Before arriving in The Hague, Jake Norwood had lived in 26 different homes. He is no stranger to new places, but this one, he says, feels different.

Norwood leads the European and Asian commercial business for Booz Allen Hamilton, a global advanced technology company, helping clients navigate complex challenges in cybersecurity and tech. Since 2021, he has been guiding the firm’s growth in the Netherlands, turning a quiet local footprint into a trusted presence in one of Europe’s leading security hubs.

“I have gone from an expat—someone who shows up planning to leave—to immigrant, someone who shows up not planning to leave,” he says. “Booz Allen is here for the long term.”

Getting Started

Booz Allen opened its office at HSD Campus in late 2019. A few months later, the pandemic hit.

“It was a terrible time to have kicked off a brand-new international venture,” Norwood says. “We were already a household name in the United States, but not here. We came in completely unknown.”

Norwood briefly left the company but rejoined in May 2021 and moved to the Netherlands shortly after. From then on, the focus was on building visibility and trust.

“When I first started having client conversations, I had to explain Booz Allen was. Now I am explaining what we are doing. That is a huge leap forward.”

Solving Complex Problems

Booz Allen’s team in The Hague works with multinational clients on cybersecurity challenges ranging from adversary simulation and operational technology to full data platform redesigns.

“Our core business is solving really difficult problems,” Norwood says. “And we do it with smaller, more experienced teams. You will see a little more grey in their beards.”

As relationships deepen, the team goes further into systems and architecture. “You do not start by redesigning a client’s data stack. You earn your way there.”

A Changing Cyber Landscape

Like much of the sector, Booz Allen has seen a post-pandemic decline in cybersecurity budgets.

“That decline is directly tied to how closely boards are tracking cyber risks,” Norwood explains. “When cybersecurity is in the headlines, budgets go up. When it is quiet, it becomes an invisible cost.”

At the same time, expectations on CISOs have grown. “Their accountability keeps rising, sometimes even their liability, but their authority and resources have not kept pace.”

Still, Norwood sees momentum returning. “We are starting to see board awareness return. If that leads to investment, it will make a real difference.”

Why The Hague

The Hague offers both practical advantages and strategic opportunities. Schiphol connects the team to clients across Europe, while the HSD Campus places them at the heart of the national security network.

“HSD connects us with people solving problems in ways large companies cannot,” Norwood says. “That kind of innovation is energising.”

The city’s international identity also aligns with Booz Allen’s mission areas. “Few places in Europe bring together diplomacy, law, and security the way The Hague does.”

Rooted Locally

Though part of a global company, Booz Allen’s Dutch office is firmly embedded.

“Despite my accent, I work for Booz Allen Hamilton Netherlands,” Norwood says. “Everyone here is employed under Dutch law. There are no expats on our team. Everyone is either Dutch or an immigrant.”

“This is not a side job,” he adds. “This is our main job.”

An Open Invitation

Norwood encourages others at HSD Campus to reach out.

“We are a small team, but part of a big company. Sometimes we act like a startup, sometimes like a global firm. Either way, we love engaging with people here. So come chat with us!”