The board

Executive board

Our executive board is responsible for the daily management of Novamedia and its affiliated companies. Our board members are Sigrid van Aken (CEO), Imme Rog (CMO) and Michiel Verboven (CCO). 


Sigrid van Aken

CEO and chair of the boards

Sigrid van Aken (1970) is the chief executive officer (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. 

Since 2013, she has been a member of the Board of Novamedia as chief operating officer (COO) and later as chief financial officer (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. 

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 bring change, 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 16 and a daughter aged 14. She leads an active life with family and friends and loves being in the mountains and on the water.


Sigrid van Aken


Imme Rog

CMO and member of the boards

Imme Rog (1967) is since mid 2018 chief marketing officer (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.

She has been with the Charity Lotteries since 2000 and active in various senior roles. From 2009 till 2018 she was managing director of the Dutch Postcode Lottery, the BankGiro Lottery and the FriendsLottery. As managing director, and as CMO, she sees and seeks opportunities to achieve annual growth in a highly competitive gaming market in order to raise more funds for charity. And to expand to new markets and countries.

Her focus is on continuous innovation, efficiency and attention to the entire marketing mix. This ánd the creation and launch of the FriendsLottery (brand awareness 82% in six months’ time), earned her the title ‘Marketeer of the Year’ in 2011.

After graduating in Dutch language and modern literature at the University of Amsterdam, Imme Rog started her career in the television world as an account manager at NOB/Dutchview/NEP.

In her first ten years with the Lotteries, Imme started as Head of Marketing for SponsorBingo Loterij (now: FriendsLottery). After three years she combined two of her top skills: marketing and TV & Media, when she became Head of TV & Events. She was responsible for all Lotteries’ TV-shows and (online) spin-offs and has a wide network of broadcasters and producers. From 2008 till 2017, she held a position in the Top 25 ‘Most Powerful Broadcasters’.

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. SIRE is an independent foundation run by media professionals who honorary create advertisement campaigns on social topics to inform and activate both public and decision makers. 

From 2009 till 2018 she was also auditor of the Supervisory Board of Stichting DOEN.

Imme Rog lives in Amsterdam with her husband. Her son studies Economic History in Leiden.


Imme Rog


Michiel Verboven

CCO and member of the boards


Michiel Verboven (1976) is chief commercial officer (CCO) of Novamedia and member of the boards of the Dutch Postcode Lottery, the BankGiro Lottery and the FriendsLottery, and their parent company Holding Nationale Goede Doelen Loterijen, since June 2020.

Michiel studied commercial economy and marketing management at Haarlem Business School and started his career in 2000 at Endemol as an account manager for online and mobile interactive broadcasting. The National Charity Lotteries were one of his clients, before he transferred in 2002.

He started as a marketeer for the SponsorBingo Lottery (nowadays known as the FriendsLottery), he has been active in various roles including Head of Marketing SponsorBingo Lottery (2007) and Head of Marketing Dutch Postcode Lottery in 2010.

During his time with the SponsorBingo Lottery, the number of players almost doubled. Due to a clever proposition strategy and the realization of enormous visibility for the lottery. Michiel closed one of the longest-term contracts in the Netherlands – and it’s still running- between a sponsor (the SponsorBingo Lottery) and the Dutch premier league football competition.

To express the lottery ‘s mission he introduced a yearly award for the most socially committed club, later the most socially committed player of the Dutch premier league.

In 2013 he became Managing Director. In this role he was responsible for the repositioning of the BankGiro Lottery and the introduction of the VIP-card. This card gives free entry to more than 100 Dutch museums and discounts for theatre, cinema and amusement-parks. In 2019 he separated a part of the IT department into MIT: Marketing Intelligence.

In 2012 he attended INSEAD (Leading for Results) followed by IMD (High Performance Leadership) in 2016.

He lives with his wife and two sons (8 and 5) in Heemstede.


Michiel Verboven