Johan Veld Email & Phone Number

Hoogeveen, Dr, Nl

Aalden

Nutrition should nourish again! Here at TastyBasics, we’re redefining breakfast and lunch with unprocessed, nutrient-rich products that are low in carbs, free from added sugars, and packed with protein and fiber.As the commercial leader of this impact-driven Dutch scale-up (founded in 2018), my mission is to transform TastyBasics from a niche health brand into a mainstream, internationally recognized A-brand.Key achievements:- Complete brand rebranding (2023-2024)- Launch of our first 360° marketing wave (2023)- Doubled brand penetration to 6.9% (GFK 2024)- 2nd place in retail partnerships for breakfast (Advantage Group '23)- Expanded Brand distribution from 70% to 92% (Circana 2024)

Almelo, Overijssel, Nederland

Transforming Bolletje into a strategic, value-driven brand.Led the shift from a transactional approach to a transformational strategy, driving revenue growth to €80M+ and achieving the best retail collaboration scores in years. This success was powered by an ambitious, data-driven team and a 360° omnichannel strategy across Retail, Foodservice, Out-of-Home, and E-commerce.Key responsibilities:Managed Sales, Category Management, Trade Marketing and S&OP for Bolletje and Private Label.Led a team of 9 FTEs: Sales, Trade Marketing (Category Captain roles), Sales Operations, and Demand Planning (S&OP).Together, we elevated Bolletje's market position and set new benchmarks in customer engagement and channel performance.

Almelo

Driving Bolletje’s sales strategy (€80M revenue).Led sales across Retail, Foodservice, Out-of-Home, and E-commerce, implementing an ambitious omnichannel growth strategy.Teams:Sales NL (4 FTE + intern): Sales Manager OOH, Key Account Manager, Account Manager, and Sales Assistant. Sales Operations (2 FTE): Order management and support.

Zeist, Provincie Utrecht, Nederland

Responsible for the Trade Foodservice team and Business Unit P&L of 25MLN.> Trade Foodservice Netherlands Team (3 FTE + intern)> Unit P&L responsibility.> Trade Key Accounts Maxxam, Deli XL/Bidfood, Hanos, Supertrade and Sligro Food Group.

Zeist

Lead Key Account Manager Retail Jumbo Group Holding March 2015 - June 2016> Revenue responsibility of 70MLN.> Negotiating the annual commercial investment and pricing of Kraft Heinz.> Talent development of 1 sales FTE + InternSuperunie October 2013 - March 2015> Negotiating the annual commercial investment and Pricing of Kraft Heinz.> Pricing negotiations for PL contracts> International H.J. Heinz & EMD contract negotiations for Heinz NL Superunie, Heinz Spain Euromadi and Heinz Germany Kaufland.> Talent development of 2 sales FTE's + Intern

Zeist

Responsible for Superunie accounts for all categories and brands of Kraft Heinz at Headquarter level. Negotiation of commercial investments, assortment and promotional strategy.April 2012 - Oktober 2013 - Account Manager RetailJanuary 2011 - April 2012 - Winkel Account ManagerApril 2010 - January 2011 Account Assistant.

Harderwijk

Assistant for Category Management and Trade Marketing. First contact for national and international suppliers. Natudis has the wholesale- and retail formulas Natuurwinkel and Goodyfoods. Initial set up of Trade marketing activities and usage of shopper- and store data. Natudis is part of Royal Wessanen.

Nieuwegein

Internship at the Laundry & Home Care Division of Henkel Benelux at the Trade Marketing department. Henkel is known for the brands: Persil, Silan and Witte Reus. Focus on Shopper Behaviour.

Columbia City, Indiana, United States Of America

International Relocation Coordinator Intern:

Master Of Business Administration - Mba, Executive Food Mba > Efmi

Bachelor In Business Administration, Specialiteit: International Marketing En Ondernemend Management

Bachelor'S Degree, Management, Economics And Law