Yulen Defaye in

Yulen Defaye

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Global Category Manager - Business Services at The HEINEKEN Company
📍 Amsterdam, North Holland, Netherlands

Yulen is a senior procurement leader at The HEINEKEN Company with over a decade of experience in high-stakes categories like technology, commerce, and marketing. He leads multi-million euro transformation programs and has a track record of delivering substantial savings and building vendor ecosystems for major FMCG and beauty brands.

He is passionate about innovation and technology, attending industry events like DPW Amsterdam to explore new trends. Yulen shows a keen interest in how innovative tools can elevate business functions and is intrigued by emerging concepts like the metaverse.

During his time at Coty, he sourced and onboarded the entire end-to-end technology stack for one of Kylie Jenners ventures.

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Experience
12 Years
Current Role
Global Category Manager - Business Services
Job Level
Middle
Location
Amsterdam, North Holland, Netherlands
Personality Overview

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Priorities

Topics Yulen cares about

Vendor Ecosystems
His experience includes building complete vendor ecosystems from the ground up for major consumer brands in the FMCG and beauty sectors.
Digital Procurement
Focuses on turning complex digital and technology categories into measurable business value, leading large-scale transformation and consolidation programs.
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Career

Work history

7-2026
Global Category Manager - Business Services
The HEINEKEN Company
2-2025 - 6-2026
Global Category Manager - Commerce Tech & Strategic Regional Projects
The HEINEKEN Company
11-2023 - 1-2025
Global Category Manager - IT & Professional Services (Consulting & Audit)
The HEINEKEN Company
12-2021 - 10-2023
Global Category Buyer - Marketing Technology + HR, Legal, Corporate Affairs
The HEINEKEN Company
1-2020 - 12-2021
Global Senior Buyer - IT & Digital, BPO Services
Coty
In the press

Media appearances

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Education
1-2024 - 3-2024
Digital Marketing Strategy
Harvard Business School
1-2023 - 3-2023
Leadership & Management
Harvard Business School
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

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