Head of Finance, Global Emerging Markets · Amsterdam
Senior finance leader with 15+ years in international consumer goods and FMCG. At Hasbro I built the Global Emerging Markets finance function from zero, across a 20+ market distributor portfolio in EMEA, APAC and Latin America.
Profile in two minutes
Commercially minded and controls-led, with experience in listed multinationals and a PE-backed company.
Nasdaq: HAS · Toys, games and entertainment
Founded in 1923, Hasbro owns Magic: The Gathering, Monopoly, Transformers and Peppa Pig. Growth is now led by its Wizards of the Coast and digital gaming business.
Reported operating profit was $11M after a non-cash goodwill impairment.
Then NYSE: K · Cereal and snacks
Founded in 1906. In 2023 it split into Kellanova (Pringles, Cheez-It and international cereal) and WK Kellogg Co (North American cereal), since bought by Mars and Ferrero.
Ferrero agreed to buy WK Kellogg Co for about $3.1bn in 2025.
Private · Ice cream
A leading Turkish ice cream maker, whose Bursa factory was established by Germany's Schöller in 1998. It was private-equity backed during my time there.
Privately held, so financial results are not published.
Ülker Bisküvi group · BIST: ULKER
The chocolate business of Ülker, one of Turkey's best-known food brands, and a subsidiary of Ülker Bisküvi within Yıldız Holding.
Figures are for the listed parent, Ülker Bisküvi.
Figures are from public filings and company websites, latest available year. Logos belong to their owners and show employment history only, not endorsement.
Selected impact
Outcomes from my career at Hasbro.
Over three years, by moving loss-making local operations to a profit-generating distributor model.
For five markets that moved into the distributor portfolio.
Operating model, SAP, controls, reporting and planning cycles for a new business unit.
Monthly cycle across a cluster of 15+ countries in a matrix organisation.
Where I add value
Four ways my background is most directly useful, each with the proof behind it.
P&L ownership, BU General Manager partnering, governance and team development.
See career history → Head of FP&ABudget, long-range plan, rolling forecast and performance reviews built from scratch.
Read about forecasting → Commercial FinancePricing waterfalls, gross-to-net, trade spend and ROI on commercial investment.
Read about pricing → Finance TransformationSAP, reporting architecture, controls, distributor models and AI-enabled finance.
Read about building finance →First 90 days
Every plan is agreed with leadership. This is my default, based on building a function from a blank page.
Meet the business, learn which decisions matter, and map data, close, forecast and control gaps.
Fix definitions, ownership and reporting rhythm, so everyone trusts one set of numbers.
Agree the roadmap for automation, AI and capability, with clear owners and measures.
Try it
Move the levers and watch the variable margin bridge update. This is how I help commercial teams see a decision before they make it.
Illustrative data
Variable margin starts at $350M in this example.
Suggested next step: Move a lever to see a suggestion.
Illustrative P&L: gross sales $1,000M, allowances $310M, product cost $280M, logistics $60M. Volume scales cost and logistics.
Featured project
A working profitability dashboard I built with Claude, from the headline forecast down to a single SKU. It runs on synthetic data for a fictional company, so you can explore it freely.
Written Insights Engine answers need Claude. On this site it shows the data tables behind each question.
AI in Finance
AI is most useful when it takes on preparation and leaves judgement with people who are accountable for the numbers. I look at it as four jobs.
Collecting, aligning and reconciling data each cycle, so reporting arrives sooner and with fewer manual steps.
Turning variance tables into first-draft commentary that a finance owner can test, sharpen and sign off.
Running pricing, allowance, cost and volume scenarios quickly, so meetings focus on choices.
Flagging unusual movements and questioning assumptions, so reviewers spend their time where it matters.
Close
Screening for exceptions and drafting first variance explanations.
Accrual judgements and sign-off.
Reporting
Turning packs and tables into first-draft narratives.
The message, and deciding what is material.
Forecast
Preparing statistical baselines and running scenarios quickly.
The assumptions and accountability for the number.
Commercial decisions
Testing price, trade terms and mix options before a meeting.
The recommendation and the customer relationship.
Controls
Monitoring transactions and supporting documentation.
Control design, ownership and evidence.
Insights
12 articles on AI in finance, FP&A, commercial finance, controls and transformation.
What I learned turning a finance reporting idea into a working tool, using Claude and synthetic data.
ControlsActuals by Day 4 come from discipline before month-end, and that discipline makes AI easier to use later.
AI in FinanceFive reusable prompts for common finance work, and the habits that keep them safe.
Keep learning
Videos and institutions I would point a finance team to.
Contact
The best way to reach me is through LinkedIn.
Hero photo of Amsterdam by Peyman Shojaei on Unsplash, cropped.
