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Jan-Willem Smits began his career at OC&C Strategy Consultants, where he worked for eight years. In 2004, he began working for the Deli group, where he held various management positions: director of JéWé/JéWéRET, managing director of Outdoor Life Group, head of Business Development at Deli Inc, commercial director of Royal Jongeneel and finally, CFO of Deli Home Holding.