My roots

Tante Trui en Ome Bertus klein



The candy store of aunt Trui and uncle Bertus

My first store experience took place as a little boy. I visited the supermarket that my aunt Trui and uncle Bertus owned and run on the Rosendaalsestraat in Arnhem, the Netherlands. I use the word supermarket, but as a little boy I can only remember the huge, glass jars full of candy. My aunt Trui allowed me to serve customers together with her behind the counter. I did not know at the time but I had caught the store virus which would later be a common thread in my career led by a passion which started at an early age.






First job in retail

At the University of Groningen (The Netherlands) I graduated cum laude in economics. Marketing was my field of specialisation. After my studies I started working with De Boer Winkelbedrijven. This organisation grew fast with its three retail brands in three different markets: De Boer Supermarkten (food), Mitra (liquor), Trekpleister (drug). At the Operations department I leant the basic principles of retail. The move to the international retail organisation Ahold led to my introduction to Category Management and ECR. At that time these concepts were a breakthrough from the traditional buying way of thinking. 


International experience

At Kraft Foods, Gillette and PepsiCo I fulfilled positions in widely diverging areas: Shopper marketing, customer management, human resources, market research and innovation. In my last role at PepsiCo I was responsible for shopper marketing and shopper insights in 45+ European countries. The international career and living abroad in countries such as Argentina, Belgium, Great-Britain and the United States prepared me for the next step!


Own company

In my consultancy Rijnbrug Advies I build on more than 20 years of experience in both retail and supply side. With my passion for retail and the shopper I find new ways to grow for my customers. My added value is in mobilising and inspiring teams, setting the strategy and sharing knowledge on instruments so that the learning result is sustainable.




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