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Hans Vriens is an accomplished business leader with extensive experience in executive roles across various industries. Currently serving as the President of North America at ADA Cosmetics since February 2024, Vriens has been the Managing Director at VF&Co b.v since 2002, focusing on private equity investments and brand building. Vriens has contributed as a guest speaker at INSEAD for MBA programs from June 2018 to January 2024, while also advising the CEO and acting as SVP for the Julius Meinl Coffee Group from February 2020 to October 2022. Prior experience includes positions such as Founder of SNOOOZE, Investment Advisor at ProSiebenSat.1 Media SE, General Manager at Tchibo, and Executive Consultant roles at The Hershey Company and Barry Callebaut Group. Vriens holds an MBA in International Business and Marketing from the University of Oregon, along with multiple executive education credentials from prestigious institutions.