Björn has worked as a marketing director in the Netherlands' cultural sector for a number of years, and also has marketing experience in the fields of commercial publishing (Elsevier Science) and retail (Clockwork). Until 2010 he was director of marketing at the Amsterdam Heritage Museums (AHM) a cluster he set up with 5 museums; Amsterdam Museum, Museum Willet-Holthuysen, Biblical museum, Cromhout House, Museum Our Lord in the Attic and Museum Geelvinck. In 2011 he also set up the cluster Amsterdam Heritage (AH); a cooperation of all heritage museums and departments in Amsterdam. In which are again the AHM represented but now added with the other Canal museums, Amsterdam Office of World heritage, City Archive and Amsterdam Office of Monuments & Archaeology. In 2012 the city of Amsterdam added to his role; coordinator of the World Heritage Site of the Canal Ring (WHS). Also in 2013 he set up the business foundation SAM for the board of the 44 Official Museums of Amsterdam (amsterdammusea.org). He is the current director of the foundation SAM.
For ten years he was board member of the Dutch Association of Cultural Marketing and Communication. Björn worked as director of marketing at the Amsterdam Public Libraries (from 2003-2007). Björn was in the Cultural Leadership International program of the British Council & Ministry of Culture 2010-2011. Sitting on the boards and commissions of various other institutes in the Netherlands, Björn provides marketing & business advice and strategic planning to their operation. He is board chairman at the Volksuniversiteit in Amsterdam and the Diamond Museum. He is also involved in a number of projects in (e.g.) the UK, Belarus, Canada, Russia, Finland, Moldova, Dutch Antilles, Singapore, Turkey and Amsterdam. Internationally he advices several Ministries of Culture on working together for a better future. As senior-lecturer at RANEPA he teaches Marketing in Cultural Field in the Presidential Program for all Russian Ministers. He also teaches at Moscow State University of Economics (MESI, Yaroslavl) and at MSSES, where he is also head of Museum Studies. He is board member of ICOM’s International Committee for Marketing & PR.
He lives in the centre of Amsterdam on the canals with his wife Tamara and their cat.