Anna Goede

Critic
DISC Type : C

Head of Global Marketing Procurement at FrieslandCampina

Amsterdam, North Holland, Netherlands

Overview

Anna Goede is the Head of Global Marketing Procurement at FrieslandCampina, where she leads strategic sourcing and drives A&P effectiveness. With a background in marketing consultancy at Accenture, she holds a Masters in Marketing from Vrije Universiteit Amsterdam and is certified in Agile and Scrum concepts.

She has deep domain expertise in media and marketing technology, having previously managed this specific procurement category at FrieslandCampina before her promotion to department head.

Personality Overview

Precise

Information Seeker

ROI Driven

It is very likely that they will negotiate pricing or other important terms.  They choose to analyze logically and value facts to emotions. Unless the value is proven by data, they are unlikely to value fancy features.

Topics They Care About

Marketing Procurement
As the Head of Global Marketing Procurement, she focuses on strategic sourcing, supplier relationships, and optimizing costs for marketing initiatives.
A&P Effectiveness
Her role explicitly involves driving Advertising & Promotion (A&P) effectiveness, a key area of business impact she is responsible for at FrieslandCampina.
Media & MarTech
She previously managed this category and is now hiring her replacement, indicating a deep, current understanding of the media and marketing technology landscape.

Media Appearances

Anna has no verified media appearances

Work History

7-2025
Head of Global Marketing Procurement at FrieslandCampina
4-2024 - 6-2025
Global Category Procurement Manager Media & Marketing Technology at FrieslandCampina
5-2022 - 3-2024
Global Category Procurement Manager Media at FrieslandCampina
9-2020 - 5-2022
Marketing Advisory Consultant at Accenture Song
11-2018 - 9-2020
Senior Media Management Consultant at Accenture

Education

2013 - 2014
Master Marketing (Msc) from Vrije Universiteit Amsterdam (VU Amsterdam)
2012 - 2013
Premaster from Vrije Universiteit Amsterdam (VU Amsterdam)

More Information

Social Presence :

Prographics :

Exp : 12 Location : Amsterdam, North Holland, Netherlands Job Level : Mid-senior Designation : Head of Global Marketing Procurement at FrieslandCampina
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Insights For Selling To Anna

During A Call Or A Meeting

DO's

  • Be ready to answer many clarity-seeking questions and requests for information
  • Keep some extra margin while sharing pricing, they are likely to negotiate later
  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.

DONT's

  • Don't give superficial answers, they are easily rattled by them
  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Don’t rush them till they have clearly gotten all the necessary information

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anna is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Anna

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Anna move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Anna take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Anna

Personality Compatibility


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