Simplification Institute -Simplify to create value
Willem de Bruijn


Senior Advisor
Willem has a wealth of commercial leadership experience with leading brands including Beiersdorf, Mondelez International, and Jacobs Douwe Egberts. He combines senior marketing team leadership expertise with a passion for integrated projects between marketing, sales and supply chain to enhance brand value across the end-to-end value chain. Having worked and lived in 4 countries in the past 20 years Willem has vast international experience. Willem strongly advocates the idea of customer centricity: it is the consumer & customer that should be the starting point of any strategy, including innovation management and portfolio simplification. He has led portfolio projects across different companies and categories such as chocolate, biscuits and coffee with ambitious goals and great results. Next to customer centricity and being datadriven he has first hand experienced that the success of portfolio simplification is highly correlated with the extent the functions of supply chain, sales and marketing are truly involved and integrated in the project. Outside of work Willem loves to travel and play golf

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