Barry Loekenbach joins The Reference

December 20, 2023 | Pieter van Londersele, Head of sales at The Reference 

The Reference part of EPAM welcomes Barry Loekenbach as Director Digital Engagement for the Netherlands. Loekenbach, with over two decades of sales, marketing, and business process management experience, will be joining The Reference's sales team. Alongside this role, he will also be a key player in EPAM's Digital Engagement team, supporting business growth in the Netherlands. 

Barry Loekenbach

Barry will be reporting to Pieter van Londersele, Head of Sales at The Reference: 

"We're thrilled to have Barry join our team. His extensive experience and innovative approach to sales and marketing will be instrumental for our growth strategy in the Netherlands." 

Before joining The Reference, Barry had a successful career at, where he held the position of VP of Sales for EMEA and LATAM. He played a substantial role in improving the company's performance and was instrumental in creating a robust team from the beginning.

Prior to that, he was part of several growth companies, including digital agencies and system integrators for business process management.

Barry is excited about his new role: "In my previous role I have been working closely with The Reference with mutual success. I have always been impressed by The Reference's expertise, customer approach, and long-term relationships with customers. It makes me proud to be part of this highly experienced team and I am confident this collaboration will contribute to building the business in the Netherlands." 

A kickoff event in Rotterdam

Marking the start of his career at The Reference and kicking off their go-to-market in the Netherlands, The Reference organized their first event in Rotterdam: 'The future of e-commerce through data'. An exclusive event with keynote sessions by Atlas Copco, highlighting the significance of transitioning to a MACH/composable architecture and how they managed to align all stakeholders to drive success.

LensOnline demonstrated the power of a Customer Data Platform and how they can now transform their data into hyper-personalized communcation and a highly relevant customer experience, leading to substantial savings in marketing investments. On the Generative AI front, they also LensOnline also showed real life tested solutions to support content- and image management together with deep analysis of stock data to improve prediction of customer behaviour and optimize supply chain.

Additionally, The Reference team presented an innovative demo showcasing how data-based personalization can enhance e-commerce experiences with Generative AI as cherry on top.

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