We are Yerun

Jeroen Vaassen is the founder and CEO of Yerun, a boutique firm specialising in fractional and interim leadership. He works with founders, owners, and senior decision-makers who need experienced leadership embedded in their business to drive execution across commercial performance, technology, and operations.

He built his career moving between continents, industries, and challenges. Not entirely by design, but driven by curiosity and a habit of saying yes to things that seemed genuinely interesting.

That path took him through nearly two decades at Starwood Hotels and Resorts, where he held commercial leadership roles of increasing scope across Europe, the Middle East, and Asia Pacific. His final corporate role was Head of Revenue Management for Asia Pacific, leading commercial strategy across more than 350 hotels in 26 countries. Following the acquisition of Starwood by Marriott in 2016, he contributed to the integration of the two organisations before taking the entrepreneurial step of founding Yerun.

Since then, Jeroen has worked across industries and contexts, from fast-moving startups to established multinationals. The common thread is arriving in situations where something needs to be built, fixed, or taken to the next level, and leaving it materially better than he found it.

He is analytical by nature but has little patience for analysis that does not lead anywhere. He gets personally involved, takes things seriously, and tends to stay longer than the agenda requires. That approach has shaped both how he works and what Yerun stands for.

As a born-global individual, Jeroen has lived and worked across Asia Pacific, the Middle East, Europe, and South America. He is fluent in English, Dutch, and Spanish, and holds a Bachelor of Arts in International Hospitality Management from Hotel Management School Maastricht.

Steven is an experienced strategy consultant and executive coach, helping multinationals and PE/VC-owned portfolio companies to grow their business by developing smart strategies, healthy organizations, and impactful leaders. His primary focus is on strategy and organizational design, cultural transformation, team effectiveness and leadership coaching.

He set up Bright Management Consulting in 2016, where he is currently the Managing Partner. Steven was previously Head of Advisory Services at Spencer Stuart in Asia. Before that, he was Director of MNC business for Korn Ferry / Hay Group Greater China. He started his career in the EU lecturing in the areas of organization science and strategy at Maastricht University and afterwards working at a strategy boutique firm Magnitude Consulting in the Netherlands.

Steven is a UC Berkeley-certified executive coach, a KDVI (INSEAD associated) certified executive team coach and holds an MSc in International Economics from Maastricht University (The Netherlands). He authored two publications in Harvard Business Review.

Andre is a global hospitality executive and advisor, working with owners, operators, and investors to drive performance, scale portfolios, and transform organisations across international markets. His focus is on strategy execution, operational excellence, organisational transformation, and leadership effectiveness.

He brings more than 25 years of experience across Asia Pacific, the Middle East, and Europe, with deep expertise in managing multi-brand hotel portfolios in both managed and franchised environments. Andre has a strong track record in translating strategy into results, improving performance, and building high-performing teams.

Andre spent over 17 years with Radisson Hotel Group, most recently as Area Senior Vice President for South-East Asia & Pacific. In this role, he held full P&L responsibility for a multi-country portfolio of hotels and led regional operations. He executed a restructuring, improved employee engagement, and delivered strong EBITDA growth.

Earlier in his career, Andre held a range of senior corporate and hotel-based leadership roles across Asia Pacific, China, and the Middle East, with a focus on hotel openings, brand standards, large-scale operational programmes, and food and beverage operations.

Andre holds a Bachelor's degree in Hotel Management from the Hotel Management School Leeuwarden (The Netherlands) and has completed executive leadership programmes at Cornell, ESADE, and Georgetown University.