Responsible for creating and launching the Up brand as it stands today, Liesbeth started her cannabis career with Up Cannabis in November 2017. Prior to that, she ran her own brand development consultancy Fly On The Kitchen Wall which she founded in 2011. Prior to entrepreneurship, she was Creative & SVP at experiential ad agency CIM (currently part of Mosaic / Acosta) where she spearheaded campaigns for clients like Pepsico, Microsoft, Loblaws, OLG and Colgate Palmolive, just to name a few. Under her 5 year leadership the Agency doubled it’s bottom line and won 30+ awards for it’s creative body of work.

Prior to CIM she held the position of Creative Director and partner of ad agency EINSTEIN dAdO in Mexico where she developed award winning campaigns for brands such as Ford, Absolut Vodka and Jose Cuervo . Prior to that Liesbeth held the position of Regional Director of Strategic Planning for Saatchi & Saatchi in the Middle East development campaigns for P&G’s Pampers which won the prestigious Proctor and Gamble, Best Business Building Award for the Middle East and Africa.   She got her start in the ad business at Saatchi & Saatchi Poland from 1995-1998 followed by a one year assignment for Saatchi & Saatchi Turkey. Liesbeth is born and raised in The Netherlands where she got her degree in business from the University of Arnhem.