Welcome to RAD AMS
A tech brand incubator.
Based in Amsterdam, working with the world.
problem: agencies are slow, expensive, distant.
They’re just not close enough to the product and AI innovations to make a meaningful impact, with the same speed the AI is flying at.
solution: a Fractional CBO
An embedded brand lead, who’s passionate about the tech and can own all things brand, across all touch points, for sustained business growth
Curated Network of Collab Partners
I work with a curated network of creative and marketing experts I collab with on different projects, or phases of brand building. See Collab Partners here.
Global Brand Experience
10+ years building global brands at award-winning agencies in London and Dubai, working with brands like Bose, HSBC, Huawei and Philips.
Brand Leadership in Emerging Tech
5+ years leading brand and marketing whilst embedded in emerging tech startups across Web3 and AI – supporting founders and founding teams from launch, or at pivotal growth stages.
why tech,
why now?
“I’ve always been fascinated by how technology shapes who we are, as a society, as individuals, as humans.
Technology and brands have immense power on changing how we live, and work. Technology shapes our collective future, brand shapes our global culture. I want to help shape that by building brands with purpose-driven people.
As a queer woman, I also feel a sense of purpose to be a diverse voice in the room, and share more ethical thinking in the space.
Working with tech founders over the last 5+ years, I spotted a gap in the market.
Brand agencies struggle to match the speed of AI and product development and lack passion for the growth vision, leaving brand, product and business strategy feeling misaligned.
It’s an outdated process that doesn’t support growth as well as an embedded lead in the founding team.
RAD AMS exists to bridge the gap between brand and business – and product – to build sustainable business growth (and brand loyalty) for many years to come.”
- Radina
How it works:
Flexible, senior leadership without the full-time overhead. Half a day to 2 days a week. An embedded C-level brand partner, at a fraction of the rate. €150/hour.
Instead of outsourcing brand to an external agency, founders bring me on during key growth stages.
I step in and provide hands-on creative work where impact is the highest, and get support from my curated network of collab partners when needed.
Usually start with a 2-Week Brand Sprint, followed by 0.5-2 days per week brand support as Fractional CCO+CBO.
sound like a good fit?
Let’s start with a 2-Week Brand Sprint.
It allows me to refine, refresh, or lay the groundwork for a strong foundation for evolving your brand.
Often paired with a specific focus area to build on like website, content, outreach, product launch etc.
oh and why
“rad ams”?
“RAD is a signature part of my personal brand, inspired by my name (RAD-ina) and the brands I get to build in the tech and beyond. It’s a brand naming framework I developed for different projects I create, e.g. RAD RADIO, RAD PARTIES, RAD ART. It made sense that the company I open, in my favourite city, would be called RAD AMS. It’s my flag on the moon moment.
Amsterdam is also symbolic of what I’m passionate about, my personal and professional Venn diagram: the convergence of tech, innovation, creativity & art.
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