‘Wise leaders generally have wise counselors because it takes a wise person themselves to distinguish them.’ - Diogenes of Sinope
Biography
Annerieke Ruijter
Associate Partner Leadership Advisory
Executive Coach & Leadership Development
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Annerieke Ruijter began her career as a trainer and coach at the training agency Yowsa! in 2004. In 2005, she added the role of Assessment Psychologist at Cubiks. With the variety of themes, companies, and sectors, Annerieke quickly expanded her experience and repertoire, both in breadth and content. After seven years, two of which in a management position, she moved to AIMS International, Executive Search & Talent Development. Besides accepting a management position there, she led extensive management development programs as a trainer for clients including IG&H and Thales. In 2012, Annerieke started her own business under the name Ruijter (in) Company.
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Since the start of her career, Annerieke has focused on the development of individuals, teams, and organizations. She has a special focus on personal awareness, communication, beliefs, and change processes. Annerieke's work is characterized by connecting thought and action: translating insight into concrete behaviour and sustainable change. She guides change processes, develops and delivers training and coaching programs, and supports managers and employees in strengthening their effectiveness. During the COVID-19 pandemic, she expanded her activities to include online training and digital support, responding to the changing learning and work environment.
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In addition to her work as a trainer and coach, Annerieke co-authored the book "Border Breaking Life," in which she and others explore the principles of success and fulfilment, inspired by the Alpe d'HuZes movement. She has written articles for platforms such as Psychologisch.nu and Ginger-Blue. Annerieke is adding colour to the world by founding "Spread Confetti" in 2021: the company offers confetti that, when scattered, contributes to biodiversity by growing flowers.
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Annerieke has a strong interest and preference for content and depth with scientific substantiation. She possesses the creativity and skill to reduce complex issues to their essence. Annerieke works from the outside in - from complexity to simplicity - and knows how to invert existing perspectives to generate new insights. Her approach is reflective, people-focused, in-depth, and pragmatic: consciousness, values, and behavior are considered in conjunction with each other. Clients appreciate her ability to adapt quickly, her personal approach, and the way she invites people to look at their issues from a different perspective. Annerieke possesses a positive, constructive, and solution-oriented attitude. She is passionate, open-minded, human, and astute.
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Annerieke studied Work a Organizational Psychology at the University of Amsterdam (UvA) and obtained her Master's degree in 2005. Throughout her career, she further developed her skills with a degree in Organizational Behaviour Management at the Vrije Universiteit Amsterdam (VU), Family and Organizational Constellations at institutions including the Bert Hellinger Institute and Prince2, and a continuing education program focused on inner being at the Ridhwan School.
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Annerieke joined Capita Selecta on December 1, 2025. As a member of the firm's Leadership Advisory practice, Annerieke focuses on executive coaching and mentoring managers, highly educated professionals, and leadership teams. She also develops (online) training and coaching programs.
Segments
Industry, Engineering, (Semi-) Public/ Not-for-Profit, SOHO/SME & Family Office.
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Drs. Annerieke Ruijter
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Mail: aru@capita-selecta.nl
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