Susan Duinhoven and Belinda Gerdt bring experience in scaling international businesses and leading global organisations to Luxid’s board. The company is currently preparing for its next acquisition.
Susan Duinhoven, former CEO of Sanoma, and Belinda Gerdt, Chief Marketing Officer for B2B at the Dutch telecommunications company VodafoneZiggo, have been appointed to the board of Luxid Group.
Luxid Group is an international marketing and digital services company. It designs and delivers data-, technology- and creatively driven solutions for its clients to support business growth.
Petri Niemi, Chair of the Board of Luxid Group, said the appointments support the company’s preparations for further international growth and its next significant acquisitions.
“Susan’s and Belinda’s experience in leading large organisations, delivering high-quality customer experiences and executing acquisitions strengthens Luxid’s ability to manage growth,” Niemi said.
Luxid completed its previous acquisition in May 2025, when it acquired the US-based TriComB2B, nearly doubling the company’s size.
“There is currently a great deal of activity in the market and many potential acquisition targets. This is a consequence of the AI-driven transformation and it opens up interesting opportunities for Luxid.”
Solving the dilemma
Susan Duinhoven is an experienced business executive and board professional. She served as CEO of Sanoma from 2015 to 2023. She currently sits on the boards of Fiskars, Kemira and KONE.
“Luxid is a high-quality and internationally respected company in an industry I know well from my earlier career. Serving on the board of an ambitious growth company provides a direct opportunity to shape decisions on growth, international expansion and, in particular, how that growth is managed,” Duinhoven said.
Duinhoven lives in Finland and in recent years has focused on board roles and mentoring senior executives.
“Mergers and acquisitions present a dilemma for management. Leaders must balance enthusiasm with critical scrutiny. During my time as a CEO, I found it extremely valuable to receive constructive and critical challenge from the board,” she added.
Understanding the change
Belinda Gerdt has built an extensive international career leading marketing and customer experience at Philips, Microsoft and Amazon Web Services. She currently lives in the Netherlands.
Gerdt leads a team of over 100 employees at VodafoneZiggo. In addition, she serves on the board of one of the portfolio companies of the Norwegian consumer goods company Orkla ASA.
“To deliver higher-quality customer interactions across channels, companies need strong technology platforms. Finding the right talent is currently a major challenge for many companies, as the pace of change is rapid. In this context, Luxid’s focus on technology solutions presents an opportunity to grow and to serve the world’s largest clients”, Gerdt said.
Through her board work, Gerdt said she aims to help organisations strengthen their ability to deliver high-quality customer experiences.
“What matters is a deep understanding of how customer behaviour is changing across industries. I am motivated by the opportunity to help organisations translate that understanding into better customer experiences,” she said.
