Frederik Van Baelen

Senior Business Controller | Financial Analysis

Salary / Daily rate

Brussels, Belgium

Freelance

Skills

Financial AnalysisBudgetingForecastingSAP ERPPower BIChange ManagementAccounting

Languages

Dutch (Fluent)English (Fluent)French (Fluent)

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.

Links

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

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