Rhoon, South Holland, Netherlands
I am an international commercial leader with more than 30 years of experience growing premium and luxury brands across beauty, skincare, retail and FMCG. Over the course of my career, I have led commercial growth, market expansion and business transformation across EMEA and Global for globally recognised companies including BABOR BEAUTY GROUP, Douglas, LVMH, L’Oréal, Reckitt, Lindt & Sprüngli and Mars. What defines my work is the combination of strategic direction and hands-on execution. I build businesses by turning commercial complexity into focus: sharpening route-to-market models, strengthening distributor and subsidiary performance, developing retail and omnichannel partnerships, and creating organisations that are built for scale. My core areas of expertise include: • EMEA and Global sales leadership • Distributor and subsidiary management • Retail and omnichannel development • Key account leadership • Go-to-market strategy • Brand repositioning and category expansion • P&L ownership • Commercial transformation and organisational design • Cross-functional and international team leadership Throughout my career, I have focused on three priorities: • accelerating profitable growth • expanding international business in a disciplined way • building strong teams, partnerships and commercial structures that create long-term value I am particularly passionate about premium beauty and skincare, international market development, and building sustainable commercial success through clear strategy, strong execution and trusted relationships.
Lead the EMEA Business with responsibility for commercial growth, market development and strategic execution across multiple countries. Drive sales performance through close collaboration with distributors, subsidiaries and cross-functional internal teams. Shape regional go-to-market strategies to strengthen BABOR’s premium positioning and accelerate sustainable growth. Focus on market expansion, partner excellence and commercial effectiveness across the EMEA region.
Led sales across DACH and BeNeLux with responsibility for regional growth, customer development and execution excellence. Managed key commercial relationships and sales structures to strengthen market presence and performance. Supported profitable expansion through focused sales leadership and market activation..
Founded a consulting business focused on commercial strategy, growth and business development. Advised companies on market positioning, commercial execution and transformation opportunities.
Co-created and scaled a differentiated e-commerce concept in the beauty industry. Led revenue development, operations, finance and commercial execution. Built organisational structures and standardised core processes to support growth. Drove the business toward first-year sales of approximately €5 million.
Led purchasing for 1,000 national and international perfumeries. Led the Private Label and Exclusive Brands business with responsibility for sales, marketing, purchasing and strategic development. Consolidated and restructured multiple divisions into one focused organisation, contributing to net sales growth to €620 million. Expanded cross-country collaboration to sharpen assortments and strengthen distributor negotiations. Implemented category management to improve internal efficiency and customer-facing execution. Increased gross profit by 3.5% and expanded private label/exclusive brands share to 15.7%.
Led sales, marketing and merchandising activities for Dior in Germany. Contributed to the strategic repositioning of the brand to reinforce its luxury positioning. Led a large commercial organisation with 150 direct reports and revenue responsibility of €70 million. Implemented innovative commercial tools and distribution strategies to elevate brand desirability and performance.