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If you want to learn more about my mindset regarding people in digitisation, I invite you to read my guest article on t2informatik.

Click here to read (German language) 

Personal data


birth date:





Rob van Linda

June 10, 1964

Heerlen (NL)

This email address is being protected from spambots. You need JavaScript enabled to view it.

+49 173 217 81 25




Language skills





Native language





Digital Transformation Manager
Chief Digital Officer
Leadership Coach
Business Innovation
Marketing Intelligence
Professional Scrum Master I
Professional Scrum Master II
Professional Scrum Product Owner I


Bachelor Hospitality Management

Capabilities & tools

Slack, Trello, Jira, Git, Axure, InVision, Sketch, Balsamiq, Adobe XD, Confluence, Word, Excel, PowerPoint, OneNote, Outlook, Mindomo, Photoshop, Kanban, Liberating Structures, Working out Loud (WOL), Clean Language, Miro.

My strengths

Team spirit, helpful, cooperative, quick to learn, multilingual, customer-oriented, flexible, independent, curious about new topics, communicative, empathetic, self-optimization, success-oriented.

What's important to me

Clear communication, respect, empathy, esteem, team spirit, solidarity, helpfulness, punctuality, faith, friendliness, reliability, trust, sense of responsibility, openness, work, success, goals, staying up to date with the world and continuing to learn, mutual trust.


Fashion, interior design, reading, languages, music & movies, cooking , entertaining guests, blogging, Instagram, digitization, travel, meetups (networking), languages, rhetoric (toast masters) and passion for travel & cultures.


  • - Rhetoric Masters Berlin (Toast Masters | member of the executive board)
  • - Liberating Structures Lab Berlin
  • - Agile Learning Lab Berlin
  • - The Kanban Club
  • - Agile Co:learning
  • - et al

Certificate Digital Transformation

I would like to apologize for the fact, that this certificate is in German only, but the institute was not able to send me a translation in English. I thank you for understanding. The German 1,3 is is an A-.

The file below is a graphic. To watch the original file, please click here (the file will be shown in a new browser tab or a new browerlayer, when you are visiting this site with your mobile device.

Digitale Transformation Zertifikat Roberto van Linda11680 1


Click/tab on the certificates to enlarge. If you are viewing this page on your smartphone, I recommend that you touch and hold a certificate with your finger. A drop-down menu will appear and one of the options is called "open in browser" (depending on the browser installed). The graphic will open in a new browser tab where you can zoom in by pinch-to-zoom.


Certificate Chief Digital Officer

Chief Digital Officer (Grade: B2 (1,7))

Certificate PSM I

Professional Scrum Master I (95%)

Certificate PSM II

Professional Scrum Master II (97%)

Certificate PO I

Professional Product Owner I (97%)

Certificate Leadership Coach

Leadership Coaching (Grade: A+ (1))

Certificate media law

Media Law (Grade: A+ (1))

Certificate Digital Business Innovator

Digital Business Innovator (Grade: A- (1,3))

Marketing Intelligence (Grade: A+ (1))


Career History & Courses

30.04.2020 - 19.06.2020
Karriere Tutor

Course Digital Transformation


The challenge of digital transformation | Elements of a transformation strategy | The path to a transformation strategy | Management roles in digital transformation | Digital products, services and business models | Digital customer interfaces | Digital business processes | Preparing the IT landscape: Extensibility possible making | transforming corporate culture digitally | building competencies for digital transformation | insights into successful digital transformations


01.09.2019 - 20.03.2020
Convivo GmbH Berlin

Product Owner


Responsible for three products. Gaining requirements from the customer during regular meetings, managing the Product Backlog, creating items, epics & user stories, by prioritizing items, facilitating sprint planning with the team. Monitoring the budget, burndown chart and time-to-market with my Scrum Master.

Additionally controlling team working hours and accounting.


17.12.2018 - 21.06.2019
Karriere Tutor

Course Chief Digital Officer




Alongside the course, creating a website for a music producer


Digital Business Innovator | Marketing Intelligence | Leadership Coaching | Media Law| Professional Scrum Master I | Chief Digital Officer (als "common thread" throughout the course)

Additional Modules:

Professional Scrum Master II | Professional Product Owner I

Creation of a website (portfolio & shop)

technical aids and appliances:

Joomla | MyMuse (shop component) | Templace creation FlexboxGrid & HTML5. Prototyping with InVision.


Installation and setup Joomla | installation MyMuse | development responsive template | UI/UX/customer travel | advice on legal requirements | connection payment methods | connection server from lawyer to embed legal texts | DSGVO compliant comment function, share buttons, forms, cookie hint and disclaimer | extensive (A/B) testing with key-user (sandbox) | implementation and testing of payment methods.

01.10.2017 - 31.10.2018
Aequitas AG Hamburg

Product Owner


To explore new business models (business innovation) in the Digital Labs in the field of electronic commerce.

technical aids and appliances:

Scrum | Confluence | Slack | Productboard | Trello | Skype


  • Research into e-commerce (B2B) needs, regular meetings to share research results and translate them into user stories using Empathy Maps.
  • Based on the results, a product backlog was created and the team selected, developed and implemented which elements were implemented and inserted into the sprint backlog to be realized.
  • Organization and moderation of the events (during the sprint review together with the management, to get feedback).


A White-Label Multi Vendor Plattform

Career History

SNP Berlin (acquisition of Hartung Consult)

Product Owner

Hartung Consult Berlin

Scrum Master

Scrum Master (Hartung Consult) and Product Owner (SNP)

Objective: Implementation of SAPUI5/Fiori Apps and the Fiori Launchpad

Hartung Consult (Scrum Master)

Number of team members: 10


Finding suitable tools for setting-up a development environment | assembling the teams (SAP Backend, Fiori Launchpad, Apps) | researching and learning about SAPUI5/SAP Fiori Apps (participation in courses at the SAP Training Center, Walldorf & Open SAP)


Chosen tools: 
Scrum | Jira | Confluence | Skype | SAP UI Cloud Platform (SAP Web IDE) | Eclipse | Git


Introduction to Scrum and the Agile Manifest, setting up accounts at SAP UI Cloud | Jira | Confluence | Installation Eclipse | Cloud Connector | SAP Web IDE personal, creating apps using the demo kit SAPUI5 SDK.

My Tasks:

  • Create an environment in which the team has all the tools it needs and coaching employees and management about working agile.
  • Creating an open, respectful and empathetic working atmosphere
  • Make sure that events like Sprint Planing, Daily Scrum, Sprint Review and Retrospective are adhered to (I wasn't actively involved in the Daily Scrum, but at the beginning I made sure that everyone was on time and kept the time box).
  • The removal of all (technical and non-technical) impediments
  • Communicating with the management (no product owner was appointed) and informing about the possibilities of the new mobile SAP and noting down wishes and demands
  • Inserting the wishes in the product backlog and discussing these wishes with the development team, who then inserted the items they chose in the sprint backlog.

After acquisitionby SNP Product Owner

After the takeover of Hartung Consult, the company structure changed and as a Product Owner I was responsible for several teams at different locations.

So I concentrated more on the communication with the stakeholders and noted their wishes and optimized them as product backlog items including user stories.

Career History

April 2006 - May 2015 Berlin

Freelance Consultant Web Applications


  • Consulting on User Interfaces (UI), User Experience (UX), Customer Experience (CX) & Customer Journey Mapping (CJM). Most of the projects were about e-commerce (online shops).
  • Creation of mockups using Axure, Adobe XD, Moqups, Balsamiq
  • Optimization of the template in accordance to the rules of "Mobile First“
  • Advising customers on the choice of software (Magento, VirtueMart, RedShop, Hika Shop, WPShopGermany) including enhancements (e.g. payment methods, forms)
  • Setting up and customizing the system and installation and tailoring extensions
  • Optimization of the page according to the standards of Google Page Speed
  • Training of customers regarding the handling of the software (backend tour, product creation, purchase and invoice management)
  • Extensive tests (sandbox mode) of the site including test purchases
  • Introduction to SEO, Social Marketing and E-Law with recommendation of the appropriate experts.

October 2008
December 2012
Guangzhou, China

Product Owner Company Intranet


Installation of an intranet for the Chinese branches of a German company.

Preparation in Germany:

  • Research for organisational tools and software
  • Choice: Scrum, Atlassian (Confluence, Trello, Bitbucket)
  • Typo3 CMS
  • Axure prototyping software, Adobe InDesign


  • Composition of the teams
  • Introduction to Scrum
  • Workshops with the management to achieve an understanding about agile working
  • Workshops with the team regarding the Scrum Framework
  • Managing and implementing the working environment


  • Responsibility for punctual attendance at events
  • Support in sprint planning and retrospective.
  • Preparation of the retrospective (communication tools and games)
  • Removing obstacles and hurdles
  • Regular meetings with stakeholders to gain requirements and to manage the product Backlog

Career History

April 1988 – June 2004
United Kingdom, Italy,
France, Germany

Event manager in luxury hotels and restaurants (Michelin & Gault Millau)


  • First contact with the organizers (customers)
  • Planning and organization of the event
  • Regular meetings with the organizers
  • Close cooperation with the departments (e.g. kitchen, housekeeping, F&B management and florist)
  • Implementation of the events with the service team
  • Discussion with the whole team before the event
  • Duty roster for the Service Team
  • Regular training of the service staff
  • Acquiring new customers
  • Measures to retain existing customers
  • Budget Management

Education & Training

12.2018 - 06.2019
Karriere Tutor

Course Chief Digital Officer

2004 – 2006
L4 Institut Neue Medien
(Institute for new media)

Organizer new media & content manager

1986 – 1988
Business College

Additional year after Hotel Management School

1982 – 1986
Hotel Management School

Bachelor hospitality

1976 – 1982
Bonnefanten College

Grammar School with small Latinum

Business Model Me

Due to digitization, people are changing. May it be as a customer with new expectations towards verndors, may it be as an employee with new expectations towards employers. To find out what one has to offer as an employee, we have to do some self-reflection. 

Since 2000 here's a great tool to perform such a self-research.It's based on the well-known Business Model Canvas and it is called Business Model You.To find out more about this exciting methodology have a look at the website

I thought, that it would be a good idea,to put my personal business canvas online, because my expertise is a product which I "sell" to a company which pays me by wages and which sells me to the company's customers. Therefor this imethodology  was developed by Tim Clark. During my participation in a WOL (Working Out Loud) Circle I got down to work.

If you want to see the large version (makes only sense on tablet or desktop due to the size), click the graphic and a new tab will open and you can explore the full size canvas.

pbm rob

Please. understand that I do not publish my testimonies online

You find my CV interesting and you would like to see my certificates? Then send me a message and I'll send you my testimonials asap.

I look forward to receiving your message.

Sincerely yours,

Rob van Linda


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