Mathilde Van der Vliet

Key Achievements

• Launched Driscoll’s Brand in the UK: Successfully launched the Driscoll’s brand in the UK, earning the Gold Medal for Innovation in Sustainable Paper Packaging and the Customer Partnership Award by UK Trade 2024
• Exceeded Key Market Metrics: Surpassed 2023/2024 targets for Brand Awareness, Market Penetration, Sales Growth per Store, and Customer Satisfaction across critical markets (Middle East, UK, Germany, Northern Europe)
• · Successful setup and implementation Fit for Future program for Marketing & Category team, significantly boosting team satisfaction; People Engagement increase from 18 to 89 %.the Fit for Future program,
• Strategic Growth Plan Delivery: Successfully developed and executed the 5-year strategic plan for Marketing & Category, aligning it with Driscoll’s objectives for sustainable revenue growth, profitability, and digital marketing integration
• Delivered all Marketing, Brand Communication, and Budget targets on time and in full (OTIF)

Core Responsibilities

• Team Leadership & Development: Grew and led a high-performing Marketing & Category team of 20 FTEs, fostering a culture of excellence, creativity, and collaboration and achieve annual KPI's and business results
• Brand Leadership & Market Strategy: Accountable for the Driscoll’s brand in the EMEA region(key markets Germany, UK, Middle East, Netherlands), driving both short- and long-term B2C and B2B brand marketing goals through the development of comprehensive marketing plans, brand strategies, product launches and flawless execution
• Innovation & Commercial Leadership: Led the quarterly planning process for all innovation and commercial initiatives across EMEA, managing pipeline strategies and key strategic projects, with a particular emphasis on Sustainability
• Partnered closely with R&D, Sales, and other internal teams to ensure seamless project delivery
• Innovation Delivery; New Product Development & Launch: Transformed market research and shopper insights into actionable product concepts and new propositions, ensuring the successful launch of Driscoll’s products across EMEA through operational excellence and cross-functional collaboration and managing cross functional delivery teams
• Category Vision & Trade Marketing: Defined and executed the category vision and trade marketing strategy for each customer segment, including preparing and delivering impactful sell-in pitches for new products and concepts
• Creative & Campaign Execution: Led the development of marketing creatives and brand campaigns in collaboration with high-level agencies, ensuring brand consistency and driving sales
• Market & Consumer Insights: Conducted in-depth analysis of market dynamics, consumer behaviors, shopper trends, and competitor activity to develop actionable insights and strategies, ensuring Driscoll’s remains at the forefront of market need and be the external voice to the leadership team
• Budget & ROI Management: Oversaw the marketing budget, ensuring optimal allocation to initiatives that drive ROI, maximizing the impact of each campaign
• Performance Tracking & KPI Management: Established and managed KPIs to monitor and track performance monthly, quarterly, and annually, using data-driven insights to adjust strategies and optimize country-level performance
• Stakeholder Management & Partnerships: Strong internal collaboration( through f.i. organizing Show & Tell Marketing Events) with Sales and other Marketing teams to ensure effective results and best practice sharing. Cultivated strong relationships with key regional partners and led T2T and R&D strategic partnership meetings to achieve joint marketing objectives
• Represented Driscoll’s at industry fairs, conferences, and client events, strengthening the brand’s presence and engaging with business leaders, policymakers, and the wider industry

Key Achievements

• B2B: Doubling the Net Sales to 160 MIO and EBITDA to 12 MIO Euro, 2019-2022
• B2C start up: Fivefolding the Net Sales to 60 MIO and tenfold the EBITDA to 6 MIO Euro, 2019-2022

Core responsibilities

• Managerially and full P&L (Volume, Net Sales, Gross Profit, A&P, SG&A, EBITDA & Cash Flow) end responsible for achieving the short-, and long term results for two business units B2C and B2B emerging markets Europe (France, Italy, Spain, Nordics, Baltics, CEE and Mediterranean) in Categories Specialized Nutrition, Cheese, Dairy based Beverages and Eat
• Heading the Emerging Markets Business Team, which consists of the disciplines Sales, Marketing, Project mgmt, Finance, Supply Chain and Human Resources ; 8 direct and 30 indirect FTE across Europe, including (International) People, talent and culture development
• Development and execution of the ambitious 5 year European business growth strategy and commercial strategy including country/business segmentation, customer segmentation
• Acquisition of new and foster current partnerships with global customers and key EU retail/ E-commerce , wholesale customers and distributors (&agents) incl
• Leading the key negotiations and T2T’s both on B2B Culinary & Industry ( Nestle, Lactalis, Danone, Mc Donalds etc) and B2C ( AMS, Carrefour international, Salling Group, Tesco, Biedronka etc)
• End responsible for portfolio and launch strategy & execution for strong A brands, Chocomel, Campina, Holland Master as well as developing On the way to planet Proof, Organic Private Label concepts and track record of successful implementation and execution to various EU markets, including market research & BI, (shopper) marketing strategy & plans, launch plans and perfect execution both on and offline ensuring healthy ROI’s
• Mobilize both direct as indirect stakeholders behind strategy and plan and obtain investment need (resources, budgets)

Strategic assignment to assess business potential of new markets in Europe in Branded and Private Label B2C Cheese, Dairy Based Beverages or Infant Food. By executing full market attractiveness, business sizing and customer analysis, identify new business opportunities and build the first new client relationships and leads.

• Consumer Dairy Global Strategy Department; Global responsibility 90 markets, Brands Frico, Frico, Holland Master, Campina Organic and Sustainability global ownership

• Brands Frico, Frico Organic, Campina Organic, Boerenland, NH Gouda

• Multiple categories: Chocolate, Confectionary, Cookies, Coffee& Tea, Savoury, and Breakfast products