Ruud Mooij has an economic background with extensive experience in media and marketing. After many years of working at board level for major Dutch publishers, he founded marketing performance organization ‘Media in Business’ in 2008. "My personal motivation was to make media in particular and marketing in general through smart technology so predictable and controlable that we could grow companies in a controlled and accelerated way. This was driven by financial KPIs such as cash flow, EBITDA or top line growth". Ruud has helped companies such as Simpel, InShared, Alliance Direct, Knab and many others to accelerate growth. In addition to this, Ruud invested in a number of major Dutch brands. He sold Media in Business in 2019 to fully focus on his role as an active investor and founder of a number of new consumer brands.