From journalist to tech leader: Danielle Kroes on finding her voice at team.blue
In this series celebrating women in leadership at team.blue, we sat down with Danielle Kroes, CTO Netherlands and Head of Service Management, to discuss her unconventional career in tech and the power of authentic leadership. Danielle's story exemplifies the diverse paths to leadership and the importance of authentic, value-driven leadership in building successful teams.
Danielle, your path into tech leadership hasn’t been traditional. Can you tell us about that journey?
My first ambition was to follow my family’s footsteps into journalism, and I completed a Master’s in languages with that in mind. But I quickly discovered that life as a writer felt too solitary and that I wanted something more dynamic and collaborative.
That realisation pulled me into the corporate world, where I thrived on large-scale projects, constant change, and global collaboration. During that transition into corporate life, I also continued investing in my education: just last year I completed an MSc in Business, because I never stop inventing new projects for myself.
Over the years, I’ve led every type of team imaginable: virtual, international, local, project-based, and function-driven. It hasn’t always been smooth sailing; I was pushed into leadership early, made plenty of mistakes, and learned as I went. But with the guidance of mentors and supportive managers, those missteps became the foundation of my growth as a leader.
When I joined team.blue in 2024, what drew me most was its international dimension, the immense growth pace, and its mission: building a European alternative to Big Tech to make online business success simpler. That sense of purpose resonated deeply.
What was it about team.blue’s culture that convinced you to make the move, and how has it been since?
The authenticity of the people struck me immediately, along with the genuine pride they have in our brand. We’re growing fast, but there’s also a real openness and sense of trust here, giving you the freedom and flexibility to deliver results in the way that works best for you.
During my onboarding, I spent a lot of time listening to the stories of our teams across regions. Those conversations helped me understand the reality of their day-to-day and shaped how I now lead. You get to know many teams fast and learn multiple perspectives when you collaborate on regional and group levels.
You’ve said you don’t have an engineering background. How do you navigate leading in a deeply technical environment?
At first, I’ll admit it was intimidating: joining a group of seasoned tech experts without being “one of them.” But I quickly realised the value of reframing that perspective, especially with the help of my peers who reinforced this shift.
My strengths lie in building teams, driving organisational change, and bridging perspectives across cultures and silos. Moreover, being part of a bi-cultural family life helps me see value in seemingly opposite viewpoints, which is invaluable for collaboration. Ultimately, leadership is less about being the deepest technical expert and more about creating the conditions where experts can thrive. Over the course of 20-year my career I have made every mistake you could imagine: too directive, too hands-off, too conflict-avoiding, too confrontational. But I was lucky to have mentors who let me learn from and own those mistakes. That's how you grow, and honestly, it never gets boring.
Who or what has shaped you most as a leader?
My father, a fearless journalist, was my first role model. He taught me to show up fully and without holding back. I have been fortunate to meet many women in my early career, who gave me the confidence to take on opportunities I doubted I was ready for. I also carry with me a quote from Maya Angelou that was my laptop sticker for years: "Do the best you can until you know better. Then when you know better, do better." Sometimes people felt called out by it, but it perfectly captures my philosophy of continuous growth.
Today, initiatives like Women in Leadership at team.blue continue that spirit by fostering connection and empowerment across our group, as we discover ways we can support each other.
What’s your perspective on women in leadership more broadly?
Representation matters. Too often, women underestimate what they can do, partly because they don’t see people like themselves in certain roles. Imposter syndrome isn’t a personal flaw; it’s a systemic reflection of underrepresentation.
My advice: you can do hard things. Find mentors and role models who challenge you to grow. They don’t need to look like you; they just need to push you further. And as organisations, we need to think critically about how we can be more attractive to diverse communities in the job market. We need to build pipelines that make leadership more accessible to underrepresented groups, including women, and the focus on women in leadership is a great step for team.blue to start building that space.
How do you manage the balance with life outside of work?
Work-life balance will probably always be a challenge for me. I’m ambitious, both professionally and personally, and I rarely compromise on quality. But I’ve gotten better at protecting my boundaries and balancing what drains me with what energises me. Yoga, dance classes, and Amsterdam’s culture keep me grounded, though saying “no” to my daughter is still a work in progress!
AI is transforming the industry. How do you see it shaping the future of team.blue?
For me, AI isn't just a technical challenge, it's a human one. At team.blue, we're exploring AI to enhance customer experience and streamline operations while preserving our collaborative culture. What excites me most is AI's potential as a force multiplier: freeing teams to focus on creative problem-solving and genuine customer relationships. Coming from my non-engineering background, I filter every AI initiative through key questions: Does this improve our customers' experience? Does this make our teams' work more meaningful?
I see a future where AI amplifies human potential rather than replacing the judgment and collaborative spirit that make team.blue distinctive.
Finally, what would you say to someone considering joining team.blue?
Go for it. You won’t be bored, and you’ll learn more than you could have ever imagined.