Careers at BIC

Based out of our Brussels office in Jette, Belgium, Bart spent nearly seven years scaling major retail partnerships across the Benelux region before stepping up to lead the B2C sales team. We caught up with Bart to explore his evolution from managing frontline key accounts to coaching the next generation of sales talent—and why patience, curiosity, and boldness pay off. 

The Timeline: Mastering Benelux Retail 

Bart joined the BIC team in late 2019. Over the years, his progression has been a masterclass in expanding scope through continuous achievement:  

• 2019: Joined as Key Account Manager MMM (Mass Market Retailers, Belgium)  
• 2022: Expanded responsibilities to manage all major Food, Drugstore, Toy, and Discount key accounts across Benelux  
• 2023: Promoted to Senior Key Account Manager Benelux  
• 2026: Promoted to Sales Manager B2C Benelux  

"After managing major key accounts across food retail, drugstores, toy stores, and local discount channels, it was time to step into a leadership role," Bart reflects. "I wanted to use my experience and market insights to coach, support, and lead our team of B2C Key Account Managers and Field Sales representatives."  

The Evolution: From Individual Portfolio to Team Leadership 

Starting a new role always brings a sense of anticipation. For Bart, transitioning into people management shifted his daily perspective from executing individual account plans to enabling enterprise performance.  

"A first day at work is always unique because you don't fully know where the journey will lead you," says Bart. "The biggest difference today is the focus of the role itself—leading and managing a team rather than executing my own specific account portfolio. But because I still head to work whistling every day, the core passion hasn't changed."  

In his current role, Bart drives alignment between commercial strategy and frontline execution. "By collaborating with cross-functional teams, I help develop efficient commercial solutions for key accounts. We ensure full alignment with strategic objectives while carefully navigating market risks and growth opportunities."  

A Culture Built on Development, Mentorship, and Trust 

Stepping up into sales leadership requires structured support and intentional investment in personal growth. Bart credits BIC’s commitment to employee development for giving him the tools to transition smoothly.  

"Throughout my career path at BIC, I have always had dedicated support from my managers and the HR team," Bart shares. "Regular reviews give you vital feedback on your achievements and areas for growth, both as a professional and as a person."  

During his tenure, Bart participated in key development programs that shaped his approach to high-stakes commercial strategy and leadership:  

• Advanced Skill-Building: "Participating in the Gap Negotiation Training Program was a major professional highlight that sharpened my strategic commercial approach."  
• Executive Mentorship: "In 2025, being part of the BIC Mentoring Program provided crucial guidance that directly prepared me for my current management role."  

Navigating High-Stakes Partnerships with Mutual Respect 

Commercial sales require balanced tough negotiations with long-term relationship building. For Bart, the most fulfilling aspect of his work lies in turning challenging commercial conversations into lasting partnerships.  

"You can have intense discussions and tense situations with customers, especially during negotiation periods," Bart explains. "But it’s incredibly rewarding when mutual respect leads to long-term partnerships and business success. Combining that with the personal achievement of stepping into a management role makes the journey remarkably fulfilling."  

Bart’s Advice: Absorb, Be Patient, and Be Bold 

For candidates exploring opportunities at BIC, or current team members looking to advance their careers, Bart offers clear, practical advice:  

"Be a sponge when you start—absorb as much information, knowledge, and insight as possible from your colleagues. Be patient, because BIC is a place that truly gives people the chance to learn and grow, both professionally and personally. And finally, be bold—dare to take initiative, because your voice will be heard."  

Ready to own your growth? 

Whether you're looking to launch your sales career, manage key global accounts, or step into commercial leadership, BIC provides the tools, mentorship, and culture to help you succeed.  

👉 Explore Commercial Sales & Business Development Opportunities at BIC World.