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Mentor: Pieter van Herpen

Startlife Mentor

Pieter van Herpen is CEO/Founder of Syndy B.V. and CIO of Icecat N.V.

  • Born in The Netherlands (1981)
  • Raised in Singapore and New Zealand (high school; GSCE and IB)
  • Studied Business Administration in Groningen (Hanze), Barcelona (ESADE) and Rotterdam (RSM)
  • Interned at BCG, Heineken and KLM
  • First job in 2008 at Procter & Gamble, Gillette marketing (from Western European HQs)
  • Launched Syndy.com in 2010, after experiencing firsthand the complexity of content management at large FMCGs
  • Closed deals with leading FMCG brands including Unilever, Friesland Campina, Reckit, Danone, Perrigo, Raised +€3MN from angels, accelerators and VC/institutions.
  • Sold Syndy to leading competitor Icecat N.V.
  • Currently with Syndy as CEO and Icecat as Chief Innovation Officer over-seeing strategic investments

Skills and field of expertise

  • Venture building/start-ups/scale-ups
  • Product design/development
  • Sales (Enterprise)
  • Strategy (for Founders)
  • Online marketing & PR
  • Fundraising (including selling your company and life after Exiting)
  • Industry know-how on e-Commerce, FMCG, retail, data, content management, verticalcommerce brands

Offer and interest (startups)

platforms/marketplaces, D2C/online-only brands, food innovation e.g. protein-based meat.


“You only live once.


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