Sjoerd Peters

Sjoerd Peters is a seasoned professional in the sales and account management domain, currently serving as the Nationaal Account Manager On Trade at Koninklijke Grolsch since December 2022. Prior experience includes positions such as Sales Manager Horeca Groot Amsterdam at Oud Reuchlin & Boelen and Sales Manager Nederland at Brouwerij Omer Vander Ghinste, where Sjoerd was responsible for both on-trade and off-trade channels. Notable tenures at The HEINEKEN Company involved managing National Accounts within Foodservice & Convenience, as well as various key account roles at Heineken Nederland, where Sjoerd achieved significant annual revenues and coached several colleagues across multiple units. Sjoerd's early career included positions in sales and event management at Smit & Dorlas koffiebranders b.v. and BookIt.com. Educational credentials include studies at Amsterdam University of Applied Sciences, Hotelschool Heerlen, and Rooie Pannen.