Michel Nienhuis is a Performance Lead for Google Northern Europe, originally from the Netherlands but based out of Norway. Over the last 8 years, he has advised Google’s largest performance clients in the Benelux and Nordics to help them drive better results with AI-powered strategies. Before Google, he worked for 5 years with Google Ads, performance marketing and product management in a leadership role at the Norwegian unicorn Gelato (Optimalprint). He holds degrees in geopolitics, business & IT from King's College London and the University of Twente, the Netherlands.