We are thrilled to announce our 2020 keynote speaker, Brian McBride as well as our featured speakers, Belinda Buvens, Ellen van Daal, Peter Boerhof, and Roger Lindelauf.


We are excited to announce our 2020 Vertex Exchange Europe Keynote Speaker.


Brian McBride

Deputy Chairman of Trainline, Senior Adviser with Scottish Equity Partners & Lazard's Global Finance Advisory Business | Former Chairman of ASOS & CEO of Amazon UK

Prior to joining Asos and helping them grow exponentially from modest startup to leading player, Brian was CEO of amazon.co.uk for five years. During his time at the online retail giant, their market grew hugely. They expanded from primarily focusing on books and entertainment to providing everything from groceries to sports equipment. He also oversaw the introduction of innovations like the Amazon Marketplace and Amazon Prime.

Brian has served on the boards of organisations from online electrical retailer AO.com to the BBC to Huawei’s advisory board. He was T-Mobile’s UK CEO and held global roles at IBM and Dell. He’s advised government and has worked in the US, Germany, China, and Japan, making him a leading authority on technology, customers and disruption. He has consistently led businesses that have revolutionised how consumers buy and what they expect from retailers. In presentations, he looks at how this revolution came about, the rise of mobile and social media in retail, and how to engage with and impress the new breed of customer (whoever and wherever they might be). Drawing on experiences from some of the world’s best-known online businesses he considers the common themes across sectors, the potential effects of AI and what the next big trends will be.

By looking at the disruptive forces that have brought us here, from IBM mainframes to smartphones, Brian looks at the lessons from how industries and companies have adapted (or not) to the threats and opportunities. Whilst strategy and agility are vital, Brian proposes that success is ultimately down to leadership. He also considers his personal experiences, comparing more traditional structures to the culture and behaviours of the new tech revolutionaries, from the role of leaders in disruptive startups to Amazon’s leadership principles.

Brian has maintained a range of roles in the technology sector with positions at investment company Kinnevik, and the cycling retailer Wiggle. Before Amazon, Brian’s career included stints at Xerox and IBM, Dell Computers and Lucent (which later became part of Nokia). He has been a Non-Executive Director at AO.com, Celtic Football Club, at staffing company SThree, and at Computacenter. He’s also served as a member of the Government’s Digital Advisory Board, which steers the digital delivery of government and public services.


We are excited to announce our 2020 Vertex Exchange Europe speakers.

Belinda Buvens

Associate Director US Sales Tax and Global Tax Technology at Procter & Gamble

Belinda is the global Tax Technology lead and the North America Indirect Tax leader for Procter & Gamble. She started her career in mainstream Finance and Accounting. Via various assignments in financial services and solutions, she built a vast experience in operational accounting and project management. She has experience in SAP System Implementations and Corporate Restructurings. Belinda was the Indirect Tax Compliance Operations leader for Europe. She was the Tax leader for the implementation of the tax engine across the globe. Belinda has 12 years’ experience in Indirect Tax Compliance processes and is recognized in P&G as a CFO Circle Expert for her end to end mastery in Tax, Accounting and Business Process excellence.

Ellen van Daal

Solution Engineer at Vertex Inc.

Ellen has spent over 15 years in the arenas of international taxation and tax technology. She started her career at EY in The Netherlands and the worked in-house for a multinational real estate investment firm, where she was responsible for all different types of tax reporting (VAT & Tax Accounting) across the globe. Within Vertex, as well as VAT SME, she is a functional specialist on Vertex VAT Determination, Reporting and Data Management solutions, working with both partners and customers.

Peter Boerhof

VAT Director at Vertex Inc.

Peter Boerhof is the VAT Director for Vertex. In his role he provides insight and thought leadership regarding the impact of tax regulations, policy, enforcement and emerging technology trends in global tax. Peter has extensive experience in international transactions, business restructuring, tax process optimization and tax automation. Prior to joining Vertex, Peter was responsible for leading the indirect tax function at AkzoNobel, where he designed and implemented a tax control framework, optimized VAT and managed the transition to a centralized tax operating model for global tax processes. He was also responsible for indirect tax planning and compliance for merger and acquisition, supply chain and ERP projects, as well as the implementation of tax automation initiatives like tax engines and robotics. Peter also worked at KPN Royal Dutch Telecom managing VAT, as well as Big Four accounting firms Deloitte and Ernst & Young (EY) advising on VAT compliance and optimization processes.

Roger Lindelauf

Practice Leader at Vertex Inc.

Roger has over 30 years’ experience working as an SAP VAT architect and senior consultant to large multinational companies such as, Philips NV, Essent Trading International, Shell NV and Meridian Global VAT services.

Roger has acquired strong experience in international VAT, SAP, understanding business requirements and working with VAT automation solutions to translate highly complex business requirements into sustainable, future proof tax technology solutions. At Vertex Roger leads the SAP practice to ensure best in class solutions and implementation for all our clients that we work with.

Session 2 Details