Wu-li Master B.V. — Jeroen Kuijlen

InsightInfluenceImpact

the I3 approach

Interim and programme management, strategic advice and guidance in organisational and information strategy, data & AI, change management and organisational culture.

Thirty years of management experience in healthcare, HR services and professional services — as CIO, commercial director and board member. Now available to organisations where operations and change depend on one another.

Organisations are not separate silos, but a whole in constant motion with itself.

The name Wu-li Master refers to The Dancing Wu Li Masters by Gary Zukav. "Wu Li" is the Chinese term for physics — literally, patterns of organic energy.

That principle sits at the heart of the approach: strategy, information, operations, culture and governance are continually touching one another. Complex change rarely succeeds by fixing one component — it succeeds by seeing the pattern an organisation sometimes misses in itself.

Approach

Three domains, one way of looking

Not a niche speciality, but the rare combination of strategic insight, business breadth and depth in change.

One

Organisational and process transformation

Programme management for ERP implementations (such as AFAS) and process innovation, with culture, adoption and vendor management built in — not an IT project, but an organisational question.

Two

Data-driven working & AI

Developing data strategy, governance and the application of AI, with an eye for decision-making culture — because the obstacle is rarely the technology.

Three

Information policy & business-IT alignment

From information as an IT topic to information as strategic value — owned where the responsibility belongs: with the board and executive team.

Who for

Sectors where complexity and social relevance meet

Sector

Sheltered employment

Complex operations and innovation in work and development organisations.

Sector

Social housing

Information provision, data-driven working and decision-making.

Sector

Healthcare (elderly care)

Information roadmaps, information strategy and security.

Sector

SME industry

Process innovation and data-driven steering, from planning to operations.

Engagements are preferably part-time, one to three days a week — this sharpens focus and keeps the work fully compliant with Dutch contracting rules (WDBA/VBAR): deliverable-based, without line supervision.
Track record

A selection, not a full list

For the complete picture: LinkedIn, or a conversation.

WSD Groep2025 — present

Programme and change manager for the organisation-wide rollout of AFAS: HR, Finance and the Work & Development service portfolio.

Het Rijk Golfbanen2025

Analysis of the IT landscape and information management processes, with recommendations for stronger executive grip on quality and cost.

Moso International2025

Presentation to the management team on AI, data-driven working and decision-making, tailored to the strategic ambitions of the organisation.

Valid Data Strategists2023 — 2025

Built and led as an independent business unit, from strategy through implementation. Also led data strategy and AI engagements personally, for social housing and industrial clients.

Stichting Valkenhof2022

Interim head of information management & IT in elderly care — information policy, rebuilding the team, vendor management and redefining a stalled assisted-living technology programme.

De Staffing Groep2012 — 2022

Operations and commercial director, accountable for around 100 FTE — growth in revenue and result through repositioning.

CZ Health Insurance — Commercial2006 — 2012

Developed and implemented a single-label multi-channel distribution strategy during the merger of the commercial divisions, and launched the online label CZdirect.

CZ Health Insurance — IT2001 — 2006

CIO and director of IT & Facilities, 300 FTE — rebuilt the IT organisation into the most cost-efficient in the sector.

CGI (CMG)1992 — 2001

Consultant and project manager, later deputy director of the Finance sector — P&L responsibility for the finance and healthcare markets.

Profile

Where the background comes from

Trained in business, governance and information science — and having worked on all three sides in practice.

Education

  • Executive Master of MarketingTIAS Business School, 2016
  • Business SciencesILEC (Open University / Fontys), 2005
  • Management Information SystemsZuyd University, 1991

Governance & field

  • Supervisory board member in healthcare & welfareNVTZ Academy, 2016 — 2017
  • Frameworks: DM-BOK, BiSL, NORAInformation security: ISO 27001 / NEN 7510
  • Nominated for the CIO of the Year AwardCIO Magazine, 2005
Grounding in management information science, business sciences and marketing, plus leadership roles in each of those domains. Hence the perspective on where operations, information and commerce intersect.
Writing

Thinking in public

Articles on decision-making, change and where AI fits into both.

The first articles in this series will be published shortly. For earlier work: the Valid articles on data-driven decision-making, or follow along on LinkedIn.

Follow on LinkedIn
Governance

Supervisory and advisory roles

Supervisory Board member — Provico (mental healthcare)2015 — 2022
Advisory Board member — Het Rotterdamse Zeilschip2011 — 2024
Supervisory Board member & co-founder — Breedband Tilburg B.V.2004 — 2013
Contact

Want to talk something through?

A short conversation is usually enough to tell whether there is a fit. No obligation, no sales pitch.

Location
Mierlo / Eindhoven area, Netherlands

© 2026 Wu-li Master B.V. — wulima.nl

Wu-li Master B.V.  ·  Heer Dickbierweg 49, 5731 CK Mierlo  ·  Dutch CoC 55391605  ·  VAT NL851.684.919.B02  ·  Privacy statement