Joelle is CEO of Improve Digital, which she co- founded with her business partner Janneke Niessen in 2008. Improve Digital is Europe’s leading provider of real time advertising technology to premium publishers.

Joelle started Improve Digital having been a director at Microsoft Media Networks (NNM) EMEA, where she launched and oversaw Microsoft’s private ad network and solved the issue of the company’s unsold inventory. Prior to Microsoft, with support from Nickelodeon and Isobar, Joelle initiated one of the first social media start-ups, which was later sold to media giant, Sanoma. She worked at the head office of KLM Airlines, where she gained her first experience in yield management.
Both Joelle and Improve Digital have won and have been nominated for several awards including Deloitte Fast 50, Deloitte Rising Star, Red Herring 100, Emerce European Startup top 10, Top 100 most influential business women.