Pieter Jan Troost
Chief Business Development bij Ibuyflowers.Com
Scaling Businesses — Rooted in UX Thinking, Designing the Systems Behind Growth, Workflow Automation & Cross-Functional Execution | CPO & Chief Business Development
Over Pieter Jan Troost
I help businesses scale by designing the systems behind growth. Rooted in UX design thinking, I approach business development as a cross-functional discipline — where customer experience, internal workflows, and team execution must align. My work lives at the intersection of: • Product, Marketing, and Sales • Operations, Logistics, and Finance I specialize in: • Identifying bottlenecks and mapping root causes • Translating complexity into scalable, clear, and executable solutions From redesigning buying platforms to automating marketing-to-sales flows, I lead projects that combine systems thinking, workflow design, and cross-team alignment. Currently, as a shareholder and member of the management team, I combine long-term vision with hands-on leadership — building systems that serve both the business and the people behind it. I serve as Chief Business Development at a fast-scaling platform, operating as a business designer focused on internal processes, automation, and strategic clarity. Previously, I’ve held CPO-level responsibilities, with roots in persuasion design and digital product development.
Skills & Expertise
Career Journey
Chief Business Development
Architecting Growth Systems Rooted in UX Thinking: I lead cross-functional business development through the lens of UX design thinking, aligning teams, tools, and systems to scale effectively and profitably. My role spans product, operations, marketing, sales, and finance designing the workflows and structures that connect business goals to real execution. At the core: I identify growth bottlenecks, map root causes, and build the internal systems behind sustainable scale from platform optimization and automation to strategic clarity and team enablement.
Chief Product Officer (transitioned to CBD role)
iBuyFlowers is a B2B e-commerce platform connecting global flower growers directly with florists, wedding planners, and event professionals removing middlemen and modernizing a traditionally offline industry. As CPO, I was responsible for leading the platform s evolution from a functional marketplace into a scalable, customer-centric experience. My role spanned product strategy, UX, team leadership, and aligning tech capabilities with real-world logistics. Key Achievements: Led the full product redesign directly impacting customer satisfaction and retention Structured the roadmap to support rapid user and revenue growth, scaling platform performance by several multiples Aligned design, engineering, and commercial teams around clear product priorities, helping the business grow from early traction into a maturing scale-up Integrated user research, behavioral insights, and business KPIs to shape features that served both the platform and its users This role laid the foundation for my current work as Chief Business Development, where I now focus on scaling the entire business.
Speaker, teacher (2x Teacher-of-the-year Beeckestijn Business School )
Keynote speaker and Business School teacher Beeckestijn Business School NIMA Emerce Drupal Magento Conversion Conference - United Kingdom Conversion Day - Belgium
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