Dieuwer Van Staveren

Questioner
DISC Type : c

Chief Procurement Officer at FrieslandCampina

Amsterdam, North Holland, Netherlands

Overview

Dieuwer van Staveren is the Chief Procurement Officer at FrieslandCampina, leveraging over a decade of experience within the FMCG company across sales, e-commerce, and marketing. A graduate of Rijks Universiteit Groningen, she previously served as Managing Director for the DACH region before taking on her current global procurement leadership role.

She is driven by a philosophy of making incremental progress daily, believing small steps can move mountains. She emphasizes the importance of a growth mindset, positivity, and perseverance, crediting mentors for playing a key role in her development. Her leadership style is described as coach-like, collaborative, and empowering.

Unique fact: Dieuwer was named to the Next Leadership 50 list for 2025 by MT/Sprout, recognizing top leadership talent in the Netherlands.

Personality Overview

Not Easily Convinced

Price-Sensitive

Cautious & Analytical

While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.  They prefer to fully evaluate every situation. They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.

Topics They Care About

Sustainable Procurement
Her current role focuses on shifting procurement from cost-efficiency to collaboration, sustainability, and mutual benefit, especially with the company's farmer-owners.
Talent Development
She aims to create a safe work environment where teams feel empowered to take initiative and learn from mistakes, and was named a top leader for 2025.
FMCG Commercial Strategy
She has extensive experience in trade marketing, field sales, and managing relationships with major retailers, which informs her current procurement strategies.

Media Appearances

If people know they can fall without breaking, they will dare to fly.. Featured in FrieslandCampina Careers

See Now

In episode 9 of Natures Unleashed, Dieuwer van Staveren, Chief Procurement Officer. Featured in FrieslandCampina Careers – Facebook

See Now

Work History

1-2025
Chief Procurement Officer at FrieslandCampina
4-2023
Member of SER Topvrouwen at SER Topvrouwen
10-2022 - 2-2025
Managing Director FrieslandCampina DACH at FrieslandCampina
6-2020 - 10-2022
Director Sales & Trade Marketing at FrieslandCampina
7-2019 - 6-2020
Director Trade Marketing & Field Sales Consumer Dairy NL at FrieslandCampina

Education

9-2021 - 8-2022
Executive Education from London Business School
2016 - 2017
Leading to Succeed from Hult Ashridge Executive Education

More Information

Social Presence :

Prographics :

Exp : 17 Location : Amsterdam, North Holland, Netherlands Job Level : Leadership Designation : Chief Procurement Officer at FrieslandCampina
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Insights For Selling To Dieuwer

During A Call Or A Meeting

DO's

  • Tell them that you will come back if you don’t have a good answer for a question
  • Keep some extra margin in hand as they will likely negotiate the pricing
  • If you have a lower priced product compared to the competition, call out the same

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t try to be too friendly or informal with them
  • Don’t overhype the product/pitch, keep it measured

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Dieuwer is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Dieuwer

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Dieuwer move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Dieuwer take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Dieuwer

Personality Compatibility


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