Brian Van Haaften is a seasoned sales, business development and demand planning executive, renowned for his transformative leadership in driving growth, channel strategy, and high-performance team dynamics. With over 35 years of experience spanning some of the most notable companies in the industry, Brian’s career has been marked by consistent success in building sustainable revenue and fostering a collaborative culture. His leadership style combines strategic foresight with an engaged approach for team and talent development, creating environments where people can thrive and excel in achieving ambitious goals.
Brian’s expertise spans across well-known companies with key roles for Pella Corporation, Mars Inc., Coca-Cola, SC Johnson, Post Consumer Brands, Kellogg Company, Haagen Dazs and Mondelez International, Inc. His ability to develop innovative strategies and execute them effectively is a career hallmark. As Sales Director at Pella Corporation, Brian played a pivotal role in reversing a five-year decline to achieve 6.7% annual growth, resulting in $340+ million in sales. By leveraging consumer trends, simplifying SKU assortment, demand planning processes and implementing a robust omnichannel strategy, Brian successfully enhanced Pella’s brand positioning and market penetration, solidifying the company’s standing in the building materials industry.
Currently serving as Managing Director for Global Recruiters of Pella (GRN), Brian combines his strategic lens and industry expertise with passion for connecting talent with the right opportunities. Through GRN, he partners with organizations across sectors to provide tailored solutions, ensuring a strong match. Brian’s philosophy is centered on in-depth market research, client-focused strategy, and a commitment to excellence, positioning him as a trusted advisor in the executive sourcing landscape.
Brian’s leadership extends well into the Consumer Packaged Goods (CPG) industry, where he has driven growth and innovation across retail and distribution channels. At Mars Petcare, he served as National Team Lead, where his leadership generated growth well above category averages, and led to double-digit improvements of in-stock scores across nearly 1,800 retail locations. Brian’s strategic efforts included reimagining the shelf design and implementing “Store of the Future” concepts, which resonated strongly with both customers and retail partners, strengthening Mars’ market share.
Known for his dedication to team building and talent development, Brian is committed to nurturing future leaders. As a “leader of leaders,” he has mentored numerous direct reports, many of whom advanced to management roles under his guidance. Brian’s commitment to professional development emphasizes growth from learning, personalized career path planning, and fostering a collaborative, team-first culture. This approach earned him a reputation as a strong leader who values the growth and success of those around him.
In addition to his corporate achievements, Brian has made substantial contributions to his community and industry through board service. As a member of the Grocers Manufacturers Retailers (GMR) of Florida, he helped advance industry development by organizing forums and supporting scholarship initiatives for students pursuing careers in CPG. His board service with the Bountiful Basket Food Shelf in Minnesota also underscores his dedication to supporting the underprivileged. These roles reflect his personal commitment to making a positive impact on those around him.
Brian’s approach to business and leadership is underscored by a deep-seated philosophy of continuous improvement and adaptability. He firmly believes in staying attuned to market trends and evolving consumer needs to remain agile and innovative. This philosophy has allowed him to not only navigate complex challenges but also drive sustainable growth for organizations he leads. His professional motto, “Impacting People One Person or Situation at a Time,” captures his holistic approach to leadership, focusing on both individual growth and organizational success.
Brian’s extensive background in sales & marketing strategy, P&L management, and cross-functional team alignment makes him a versatile and influential executive. His experience across CPG, building materials, and retail enables him to craft strategic roadmaps that align with company goals while fostering positive relationships with customers and partners. His focus on metrics-driven results and accountability has consistently propelled his teams and organizations toward achieving their fullest potential.
Character:
Collaborative and mission-driven leader, dedicated to fostering high-performance cultures where individuals are empowered to grow and excel. His approach emphasizes integrity, mentorship, and a team-first mentality, inspiring those around him to achieve their fullest potential.
Knowledge:
With a robust background in CPG, retail, and building materials, Brian’s industry insights keep him ahead of trends and empower him to create strategies that promote sustainable, long-term growth. His expertise in sales, account management, and market positioning has consistently driven measurable results for the organizations he leads.
Strategic:
Excels in transforming goals into actionable, results-driven plans that meet both immediate and future business needs. Strategic mindset allows him to craft and execute initiatives that align with company objectives while optimizing resources and maximizing impact.
Communication:
Known for his transparent and consultative communication style, Brian fosters trust and alignment across teams, clients, and stakeholders. His ability to engage and connect with diverse groups strengthens partnerships, enhances cross-functional collaboration, and drives collective success.
