Annemarie is Head of Finance at Ajax and wants to help young people through the club

For many, working for Ajax is a dream come true. Is that also true for Radboud alumna Annemarie Reynolds? 'I'm from Eindhoven. Do I need to say more?' she says with a wink. Yet she feels completely at home in Amsterdam, because of the special nature of the company she works for: Ajax as a football club and as a listed company. 'That makes it financially interesting. In terms of turnover, we are actually a large SME, but with international allure. You even see Ajax shirts in Brazil.' 

Not a financial nerd

Reynolds began her studies at the Hoge Hotelschool in Maastricht and then went on to do a Master's in Business Economics at Radboud University. 'I am competitive and wanted to continue studying. The broad scope of the programme appealed to me, especially the social aspect and subjects such as philosophy. I have never seen myself as a financial nerd.' 

She looks back on that time with pleasure. ‘Nijmegen is a social city. The programme was interesting, but also personal. We were a small group, which made it intense and valuable.’

Capital on studs

After completing her master's degree, Reynolds worked in various sectors: from a bank in London to Philips and a school community. 'It was always about finance, but the industry was different each time.' When Ajax approached her, she didn't have to think twice. 'It's a sector full of emotion and public attention. Everyone has an opinion. When you lose, supporters want new players. And here, your capital literally runs on studs. That creates a unique tension, especially within a listed company.' 

Social mission

In addition to her work, Reynolds is active as a volunteer. She was previously a founding board member of Female Ventures, a network organisation for ambitious women, and has been active for several years as a board member at her children's primary school. Since January, she has been working for the Ajax Foundation. ‘Football is often about winning and transfers, but this makes it meaningful. This is what motivates me.’ 

The Foundation works with selected schools in Amsterdam. 'Former players and coaches give clinics and lessons. It's not just about exercise, but also about cooperation, respect and responsibility. When a former coach in an Ajax kit explains that you can only get through an obstacle course together, they listen.' 

Ajax as a metaphor

The club is a source of inspiration for many young people, says Reynolds. 'Now that Ajax itself is climbing out of a deep valley, we use that as a metaphor. We show that you can come back, stronger than before. In that sense, Ajax is a metaphor for life.'

Women's football on the rise

Reynolds also tries to make a difference behind the scenes at the club. For example, she contributed to a recommendation to UEFA to expand the European women's competition. "There will be more money and more clubs will be able to participate. Financially, women's football is on the rise, but it's not paying off yet. Clubs need to keep investing. I really believe in it — look how many girls are playing football. Big clubs like Ajax can make a big difference in this."

Advice to students

What advice would she give to students? 'Don't let your choices be guided by money, but by what you really enjoy and what gives you energy. If you do what interests you and are open to new experiences, all kinds of opportunities will come your way. Stay curious, ask questions, and invest in yourself — not only through education and training, but also in developing your perspective. Learn to look beyond your field of expertise.' Reynolds advises choosing an environment where you can learn, with a manager who wants to help you advance. 'And realise that operational work is part of the job. If you excel at it, you will naturally rise to the top. That is where you lay the foundation for the future. Development is not a straight line, but a path full of opportunities — if you dare to seize them.'

Text: Willem Claassen