Work History

Work History

Export & New Business Manager

"Horizon is a leading bakery of frozen cakes and desserts.

  • Realize profitable export sales in new markets with new accounts such as ICA Sweden, ICA Norway, Starbucks Spain, Starbucks France, Mantinga Lithunia, Aviludo Portugal.
  • Improving sales with the existing international accounts in and outside Europe.
  • Implementing of the brand and private label with the key accounts in the key countries.
  • Managing the sales manager in Germany.
  • Undertaking marketing studies.
  • Define and recording of the export marketing strategy, budgets and business plans such as operational plan, activity plan, quarterly business review (QBR).
  • Active participation at several meetings such as marketing sales.
  • Participation in International food fairs such as Private Label Manufacturers Association.
  • Negotiations with the European retail buying centers to map and conclude volume contracts such as Euromadi, AMS.

Vero Sabor

2010 - 2012

Commercial Director

Vero Sabor is Portuguese for real flavour and is a brand and meat concept for retail and food service. Furthermore Vero Sabor  is a subsidiary of Jan Zandbergen NL one of the leading meat importers and exporters in Europe.

  • Introducing a new frozen and fresh meat concept in Europe for retail and food service.
  • Building business from scratch with selected retail partners.
  • Representing Vero Sabor at international foodfairs, PLMA Amsterdam, Sial Paris, Anuga Cologne.
  • Route to  market strategy national and international.
  • Arranging point of sales materials, packaging design.
  • Sales negotiations with the leading retail and food service companies in Europe.
  • Create a consumer platform through LinkedIn : Friends of Vero Sabor.

Daelmans Banket

2004 - 2010

Export Manager

Daelmans Banket is a Dutch independent family bakery and international market leader of caramel wafers (stroopwafels). The head office is based in Holland with export offices in the UK and USA.

  • Responsible for all export sales in and outside Europe (Middle East).
  • Achievement of substantial growth and partnerships with Starbucks.
  • Restructure business in the Middle East.
  • Set up of the international sales and marketing strategy.
  • Dealing with the International retailers, food service companies and B2B.
  • Building new substantial business from scratch.
  • Organise International food fairs.

International Area Sales Manager

Royal Wessanen is a multinational in the food Industry : cereals, convenience food and health food. Beckers is a leading innovative player in the European frozen food market and markets it's products under the brand Beckers and private labels for the leading European retailers. There is a high innovation rate. Beckers is market leader in the retail and food service sector in the Benelux with a growing market share in Europe. The company has 6 manufacturing units in the Netherlands, Belgium and Germany and employees around 800 fte's.

Implementation of the brand with key accounts in Spain, Portugal, France and other countries.

  • Managing the sales manager in Spain.
  • Undertaking marketing studies and determining the position of International sales in the company. 
  • Define and recording of the export marketing strategy and activities, budgets and business plans.
  • Active participation at several meetings.
  • Profit & Loss responsible.
  • Participation at International food fairs Anuga, Alimentaria, Sial, IFE, PLMA, FMI Chicago.
  • Negotiations with the European retail buying centers to map and conclude volume contracts.
  • Establish a sales office in Spain.
  • Executive search and appointment of a sales manager abroad.
  • Public relations activities.

Director Export Sales

T.G. Smith is a leading UK processor and packer of edible nuts and dried fruits. In my role as export sales director I was responsible for all export sales, member of the board and the managing of the export sales office in Holland.

  • Managing the export sales of nuts and dried fruits, branded and pl.
  • Managing the export sales office in Holland and attending international food fairs.
  • Input in board meetings.
  • Realize profitable sales.

De Schaap

1984 - 1989

Export Manager

  • Export of nuts and dried fruits.

ABC Vastgoed Groep

1974 - 1980

Insurance & Real Estate Manager

  • Advice of insurance, mortgages and real estate.



The Academy

2003 - 2003

Computer course Lotus Notes 5.0


2002 - 2002

Cross Functional Project Management.

Project management training.

The Acadamy

1999 - 1999

Computer course Lotus Notes 4.5

Regina Coeli

1997 - 1998

Intensive Business course Spanish 1 & 2


1982 - 1982

Completion of Export Transactions

All aspects regarding export.

Graduate certified insurance advisor B certificate.

Education to professional insurance advisor




  • Previous success in delivering sales growth in a highly competitive environment.
  • Ability to build relation ships with key customers, sales agents, importers and B2B partners.
  • Recognising viable business opportunities.
  • A strong, confident negotiater, sympathic to a customer's needs whilst at the same time able to support the business goals of the company.


  • National and international sales experience, all aspects, gained at multinational and family companies.
  • High level of creative problem solving skills.
  • Consistant approach of all tasks.
  • People skills.
  • Multilingual (5), Dutch, English, German, French, Spanish.


  • Entrepreneurial.
  • Sales driven.
  • Friendly personality.
  • Strong adaptility to other cultures.
  • Chairman and founder of Gateway to Export (G2E) an export network club for the food sector.
  • Street wise.

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