Sonja studied Applied Economics, followed by an MBA at the Vrije Universiteit Brussels.

She has + 25 years of professional experience, of which half of it in BtC & half of it in BtB. More than + 20 years in coffee & tea, After finishing university Sonja has started as a marketeer in a local role as brand manager. Following that, in 1999, she has set up a business development strategy for the BtB coffee business, which later was integrated in the going business. From 2003 till 2008 she held innovation manager & marketing managers position in the local Belgian organisation. Following that she moved to international marketing roles, from 2009 till 2012, crafting the coffee category strategies with the international teams & deploying them with the local country teams. In 2012 she led the sales function as Sales director for the local Belgian BtB busines, after which she took the role of GM for the Belux BtB coffee business from 2013 till 2016. This was followed by a move back to an international role as Global Marketing Director for the BtB business out of the Netherlands. Since 2022 she is GM of the Belgium BtC coffee & tea business.

In her current job as GM, she is responsible for the performance of the business, delivering the results with a highly engaged team. She loves her current job in which she can develop individuals to the best version of themselves and bring teams together to collaborate to deliver upon the set goals.

She gets her energy from her family, friends and her job. And her mental energy is strengthened with a daily 30 min yoga, and 3 mio steps per year in nature.