In Conversation with Laurence Herman, Managing Director, Netherlands and Nordics

The Life at Pinterest team had the chance to connect with Laurence Herman, Managing Director, Netherlands and Nordics, to learn more about working at Pinterest in Europe. In this interview, Laurence shares what piqued her interest in joining the company, our platform’s growth and opportunity in the region, and what it’s like to be one of the people behind the product. 

What drew you to Pinterest initially, and why was leading the Netherlands and Nordics region specifically an exciting opportunity for you?

Three things really stood out to me and motivated me. 

1. The opportunity and challenge: Leading the Netherlands and Nordics specifically was exciting because they are high-impact, high-expectation markets. The opportunity to grow a business and to see my impact was the number one thing that really drew me to the position.
2. The people: Everyone I met during the process was sharp, grounded, and genuinely collaborative. It felt like a team I wanted to join, learn from and build with. 
3. The platform and the mission - I was a massive user of Pinterest prior to joining, and I really love the platform. Also, as a mother of two young daughters, I care deeply about the digital environment and wellbeing, and I wanted to be a part of a company that takes that responsibility seriously and designs for it.

What are the biggest opportunities you see for Pinterest's growth across the Netherlands and Nordics right now?

I see three major opportunities for Pinterest in the region. 

1. Deepen understanding of Pinterest’s role as a visual search and discovery platform. As people go to Pinterest to search visually, and move from inspiration to action, there’s an opportunity to reinforce how Pinterest uniquely supports planning and shopping moments, and how brands can show up meaningfully across that journey.
2. Build more consistent partner outcomes and scalable learnings. There’s real upside in helping advertisers see measurable business impact on Pinterest, then using those learnings to guide broader best practices and playbooks across categories. 
3. Strengthen agency partnerships to drive scalable growth. Agencies are critical multipliers here. Continued investment in education, shared planning, and strong day‑to‑day collaboration can improve quality of execution and accelerate adoption across clients.

Pinterest is a platform built for positivity and inspiration. How does that differentiate it in conversations with partners and advertisers in your region?

Coming from other tech companies, I can confirm that there is a big difference in how we’re being received by customers. It’s a real advantage to work at Pinterest because it changes both the tone and substance of the conversation. Many of our partners use Pinterest personally and have positive experiences with the platform, which helps us build trust from our very first introduction. 

I also believe we are welcomed in the market because many of the advertisers we work with are actively looking to diversify beyond the largest platforms. Pinterest enters the conversation as a credible alternative where they can get both performance and brand-safe impact, with creativity that actually adds value to the user experience. And once they start to experiment with the platform, they see delivery on their goals and the ability to reach new users. It’s a growth story for them. 

How would you describe the culture and energy of your team?

The team is ambitious, collaborative and fun to work with. We come from different backgrounds and have many diverse perspectives, but we share a few common traits. 

• High drive and challenger mindset: People here want to build, improve and win in the market. They open doors to drive performance for our partners. 
• Strong collaboration: We often cover across portfolios and markets, there’s a lot of trust and a real habit of helping each other succeed.
• Positive energy: Even under pressure, the team keeps things human. We work hard and we enjoy building together.

How has the Netherlands and Nordics region evolved in your time here and what does it mean to be a part of the region?

After being here for a little more than a year, I personally feel that I’ve had more impact in one year at Pinterest than I have had at other companies during my career. As the markets continue to grow, so has our Netherlands and Nordics team. In just one year, we have grown the team and taken on new verticals, launched our Nordics entity with our first on the ground sales team, struck partnerships with big customers, and formed strong relationships with agencies. I’ve personally learned so much over the course of the last year.

The region is also home to big global brands. As a member of the team, you’ll have a broad scope and the opportunity to partner with international advertisers. You can truly build things yourself, whether it’s teams, strategic alliances or shaping the engagement strategy. If you identify gaps, opportunities, or a way to do things differently, you can absolutely make things happen at Pinterest. There’s the runway to solve unique challenges and create a massive impact. 

For someone considering joining the team, what would you want them to know about working life at Pinterest?

I’ve found that working at Pinterest feels like having the ownership of an entrepreneur, with the support and standards of a world-class company. 

You have a great structure in place with clear operating rhythms, training and investment in your development. At the same time, there’s meaningful growth opportunities and the ability to influence how we show up in the market. This allows you to see your impact quickly and directly. 

If you like building, partnering closely with customers, and being part of a team that values both performance and wellbeing, it’s an environment where you can do some of the best work of your career.