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