Femke Swaan-van Dijk

Femke Swaan-van Dijk, Head of People & Culture at Eye Wish Opticiens, shares insights on building a People & Culture function from scratch following an acquisition where only the retail stores were purchased, leaving the organization to rapidly establish a service office and HR infrastructure.

About the role

As Head of People & Culture at Eye Wish Opticiens, you lead the strategic and operational HR agenda for a mid-high segment optical retail chain with 143 stores. Following the 2022 acquisition by MPG Austria, the role involved creating a new service office and HR foundation from the ground up—described as a "reverse startup." The position focuses on embedding a human-centric culture while driving organizational growth and performance.

Responsibilities

• Build and lead the People & Culture function, establishing foundational HR systems, processes, and policies within tight deadlines.
• Develop and implement a human-centric HR vision and strategy that aligns with business objectives and enhances employee experience.
• Shift performance management from annual reviews to continuous dialogue, integrating well-being and development into conversations.
• Design and introduce initiatives that foster connection, recognition, and development, such as:
  • A paid day off on employees' birthdays.
  • A buddy program for onboarding and support.
  • "Briljant met Pensioen," a special day for retired employees.
  • Learning opportunities during work hours.
  • Speed-dating sessions with the management team.
• Strengthen leadership capabilities, emphasizing presence, listening, and enabling growth through a balance of warmth and professionalism.
• Act as a bridge between business strategy, employee experience, and organizational success.

Requirements

• Proven experience in HR leadership, preferably in a fast-paced or transformational environment.
• Background in building HR functions from scratch or leading significant cultural change.
• Strong focus on employee experience, well-being, and development.
• Ability to balance strategic thinking with hands-on execution under pressure.
• Legal background (e.g., law degree or experience as an attorney) is a plus but not required.

Skills

• Strategic mindset with the ability to translate business needs into HR solutions.
• Strong leadership and team-building skills, with experience in fostering collaboration and connection.
• Excellent communication and interpersonal skills, with a focus on transparency and trust.
• Innovative approach to HR, with a willingness to challenge traditional practices.
• Resilience and adaptability in high-pressure or ambiguous situations.

Benefits

• Paid day off on your birthday.
• Buddy program for support and integration.
• Opportunities for learning and development during work hours.
• Special initiatives for retired employees, fostering long-term connection to the organization.
• Focus on continuous dialogue and development in performance management.