolving into an AI-driven agentic solution for every customer interaction be it support, sales, or marketing. With over 20 years in tech, she thrives on the pace of the industry. “Technology keeps you on the edge of your seat. It sharpens your focus and forces you to choose what matters.”
Proudest Achievement
She’s proud of leading Trengo’s dual transformation: reimagining the product around AI and embedding a Future Proof mindset across the company. Her team embraced the challenge, using AI to work smarter and more creatively. “I’m proud of how everyone embraced the new mindset.”
Community Mindset
Marili sees SaaSiest as a chance to shape your own path. “You can shape your job and find that sassy, sexy part of work. That’s the magic of SaaS.” After two decades in the industry, she’s still excited — a testament to her enduring passion and energy.
SaaSiest Thing About Her
Her staying power. She’s still energized, curious, and pushing for more diversity and inclusion in SaaS leadership.
How She’d Celebrate
For Marili, no success is ever solo. She’d celebrate with her team, past and present, recognising the people who helped her get there.
Watch Marili’s video here :
Ashley Herbert Popa — Director of Product Marketing, Bynder
Ashley leads Product Marketing at Bynder, after years of experience shaping strategy and building teams. She loves the diversity of the role, describing product marketing as “the intersection of product, marketing, CS, and sales,” where problem-solving means bringing every perspective to the table.
Proudest Achievement
At her previous company, Ashley rebuilt Product Marketing from a tactical executor to a strategic partner. The highlight was seeing her team members promoted into leadership roles. “Even after I left, seeing their success felt like a job well done.”
Community Mindset
For Ashley, SaaSiest is all about authenticity. “Everyone shows up real – sharing wins, mistakes, and lessons. It’s a space to be your authentic self.” Known for her strong opinions, she isn’t afraid to challenge the status quo when it improves the craft of product marketing.
SaaSiest Thing About Her
Her voice. Ashley admits she can be “sassy with my opinions,” but always uses them to share insights and push thinking further.
How She’d Celebrate
With family and community at the center, Ashley says she might even top it off with a mirror ball helmet, in true SaaSiest style.
Watch Ashley’s video here :
Why this award matters
The SaaSiest Woman in the Benelux Award celebrates leaders who:
- Deliver measurable impact in their companies and markets.
- Empower their teams and open doors for others.
- Show up authentically in the community to learn and share.
On October 1 in Amsterdam, one of these four women will be crowned SaaSiest Woman 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
