Redefining leadership at bol

Natural leadership

Jasmijn had only been at bol for six months when she learned she’d been nominated for the Young Talent Award. “It felt surreal! But at the same time, it made perfect sense – bol is a large company, but you’re truly seen for who you are and what you bring to the table.”

As a Senior CRM Marketer, Jasmijn fully embraces her role in her very own way. Outside of bol, she’s also a part-time yoga instructor. While these two worlds might seem miles apart, she sees a clear connection. “At bol, leadership isn’t about managing people; it’s about helping them grow. We call that natural leadership. Many principles from yoga are directly applicable here.”

“One example? I lead with self-reflection: ‘What’s mine is mine, and what’s yours is yours.’ Once you understand what’s happening within yourself, you can take responsibility for your own actions instead of shifting it onto someone else. As a manager, I apply this principle in the way I lead my team.”

Taking initiative

Roos began her journey at bol as a graduate intern. While studying Business Administration, she discovered her passion for e-commerce. She laughs, “I was determined to graduate at the best e-commerce company in the Netherlands.”

Through various roles, Roos worked her way up to her current position as Manager Onsite Journey. “I’m always reflecting and focusing on personal development. When I started wondering if leadership was right for me, I decided to take control – something that bol strongly encourages. I took training courses and spoke with multiple colleagues and managers. When a leadership position opened up, one of them thought of me, and I was ready to apply.”

Incredibly fun, incredibly challenging

Roos has now been leading a team for over three years. “From day one, it was a huge undertaking – building a new team, figuring out my leadership style. Incredibly fun but also incredibly challenging. But bol’s high-performance culture suits me very well. I hold myself to high standards, and by leading by example, that mindset naturally carries over to my team.”

Jasmijn recognises the challenges that come with leadership: “I used to feel like I had to solve everything myself. But at bol, leadership is also about giving feedback. Through training, I’ve learned to voice my observations instead of immediately stepping in to fix things. That creates an open feedback culture and strengthens the team.”

What makes a good leader?

The Young Talent Award nomination came as a surprise to Roos and Jasmijn. They both stood out, in part due to their leadership qualities – but what does good leadership mean to them?

Roos: “I strongly believe in the power of a team and the importance of continuous self-development, both individually and collectively. Self-awareness plays a crucial role in that; only when you understand what drives you and where your strengths lie can you make conscious choices. That’s why I schedule a development day for my team every eight weeks. There’s no set structure, just space for podcasts, training sessions, or a good book. The key is to prioritise development. You can talk about it all you want, but you also have to act on it.”

Jasmijn adds: “During my studies, hierarchical leadership was often seen as the norm. But in practice, I’ve learned that this doesn’t necessarily equal good leadership. I believe in natural leadership – how do you inspire action without constantly pulling the strings? I’ve also realised that a strong team can only thrive when people feel comfortable speaking up. As a leader, I create an environment where people feel heard and take ownership. That human-centred approach is highly valued at bol, and it was one of the reasons this role appealed to me.”

A strong team can only thrive when people feel comfortable speaking up Roos, Manager Onsite Journey

The icing on the cake

They may not have won the Young Talent Award, but the experience was invaluable for both Jasmijn and Roos. Jasmijn: “Besides the huge honour of being nominated, we received so many kind and heartfelt messages from our colleagues, the management team, and even our CEO. That felt incredibly valuable.”

Roos adds: “Meeting the other nominees was another highlight. We connected with inspiring, driven people who we can learn so much from. The award ceremony itself was the icing on the cake and a fantastic experience to share.”

What’s next?

After seven years at bol, Roos has no plans to slow down. “There’s so much room for growth and development here – as long as you seize the opportunities yourself. I’m still at the start of my leadership journey, with plenty left to learn. The bar is set high at bol, and I love that. I want to do well and I’m given every opportunity to do so.”

Jasmijn also sees plenty of opportunities ahead: “Bol allows me to share my knowledge of yoga and meditation with colleagues. Expectations within the company are high, and the pressure can be intense. That requires focus, ownership, and setting boundaries. I want to help people consciously carve out space for themselves and remain balanced – even if it’s just by taking one mindful breath before jumping to the next task. Performing, working efficiently, ánd staying true to yourself – it’s really possible to do it all.”