Get to Know Us

The International trade and Investment Agency (ITIA) has a diverse team from a wide array of backgrounds, coming from various disciplines, with proficiencies in multiple languages.

With this versatile and diverse expertise ITIA is equipped to navigate the complexities of international outreach and provide tailored solutions across a wide range of sectors and geographies worldwide.

Our Team

Strategic Advisory Board

About.

The International Trade & Investment Agency (ITIA) is a provider of international outreach services, dedicated to helping companies and government agencies expand their reach within new countries within primarily Western Europe. Our services include business matchmaking, FDI lead generation, trade missions, market research, and cross-border investment facilitation across diverse industries. With a intercultural background, multilingual team, worldwide partners, associate offices, and close to 10 years of experience in internationalisation, we offer tailored development solutions designed to meet your specific needs in the international marketplace.

Your specialist in international endeavours

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Our Global Presence

North America

New York
Toronto

Europe

The Hague
Amsterdam
Brussels
Lille
Paris
Berlin

Asia

Shanghai
Tokyo
Seoul
Hong Kong
Taipei
Ho Chi Minh City
Phnom Penh

Singapore
Bangkok
Jakarta
Kuala Lumpur
New Delhi
Astana
Tashkent

Strategic Advisory Board

ITIA’s Strategic Advisory Board is composed of accomplished professionals with extensive experience in corporate strategy, operational leadership, market expansion, and organizational transformation. Their expertise spans multiple industries and global markets, providing ITIA with invaluable insights to help businesses navigate complex challenges and drive sustainable growth.

The Advisory Board plays a key role in offering strategic guidance on cross-border partnerships, corporate restructuring, service optimization, and international operations. Their deep understanding of global business dynamics, supply chains, and market entry strategies ensures ITIA delivers high-value solutions to organizations looking to expand, optimize, or reposition themselves in international markets.

Strategic Advisor

Rob Daamen

Rob Daamen is a highly experienced business consultant specializing in strategy development, business transformation, and stakeholder value creation. Fluent in Dutch and English, he integrates expertise in corporate operations, commerce, IT, and technology to drive business performance and strengthen competitive positioning.

With a strong track record in quickly identifying core business drivers, Rob has successfully led change management programs across front and back-office operations, commercial functions, and IT/information management. His expertise spans contract management, proposal processes, and aligning business strategies with IT solutions to improve efficiency and innovation.

Bringing over 25 years of senior management and executive experience in FMCG, chemical-automotive, and ICT industries, Rob has a deep understanding of complex business environments. His ability to bridge technology and business development enables organizations to adapt, scale, and optimize their operations in competitive markets.

Leveraging his strategic expertise and industry knowledge, Rob supports ITIA in delivering tailored business development insights and transformation strategies, helping organizations navigate international expansion and optimize their market approach.

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Strategic Advisor

Serene Goh

Serene Goh is a seasoned executive specializing in customer contact management, business process improvement, and client service optimization. Fluent in English and Mandarin, with a solid command of Dutch, she excels in enhancing operational efficiency and customer satisfaction across global markets.

With over two decades of leadership experience, Serene has led large-scale customer service programs, business transformation initiatives, and high-performing teams across EMEA. She has a strong track record in contract management, service delivery, and optimizing call center operations to exceed performance benchmarks. Her expertise spans customer engagement, workload prioritization, and escalations management, driving operational excellence.

Serene’s ability to blend data-driven decision-making with a people-focused approach consistently improves customer experience outcomes. Her deep understanding of global service standards and leadership in complex, multi-regional projects make her a trusted expert in optimizing customer-facing operations.

Leveraging her expertise in service delivery and business process improvement, Serene supports ITIA in enhancing client outreach strategies and operational efficiency, helping businesses navigate international expansion with a focus on customer experience and service excellence.

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Strategic Advisor

Marcel Guinchard

Marcel Guinchard is a seasoned executive with expertise in business transformation, strategic leadership, and operational excellence. Fluent in French, English, Dutch, and Spanish, he has led major organizations and international projects across Europe, Africa, the Middle East, and the Americas.

He has held CEO and senior executive roles in multinational firms, overseeing billion-euro P&Ls and managing cross-functional teams. His expertise spans outsourcing, corporate strategy, turnaround management, and the food and service industries, optimizing operations and leading large-scale restructuring to improve efficiency and profitability.

With deep knowledge of global business dynamics and first-hand experience in multiple markets, Marcel identifies growth opportunities and navigates regulatory and operational challenges. Having worked extensively abroad, he offers valuable insights into trade flows, supply chains, and investment climates, making him a trusted advisor for international expansion.

Leveraging his global expertise, Marcel supports ITIA in cross-border business matchmaking and regional investment attraction, helping organizations connect with the right partners and implement strategies for long-term international success.

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Strategic Advisor

Margarita Hoyos

Margarita Maria Hoyos Arismendi is a seasoned senior executive with deep expertise in international commerce, strategic business development, and operational leadership. Fluent in Spanish and experienced in multicultural environments, she has led complex projects and high-impact initiatives across Latin America and Europe, building and managing strategic B2B alliances that drive organizational growth.

Margarita brings a hands-on approach to structuring and executing commercial strategies, having spearheaded market expansion initiatives, service redesigns, and supply chain optimizations. Her leadership has consistently delivered results, including increased EBITDA, improved operational KPIs, expanded market share, and elevated client retention rates.

With a sharp understanding of international trade dynamics, logistics, and regional development, she helps organizations identify new revenue opportunities and overcome regulatory and market-entry challenges. Her experience in negotiating across borders and building sustainable commercial platforms makes her a trusted advisor for companies looking to scale internationally.

Leveraging her global perspective and strategic insight, Margarita supports ITIA in cross-border business matchmaking and investment attraction, enabling organizations to connect with the right partners and execute sustainable strategies for long-term international success.

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Our Team

Maxime Guinchard

Co-Founder & Managing Director

Maxime Guinchard is a skilled international trade and investment professional with extensive experience working with government agencies, Chambers of Commerce, public-private entities, and private businesses, among others. Fluent in Dutch, French, and English, with basic-intermediate proficiency in German, Spanish, and Mandarin, Maxime’s linguistic capabilities enhance his ability to connect across cultures.

Having lived and worked in the Netherlands, Belgium, France, the US, and China, his global perspective and academic foundation in International Business and Global Affairs equip him to deliver expert insights on market worldwide. Maxime finds fulfillment in enabling organizations to achieve their global ambitions. That is, whether by providing hard-to-find market insights across borders, bridging linguistic and business-cultural gaps to support companies' client search in new markets, or adding value by generating foreign investment flows from one region to another.

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Luc Guinchard

Co-Founder

Luc Guinchard is an international relations and business development professional with a strong foundation in facilitating cross-border partnerships and fostering collaboration between public and private entities. Fluent in Dutch, French, and English, and proficient in Spanish, Luc leverages his multilingual abilities to build bridges across cultures and regions.

Having lived and worked in the Netherlands, France, Spain, and the US, Luc has engaged with diverse organizations, including government institutions, Chambers of Commerce, start-ups, and private businesses. His expertise spans business development, market research, and trade mission coordination. Luc thrives on connecting people and organizations across cultures, fostering meaningful collaborations—whether organizing international sustainability events in Spain, trade missions for the French Chamber of Commerce, helping companies find new clients, or identify FDI projects at ITIA.

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Nayeong Kwon

International Project Manager

Nayeong Kwon is an International Project Management professional with a diverse international experience collaborating with government organizations, public agencies, and private enterprises. Fluent in Korean, Spanish, and English, Nayeong leverages her multilingual abilities to effectively reach and communicate with various stakeholders, fostering strong partnerships across different entities.

Nayeong's extensive background, enriched by her experiences living in multiple countries, has equipped her with the skills and strategies necessary to build, connect, and engage with a wide array of stakeholders and clients. Her ability to navigate multicultural environments and adapt to different contexts allows her to implement innovative solutions that address the unique needs of diverse groups.

With a passion for international trade and investment, Nayeong is committed to driving impactful projects that promote economic growth and collaboration across borders. Her dedication to cultivating relationships and her keen understanding of global market dynamics position her as a valuable asset in any international venture.

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Maria de Cunto

International Project Manager

Maria de Cunto is an accomplished international affairs professional specializing in academic research, policy analysis, and cross-cultural communication. Growing up in Brazil, Maria earned her Bachelor's degree in International Relations and Government from the University of Texas in the United States. She is currently pursuing an advanced Master of Science at Universiteit Leiden in The Hague, concentrating on international affairs and diplomacy.

Fluent in Portuguese and English, with intermediate proficiency in German, French, and Spanish, Maria possesses a unique ability to adapt to and connect with diverse cultures. Her people-centric approach, coupled with her passion for fostering development through global cooperation, drives her commitment to contributing to strategic expansion and stakeholder engagement in multicultural environments.

Maria is skilled in negotiation, outreach, and marketing, and consistently demonstrates an aptitude for devising innovative, multi-faceted solutions. Her dedication to enhancing collaboration and building partnerships positions her as a valuable asset in any international setting, aimed at promoting impactful global initiatives.

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Alexandre Jubault

Global Markets Manager

Alexandre Jubault is an international trade and investment professional with a strong focus on FDI lead generation, market research and delivering business matchmakings. Fluent in French, English and Spanish, with an intermediate command of Dutch, and a background in International Studies, Alexandre makes for a great addition to ITIA's global client offer. By consistently going the extra mile on project delivery, he reinforces ITIA’s ability to provide tailored, personal, and high quality targeted support to ITIA's clients.

Based in the Netherlands, Alexandre combines his time living abroad (Hong Kong, Malaysia) with his curiosity and experience in international affairs and economic development to provide our team with invaluable approaches and insights. Through his global background, he plays a key role in supporting ITIA’s efforts to deliver customized solutions for businesses exploring international business opportunities and expansions.

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Jaimy Luk

International Trade Analyst

Jaimy Luk is a versatile professional with a background in financial econometrics and a proven track record in both stock and cryptocurrency trading, as well as B2C market analysis. His understanding and genuine interest in sectors like financial markets, consumer markets, and data-driven decision-making allows him to provide valuable matchmaking support for companies in sectors such as finance, fintech, AI, Web3, e-commerce, innovative technologies, as well as consumer products.

Jaimy’s trading experience in Hong Kong, combined with his devoted enthusiasm about emerging technologies in Web3, financial markets, and e-commerce, and AI make him particularly adept at facilitating carefully calibrated cross-border introductions to companies seeking potential clients and partners in these new markets.

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