Launching a new to world brand that brings Sake to new occasions and new consumers. Founded by 3 family offices from hospitality and retail backgrounds, with one of the most well known Dutch designers.

We are a Branded (non)alcoholic drinks company, focused on drinks that are ‘better for you’, meaning with more natural ingredients, and with less sugar, alcohol, and calories. Our portfolio of self-developed brands covers Kombucha, Energy drink and Hard Seltzer.A complementary team of professionals in Marketing Innovation, Commercial, Digital, Consumer loyalty and Legal, and partnering with 2 of the worlds’ Top-30 best DJ’s for Influencer Marketing.

Leading Asia for the global leader in Hotel supplies & cosmetics, with 5 owned subsidiaries in Indonesia, Thailand, Taiwan, Singapore and Malaysia. Rest of Asia managed via 7 distributors. Together with a team of 10 direct reports; 5 local market GM's, 4 KAM's and the Head of Supply-Ops. organization. Myself reporting to the global CEO.Directly managing APAC key accounts giants like Marriott, Accor, Radisson and RedDoorz. Delivered impact by transforming to a structured Sales and Marketing organization, with a solid new business pipeline and improved product portfolio.Created and implemented a new Commercial planning structure as well as solid improvements in team capabilities and selling tools. Significantly stepped up Pricing, Route to Market and overall Cash position

• Lead on trade channel rebuild, after 3 year Diageo absence in Vietnam. Hired local MOT team.• Developed channel strategy with new and structured approach on annual business planning, trade segmentation, simple codified growth drivers, KPI’s, and launched new Reporting & Evaluations set-up with DKSH Smollan. • Overall portfolio strategy review for all On trade, leading to big volume opportunities.• Created new programs and tools for brand activations in on trade, together with local agencies.• Launched a new PR & Comms agenda with leading media and newly appointed PR manager.• Built new trade relations at pace, winning new listings and regained customer trust in Diageo.

Responsible for APAC strategy and P&L, reporting to global CCO, part of global leadership. Set up the first local APAC office and regional team based across Asia and Europe.Managing distributor network (12) in APAC, and direct retail customers such as Woolworths(AUS), Foodstuffs(NZ), Lotte(Korea). Delivered >10% yoy growth in priority markets. Locked in a landmark agreement with giant player Cofco, China’s #3 largest beer importer, tripling volume after 2 year. Improved business structure on multiple levels, including the launch of the first Integrated Business planning, introduction of SOP's, first coded growth driver planning, brand building tools development, integration of newly acquired Palm portfolio of 7 brands.

• Part of Global Luxury Brand Team, reporting to Global Commercial VP. • Pioneering the Luxury Sales strategy and activation. Our team built the worlds’ leading luxury spirits portfolio, by social diffusion activating both Retail and Horeca in experiences, storytelling, consumer/trade education and influencer engagement. All magnified through PR to drive scale across various channels.• Business partner to markets on local RTM, Sales strategy, Marketing, Planning and activation. • Delivered APAC Luxury transformation strategy plan to grow from £185M to £348M in 4yrs.• Lead the commercialization of big brand concepts such as ‘World Class’, ‘Johnnie Walker Voyager’, Johnnie Walker Retail Flagships, Ciroc global Flagships, various innovation launches, etc.• Lead annual global ‘World Class’ program from trade angle, with leading F&B leaders and media. • Re-imagined and developed ‘Commercial Planning roadmap’, INSEAD luxury capability training, Brand toolkits, Launched Global online Commercial platform, Trade channel workshops, etc.• Completely transformed global POSM management. Grew from €3M to >€8M sales in 3 years.• Initiated & globally applied an automated system of Account Management & Brand Activation.• Line manager to 3 commercial managers.

• Lead luxury portfolio sales & marketing in 9 markets, reporting to N-Europe Marketing Director.• Delivered +39% NSV growth annually as accountable for P&L on Diageo luxury brands portfolio.• Drove global campaigns and developed local programs. Always with customer centric approach. • Own PR & Events agenda across region, consolidated 8 agencies into 1 centrally managed one.• Activated luxury partnerships with Media group, Private jet company, TV show, Luxury retailers, etc.• Launched and owned metrics for 8 countries, reported monthly to MD Northern Europe.• Support to local customer marketing teams’ agenda on Reserve portfolio.• Delivered World Class trade Influencer program, embedded in all markets and (global) customers. • Put Reserve as (new) luxury category on the Diageo internal map, with flair, entrepreneurship & perseverance.

• Translate business, category and customer visions in to annual channel plans.• Own operational marketing; sales drivers, activation programs and execution.• Guide consumer marketing teams in decisions, being the voice of channel and customers.• Leading joined up business planning for on trade on category strategy and sales unit plans.• Accountable for On trade channel A&P spend.

• Set up and implement annual brand plans and reviews on luxury portfolio• Develop insights in to Benelux market, monitor and report market & brand performance in BPM• PR, advertising and communication plans development and execution• Implement global brand activations, adapted to local market in Off trade• Owning excellent relationships in high end trade and world of ‘luxury’ and became the ‘face’ of Diageo NL.

• Develop sales drivers and tools for on trade portfolio and on trade sales team.• Performance management; track, monitor, action & evaluate sales driver performance vs. plan• Managing trade communication plans, including trade press.• Develop insight in to the Dutch on trade and monitor market performance• Managing various consumer marketing activations in on trade, incl. M&E.

- Key Account Manager on core portfolio to national key accounts retail and wholesale- Managing local Distributor on Fine Wine portfolio- 1 of 20 global E&J Gallo Fine Wine Ambassadors