A conversation with Laszlo, marketing and sales manager at Hello Registry

Would you like to introduce yourself? Who are you, and what do you do as Sales and Marketing Manager for Hello Registry?

I’m Laszlo, and I’m 34, of Moluccan-Indonesian heritage. When I was 18, I went to study and work in China for a year. I studied Asian Trade Management and Mandarin there. After graduating, I went straight into sales and marketing work. I’ve had a number of jobs. Before coming to work at SIDN, I was recruited to support the development and rollout of a domain name marketplace.

I joined SIDN in March 2026 as Sales and Marketing Manager for Hello Registry. The job involves working to reach the right target audience for bringing Hello Registry to market. That means other registries, with the emphasis currently on other ccTLD registries. Registries are organisations that manage domain name extensions, the way we manage .nl. And ccTLD registries are the ones that look after other country-code extensions. They’re the ones we’re focusing on.

You’ve been at SIDN for 4 months now. What attracted you to the job?

I’d been working in the domain name industry, so I knew the market. The job was actually exactly what I was looking for, because I saw it as an opportunity to make good use of my existing knowledge, while also getting to know the registry side of the industry much better.

What did you know about SIDN before, and what’s surprised you most since you started?

I knew about SIDN as an organisation. But the thing that’s surprised me most since coming here is that, whereas you might think of a non-profit organisation as a bit stuffy, SIDN is run like a business. And there’s a very open, friendly culture.

How did you like your first few months? Was there a particular moment when you thought to yourself, “This is just the right place for me”?

In my second week, my induction buddy had to attend an event in Mumbai, and he gave me a whole folder of information about what I should do and what I should read during my induction period. That was quite something, because I suddenly had to find out and do all sorts of stuff for myself. However, the whole department started helping me out, so in no time I had lots of buddies. 😉 By my third month, I had settled in and I was given the chance to attend the Nordic Domain Days, an international event for the domain name and registry sector. I was immediately given responsibility and simply allowed to do my own thing and decide how to do the job myself. I was particularly surprised by how the event was organised. I’d been expecting a traditional corporate networking event, but there were all sorts of things going on, including tattooing and piercing. For me, that underlined how much this industry is about relationships and personal contacts, rather than chasing targets or commercial goals.

What made you choose SIDN, as opposed to another organisation?

Following the sale of our business, I came across this job and realised it was exactly what I was looking for. I thought it was the perfect fusion of being part of an innovative organisation and working for the public good. Because the job is a new one, created for Hello Registry, I also have the opportunity to put my own stamp on it, learn new things and gain lots of experience.

Why do you see this as a good time to join SIDN and work for Hello Registry?

The situation with Hello Registry is a unique opportunity, because the platform’s development is still in full swing. Hello Registry is a joint initiative by 2 of the most respected registry organisations in the world, SIDN (.nl) and CIRA (.ca). Together, we’re aiming to roll out and take forward a next-generation registry platform that organisations can use to efficiently manage, secure and grow their domain name extensions. What I really like about the job is that I’m not marketing a mature product; I’m actively helping to shape the product as it develops.

As Sales and Marketing Manager, I’m in direct contact with our customers, so I get valuable feedback from the market about the challenges they face, their wishes and their future requirements. That intelligence is translated into product developments and improvements. And, in the future, I’ll be working closely with the engineers who are building Hello Registry to realise a continuous innovation flow.

What do you like about being part of a team that’s still taking shape?

The opportunity to put your own stamp on things. Everything you do has an impact that’s immediately visible. You’re contributing to the first successes of a new team and you’ve got a big say in things.

How would you describe the atmosphere at SIDN?

Accessible, friendly and family-like, but also dynamic. From the world ‘go’, connecting with people is easy; the internal thresholds are very low. Teams are given a lot of autonomy and you have the freedom to make your own decisions and really put your own stamp on your role. People here value creativity and individual input.

What’s the balance between relationship management, sales and marketing, and strategic planning?

In my job, there’s a good balance between those components. That’s the great thing about the multi-faceted role I have. No two days are the same, the focus can shift from one day to the next.

What types of customers and partners are you already talking to?

Mainly other registries. But, of course, there’s also the news outlets such as Circle-ID: an online platform and community for professionals in the internet industry, which delivers news, blogs and opinions about internet infrastructure and domain names. And I have contact with the organisers of events such as the Nordic Domain Days, and with ICANN, the umbrella organisation that manages and coordinates the global system of domain names and IP addresses.

What makes your work both challenging and fun?

Having a wide range of responsibilities. Making other registries and prospective partners aware of Hello Registry, but also sharing knowledge.

How do you see your future at SIDN?

My role with Hello Registry is relatively new, and it’s therefore a big opportunity. Given the developments taking place in the registry market, the potential of Hello Registry and the phase that the platform is currently in, I think there are plenty of exciting challenges ahead.

Because both my job and the platform are still developing, I’m able to put my own stamp on the commercial growth and positioning of Hello Registry. That’s what I like most about the job: the combination of learning, building and having a visible impact within a rapidly developing environment.

Hello Registry is an international operation. What are the practical implications for your work?

I’m immersed in two distinct business cultures, and I work across two different time zones. That means I have to be super-flexible the whole time, but also that no two meetings are ever the same. And it’s no hardship always going to new places for events, congresses and other business activities.

What do you like most about working in an international environment?

The diversity of profiles that you get, business cultures, government rules. I also like all the international travel, and the fact that my role is not so much about focusing on a point of commercial contact with the aim of making a deal, and more about building relationships. The international dimension forces you to stop clinging to the familiar, and to be open to other cultures.

Why would you advise someone to apply for a job at SIDN?

SIDN is a really good employer; it’s very people-focused. Besides, who wouldn’t want to work on the electronic infrastructure of the .nl domain and the associated security and internet services? It’s something quite unique, which you can contribute to, and which will always be relevant and dynamic. The internet is constantly developing; it never stands still. And that means it’s never boring or monotonous.