Annemiek launched the People's Postcode Lottery in Northern England in 2005, and in November 2007 in Scotland. The Lottery expanded into England and Wales in 2010. In 2016 she co-launched the Deutsche Postcode Lotterie, of which she is Managing Director.
A political science graduate, Annemiek started her career as a university lecturer at the University of Amsterdam, before moving to Sudan to set up a new communications faculty at Ahfad University in Omdurman.
Annemiek has also worked as a Senior Consultant for drinking water, agricultural irrigation and women’s empowerment and rights programmes with engineering firm DHV Consultants, travelling to India, Bangladesh, Indonesia, the Middle East and East and Southern Africa for development banks, governments and NGO's. In 1992 she founded her own consultancy company to help develop free media in Eastern Europe and founded the Management & Media Academy.
Responsible for bringing Nelson Mandela on board as an ambassador for the Dutch Postcode Lottery, Annemiek says her first ambition is "to raise funds for personalities and organisations who are a role model to make the world a greener and better place".
She was awarded the Women’s First Award in the category Leisure in the UK in 2014.
In 2015 she received an honorary Doctorate in the Humanities from Ahfad University in Sudan for her decisive role in the introduction of women’s studies.