Bas Ruijten

General Manager at NLfood B.V.

Netherlands

About

A positive leader and trusted team member with 20+ years of experience on global level in the Consumer Goods - FMCG and Retail environment (food | non-food). Dedicated to building a can-do culture that encourages assertiveness and out-of-the-box thinking with focus on cultivating long-term partnerships and value. - 10+ years of leadership experience in international B2B context - Understanding of building and executing profitable global sales strategies - Expertise in international sales, export, distribution and key account management - Proven track record in generating revenue and sustainable growth - Strong ability in business development: new countries, channels, categories - Broad foreign residency and travel background across Europe, North- and South-America Brand and team builder | Commercial acumen | Entrepreneurial spirit Eye for the individual | Solution oriented | Strategic and tactical mindset Multilingual: fluent in Dutch, English and Spanish. German conversational.

Experience

  • General Manager at NLfood B.V.
    Aug 2026 - Present · 4 mos

  • International Business Development at Self-employed
    Aug 2025 - Jul 2026 · 1 yr

    Identifying opportunities and building strategies that help companies grow in a sustainable way generating long-term value. - Market Research and Expansion Strategy - Contract Negotiation and Business Development - Sales and Revenue Growth (sell-in | sell-out) - Cross-Cultural and Regulatory Navigation - Project- and Account Management With focus on both Consumer Goods and FMCG (food | non-food).

  • Sales Director at Easywalker
    Jan 2023 - May 2025 · 2 yrs 5 mos

    - International B2B | Consumer Goods (Retail) - Leadership | member Management Team - Revenue Growth Management, export, new business development - Grow and monitor direct markets in the BENELUX, DACH and IBERIA - Responsible for a portfolio of 20+ global distribution partners

  • Business Development at The Pure Goat Company
    Aug 2022 - Jan 2023 · 6 mos

    - Conducted and implemented international expansion strategy

  • Independent Freelance Consultant at Atmospheres Brand Builders
    Jun 2016 - Jan 2023 · 6 yrs 8 mos

    - Consultancy for brands within the cosmetics, fashion, food, juvenile, lifestyle and sports industry - Streamlining international growth and scale-up plans with local presence and knowhow