The shareholders


Jeroen Ligthart

CEO / co-founder

Jeroen Ligthart was born in Roosendaal, The Netherlands in 1966. He holds a degree in business administration from VU Amsterdam (drs.). After his graduation in 1990, Jeroen worked as a consultant and as CCO for the Dutch Ski Federation. In 2000 he started Factor 5, a producer of online marketing games and in 2005 ‘Life is a game – Media Services’, a company specialized in generating customer databases via online activation campaigns. In 2008 Jeroen merged his activities with Vincent Heidinga into Basebuilder. Since 2008, Jeroen has served as Basebuilder’s Chief Executive Officer. He is responsible for strategy development and implementation, business development and investor relations.


Vincent Heidinga

CIO / co-founder

Vincent Heidinga was born in Ruinerwold, The Netherlands in 1980. He holds a bachelor degree in technical engineering (Ing). Inspired by the possibilities of internet, in the year 2000 Vincent started his first internet company. His passion for optimization and a process-oriented approach for organizing businesses drove him to continue to improve a variety of activities in the field of internet marketing. In 2008 Vincent merged his activities with Jeroen Ligthart into Basebuilder. He is responsible for strategy development, innovation and optimizing profitability.

The management team


Joep van den Heuvel


Joep van den Heuvel was born in 1977 and holds a degree of the Hogeschool Zuyd in Maastricht. Before joining Basebuilder as Chief Commercial Officer in 2011, he worked for Smartfocus as country manager Netherlands. During his career, Joep held various international sales positions with both Google and the Rabobank (De Lage Landen Leasing) living abroad in respectively China, Germany and the United States. Joep is responsible for strategy development, new business development and the overall management of both the direct and indirect sales organization.


Bart Hulsbos

Manager Operations

Bart Hulsbos was born in Alphen a/d Rijn in 1983. He studied Marketing at the Johan Cruyff University. After this study, Bart worked for an insurance company and the KNVB (Royal Dutch Football Association). He started working in 2015 at Basebuilder in different roles. First as a online campaign manager and later as key accountmanager with strong focus on optimalizing the existing relationships with our clients. Since January 2017 Bart is responsible for the operations within Basebuilder.


Stef Wijnberg

Manager Technology and Development

Stef Wijnberg was born in Deventer in 1989. He started with coding at the age of 13 and started his own software company at the age of 19. After four years he sold his company and left a year later. Stef joined Basebuilder in 2015 as a Senior Software Developer. Since January 2017 Stef is responsible for the development department and technology in general.

Our values


In the dynamic media landscape we are sure that the way to fulfill our client’s needs will constantly change and improve based on technological innovation. We intend to be ahead of this and guide our clients with new innovative marketing solutions. In the first place because we derive energy from it. Secondly because we still want to achieve optimal results for our clients in the future and that takes creativity and a focus on innovation.


We work hard and like to have fun; at the office and together with clients and partners. We are aware of the fact that a setback helps us to improve. We handle this positive. Besides the results we are proud to get feedback about our positive attitude.

Analytic and systematic

Choices we make are based upon science. Being able to measure events is essential in obtaining maximum results. Creativity will always be examined by the analysis of numbers. This makes things crystal clear for us and our clients. At the same time we want to have full control over all processes. This helps us to deliver services in a constant quality. Our internal processes and systems helps us and our clients to keep control.


We believe that the best results are achieved by cooperating with clients and colleagues, all on the ground of mutual respect. This means we help each other. Cooperations are partnerships.



Vincent Heidinga and Jeroen Ligthart merged their mutual activities and created the company as it is today. The company was named ‘Clansman’ and got her own development team by acquiring Eeble Internet Innovations. The new startup focussed primarily on online activation for companies active in e-commerce and travel. The rapid growth was hosted in small offices in Zwolle, Zaandam and Utrecht.


Given the rapid growth the company had to prepare for bigger projects. In 2011 all systems were renewed and the migration to the new head office was prepared. This year the company achieved taking the 5th place in the Deloitte Technology Fast50 and received a golden FD Gazelle for being one of the fastest growing company’s in the Netherlands.


At the start of 2012 the migration to the new head office in Utrecht was established. The offices in Zaandam and Zwolle were closed and integrated in Utrecht. The client portfolio started to shift to A-brands and multi-channel retail. The company became 7th in the Deloitte Technology Fast50, won a FD Gazelle and a High Growth Award.


In 2013 the market position in cross-channel retail has grown fast by attracting clients as V&D, WeFashion, MS-mode, Mexx, Hema and Phonehouse. In this year Test Exclusive was launched and the company again was ranked in the Deloitte Technology Fast 50. The activities developed from services into delivering turn key marketing solutions.


From the start of 2014 the company started to prepare for the next phase: focus on internationalization and market development. The company name Basebuilder was registered and used for international operations. The main company systems were again improved and renewed to be able to serve big multinational company’s throughout the world. Again the company was rewarded with a High Growth Award.