Senior AI Strategy & Commercial Transformation Consultant
I help enterprise organisations move from AI ambition to AI reality. My work sits at the intersection of strategy, technology, and commercial transformation — helping C-suite leaders build the operating models, capabilities, and governance structures that turn AI investment into measurable value.
Over more than fifteen years, I have advised senior leaders across industries on how to design and execute strategies that combine commercial ambition with technology-enabled change. My career has taken me through two of the most demanding environments in enterprise transformation: IBM iX, where I served as Senior Managing Consultant, and Miele X, where I led global strategy.
At IBM iX, I led large-scale CRM, workflow modernisation, and digital transformation programmes for blue-chip clients across Europe. I built and managed client relationships at the C-suite level, drove complex multi-stakeholder programmes, and translated technical capability into business value.
At Miele X — Miele's digital and AI innovation unit — I served as Global Strategy Lead, helping shape how one of the world's most iconic appliance brands approached AI-driven growth, digital commerce, and data strategy at an international scale.
This combination of consulting rigour and operating experience inside a fast-moving corporate innovation environment is rare. It means I understand both how strategy is built in the boardroom and how it lands — or fails to land — in practice.
I founded Baron Growth Strategy because I kept seeing the same problem: organisations investing heavily in AI without the operating foundations to realise its value. Data fragmentation. Governance gaps. Talent shortfalls. No clear path from pilot to production.
That observation led to the creation of BAIOS™ — the Baron AI Operating System. It is a structured framework that assesses and accelerates AI readiness across five dimensions: AI strategy, governance and risk, AI and agents, data and architecture, and operating model. Unlike advisory frameworks that address one dimension in isolation, BAIOS™ is designed to integrate all five — because that is what enterprise AI actually requires.
I work with a small number of clients at a time — by design. Every engagement gets my direct attention, my full experience, and a genuine commitment to outcomes. I am not a firm with junior consultants doing the delivery. You work with me.
"I am based in Pijnacker, in the Netherlands, with a home office overlooking a very Dutch canal. Most of my client work happens across the Netherlands and the wider European market, though I work internationally where the engagement calls for it.
If you are a senior leader trying to make sense of AI — not the hype, but the actual operating challenge of scaling it responsibly inside a real organisation — I would be glad to have a direct conversation."
— Marcel Baron
Let's talk about where your organisation is on its AI journey and how a BAIOS™ assessment could accelerate it.