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Siemen Van Asch - Participant 2020-2021

“I was able to further improve my people management skills and ability to work with senior stakeholders.”


THEO Technologies hired Siemen as Business Development Director North America.


Siemen was tasked with setting up the company’s regional presence, covering both the business development and the operational side. He developed the company’s local network, getting to know local contacts in the streaming ecosystem. He also provided support to the company, structuring proposals for some strategic customer leads and accounts in the US.

After returning to Belgium, Siemen worked closely with the CEO, using his knowledge of the US market to fine-tune the North American business strategy. He also became Chief of staff.

How he benefited

Siemen helped the company to evolve its core commercial model, making the switch from a traditional enterprise sales organization to a hybrid ‘Product-Led Growth (PLG)’ approach. This enabled THEO Technologies to serve mid-market as well as enterprise level customers, thus greatly increasing its worldwide customer base.

“Thanks to the opportunities I was given to work at a high level within the organization, I learned a lot about how the various teams in such an advanced technology company should function,” he explained.

The company – THEO Technologies

THEO is a Leuven-based (Belgium) technology scale-up, the leading provider of universal video playback technologies for online media companies and enterprises worldwide. THEO’s team consists of 85+ streaming media experts from more than 20 countries. The company has offices in Leuven, Barcelona, Singapore, New York and San Francisco.

“Despite the situation, Siemen showed himself to be very pro-active and hands- on, both in business development and operational activities. Thanks to his flexibility and drive, he was able to bring significant value to our business.”

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