Summary
Overview
Work History
Education
Skills
Interests
Timeline
Generic
Klaasjan Joosten

Klaasjan Joosten

Commercial Manager
Barcelona - Spain &

Summary

Results-driven and reliable commercial executive with 25+ years of international leadership experience in FMCG (mainly food). A strong closer and trusted partner, recognized for successfully entering new markets, closing deals across cultures and continents, and building long-term, high-value relationships — all while delivering measurable results for stakeholders. Combines commercial sharpness with creativity and determination, consistently developing markets from scratch, both independently and with teams. Experienced in branded and private label environments, with deep expertise in working with global retailers, distributors, industry players, and family-owned businesses.

Overview

27
27
years of professional experience
5
5
Languages

Work History

Commercial Manager & Senior MT Executive

Boermarke
01.2023 - Current
  • Full Commercial Leadership | Managing Team | High-Growth Strategy
  • Delivered +50% YoY sales growth by reshaping international commercial strategy for plant-based dairy.
  • Built and led a self-assembled cross-functional commercial team (11 FTE); expanded into 21 new countries.
  • Served as Vice President of the senior management team.
  • Personally secured high-value retail contracts from scratch with ALDI, E. Leclerc, Tesco, Edeka, REWE, Albert Heijn, etc., and successfully closed a major international contract with Lidl International (9,000 outlets).

Sales Group Manager International

Zwanenberg Food Group
01.2018 - 01.2023
  • €100M P&L | Turnaround Leadership | Global Sales
  • Transformed a -10% declining canned meat category into +20% growth across Europe, Asia, MEA, and South America.
  • Led a diverse, multicultural, cross-functional team; reported directly to the CEO.
  • Built strong, long-term partnerships with global distributors, retailers, industry, and influential business families.
  • Scaled the Co family account (Philippines) to one of the company’s top 3 clients (>200 containers/year across 3 SKUs).

Export Manager Europe

Zwanenberg Food Group
01.2015 - 01.2018
  • Launched new product concepts revitalizing the canned meat category (e.g., El Mundo United), driving +50% revenue growth in 3 years.
  • Retained and expanded business across Europe in highly competitive retail environments.
  • Secured clients like Mercadona, ICA, Kerry, Morrisons, Edeka, COOP, Kepak, and others.

General Sales Manager & Board Member

Ter Steege
01.2006 - 01.2015
  • Led 11 FTEs across sales, marketing, and business development.
  • Launched brands and concepts for leading DIY, garden, and lifestyle retailers (e.g., OBI, Bauhaus, Leroy Merlin, Gamma).
  • Shaped long-term commercial strategy as board member; contributed to 15% average annual growth.

Sales Manager Benelux

Ter Steege
01.2003 - 01.2006
  • Managed a regional sales team; drove +40% growth in three years with a focus on private label expansion.

Key Account Manager Benelux

Ter Steege
01.2002 - 01.2003
  • Outperformed sales targets across supermarket, garden, and lifestyle channels.
  • Secured a major contract with Intergamma, the largest DIY chain in the region.

Manager

Château Baglas Wines
01.1999 - 01.2001
  • Oversaw full commercial operations, including purchasing, marketing, sales, and finance.
  • Reported directly to the founders (among the Netherlands' top 25 business leaders), gaining early experience in entrepreneurial strategy and business development.

Education

MSc. - Communication

University of Twente
01-1998

Politics & Business

University of Twente
01.1994

VWO (Pre-university education) - undefined

Lyceum
01.1993

Skills

Global New Market Entry & Business Development – Proven track record of opening and scaling markets from scratch Winning Trust & Building Long-Term Partnerships – Naturally earns buy-in through a creative, proactive, and authentic commercial instinct Creative Concept & Category Development – Develops relevant, market-specific concepts for brands and private labels Inspiring, Down-to-Earth Leadership – Energizes and aligns teams through clear vision, clarity, and by leading from the front

Interests

Driven by curiosity and balance, sports (mountain biking, sailing, swimming), traveling, keep up with the news, and enjoying quality time with friends and family

Timeline

Commercial Manager & Senior MT Executive

Boermarke
01.2023 - Current

Sales Group Manager International

Zwanenberg Food Group
01.2018 - 01.2023

Export Manager Europe

Zwanenberg Food Group
01.2015 - 01.2018

General Sales Manager & Board Member

Ter Steege
01.2006 - 01.2015

Sales Manager Benelux

Ter Steege
01.2003 - 01.2006

Key Account Manager Benelux

Ter Steege
01.2002 - 01.2003

Manager

Château Baglas Wines
01.1999 - 01.2001

Politics & Business

University of Twente

VWO (Pre-university education) - undefined

Lyceum

MSc. - Communication

University of Twente
Klaasjan JoostenCommercial Manager