Independent

Entrepreneur, Advisor and Interim Management. ・ 2022 - Present

• Focus on innovation, new business models, disruptive technology and elements and (international) growth, especially within the Food & Beverage industry.

Belmoca NV

Belmoca is firmly established as one of the global leaders in coffee solutions, mainly focused on aluminium compatible coffee capsule solutions

CEO ・ Belgium 2020-2022

• Restructured and started up professional production again
• Launched a quality system and department ensuring IFS certification
• Creating the company vision and strategy
• Created and launched an innovations pipeline (the companies operating model and
• Established the organization to roll out ambitions. Whilst managing corona, the revenues grew from € 8 mio. in 2019 to over € 30 mio. with a 60 person crew. Belmoca’s main markets are North America, Europe and Korea.

Ueshima Coffee Company Europe

UCC Benelux BV is part of the Japanese family company Ueshima Coffee Company and the leading private label producer in Europe. Within the Export Business Unit, the international export activities are organized for UCC Europe. UCC is the market leader in the coffee market (including capsules), supplying Europe's main retailers, out-of-home brands and leading food service companies with their coffee solutions (partly also machine oriented).

Business Unit Director Export Markets ・ Belgium 2014-2020

• Has increased with 250% now making up for a significant part of the companies volume.
• Has added new markets, a Pan- European Account group was introduced and new channels like Industry and Wholesale have helped our diversification and growth significantly.
• Accounts included companies like Metro, Coop, Lidl, McDonalds, Starbucks and JDE. Involved in projects for LEAN management, S&OP and strategic planning.
• Led the regional account teams as well as the Pan European Account teams for Retail, Wholesale and vending.

Entrepreneur ・ 2009-2014

Personal holding and management company from which I started, participated and managed several entrepreneurial activities and projects. The most relevant ones include:

BrandForce Distribution BV

Managing Partner ・ The Netherlands 2009-Feb 2014

BFD is a distribution company for wine and champagne brands in the Global Duty Free market.

My primary role was business development (creating the business model, contracting the brands), managing our agents and distributors and run operations.

The company operates a distributor model for the leading wine and champagne brands. The Duty Free concept distributes and manages brands for principals in the global Duty Free & Travel retail market. The brand portfolio included Champagne de Barons de Rothschild, Allegrini and Marqués de Cáceres.

The activities were sold to the commercial partner.

Human Key BV,

Director ・The Netherlands 2006-2009

The core business of Human Key is recruitment outsourcing. Human Key operates “in-house” and works in line with the vision, mission, strategy and culture of the (corporate) client organisations.

Responsibilities included business development & planning, finance, organisational build up and procurement. Accounts included companies like H.J. Heinz, Coca Cola, KPN and ING. The team consisted of 12 recruiters and researchers.

Returnity BV

Returnity is a, from scratch built up Ice Coffee company, and has developed and launched a milk-based, two flavour product enriched with nutraceuticals in three European countries (Austria, Netherlands and Belgium).

Managing Director and Shareholder ・The Netherlands 2002-2006

My main responsibilities included Product and channel development, distributor selection and management, managing operations. We introduced the product and concept development based on successful beverage introductions. We secured € 5 mio. funding (with the Nestle Venture Fund), set up brand commercialization through distributors (each country has one appointed distributor) resulting in a launch in three markets. The brand is successfully sold in supermarkets, convenience stores and the foodservice market. Returnity was sold to the Nestle Fund by the end of 2006.

Sagatiba Europe BV

Sagatiba is the world’s leading premium cachaça, build from an idea to a profitable market leader it its segment.

Managing Director ・The Netherlands 2003-2005

My responsibilities included developing concept, brand and commercial strategy and planning, build the organization and executing the plan for a new cachaça brand for its Brazilian investor from scratch. This included the planned launch into 10 European countries as well as the Duty Free market. Revenues have been growing from scratch to € 15 mio. I have built up markets in (a.o) the UK, Netherlands, Italy, US, and Brazil. In 2005, I transferred my general management responsibility to the investor to be able to dedicate more time to other activities. Sigatoka was sold to the Campari Group in summer of 2012.

Roaring Lion LLC, Burbank

RLED LLC is company focussed on selling Bag in the Box beverages, launching a newly developed, more convenient energy-drink packaging concept in the on premise market. The products tap into the huge post mix system market and was started up from scratch.

Shareholder/Co-owner ・California, USA 2000-2006

My primary role was product development and leading the commercial role out of the concept into the first 15 states. The concept was launched in the US foodservice and out of home markets as well as the convenience market. By the end of 2006 the shareholding was sold to the other US partners, operating profitable with a turnover of $ 15 mio. in over 35 states.

Red Bull GmbH, The Netherlands.

Privately-held, Austrian company with over $8.5 Billion in annual sales.

Managing Director Red Bull Benelux & Scandinavia, Manager launch of all 100% subsidiaries (f.e. Italy, Sweden) ・ 1995-1999

I joined Red Bull in the phase that the decision was made to expand the brand from Austria into the international markets.

As one of the leaders in that development I have been part of creating the brand strategy and launch planning. More specific the business planning of several countries, working on organisational structures, selecting distributors and creating guidelines for distributor’s management. From scratch I have set up the companies for the business in the Netherlands (subsidiary), Belgium, Luxembourg and Scandinavia (distributors). Added to the primary responsibility of the 7 countries in the Benelux and Scandinavia I also became responsible for setting up and launch of countries where Red Bull established subsidiaries (e.g. Sweden, Italy) following the success of the Dutch model. Besides full P&L responsibility and building these organisations my main task and challenge was to create and develop new marketing and communication techniques/tools. Revenues reached over Euro 60 mio. in 1999.

Sara Lee Douwe Egberts Coffee Systems (now JDE)

Publicly traded, US based consumer goods company also active in coffee

Interim Marketing Director ・The Netherlands - 1995

Helping a restructuring in the marketing department and reporting to the CEO for close to a year.

Developed and implemented marketing strategies to shift from selling coffee machines to selling coffee and tea for the brands Douwe Egberts, Van Nelle and PickWick Tea (brand positioning, new selling concepts, new promotion strategy etc.). I further built a new marketing organisation consisting of brand management, trade marketing and an events & promotions department. In co-operation with the company’s key account managers, a working method was developed to increase business in Cash & Carry, food service companies and caterers. During this period, I extensively trained the company’s key account management and created working procedures for the trade marketing department.

Benckiser/Coty

German consumer goods company, mainly focussed on detergents and personal care products.

Sales Director General Cosmetics BV・The Netherlands 1993-1994

Member of the acquisition team (marketing/sales). Reorganisation and integration of four companies into one new company. After the merger I became responsible for all sales related departments. These included key account management, trade marketing, inside sales, field sales (total of 45 people) and personnel for company-owned stores (16).

Other responsibilities included the rationalization of the existing export business (35 countries), and several international benchmark projects. Total savings achieved were € 3,5 mio. Managed brands included Coty, Adidas, Margaret Astor and Invite as well as PL’s for Hema and Bijenkorf. Revenues were €120 mio.

Marketing & Sales Manager Margaret Astor BV・The Netherlands 1992-1993

Business planning for and establishment of personal care division for Benckiser in Holland. Brand planning and introduction of 5 brands. Also built the organisations to support these. P&L responsibility. Launched brands included Margaret Astor and Adidas. Part of business plan was to research the possibilities of an acquisition to achieve faster growth. This led to the buying of General Cosmetics, Margaret Astor and two other entities.

Benckiser/Coty

Dutch-based, retail and food service company with global activities mainly in Holland and the US)

Buyer & Category Manager Etos NV・Belgium 1990-1992

Lived and worked in Belgium as a product group manager with a responsibility for 50% of sales. Etos is Ahold’s drugchain. Suppliers included Henkel, L’Oreal, P&G and Benckiser.

Also responsible for developing commercial concepts (communication, category management and in-store promotions).

Project manager Acquisitions / New Business, Royal Ahold NV・The Netherlands 1988-1990

Responsibilities included research for mergers & acquisitions, prepare for acquisitions and support closings. Support and train (new) management, write business plans, examples: worked on buying Gall& Gall (from Bols), integrating the company with two existing liquor chains. Further acquired De Tuinen, a chain of vitamin shops and a wholesale operation for OTC farmaceuticals.

Personal Assistant Division-Director Specialty Stores, Royal Ahold NV・The Netherlands 1987-1988

Together with Division Director, set up a new division of specialty stores. Preparation and set up of several projects, giving staff support to subsidiaries and director.