San Francisco, CA - August 12, 2026 - Flywl, the procurement operating system for cloud, software, and AI, announced that Michael van Keulen (MVK) will move from an advisor to a Chief Customer Advocate. He has spent his career advising executives on the digital transformation of procurement, helping shift it from a tactical function to a strategic one within companies.
MVK has been working in procurement, finance, and transformation for nearly 30 years, including leading procurement at VF Corporation (brands include The North Face and Timberland), Lululemon, as well as Coupa Software, where he advised some of the largest companies in the world on their digital transformation.
In addition to his new role at Flywl, MVK also serves as Chief Procurement Officer-in-Residence at Omnea.
“I am thrilled that MVK is transitioning from an advisor to a Chief Customer Advocate role at Flywl. We are driving a movement of procurement leaders who are redefining their role by delivering strategic outcomes for their companies. With emerging opportunities, such as the cloud marketplace channel and the need for enterprise AI sourcing, procurement is entering a period of profound transformation, elevating its visibility and influence all the way to the board level,” said Ankur Srivastava, CEO and Founder of Flywl. “I can think of no better person than MVK to help guide procurement and sourcing executives through this transformation.”
“Typically, when cloud, software, and AI commitments are made, procurement hasn’t been in the room. They are brought in afterwards, to deal with a commitment they had little to no say in,” said MVK. “Over the past year, I’ve had a front-row seat to the progress the talented team at Flywl has made in bringing greater transparency, control, and leverage to procurement and finance leaders.”
The opportunity extends far beyond giving procurement more and better data.
With Flywl, procurement and finance executives can connect data and insights to business priorities in real time - moving from being brought in after decisions are made to having a seat at the table, shaping strategic direction and maximizing value creation. This shift is foundational to building the next-generation procurement operating model and transforming procurement into a true strategic driver of business value.
MVK will be one of the hosts at Flywl’s Executive Summit in Napa, co-sponsored by AWS. This event runs September 24th and 25th, 2026 and is designed for procurement and finance leaders who want to uplevel their role and career by taking a proactive approach to cloud, software, and AI spend, tying it to strategic business priorities.
About Flywl
Flywl is the procurement operating system for cloud, software, and AI, built for enterprises. The company unifies procurement across AWS, Microsoft Azure, and Google Cloud Marketplace, and connects technology commitments to usage so companies see the full financial picture and take action as needed. Founded in 2024 by former AWS Marketplace leadership, Flywl has raised $7 million in seed funding and is headquartered in the San Francisco Bay Area. Learn more at www.flywl.com.