Description

Commercial leader with 10+ years’ experience building and growing >€100M brands across Europe. Proven in brand strategy, innovation, premiumization, and retailer partnerships that drive revenue, margin and market share. Competitive regatta sailor who brings speed, discipline and hands-on execution to cross-functional teams.

Languages

Dutch
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Den Haag (up to 50km)

Procter & Gamble
Channel Director AS Watson (Kruidvat) BeNeLux
RETAIL (LARGE RETAILERS)
October 2022 - May 2025 (2 years and 7 months)
Rotterdam, Netherlands
Co-led P&G's largest Benelux sales team (€330M revenue, 10 FTE), delivering two years of double-digit growth (+11% / +13%) by transforming the go-to-market model offsetting cost-price increases; expanded P&G value share to 23.6% (+1.8 pts) and exceeded the €310M 2025 sell-out target two years in advance.
Transformed the AS Watson relationship into a strategic partnership, earning the "AS Watson Account Manager of the Year" award by: 1) increasing the quantity and quality of retailer specific plans by unlocking internal support for resources and coaching account managers on external engagement and execution; 2) developing and delivering the Kruidvat‑exclusive Paris Olympics 2024 multibrand campaign (14 weeks, €24.5M sell‑out); and 3) leading C‑level engagements to lock long‑term collaboration including innovation pipeline, retail media, in‑store execution, e‑commerce and sustainability.
Procter & Gamble
Senior Brand & Product Manager Power Oral Care BeNeLux
RETAIL (LARGE RETAILERS)
September 2020 - September 2022 (2 years)
Rotterdam, Netherlands
Grew Oral-B to P&G's #1 brand in the Netherlands (€100M; +27%) by designing and executing the globally most successful Oral-B iO launch—recognized with the P&G CEO Award and Global Best of Brand Building Award (2022). Elevated the brand from functional to aspirational, strongly growing sales on the premium portfolio (average price per product +31%).

Revived the struggling toothbrush refills business (+8%) through a new commercial upsizing strategy, launching the first ever refills dedicated media campaign (now expanded to the rest of Europe) and increasing display quality and quantity across key retailers.
Procter & Gamble
Senior Brand & Product Manager Fabric Enhancers Europe
RETAIL (LARGE RETAILERS)
August 2018 - August 2020 (2 years)
Genève, Switzerland
Grew profit (+17%) and turn-over (+10%; $500M) by 1) leading a cross-functional portfolio upgrade (33 countries / ±350 SKU's), improving consumer preference, enabling higher pricing whilst reducing cost, and 2) harmonizing creative execution to cut production spend by 45% while boosting brand equity +4%.
Delivered +5% market share by implementing a hybrid innovation model that starts from a local consumer concept but leverages regional scale on product, fragrance and packaging; resulting in successful new product collections for Italy, France, Russia and the Balkans.