Experience

The Purpose Factory

• Netherlands
• Business Consulting and Services
• 1 - 100 Employee

• Founder and COO

  • 2020 - Present

  The Purpose Factory aims to forge new opportunities that generate additional value, that is created and distributed in a drastically different way while enabling business to thrive. People, Planet and Profit. We help shift business strategies, find system-wide solutions and work to achieve the UN Sustainable Development Goals with a focus on ‘no poverty’, ‘zero hunger’, ‘clean water and sanitation’ and ‘climate action’. We use 3 powerful, complementary approaches to create additional value: - A Foundation supporting initiatives that progress UN Global Goals with a focus on helping vulnerable groups - A Transformation arm that helps corporations to transform into having purpose-led, sustainable operations - An innovation pillar guiding entrepreneurs to unleash the power of new technologies & business models. Show less



Vascobelo

• Belgium
• Food and Beverage Services
• 1 - 100 Employee

• Advisory Board Member & Co-owner

  • 2015 - Present

  Fast-growing and highly successful international hospitality chain rooted in a high-end coffee experience Fast-growing and highly successful international hospitality chain rooted in a high-end coffee experience



Sphere Foundation

• United States
• Environmental Services

• Chairman of the Board

  • 2016 - 2020

  Sphere aims to increase wellbeing of vulnerable people in society through participation in art & culture projects Sphere aims to increase wellbeing of vulnerable people in society through participation in art & culture projects



Almarai - المراعي

• Saudi Arabia
• Food and Beverage Services
• 700 & Above Employee

• Director Marketing & Trade Marketing - Poultry Division

  • 2016 - 2019

  Biggest FMCG-player in MENA; €3+ bn t/o; 42.000 fte. U-turned loss-making €450 mln. premium poultry brand into high profitability + introduced a new VfM-brand Biggest FMCG-player in MENA; €3+ bn t/o; 42.000 fte. U-turned loss-making €450 mln. premium poultry brand into high profitability + introduced a new VfM-brand



Fonterra

• New Zealand
• Food and Beverage Manufacturing
• 700 & Above Employee

• Director Brand & Strategy

  • 2012 - 2015

  Biggest dairy exporter in the world; €11+ bn. t/o; 22.000 fte. Responsible for setting the new strategic direction for Fonterra’s $3.5 bn. branded consumer business Biggest dairy exporter in the world; €11+ bn. t/o; 22.000 fte. Responsible for setting the new strategic direction for Fonterra’s $3.5 bn. branded consumer business



Psilogy / Siwa – Brand & Strategy Consultancy

• Owner / Partner

  • 2008 - 2012

  Marketing / Innovation consulting - yearly revenue up to $2 mln. ; 8 fte; Branding & brand activation projects for big international B2B- and B2C-clients like Vodafone, Sara Lee, Hero, ... Marketing / Innovation consulting - yearly revenue up to $2 mln. ; 8 fte; Branding & brand activation projects for big international B2B- and B2C-clients like Vodafone, Sara Lee, Hero, ...



Sadafco Middle East

• Marketing Director

  • 2006 - 2007

  Middle East-market leader in UHT-milk, ice cream & tomato paste - $250 mln. t/o; 1800 fte Steered the company through a major restructuring & out of a country-wide sales ban ('Danish Cartoon Crisis') Middle East-market leader in UHT-milk, ice cream & tomato paste - $250 mln. t/o; 1800 fte Steered the company through a major restructuring & out of a country-wide sales ban ('Danish Cartoon Crisis')



FrieslandCampina

• Netherlands
• Food and Beverage Manufacturing
• 700 & Above Employee

• Global Director Marketing + R&D - Friesland Nutrition

  • 2003 - 2005

  Global dairy player (formerly FrieslandCoberco) - then $5 bn. t/o; 15.000 fte Marketing+Research & Development for $400 mln global infant foods business; Laid foundation for $1 bn brand Global dairy player (formerly FrieslandCoberco) - then $5 bn. t/o; 15.000 fte Marketing+Research & Development for $400 mln global infant foods business; Laid foundation for $1 bn brand

• Marketing Director - Friesland Asia-Pacific

  • 1998 - 2002

  Global dairy player (formerly FrieslandCoberco) - then $5 bn. t/o; 15.000 fte Ran & unified 35 brands across all Asian business units into a $1 bn brand portfolio Global dairy player (formerly FrieslandCoberco) - then $5 bn. t/o; 15.000 fte Ran & unified 35 brands across all Asian business units into a $1 bn brand portfolio



Kraft Foods - Mondelez

• France
• Software Development

• Several Brand Management roles

  • 1993 - 1998

  Global food player (formerly Kraft Foods) - then $30 bn. t/o; 100.000 fte Introduced (& withdrew ;-) Miracoli brand on the Dutch market (ready meals & sauces) & ran Côte d’Or brand Global food player (formerly Kraft Foods) - then $30 bn. t/o; 100.000 fte Introduced (& withdrew ;-) Miracoli brand on the Dutch market (ready meals & sauces) & ran Côte d’Or brand



v.o.f. "ms. Nexus / Ligato"

• Managing Director

  • 1991 - 1992

  Internationally operating shipping company along Rhine & tributaries - $0.4 mln. t/o; 2 vessels; 4 fte Ran & eventually sold the family business Internationally operating shipping company along Rhine & tributaries - $0.4 mln. t/o; 2 vessels; 4 fte Ran & eventually sold the family business