GoodHabitz names Iris Cremers as CHRO to ‘put HR at the heart of a company that lives and breathes learning’

Netherlands-based corporate learning leader GoodHabitz has appointed Iris Cremers as its new CHRO.

Cremers has two decades of HR and consulting experience, including at PwC, DSM, and most recently at Prosus Group, the parent company of GoodHabitz.

At Prosus Group, Cremers was responsible for strategic HR initiatives across the company’s portfolio – as well as GoodHabitz, this includes Tencent, Just Eat Takeaway and Remitly.

Talking exclusively with UNLEASH about her decision to join GoodHabitz, Cremers shares: “After years of shaping HR strategy from the outside-in — in consulting and across Prosus’ global portfolio — I felt a strong pull to get closer to the action.

“I wanted to build, lead, and experience the full impact of HR from within a business.”

She continues: “At Prosus, I became familiar with GoodHabitz and was inspired by its mission to change corporate learning for the better.

When the opportunity came to join as CHRO, it felt like a once-in-a-career moment: a chance to put HR at the heart of a company that lives and breathes learning.”

Cremers sees this as an “incredibly exciting time to join” GoodHabitz – it is just one year after the Dutch learning company appointed a new CEO, Annabelle Vultee.

“With Annabelle Vultee launching a bold new global strategy and brand, and a refreshed leadership team in place, the momentum is real,” adds Cremers.

Cremers on putting HR at the heart of GoodHabitz

Cremers’ ambition at GoodHabitz is to ensure that the corporate learning platform practices what it preaches in its own learning strategy.

She wants the HR team to act as an internal case study for GoodHabitz’s platform.

“My focus is on embedding the ‘GoodHabitz way’ — strong leadership, results-driven strategies, a deep commitment to DEI, and a culture of continuous learning,” she continues.

I want our people, our ways of working, and our product to reflect these values. That’s how we become a benchmark for HR and L&D excellence — by living it ourselves.”

Looking over the next five years, Cremers notes that “international growth is a major priority”.

“Together with Annabelle, I’ll be focused on scaling our culture globally — staying true to our Dutch roots while embracing local identities. We want to be a high-performing global company that never forgets where it came from.”

UNLEASH was keen to find out what influence Cremers will have on both GoodHabitz products, but also customer experience with the platform.

“Having led L&D transformations and sat on the buyer side of learning platforms, I bring a deep understanding of what customers need.

“I’m excited to work closely with our Chief Product Officer and the broader team to shape our product strategy and go-to-market approach.

“It’s a rare opportunity to co-create the future of learning — from the inside out.”

Speaking about Cremers’ appointment, GoodHabitz CEO Vultee noted:” Iris’ appointment is a big step in the GoodHabitz story.

“Her leadership will not only shape our future people strategy, but also allow us to raise the bar amongst her HR leader peer group.

“As an L&D business, we have a responsibility to set the standard for best-in-class practices and lead by example.

“With Iris at the helm, we will make sure we live and breathe the practice we preach.”