Martijn Van Werde Email and Phone Number
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I am a Global Commercial Executive with over 20 years’ proven track record of delivering growth of global brands, both in developed and emerging markets. My experience ranges from leading the local, regional and global Brand strategy to managing diverse field and back-office sales teams, from setting up Digital Marketing to building organizational capabilities, from contract negotiations to leading growth and diversification strategies. After Sara Lee, I followed my passion to build and grow brands in the FMCG business at Philip Morris International, where I have worked in many different non-restricted markets (affiliate size 45 to 300 employees) and in HQ, across 7 countries in Europe and Africa. For 13 years, I have successfully developed people, build and led multicultural teams up to 96 FTE’s, 8 years in the capacity of Head of Function. After moving back to the Netherlands, I have advised multiple businesses with their commercial and strategic challenges. Since mid-2021, I drove at the Global leading handmade cigar company Scandinavian Tobacco Group, all new business developments and innovations that are outside the tobacco category, with the responsibility to lead the dynamic and fast-growing Next Gen Oral, also called Modern Oral category. Since March 2024 I am leading the Global Category of Machine Rolled Cigars, Smoking tobacco & accessories. By developing and driving innovative, winning strategies, with a consumer centric, creative, digital mind-set, I consistently achieved, together with the team, strong results over the years and turned around longer-term declines into solid, double-digit growth. I enjoy the empowerment and hands-on coaching of the people around me. I am energetic and pragmatic. This coupled with my high drive for result, my ability to build, leverage effective teams and my strategic agility have shaped my personality as a professional. Diving into diverse, stretching, and challenging business opportunities that include ongoing personal development, learning and growth is what I really enjoy doing. #General Management #C-level #Marketing #Sales #Digital #Commercial #Online #OmniChannel #Communication #Campaign #Marcom #Engagement #Insights #BusinessStrategy #Negotiation #BusinessDevelopment #Innovation #Account #PeopleManagement #DigitalTransformation #ConsumerCentric #Creative #PeopleActivator #FMCG #ConsumerGoods #ConsumerServices #WhitePouches #Tobacco #Scale-up #Entrepreneurship #Management #Leadership #International #B2B #B2B2C #EMEA #Europe #Global
Scandinavian Tobacco Group
View- Website:
- st-group.com
- Employees:
- 2114
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Vice President Global Category - Machine Rolled Cigars, Smoking Tobacco And AccessoriesScandinavian Tobacco GroupBreda, Nb, Nl
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Vice President Global Category - Machine Rolled Cigars, Smoking Tobacco & AccessoriesScandinavian Tobacco Group Mar 2024 - PresentBreda, North Brabant, NetherlandsWith the merge of STG’s three commercial divisions into one Global Commercial Organization, I am currently leading our Global MRC & ST category. Together with a strong and passioned team, we drive our portfolio of brands forward across the globe, in both existing and new territories.
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Global Head Next Gen OralScandinavian Tobacco Group Feb 2023 - Mar 2024NetherlandsFollowing successfully delivering new Business opportunities and Innovations of the first new categories within STG, I have led the Next Generation Oral (NGO), also called Modern Oral category for the group. This was a combined role that included all central brand developments as Global brand owner, delivery of Omni-Channel Marketing strategies across brands, Digital Transformation, and continuous development of new Business opportunities and category Innovations. Total FTE 5.Withing this fast-growing NGO category I have focused on 3 sub-categories: nicotine pouches, functional pouches with active ingredients such as caffeine, vitamins or other active ingredients and adjacent new innovations for oral consumption in the energy and wellbeing space. - Expansion of the brand STRÖM across numerous markets - Acquisition of the brand XQS and in process of scale up and geographic expansion- Rollout of energy brand !ACT
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Global Head Business Development & Innovation, Growth IncubatorScandinavian Tobacco Group Aug 2021 - Jan 2023NetherlandsLed new business developments and innovations, outside STG’s core business. Within this newly setup function I developed new business ventures, global partnerships and new brands in categories, all outside the tobacco category, achieving overall business diversification and ensuring long-term revenue growth. These global projects varied across the whole commercial spectrum, from acquisitions to building commercial partnerships and entering new categories. Within the rising Next Gen Oral / Modern Oral category, developed new global brands (STRÖM and !Act), STG’s first products outside their core portfolio, launched in multiple countries as of Q4’22.
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Commercial Strategy ConsultantMultiple Companies (Fmcg, Consumer Goods And Services, B2C, B2B2C) Jun 2019 - Jul 2021NetherlandsGuided management of a diverse range of companies with their business challenges, from jointly optimizing their commercial strategy to improving in-market execution, from developing expansion strategies to accelerating growth. Projects varied from developing a new platform, opening up new business opportunities beyond the current core business (at Spot People a Staffing & recruitment agency) to Business Case development of ‘entrepreneurship through acquisition’ program’s first search in the Netherlands (at Novastone a Swiss single family office) to Mentorship of start-ups and entrepreneurial students (at Startup and Running).
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Director Marketing - MoroccoPhilip Morris International Jun 2016 - May 2019Casablanca Prefecture, MoroccoLed the Portfolio, Brand Building, Digital Strategy and implementation, with targets on volume, share of market and key image drivers for Morocco. Total FTE 9. - Grew total business by 23% in SoM and 57% both in revenues and in volume, exceeded the challenging targets year on year by an average of 18% per year.- Turned around longer term share decline of Marlboro to 13% share growth, through Brand rejuvenation, engaging CE, visibility and business expansion strategy. - Grew its Brand equity by 6.1%. Closed the gap vs. key competitor on key image drivers via state of the art Consumer Engagement activities & digital applications, all tailored by persona.- Set up Digital Marketing, including Consumer database, email campaigns, gamification apps, consumer website, and online engagement. Reached strong results (e.g. average 34% open rate; 2.5 min. spent).- Launched new brand in highly traditional low-price segment, achieved 1.9% SoM within first 12 months. Grew awareness by 20 ppts the last 2 years and more than doubled its brand equity. - Developed and implemented new campaigns at POS & nightlife, which improved local relevance. - Constantly reinvented our presence in the dark tobacco segment, leading to tax harmonization.- Developed comprehensive research plan and drove numerous ‘test & learn’ (MVPs) activities, which enhanced the overall strategy, execution and optimized the results.- Build and nurtured the team growing from 3 to 9 FTE’s, now functioning as a source of talent and installed a digital mind-set across the commercial teams. -
Director Portfolio Strategies - Africa And LevantPhilip Morris International Nov 2014 - May 2016Lausanne Area, SwitzerlandHQ regional role: drove the Commercial Strategy to build and enlarge our footprint in Africa, including new market entries, with a focus on North & East Africa and Indian Ocean Islands. 3 FTE’s. - Led new centralized ad-agency setup for SSA and improved ROI; better quality and 41% less costs. - Developed portfolio guidebook for new GM’s in SSA, streamlining product & toolbox IMS by 20%. - Drove the market’s portfolio strategy, including rationalization / morphing and functioned as the link between market and HQ. Improved launch success rate by 8 ppts vs. PY.- Co-developed business case (e.g. market & consumer understanding, partner mapping, portfolio plan, financials) and entered PMI’s 1st new market in Sub Saharan Africa. Prepared the case for #2.- Developed road map for brand support, LRP initiatives and consumer insights for Angola and Mozambique and guided the local team on supply chain, RTM, forecasting. Grew business by 13%.
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Director Sales Strategy - Southern AfricaPhilip Morris South Africa (Pyt) Ltd Sep 2013 - Oct 2014Cape TownManaged the strategic rollout to the Informal Trade Channel, the setup of a new Sales Organization Development (SOD) department and its long-term strategy. FTE 96. - Established a SOD department, incorporated new, interactive ways of training via boot camps, initiated numerous trainings that increased sales force effectiveness, grew employee satisfaction. - Led the Informal Trade expansion into 3 main areas post pilot phase, drove sell-in and sell-out Trade & Consumer initiatives, grew channel volume by 99% vs. PY. and coverage by > 5k. POS.- Expanded Route to Market though setup of new PFP distribution model of Micro-Distributors.- Recruited 87 FTE’s via innovative recruitment campaign and achieved massive awareness through paid and earned media. - Created efficiencies by leading the organizational re-design of the main region Gauteng and by integrating the total Informal Trade teams into national Field Sales (-10 FTE).
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Director Marketing - Southern AfricaPhilip Morris South Africa (Pyt) Ltd Sep 2011 - Aug 2013Cape TownLed 3 departments, Consumer Research & Insights, Consumer Engagement and Brand Marketing, for both cigarettes and other tobacco product (OTP). Total FTE 22.- Grew cigarettes business by 9% in SoM and 13% in volume, while stabilized long term OTP decline.- Innovated and launched Marlboro’s and Chesterfield’s first Virginia blended offerings, that resulted in 1.4% incremental share 12m post national rollout. - Launched multiple product and pack innovations to drive brand equity and offtake, applied consumer co-creation to optimize these consumer offerings.- Installed multi-brand commercial approach and co-developed the Informal Trade pilot project. - Implemented a new research approach, that drove better insights and consumer understanding. - Drove selling activities at nightlife, negotiated and implemented contract change in Vending channel to ‘pay for performance’ which increased ROI.
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Portfolio Manager Premium Brands - FrancePhilip Morris France S.A.S Sep 2009 - Aug 2011Paris Area, FranceManaged the brand strategy and activity development of Marlboro (26% SoM) and Philip Morris (8% SoM) in France and Monaco. Total FTE 4. - Redefined and implemented the long term strategy with true category innovations, both on pack, new product developments & launches, that led to stabilization of the longer term declining trend on Marlboro and growth of Philip Morris (+19%).- Piloted in Paris a new nightlife trade engagement program, following its success rolled out to 900 top bars and clubs in 7 key cities. - Fully leveraged, with 360° approach, the Formula 1 platform during the Monaco grand prix. - Played a leading role in 2 cross-functional projects (new segmentation, organizational re-design).
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Manager Trade Marketing - BeneluxPhilip Morris Holland Bv Sep 2007 - Aug 2009Antwerp Area, BelgiumDeveloped and implemented the Trade Marketing Strategy for Belgium, Netherlands and Luxembourg. FTE 11, in 2 departments, Trade Communication and Trade Exposure.- Developed and implemented a new PPOSM strategy in the Benelux, with new PPOSM toolbox, increased Brand visibility, better merchandising at POS, similar share of voice with 30% less costs.- Managed volume promotions, Trade fairs, and redesigned the Trade Program to a pay for performance setup with increased ROI. - Redefined the way of communicating with our trade partners through an online platform, improved the speed of communication and the level of engagement of the trade.
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District Sales ManagerPhilip Morris Holland Bv Oct 2006 - Aug 2007NetherlandsCoached and led a team of 12 sales representatives, split over 2 different regions, in order to optimize the sales and distribution of our products.- Achieved the best team results of the country.
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Brand Manager Marlboro - The Netherlands And LuxembourgPhilip Morris Benelux Bvba Mar 2005 - Sep 2006Antwerp Area, BelgiumDeveloped the brand strategy of Marlboro in the Netherlands and Luxembourg and drove its implementation. - Successfully launched a new SKU, which was awarded with the runner up award of best introduction in the Out of Home market in the Netherlands.- Implemented Marlboro brands stores (Experience Outlets) in 8 key locations across the Netherlands and Belgium.
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International Marketing & Sales TraineePhilip Morris International Jan 2003 - Feb 2005Rotterdam (The Netherlands), Lausanne (Switzerland) And Rome (Italy)Achieved solid results in numerous different projects, across 4 different departments: Sales Representative in the Netherlands, Global Trade Marketing, Global Marlboro Brand Team (both in Switzerland) and Marketing in Italy.- Achieved country wide the best results as a Sales Representative.- Managed PMI’s first online PPOSM catalog and live Trade Marketing showroom.- Managed global consolidation and rollout of premiums, LAMP materials and poolbooks.- Developed a new line up for Muratti and Multifilter and supported the Marlboro team on a variety of projects.
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Assistant Brand Manager (Intern)Jacobs Douwe Egberts Apr 2001 - Jan 2002Utrecht Area, NetherlandsWorked as an intern in the capacity of assistant brand manager, reporting to the product group manager Out of Home, on several projects for Douwe Egberts Coffee Systems, part of Sara Lee / Douwe Egberts. - Developed business case for Out of Home Coffee & Coffee Machines in the Netherlands.
Martijn Van Werde Skills
Martijn Van Werde Education Details
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Foundation For Business Leadership -
Strategic Marketing Management -
College Weert
Frequently Asked Questions about Martijn Van Werde
What company does Martijn Van Werde work for?
Martijn Van Werde works for Scandinavian Tobacco Group
What is Martijn Van Werde's role at the current company?
Martijn Van Werde's current role is Vice President Global Category - Machine Rolled Cigars, Smoking Tobacco and Accessories.
What is Martijn Van Werde's email address?
Martijn Van Werde's email address is ma****@****ail.com
What schools did Martijn Van Werde attend?
Martijn Van Werde attended Imd, Imd Business School, Erasmus University Rotterdam, College Weert.
What are some of Martijn Van Werde's interests?
Martijn Van Werde has interest in Cooking And Traveling, Skating, Skiing, Going Out, Running, Golf, Field Hockey.
What skills is Martijn Van Werde known for?
Martijn Van Werde has skills like Fmcg, Trade Marketing, Customer Insight, Marketing Management, Shopper Marketing, Key Account Management, Key Account Development, Marketing Strategy, Sales Management, Distributed Team Management, Segmentation, Market Research.
Who are Martijn Van Werde's colleagues?
Martijn Van Werde's colleagues are Michael Seier Petersen, Martin Djursaa Clausen, Silvie Indestege, Nancy Gómez, Ali Kamyabi, Martin Müller, Diego Daniel Iriarte Green.
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Martijn Van Werde
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