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Freddie Ruijs is an accomplished professional with extensive experience in digital transformation and innovation management. Currently serving as Managing Director of Digital Farming at Lely, Freddie has also held key roles such as Head of Digital Farming and Senior Product Manager for Farm Management System & Data. Prior to Lely, Freddie spent two decades at KPN, where roles included Strategy Manager, Digital Transformation Lead, and Innovation Lead. Expertise includes enterprise architecture, managing complex technological processes, and fostering team inspiration through empathy and creativity. Educational qualifications include a PDEng in Software Design and a Master of Science in Electrical Engineering and Information Technology from Eindhoven University of Technology, along with an engineering degree from HTS Den Bosch.