Meet the Leadership Team

Introducing Anzhelika Belova, who serves as both our Chief Financial Officer and Chief Operating Officer. With over 25 years of experience at multinational corporations like ArcelorMittal, LyondellBasell, CEVA Logistics, and Naspers Limited, she joined Leads.io in 2023, drawn to the company’s ambitious growth potential.

Anzhelika’s leadership style goes beyond the traditional CFO role, approaching her portfolio with a broad perspective and her role extends to not just overseeing the finance team, but also HR, legal and communications — ensuring a seamless blend of financial acumen and operational efficiency. What sets Anzhelika apart is a rare talent for navigating both the big picture and the intricate details. Her influence is felt across various facets of the organization, creating a synergy that steers Leads.io’s trajectory with deft precision.

Anzhelika champions organizational efficiency and continuous improvement through strategic team building, fostering professionalism as well as authenticity by encouraging diverse perspectives in an open work environment.

A practical self-starter and go-getter, Koen Verhoeff has been the catalyst behind the success of Leads.io’s Brand-Direct business for a decade. From Meta and TikTok to Google and Native, Koen’s team has established a strong presence in the branded advertising landscape — delivering high-quality leads that convert.

Now our Global Managing Director – Brand Direct, Koen played a key role in Leads.io’s transformation from startup to successful scale-up. His journey began a decade ago as Head of Marketing, progressing to CMO (Chief Marketing Officer), where he directed global marketing initiatives for both our Brand-Direct and Marketplaces divisions. Leading a team of over 100 alongside his regional managing directors, his reach extends to various aspects of the business, including core marketing activities such as paid and organic strategies, commercial proposition, communications, and product innovation.

Koen’s leadership style blends passionate drive with pragmatism: inspiring teams with his signature energy and charisma while grounded in sharp commercial acumen and a results-oriented approach. His relentless pursuit of maximizing opportunities, igniting innovation and creativity, and embracing adaptability continues to accelerate Leads.io’s growth, solidifying its position as a vital contributor in client strategy.

Introducing our Chief Information Officer, Sjoerd Knol,  who has been at the helm of a decade of technological evolution at Leads.io. Sjoerd oversees critical departments, including Product Development, Technical & IT teams, and Business Intelligence, shaping the very essence of our role as the world’s premier tech-enabled lead generation agency.

Sjoerd’s leadership philosophy mirrors the core values that define Leads.io—tech-savvy, data-driven, pragmatism, and creative problem-solving. As CIO, he leads the charge on process optimization and efficiency initiatives. Sjoerd plays a central role in standardizing new ways of working, seamlessly integrating acquisitions, and maintaining control amid our lightning-speed expansion.

Having served in key positions, from Head of Campaign Management to Chief Process Officer, Sjoerd brings a wealth of experience and a deep understanding of our operational structures to the table. Leveraging his structured approach and with a strategic focus on scalability and data-driven decision making, Sjoerd’s teams optimize workflows, maximize resources, and drive organizational success.

As our Chief Information Officer, Sjoerd is at the forefront of steering Leads.io into a future where precision meets pragmatism — defined by technological prowess, operational excellence, and sustained growth.

Introducing Gary Watchorn, our Global Managing Director of Marketplaces at Leads.io, with over 16 years of experience in online lead generation and digital marketing. Having previously served as Managing Director, Marketplaces and Director of Data Strategy at Leads.io., Gary has held senior leadership roles at industry giants like MVF and TellUs BV.

Leveraging his structured approach and keen strategic sense, Gary’s teams help companies grow using a shared marketplace model — expertly guiding potential customers to our branded sites, differentiating Leads.io through a dynamic mix of paid search, social, and organic marketing channels.

Under his leadership, our Marketplaces team connects clients with interested potential customers, offering lead delivery flexibility, and scaling inquiry volumes with business growth. Operating across Europe, with experienced teams in the UK, Denmark, and The Netherlands, Gary oversees various aspects from business development to tech.

Since joining Leads.io in March 2022, Gary has bolstered the Marketplaces division’s growth by expanding into key European markets and launching five new lead generation platforms. His teams are building a future where businesses of all sizes seamlessly tap into a vast pool of qualified leads, effortlessly scale their inquiries, and achieve their growth goals through a unified ecosystem.

Gary moves the needle forward with a unique blend of data-driven decision making, industry knowledge, and an uncanny ability to spot emerging trends — making inroads in the industry landscape, one marketplace at a time.