Sandra Bosma is Director of Customer Experience Management at PostNL, where she leads the company’s customer-focused transformation. With over nine years at PostNL and a background in insights and analytics, she has held seven different roles across the organization, building a broad perspective on business transformation and customer behavior. In her current role, Sandra drives CX initiatives that combine operational excellence, digital innovation, and human connection — ensuring a seamless experience for both senders and receivers. She is passionate about creating customer-centric organizations, leveraging data and AI to enhance the customer journey, and embedding a culture of customer-first thinking across large, diverse teams.