Cees Talma

Cees Talma

Chief Executive Officer @ Welch's

About

Transformative, Results-driven, Chief Executive Officer with a proven and progressive track record of scaling small, disruptive businesses and driving growth for leading CPG brands. Recognized as a dynamic leader and coach who operates with speed and decisiveness, implementing innovative and game-changing strategies. Unique in the ability to combine sharp strategic vision with deep operational expertise to optimize performance and streamline supply chain operations. Possess extensive general management, commercial, and operational expertise across U.S. and global markets, spanning Health & Wellness, Food and Household categories. Core Competencies include: • Businesses Scaling: Successfully scaled small businesses by strategically activating high-impact growth levers. • Brand Revitalization: Transformed major CPG brands by reimagining strategies and expanding market reach. • Customer & Channel Development: Built strategic partnerships and opened new high-potential sales channels. • E-Commerce: Executed high-impact AMZ and DTC strategies that step-changed sales, boosting conversion rates. • Operational Restructuring: Implemented lean manufacturing processes, achieving measurable gains in Overall Equipment Effectiveness (OEE), Cost of Goods (COGS) and Customer Fill Rate (CFR) metrics. • Supply Chain Optimization: Unlocked efficiency and cost savings through portfolio simplification, strategic supplier partnerships, logistics optimization and process streamlining. • P&L Management: Drove superior financial outcomes by spearheading strategic planning, streamlining budgeting and forecasting processes, and optimized cash flow and working capital. • M&A Leadership: Successfully led acquisitions and executed seamless integrations to accelerate growth. • Leadership Impact: Built agile, high-performing teams by fostering innovation, and a results-driven mindset.

Country

United States

City

Lake Bluff

Industry

Consumer Goods

Skill

Growth Strategies, Digital Strategy, Business Transformation, Investment Thesis, Due Diligence, Deal support, Customer Relationship Management (CRM), High Performance Teams, Leadership Development, E-Commerce, Free Cash Flow, Business Growth Strategies, Operational Excellence, Mergers & Acquisitions (M&A), Private Equity, Global Brand Development, Brand Equity Development, Consumer Insight, Launching New Brands, Innovation Management

Experience

Welch's

Chief Executive Officer

Welch's

LinkedIn
2025-7 - Present · 1 yr 3 mos

Waltham, Massachusetts, United States

Leading an iconic Food and Beverage company through a multi-year transformation, focused on growth, innovation, and margin expansion. Driving performance across juice, spreads, snacks, and new categories while strengthening operational efficiency and creating long-term value for our grower-owners. Oversee 800+ employees across corporate office and production facilities in Waltham, MA, North East, PA, Lawton, MI, Grandview, WA and Westfield, NY.

Professional Services

Strategic Advisor - M&A

Professional Services

2025-2 - 2025-6 · 5 mos

Greater Chicago Area

Partnered with multiple PE firms to identify, evaluate, and execute acquisitions and carve-outs in Health & Wellness, Food, and Household products. Conducted in-depth analysis, strategic insights and deal support to drive value creation and post-acquisition growth.

Nature's Way

Chief Executive Officer

Nature's Way

LinkedIn
2021-12 - 2025-1 · 3 yrs 2 mos

Green Bay, Wisconsin, United States

Transformed a $500M legacy vitamin business into a modern food supplement leader and a Top-10 Health & Wellness player by reshaping its commercial and operational strategy. Revitalized the Nature's Way brand through strategic resets in brand positioning, customer engagement, NPD and NRM. Achieved three consecutive years of double digits growth in the Integrative Therapeutics and Nature's Way Canada businesses. Realized significant operational efficiencies and costs savings. Oversaw 700+ employees across offices and production facilities in Green Bay, WI; Minneapolis, MN; and Halifax, Canada.

Stasher

Chief Executive Officer

Stasher

LinkedIn
2019-12 - 2021-11 · 2 yrs

San Francisco Bay Area

Scaled Stasher Bags, a sustainable alternative to single-use plastic, from a specialty retail brand into an E-Commerce and mainstream retail leader. Successfully transitioned leadership from the founder, expanded distribution into Food, Drug, and Mass (FDM) channels, drove category-leading innovation and delivered operational efficiencies. Doubled revenue to $ 70M. Led and motivated a stand-alone buisness with 53 employees.

SC Johnson

Global Vice President Home Care and Insect Control

SC Johnson

LinkedIn
2019-8 - 2019-12 · 5 mos

Racine

Led the $4.4B Global Home Care and Insect Control businesses. Doubled Mrs. Meyer’s revenue. Led a cross-functional team of 80+ people.

SC Johnson

Global Vice President Home Care

SC Johnson

LinkedIn
2016-3 - 2019-7 · 3 yrs 5 mos

Racine

Returned the $2.3B Home Care business to profitable growth. Acquired the Method and Ecover, natural cleaning brands. Led and motivated a cross-functional team of 40+ people.

SC Johnson

Global Vice President Insect Control

SC Johnson

LinkedIn
2015-3 - 2016-2 · 1 yr

Racine, Wisconsin, United States

Oversaw the $1.9B Global Insect Control business.

SC Johnson

Vice President Home Care & Shoe Care International Markets

SC Johnson

LinkedIn
2014-6 - 2015-2 · 9 mos

Racine, WI, USA

Managed the $1.8B Home Care & Shoe Care businesses, outside the U.S. & Canada.

Unilever

Regional Vice President Beverages Europe

Unilever

LinkedIn
2012-2 - 2014-5 · 2 yrs 4 mos

Rotterdam Area, Netherlands

Turned around the € 0.5 B European Beverages Business, Unilever’s largest Leaf Tea business after 2 years of declining sales.

Unilever

Global Vice President Brand Development Lipton

Unilever

LinkedIn
2009-9 - 2012-1 · 2 yrs 5 mos

Paris Area, France

Transformed the $3.6B Lipton Tea brand into a Global Beverage powerhouse.

Unilever

Global Vice President Brand Development Hellmann's

Unilever

LinkedIn
2005-10 - 2009-8 · 3 yrs 11 mos

Englewood Cliffs, NJ, USA

Turned the $1.7B global Hellmann’s brand, Unilever’s third-largest Food brand, into #1 Condiment brand in the U.S.

Unilever

Global Vice President Brand Development Dressings

Unilever

LinkedIn
2002-10 - 2005-9 · 3 yrs

Rotterdam Area, Netherlands

Co-led the integration of Best Foods into Unilever, creating a $2.4B Global Dressings business.

Unilever

Marketing Director Salad Dressings

Unilever

LinkedIn
2001-4 - 2002-9 · 1 yr 6 mos

Englewood Cliffs, NJ, USA

Managed the € 140 M USA Salad Dressing business, including the Wish-Bone, Hellmann’s, Western and Henri’s brands.

Unilever

Innovation Director Spreads and Cooking Products

Unilever

LinkedIn
1997-10 - 2001-3 · 3 yrs 6 mos

Englewood Cliffs, NJ, USA

Managed NPD in the Spreads and Cooking products category

Unilever

Various Brand and Customer Development roles

Unilever

LinkedIn
1990-9 - 1997-9 · 7 yrs 1 mo

Rotterdam Area, Netherlands

Education

Vrije Universiteit Amsterdam (VU Amsterdam)

Vrije Universiteit Amsterdam (VU Amsterdam)

LinkedIn

Business Economics

Harvard Business School

Harvard Business School

LinkedIn

Executive Innovation Management

Northwestern University - Kellogg School of Management

Northwestern University - Kellogg School of Management

LinkedIn

Chief Marketing Officer Program

Cees Talma's Contact Information

Email

******@***.com

Phone

(**) *** ****

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