Jeroen Vaassen

With a strong focus on commercial strategy, operational leadership, and technology, Jeroen excels at transforming strategy into action. He combines a business-focused, fact-based, and structured approach with a keen sensitivity to people and stakeholder dynamics

Through his diverse experience, Jeroen has leveraged cross-industry insights to drive innovative thinking and challenge biases. His service-driven mindset was cultivated through various regional and corporate leadership roles in the hospitality industry, with a strong focus on new openings and emerging markets

He has worked with many of the leading hotel brands, such as Starwood, Marriott, Shangri-La, Meliá and Our Habitas. At Starwood Hotels & Resorts, he was responsible for developing and implementing commercial strategies for over 330 hotels and resorts across 26 countries

As a born global individual with over 25 years of experience living and working in Asia Pacific (including China), the Middle East, Europe, and South America, Jeroen is passionate about operating in multicultural environments. He is fluent in English, Spanish and Dutch

Jeroen holds a Bachelor of Arts degree in International Hospitality Management from the Hotel Management School Maastricht (The Netherlands)

Jeroen founded Yerun, a boutique firm that unites a network of professionals. Working with executives and decision-makers, they are a team of no-nonsense change-makers with a global mindset who operate on the fine edge of strategy and execution. He is also an investor, co- founder, and advisor to startups and scaleups