Hugo Van Santen

Energizer
DISC Type : I

CEO at Atida

Netherlands

Overview

Hugo van Santen is a purpose-driven CEO and entrepreneur with extensive international experience in Ecommerce, FMCG, and Automotive for both large corporates and scale-ups. He specializes in driving business transformation and has a history of delivering profitable sales growth. He holds a Masters degree from Vrije Universiteit Amsterdam.

He is passionate about building strong, talented teams and leading with a clear mission. His focus on purpose extends beyond the boardroom, showing an interest in creating value and fostering environments where people can thrive professionally and personally, aligning with sustainable and impactful career development.

At Renault, he successfully built and scaled the Global Business Services unit to over 2, 100 employees, achieving more than 20% annual growth.

Personality Overview

Relationship Oriented

Informal

Imaginative

They are not always early adopters but can be pursuaded by leveraging strong relationships.  They excel at seeing the bigger picture, and the long-term impact of their decisions. Unlike C or D types, they are vocal with their opinions but not so much with their questions.

Topics They Care About

Purpose-Driven Leadership
Identifies as a "Purpose Driven Entrepreneur" and emphasizes driving value through building talent and fostering a strong organizational mission.
Ecommerce Acceleration
As CEO and former Group CFO of Atid, his core focus is on accelerating growth and improving profitability for the e-commerce scale-up across Europe.
Business Transformation
Has a track record of leading large-scale organizational change, including setting up global business services at Renault and transforming divisions at Unilever.

Media Appearances

Hugo has no verified media appearances

Work History

1-2023 - 6-2024
CEO at Atida
7-2022 - 6-2024
Group Chief Financial Officer at Atida
12-2019 - 6-2022
Managing Director Global Business Services and Chief Transformation Officer Finance at Renault Group
7-2018 - 11-2019
CFO Unilever Beauty & Personal Care Division, and Unilever Research & Development at Unilever
2016 - 7-2018
CFO - VP Finance - Middle East, North Africa, Turkey, Iran, Central Asia, Israel, Russia at Unilever

Education

1995 - 2000
Master's degree from Vrije Universiteit Amsterdam (VU Amsterdam)

More Information

Social Presence :

Prographics :

Exp : 24 Location : Netherlands Job Level : N/A Designation : CEO at Atida
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Insights For Selling To Hugo

During A Call Or A Meeting

DO's

  • Be friendly and entertaining in your conversation
  • Talk anecdotally about the customer experience that your product offers
  • Talk about their team and how your product will help them do things better and easier

DONT's

  • Don’t be excessively objective, be a storyteller
  • Avoid ifs and buts, don’t talk too much about the risks etc.
  • Don’t push them to make a decision too fast, let them get comfortable first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Hugo is

  • Relationship and trust can be vital with them, sometimes more than anything else.
  • Will you ever get a clear answer from Hugo

  • They are unlikely to say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Hugo move?

  • They are not the fastest decision makers, their friendly approach can give false positive signals.
  • Can Hugo take some risk or not?

  • They can accept limited risks, ones that they think will not impact them personally.

You And Hugo

Personality Compatibility


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