
Roel Uleners
Belgian-born, US-based strategic advisor
working at the intersection of design, strategy, and purpose
Executive partner & CDO at ethos capital
Principal of uleners.co
I believe in the power of design as a strategic asset to drive positive change, in multi-stakeholder co-creation to solve today's complex challenges, and in business as a force for good. I'm dedicated to unlocking more ways that people can learn, grow, and shape the future together. I partner with leaders worldwide in the private, public, and civic sectors to envision, design and build a brighter future for all.
I am a designer by trade and heart, and became a strategist in the second half of my 20 year career.
Most recently, through my own advisory firm, I’ve been working as a strategic partner to leaders worldwide in the private, public and civic sectors to envision, design and build brighter futures. In the last few years, I have been fortunate to get to work with amazing organizations like the Annenberg Foundation, NYU’s GovLab, the World Economic Forum, Cambia Health Solutions, JamCity, and many more.
Prior to that, I was the Creative Director of the global design consultancy XPLANE, where I led the design practice and an international team of strategic designers. Deploying design thinking to help organizations tackle complex organizational challenges, I worked with global clients including leadership teams at American Express, BP, Coca-Cola, Disney, ICANN, Oracle, Samsung, Unicef, and UPS.
Before that I held senior positions at various design, brand, and experiential marketing firms, both in the EU and the US.
I strive to inspire the next generation of designers/strategists by teaching and mentoring students at PNCA's graduate Collaborative Design program, and PSU Center for Executive and Professional Education’s Design Thinking & Innovation program, both in Portland, OR.
I am on the Advisory Board of the amazing Da Vinci Schools, providing students from the most-challenging areas in Los Angeles real-world, project-based learning, and true 21st century skills.
In response to the challenges associated with the global pandemic, I joined Belcham’s International Covid-19 Business Task Force, helping organizations on both sides of the Atlantic navigate this new reality. I continue to support Belcham’s leadership with
CAPABILITIES
STRATEGY & INNOVATION
Strategy Building
Process Improvement
Business Modeling
PEOPLE & ORGANIZATION
Vision & Purpose Mapping
Culture Tuning
Organizational Design
Stakeholder Engagement
STRATEGIC COMMUNICATION
Executive Communication
Brand Alignment
(Re-)Positioning