Maarssen, Utrecht, Netherlands
Working experience on 3 continents - proven to be able to lead and be successful in multiple cultural settings. Senior and still a very curious person, mostly curious into sustainability and what drives people. Translating this into purposeful commerce - to motivate and energize commercial organizations. Can easily connect to all disciplines & levels in the organization. An engineer with a MSc in Food Science, but even bigger passion for consumers and their behavior. Proven track record in Brand and Channel management, Trade Marketing in Traditional Trade as well as Modern Trade Markets, E-commerce, Sustainability, Innovation & new business development
Working with Brand Teams to make brands, packaging and product portfolio more sustainable to have enduring relevance for consumers as well as retailers. Develop the commercial sustainability agenda, align with various stakeholders, communicate internally and externally. Focus on more sustainable packaging, sustainable sourcing, productline LCAs, brand purpose positioning and PVM Sustainability Trade communication. Temporary to be combined with GPO MKT role in SAP transition process
Driving development of global online sales of the Perfetti Van Melle Portfolio - in 5 years from embryonic 0,2% to > 3% of sales. Creating sense of purpose and urgency to build a substantial and economically sound online business fast. Connecting the local E-com specialists, create structure for accelerating and sharing learnings. Building global and local E-com capabilities, develop specific portfolio and accelerate the roll out of best practices.
Support TM teams in operating companies in Asia, Middle East, Africa and South America in developing category vision, optimize Route To Market, Sales Force Automation, Distribution Partnerships, Point of Sale Material and Shopper Marketing. Gradually developing towards Digital Transformation and Ecommerce
Developing winning marketing strategies for packaged consumer goods and services companies. Translating these strategies in hands-on execution and show results! Main projects: Wessanen/Zonnatura, Perfetti Van Melle/ Mentos, Akzo Nobel/Flexa, Hollandia Matzes, Buitenhuis Snacks, ANWB, KPN
Initial launch Mentos Chewing Gum with Powergum concept + launch sugarfree Mentos Cool Active candy in the Dutch and Belgium market. Topline responsibility. Mentos brand achieved growth of 12% (2003 versus 2002) with these 2 introductions - and now (2023) is leading Chewing Gum brand in BLX
Consulting unit specialized in New Business Search & Development, in 2003 acquired by Twynstra & Gudde. Main assignments include 3-6 month New Business Development projects for Numico, Koninklijke De Ruijter, Friesland Coberco Dairy Foods, Avebe and Purac. In 1998 and 1999 I got assignment to build a greenfield US subsidiairy for the consultancy in Fairfield Connecticut. Started by developing leads and landing new assigments in the US market, hiring first employees and managing execution of the first projects. In 2000 handed over to local successor.
Streamlining marketing and relationship management in small family company developing cutting edge audio equipment highly appreciated around the world. Run by owner / inventor Aalt Jouk van den Hul