Supervisory Board:
  • Ms G.A. Verbeet  (Chair)
  • Mr J.A. van den Ende
  • Ms R.J. Anders
  • Mr R.F. van den Bergh
  • Mr G.P. Prein
  • Ms L.C.Q.M. Smits van Oyen

The Supervisory Board manages the policy implemented by the Executive Board and the general running of the Novamedia holding company and its affiliated companies.

Guided by the interests of Novamedia Holding BV, the Supervisory Board advises the Executive Board and approves the annual budget and major investments.


The board

Our executive board is responsible for the daily management of Novamedia and its affiliated companies.


Boudewijn Poelmann (1949) is the CEO of Novamedia and chairman of the boards of the Dutch Postcode Lottery, the BankGiro Lottery, the FriendsLottery and their parent company Holding Nationale Goede Doelen Loterijen.

Before setting up Novamedia in 1983 Poelmann worked for Novib as a fund-raiser and member recruiter. Together with three friends, he devised and founded the Dutch Postcode Lottery.

As the CEO of Novamedia, he has also set up postcode lotteries in Sweden and Great Britain. Since December 2014, Novamedia and the Postcode Lotteries have raised €10 billion for charity, making them the second largest private donor in the world, after the Bill and Melinda Gates Foundation.

In 1991, Poelmann became the co-founder and shareholder in Independent Media. This second biggest publisher of newspapers and magazines in Russia was sold to Sanoma in 2005. In the same year, he established the financial newspaper City AM in London and started the Nieuw Amsterdam publishing house. In 2014, Novamedia acquired various publishing companies and enabled the restart of the online bookshop BookSpot (formerly book club eci) and the Scheltema book store in Amsterdam.

In 2006, Poelmann was voted ‘the most influential player in Dutch philanthropy’ by the philanthropy magazine FM and in 2012 was made an Officer of the Order of Oranje-Nassau for his commitment to society in combination with innovative entrepreneurship and leadership. In 2014, the American magazine ‘Forbes’ ranked Poelmann 16th in its list of the World’s Top 25 Eco-Innovators. The city of Amsterdam and PwC awarded the IJ-prize in 2018 to Poelmann, because of his important contribution to the international profiling and economic, social and cultural development of the city.

As well as a B.A. from Nyenrode Business University, Boudewijn Poelmann also holds a B.A. in Marketing and Management from the University of Oregon and a B.A. in Political Science from Amsterdam University.

Sigrid van AkenSigrid van Aken (1970) is the COO/CFO of Novamedia and a member of the boards of the Dutch Postcode Lottery, the BankGiro Lottery, the FriendsLottery, and their parent company Holding Nationale Goede Doelen Loterijen.

From 2002 to 2005, Van Aken was responsible for the yearly allocation of funds to the beneficiaries of the three lotteries as head of the Charity Department. In 2006, she was appointed Deputy Managing Director of the three Charity Lotteries. From 2009 to the end of 2012, Van Aken acted as chairman of the three managing directors and was responsible for Licences and Regulations, Public and Legal Affairs, Operations and IT, Call Centre and HRM.

In 2013, Van Aken joined the Executive Board of Novamedia and thus also the Statutory Board of the three Charity Lotteries: the Dutch Postcode Lottery, the BankGiro Lottery and the FriendsLottery.

Sigrid van Aken has also been a member of the Supervisory Board of the GVB since 2013. The GVB is responsible for public transport in around Amsterdam. As well as operating the services, the GVB also looks after the management and maintenance of equipment and the rail infrastructure in the city. In 2014, Van Aken was nominated for Top Woman of the Year.

After completing high school, Sigrid van Aken studied French Language and Literature and started her career in 1994 at Rabobank in Paris. In 1998, she joined KPMG Consulting and was a senior consultant in the field of IT Management until 2002. In 2002, she joined the Dutch Postcode Lottery as she wanted to work for the civil society.

Imme Rog

Imme Rog (1967) is CMO of Novamedia and a member of the boards of the Dutch Postcode Lottery, the BankGiro Lottery, the FriendsLottery and their parent company Holding Nationale Goede Doelen Loterijen. After graduating in Dutch language and literature at the University of Amsterdam, Imme Rog started her career in the television world as an account manager at NOB/Dutchview/NEP. In 2000, she switched to the Charity Lotteries, where she became managing director in 2009. As managing director, she sees opportunities to achieve annual growth in a highly competitive gaming market in order to raise more funds for charity. Her emphasis on innovation, efficiency and attention to the entire marketing mix earned her the title ‘Marketeer of the Year’ in 2011. In addition to her work for the lotteries, from 2014 to 2018 Imme Rog was a board member of SIRE – Stichting Ideële Reclame – of which she has been chair for the last three years. Imme Rog: “In recent years, Novamedia has expanded considerably with the addition of BookSpot, the Scheltema bookshop, publishing companies, and Postcode Lottery in Germany and Norway. That ambitious, enterprising approach with the aim of making the world a better place appeals to me very much.”

Company directors

Annemiek HoogenboomAnnemiek 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 and in 2019 Annemiek was appointed Knight of the Order of Oranje-Nassau for her efforts for human rights and sustainable development.  

Harold ZwaalHarold Zwaal has considerable experience in commerce. He started working as a Sales Manager for Procter & Gamble back in 1980 and went on to work as a Sales Manager for Nieuwstribune, a professional journal focusing on marketing communication. From 1989 he was involved in the launch of RTL Television as Sales Director for Spot and Non-Spot. In 1995 he was one of the co-founders of the SBS Broadcasting media production company and served as Chief Commercial Officer and as a Supervisory Board Member through to 2005. Partly thanks to his efforts, SBS Broadcasting went on to become a very successful media operator with three channels and its own production company in the Dutch market. Harold Zwaal was appointed as Company Director Commerce  of Novamedia in 2006 and is responsible for all of the commercial activities undertaken for the lotteries in all of the countries in which Novamedia operates.

Since 2014 Harold Zwaal is also heading the bookstore Scheltema in Amsterdam as Director, and he is closely involved with the other media activities of Novamedia.