
Frederik Van Baelen
Senior Business Controller | Financial Analysis
Salary / Daily rate
Brussels, Belgium
Freelance
Skills
Languages
About me
Intro
Freelance Senior Business Controller with 10+ years of finance expertise across retail, FMCG, and logistics sectors. Proven success in P&L management, strategic FP&A, and driving cross-functional collaboration at major companies like JDE, Delhaize, and H&M. I deliver actionable financial insights and robust budgeting/forecasting solutions that empower leadership teams to make data-driven decisions and achieve their business objectives.
Work experience
Group Key Account Manager
JDE Peet's
Nov 2025 - Present
1 year
Brussels, Belgium
Finance Business Partner - Senior Business Controller (Freelance)
Mercury Management
May 2023 - Present
3 years 6 months
Brussels, Belgium
Senior Business Controller
Brink's Solutions Belgium
Dec 2024 - Oct 2025
11 months
Belgium, WI, USA
Logistics Controller
Delhaize Belgium
Feb 2024 - Nov 2024
10 months
Asse, Belgium
Senior Commercial Controller
JDE
Jun 2023 - Feb 2024
9 months
Brussels, Belgium
Delhaize Belgium
Apr 2019 - Apr 2023
4 years 1 month
Asse, Belgium
Commercial Manager e-Commerce
Dec 2019 - Apr 2023
3 years 5 months
Asse, Belgium
– People management of a diverse team of 14 persons, including 2 team managers – Defining the long-term commercial vision & strategy, determining the value proposition roadmap, and ensuring its execution – Managing an advertising budget (~3M€), in collaboration with different marketing departments, to ensure that commercial targets are reached – Driving customer satisfaction through a data-driven strategy and cross-departmental collaboration – Acting as an ambassador of both E-Commerce and Delhaize in the creation and implementation of the digital roadmap of Delhaize (including program/project management, stakeholder management & change management)
Senior Business Controller e-Commerce
Apr 2019 - Dec 2019
9 months
1080 Sint-Jans-Molenbeek, Belgium
– Budgeting and forecasting – Breaking down high-level targets in key financial & non-financial performance metrics (KPI), based on industry benchmarks, market studies & customer insights – Creating relevant dashboards for all stakeholders to highlight trends & areas of improvement – Financial statement preparation and analysis – Monthly and year-end closings – Continuous follow-up of Profit & Loss (P&L) statements & performance dashboards with stakeholders – Business cases for new projects & investments – Project budgeting/forecasting – Analyzing the financial impact of strategic initiatives – Year-end collaboration with audit team to ensure accuracy of P&L & compliance with GAAP
FP&A Manager
Stanley/Stella
Apr 2018 - Apr 2019
1 year 1 month
1040 Etterbeek, Belgium
– Budgeting and forecasting – Financial statement preparation and analysis – Performing monthly and year-end closings – Forecasting CoGS & aligning with the Marketing team on Pricing strategy – Financial reporting to the CFO, Management Committee & Board of Directors – Coaching my team towards becoming reliable business partners – Year-end collaboration with audit team to ensure accuracy of P&L & compliance with GAAP – Analysis software: Power BI
Regional Controller
H&M
Jul 2014 - Apr 2018
3 years 10 months
Brussels, Belgium
– Defining the commercial, financial and HR strategy, together with rest of the Area Management team, to reach the yearly and quarterly objectives – Driving the budget & forecast process for 21 H&M stores in Brussels & Wallonia – Reporting on weekly, monthly and quarterly basis to the Country Management team – Securing adherence to the financial/commercial strategy & targets through daily store visits – Establishing the most profitable offer of merchandise for each store & ensuring the right stock levels – Training store managers on their profitability mind-set and analytical competences – Participating in the yearly evaluation process of store managers – Accounting/Analysis software: SAP & Microsoft BI
Business Controller
COFELY GDF-SUEZ
Aug 2012 - Jul 2014
2 years
Brussels, Belgium
– Budgeting and forecasting – Financial statement preparation and analysis – Monthly and year-end closings – Monthly follow-up of Profit & Loss (P&L) statements with assigned business units – Year-end collaboration with audit team to ensure accuracy of P&L & compliance with GAAP – Accounting/Analysis software: SAP & Microsoft BI
Operations Specialist
Hewlett-Packard
Sep 2011 - Oct 2012
1 year 2 months
Barcelona Area, Spain
– Order Management of 80+ B2B accounts, including several focus accounts of HP.
Consultant (EU Government Sector)
Accenture
Sep 2008 - Sep 2010
2 years 1 month
Brussels, Belgium
– Project Management Office: resource planning, scheduling, process documentation – Business development: completing tenders & ensuring that all documentation requirements, as set out in the EU procurement, are met.
Education
Katholieke Universiteit Leuven
Master's degree, European Studies
2010 - 2011
1 year 1 month
Katholieke Universiteit Leuven
Master's degree, Commercial Engineering
2003 - 2008
5 years 1 month