Greetje (Gretta) is an Assistant Professor of Organization and Digitization at the Department of Organisation and Personnel Management, Rotterdam School of Management, Erasmus University. She is also a Research Associate at the Saïd Business School and the Oxford Internet Institute, University of Oxford and a co-host of the Talking About Organizations Podcast.

A scholar of technology and work, Greetje is interested in the social and organizational implications of using novel digital technologies in the workplace and in markets. Using ethnographic methods such as participant observation and interviewing she studies the changing nature of work in the digital economy and specifically the impact of emerging technologies such as AI and cloud computing on the social organization of knowledge-intensive work.

Greetje received her Ph.D. in Organization Sciences from VU Amsterdam and also holds an M.Sc. (Cum Laude) from VU Amsterdam. She further obtained a PMC (Cum Laude) in Culture, Organization, and Management from VU Amsterdam and a B.Sc. in Psychology from the University of Groningen, where she also studied Classical Violin and Modern Japan Studies.

Greetje is the 2019 recipient of a British Academy Postdoctoral Fellowship for the study of work transformation brought about by digital platforms. She also received a Young Talent Award from the Prins Bernhard Cultuurfonds and the Wilhelmina Drucker Early Career Award from VU Amsterdam. She has worked with the European Commission and World Economic Forum on policy matters related to the Future of Work. Her work has further been covered in the Financial Times, Fortune Magazine, and Forbes Magazine.