Supervisory Board:
  • Ms G.A. Verbeet  (Chair)
  • Ms R.J. Anders
  • Mr R.F. van den Bergh
  • Mr J.A. van den Ende
  • Mr G.P. Prein
  • Ms L.C.Q.M. Smits van Oyen

The Supervisory Board manages the policy implemented by the Executive Board and the general running of the Novamedia holding company and its affiliated companies.

Guided by the interests of Novamedia Holding BV, the Supervisory Board advises the Executive Board and approves the annual budget and major investments.


The board

Our executive board is responsible for the daily management of Novamedia and its affiliated companies.


Boudewijn Poelmann (CEO)
Dutch entrepreneur who favours doing business with a cause.
Sigrid van Aken2

Sigrid van Aken (COO)
Former Managing Director of the Dutch Charity Lotteries Sigrid van Aken joined Novamedia in 2013.

Simone van Bijsterveldt (CFO)
Simone van Bijsterveldt is CFO at Novamedia BV and Executive Board Member of Holding Nationale Goede Doelen Loterijen NV
Imme Rog

Imme Rog (CMO)
Imme Rog is CMO at Novamedia BV and Executive Board Member of Holding Nationale Goede Doelen Loterijen NV

Company directors

Our executive Board is supported by a team of Company directors, Functional directors and Managing directors, each of whom have their or her own specialisms and responsibilities.


Boudewijn Poelmann (1949) is the CEO of Novamedia and chairman of the boards of the Dutch Postcode Lottery, the BankGiro Lottery, the FriendsLottery and their parent company Holding Nationale Goede Doelen Loterijen.

Before setting up Novamedia in 1983 Poelmann worked for Novib as a fund-raiser and member recruiter. Together with three friends, he devised and founded the Dutch Postcode Lottery.

As the CEO of Novamedia, he has also set up postcode lotteries in Sweden and Great Britain. Since December 2014, Novamedia and the Postcode Lotteries have raised €8.6 billion for charity, making them the third largest private donor in the world, after the Bill and Melinda Gates Foundation and the Wellcome Trust.

In 1991, Poelmann became the co-founder and shareholder in Independent Media. This second biggest publisher of newspapers and magazines in Russia was sold to Sanoma in 2005. In the same year, he established the financial newspaper City AM in London and started the Nieuw Amsterdam publishing house. In 2014, Novamedia acquired various publishing companies and enabled the restart of the online bookshop ECI and the Scheltema book store in Amsterdam.

In 2006, Poelmann was voted ‘the most influential player in Dutch philanthropy’ by the philanthropy magazine FM and in 2012 was made an Officer in the Order of Orange-Nassau for his commitment to society in combination with innovative entrepreneurship and leadership. In 2014, the American magazine ‘Forbes’ ranked Poelmann 16th in its list of the World’s Top 25 Eco-Innovators. The city of Amsterdam and PwC awarded the IJ-prize in 2018 to Poelmann, because of his important contribution to the international profiling and economic, social and cultural development of the city.

As well as a B.A. from Nyenrode Business University, Boudewijn Poelmann also holds a B.A. in Marketing and Management from the University of Oregon and a B.A. in Political Science from Amsterdam University.

Sigrid van AkenSigrid van Aken (1970) is the COO of Novamedia and a member of the boards of the Dutch Postcode Lottery, the BankGiro Lottery, the FriendsLottery, and their parent company Holding Nationale Goede Doelen Loterijen.

From 2002 to 2005, Van Aken was responsible for the yearly allocation of funds to the beneficiaries of the three lotteries as head of the Charity Department. In 2006, she was appointed Deputy Managing Director of the three Charity Lotteries. From 2009 to the end of 2012, Van Aken acted as chairman of the three managing directors and was responsible for Licences and Regulations, Public and Legal Affairs, Operations and IT, Call Centre and HRM.

In 2013, Van Aken joined the Executive Board of Novamedia and thus also the Statutory Board of the three Charity Lotteries: the Dutch Postcode Lottery, the BankGiro Lottery and the FriendsLottery.

Sigrid van Aken has also been a member of the Supervisory Board of the GVB since 2013. The GVB is responsible for public transport in around Amsterdam. As well as operating the services, the GVB also looks after the management and maintenance of equipment and the rail infrastructure in the city. In 2014, Van Aken was nominated for Top Woman of the Year.

After completing high school, Sigrid van Aken studied French Language and Literature and started her career in 1994 at Rabobank in Paris. In 1998, she joined KPMG Consulting and was a senior consultant in the field of IT Management until 2002. In 2002, she joined the Dutch Postcode Lottery as she wanted to work for the civil society.

Simone van Bijsterveldt (1976) is the CFO of Novamedia and is a member of the Executive Boards of the Dutch Postcode Lottery, the BankGiro Lottery, the FriendsLottery and their parent company Holding Nationale Goede Doelen Loterijen NV.

From 2010 to 2015, Simone van Bijsterveldt was responsible for the Finance Department of the Dutch charity Lotteries and Novamedia as Finance Director. At Novamedia, she was directly involved in several successful acquisitions in the publishing sector and their integration into the Nieuw Amsterdam publishing house. In 2015, she was appointed Managing Director Media, responsible for the day-to-day running of the four publishing companies, finance and HRM of the entire Novamedia media division.

On 1 May 2016, she joined the Executive Board of Novamedia and thus also the Statutory Boards of the three Charity Lotteries: the Dutch Postcode Lottery, the BankGiro Lottery and the FriendsLottery.

Simone van Bijsterveldt studied business administration at the University of Nijmegen followed by a course as a chartered accountant. In 1999, she started her career at KPMG where – in various capacities - she audited the annual financial statements of fundraising charities. In 2005, Van Bijsterveldt decided that she wanted to contribute to society herself by working for a fundraising organisation and joined Novamedia as an auditor.

Imme Rog

Imme Rog (1967) is CMO of Novamedia and a member of the Board. After graduating in Dutch language and literature at the University of Amsterdam, Imme Rog started her career in the television world as an account manager at NOB/Dutchview/NEP. In 2000, she switched to the Charity Lotteries, where she became managing director in 2009. As managing director, she sees an opportunity to achieve annual growth in a highly competitive gaming market. Her emphasis on innovation, efficiency and attention to the entire marketing mix earned her the title ‘Marketeer of the Year’ in 2011. In addition to her work for the lotteries, from 2014 to 2018 Imme Rog was a board member of SIRE – Stichting Ideële Reclame – of which she has been chair for the last three years. Imme Rog: “In recent years, Novamedia has expanded considerably with the addition of BookSpot, the Scheltema bookshop, publishing companies, and a further Postcode Lottery in Germany. Soon we will also be starting in Norway. That ambitious, enterprising approach with the aim of making the world a better place appeals to me very much.”

Company directors

The executive board is supported by a team of company directors, each of whom has his or her own specialisation: Harold Zwaal (Commercial director), Jan Oostrom (IT director), Eva Struving (International & Charity director) and Annemiek Hoogenboom (Country Manager Great Britain and Germany)

Annemiek HoogenboomAnnemiek launched the People's Postcode Lottery in Northern England in 2005, and in November 2007 in Scotland. The Lottery expanded into England and Wales in 2010. In 2016 she co-launched the Deutsche Postcode Lotterie, of which she is Managing Director.

A political science graduate, Annemiek started her career as a university lecturer at the University of Amsterdam, before moving to Sudan to set up a new communications faculty at Ahfad University in Omdurman.

Annemiek has also worked as a Senior Consultant for drinking water, agricultural irrigation and women’s empowerment and rights programmes with engineering firm DHV Consultants, travelling to India, Bangladesh, Indonesia, the Middle East and East and Southern Africa for development banks, governments and NGO's. In 1992 she founded her own consultancy company to help develop free media in Eastern Europe and founded the Management & Media Academy.

Responsible for bringing Nelson Mandela on board as an ambassador for the Dutch Postcode Lottery, Annemiek says her first ambition is "to raise funds for personalities and organisations who are a role model to make the world a greener and better place".

She was awarded the Women’s First Award in the category Leisure in the UK in 2014.

In 2015 she received an  honorary Doctorate in the Humanities from Ahfad University in Sudan for her decisive role in the introduction of women’s studies.

jan oostrom

Jan has been working for Novamedia since 1983 and is the director responsible for IT and Operations. After completing his studies in higher level business administration and economics Jan held various positions within TNT (the introduction the postcode system in the Netherlands), ING (funds transfer services) and Experian (Database Marketing, MOSAIC, and Credit Scoring). Within Novamedia Jan concentrates on supporting the lotteries with advanced multi-channel IT solutions, payment systems and game development. Important milestones as part of his work have been:

1998    integration Friends Lottery (IT solutions/payments)
2002    integrating BankGiro Lottery (IT Solutions/payments)
2005    introducing Postcode Lottery in Sweden  (IT solutions/payments)
2005    introducing Postcode Lottery in Great Britain (IT solutions/payments)
2014    ECI, the online bookstore (IT/Solutions/web portals/payments)
2016    introducing Postcode Lottery in Germany (IT solutions/payments)

Eva Struving

In 1987 after graduating from the Fashion Institute of Technology Eva started her career in PR at a textile company and then later in New York at Ketchum Public Relations. In 1991 she joined Novamedia, as International Project Manager. She then went on to set up the Communications Department.  5 years later she was appointed Head of Charities. In 2001 she made her switch into her current position as the Company Director International and Charities of Novamedia. During her time at Novamedia Eva took a 6 month sabbatical in order to further herself on a more personal level assisting WWF Cameroon with communication and fundraising during 1998.

In 2001 Eva supervised the acquisition of BingoLotto (Swedish televised charity lottery) together with the challenge of applying for a lottery license and later the set up the Swedish Postcode Lottery in 2005.

The past years, Eva was country director for the Swedish organisation, and responsible for new applications of lottery licences, international cooperation across the Novamedia Group as well as relation management with international charities such as WWF, the Red Cross and Unicef.

From mid 2016 until 2018, she has been, together with Annemiek Hoogenboom, responsible for the launch of the Postcode Lottery in Germany. In her current position Eva is interim Managing Director at Svenska PostkodLotteriet. 

Harold ZwaalHarold Zwaal has considerable experience in commerce. He started working as a Sales Manager for Procter & Gamble back in 1980 and went on to work as a Sales Manager for Nieuwstribune, a professional journal focusing on marketing communication. From 1989 he was involved in the launch of RTL Television as Sales Director for Spot and Non-Spot. In 1995 he was one of the co-founders of the SBS Broadcasting media production company and served as Chief Commercial Officer and as a Supervisory Board Member through to 2005. Partly thanks to his efforts, SBS Broadcasting went on to become a very successful media operator with three channels and its own production company in the Dutch market. Harold Zwaal was appointed as Company Director Commerce  of Novamedia in 2006 and is responsible for all of the commercial activities undertaken for the lotteries in all of the countries in which Novamedia operates.

Since 2014 Harold Zwaal is also heading the bookstore Scheltema in Amsterdam as Director, and he is closely involved with the other media activities of Novamedia.