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.


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

She has been a member of the Supervisory Board of Novamedia as COO and later as CFO. She has been CEO since March 2020. Before joining Novamedia, she chaired the team of Managing Directors of the Dutch Charity Lotteries for three years. Since 2002 she has been active in various roles, including Head of the Charities Department. Her expertise extends to many areas of lottery operations including IT, Lottery permit management, stakeholder management and public affairs. She has been involved in setting up new lotteries in Germany and Norway, and in implementing the new governance of the social enterprise.

Sigrid van Aken has also been a member of the Supervisory Board of Amsterdam’s public transport company GVB since 2013. As well as operating services, GVB also looks after the management and maintenance of equipment, and the city's rail infrastructure.

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

Sigrid is committed to initiatives that matter, and to courageous people who want to make the world greener, more livable and fairer. She enjoys working closely with her colleagues on big projects that have a positive impact on others. She firmly believes in the words of the first international ambassador of the Postcode Lottery, Nelson Mandela: "It always seems impossible until it is done." Sigrid is certain that, with optimism and perseverance, people can achieve a lot together. She and her husband have a son aged 15 and a daughter aged 13. She leads an active life with family and friends and loves being in the mountains and on the water.


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.”

Boudewijn Poelmann (1949) is a member of the executive board of Novamedia. Until March 2020 he acted as ceo 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.

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.

Michiel Verboven

Michiel Verboven (1976) is CCO of Novamedia and member of the Board of the Dutch Postcode Lottery, de BankGiro Lottery and FriendsLottery, and their holding National Charity Lotteries. After graduation from the Haarlem Business School, Michiel Verboven (1976) started his career in 2000 at Endemol as an account manager. It was here that he also got to know the Charity Lotteries, where he started to work in 2002 as a Marketing employee for the Sponsor Bingo Lottery (now the FriendsLottery). This was followed by the posts of Head of Marketing at the Sponsor Bingo Lottery in 2007 and, three years later, Head of Marketing & Internet at the Dutch Postcode Lottery. In 2013, he swapped this job for that of Managing Director of the Charity Lotteries up untill his nomination for Boardmember in June 2020.

As chairman of the Managing Directors, among other things he was responsible for the departments Data Service/IT, Marketing. Making the lotteries future-proof is a major spearhead of his job package and an intrinsic motivation.

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.