Fer Kitzen

Associate

What you get from Fer:

• A hands-on commercial strategist who bridges marketing, sales, and data to drive clarity and results.

• Deep expertise in CRM systems, sales operations, and translating strategy into measurable performance.

• Practical coaching and implementation support—grounded in real-world experience and focused on impact.

Fer is a commercial jack-of-all-trades. He began his career in complex B2B software sales. After holding roles as an Account Manager, Partner Manager, and Sales Manager, he transitioned into digital marketing. His goal was to bridge the gap between marketing and sales teams—something he recognized as a crucial missing link in many companies. 

A key part of this role involved (re)structuring and implementing KPI- and data-driven CRM systems. He further honed his ability to connect commercial dots as Sales Operations Lead at a digital education company, where he structured and integrated the entire customer journey—from marketing and sales to finance processes. As the primary ‘owner’ of most commercial data sources in the company, he eventually became Head of Business Intelligence. 

Maintaining his position as the commercial connector, over the past three years Fer has started his own business focused on a wide range of commercial activities. He trains and coaches sales teams and entrepreneurs, structures and implements CRM systems and related tools for marketing and sales, and translates commercial strategies into tactical and operational KPIs. He is also deepening his expertise in AI and data-driven commerce. 

Fer’s approach is centered on reducing complexity and remaining as hands-on and practical as possible.