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UNLOCKING DECISIONS FROM GUESSWORK:

Meet Overproof's Leadership Team

In an industry characterized by complexity, the need for clarity is paramount. At Overproof, we recognize this challenge and are committed to providing digital transformation solutions that transform raw data into actionable insights and empower our customers to make informed business decisions.

Executive Team
Marc De Kuyper

– CEO

Marc is a visionary entrepreneur who brings a legacy of excellence to the beverage alcohol industry.

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Peter Stephenson

– CPO

Peter oversees the product, technology, UX/UI and insights (data analytics) teams at Overproof.

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Diana Arellano

– CRO

Diana’s strategic leadership has played a pivotal role in elevating Overproof from startup roots to industry leader.

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Patrick Hoogendijk headshot digital transformation solutions
Patrick Hoogendijk

– CFO

Patrick Hoogendijk is an accomplished professional with 25 years of experience in venture capital & private equity…

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Board of Directors
Nico Letschert

Nico Letschert, the founder and CEO of Noesis Capital Management Group, brings with him a wealth of knowledge and

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Rudy Ruiz

With over 40 years of experience in the beverage alcohol industry, Rudy Ruiz is a seasoned veteran in the field.

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Jantoon Reigersman

Jantoon Reigersman is a highly accomplished executive with an impressive track record in various

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Leadership Team
Krista Schubert

– Senior Sales Manager

Krista Schubert is a results-driven sales leader passionate about helping alcohol brands grow and thrive.

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Oswaldo Otero

– Vice President of Product

Oswaldo Otero is a seasoned product manager with a passion for building digital transformation solutions.

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John Mouyal

– Vice President of Enterprise Partnerships

John Mouyal is an accomplished enterprise sales leader with 15+ years of experience in SaaS and global market research sales.

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Christian Henning

– Vice President of Data Engineering

Christian Henning focuses on developing and maintaining scalable data pipelines, integrating new APIs, and

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SOCIAL MISSION

We are Committed to Being a Force of Change for Good.

Our diverse and innovative team is dedicated to driving change for good. Overproof’s social mission is centered around three pillars:

Fighting social challenges in the bartender community.

Decreasing the waste footprint in the beverage alcohol industry.

Improving gender equality across both industries.

In our commitment to educate, inspire, and progress together, Overproof regularly publishes informative resources. Our blog covers a range of topics, including fostering diversity in the industry, managing a diverse workforce, achieving business sustainability in the alcohol industry, and raising awareness about the dangers of alcoholism.

Read Our Blog

If you’re inspired by our mission and want to be part of our journey, check out our job openings.

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We are committed to being a force of change for good.
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Marc De Kuyper

– CEO

Marc de Kuyper is a visionary entrepreneur who brings a legacy of excellence to the beverage alcohol industry. Born in the Netherlands, and as a member of one of the oldest family distilleries in the world, De Kuyper was destined to follow in his family’s footsteps. As the CEO of Royal Dutch Distillers, he presided over an era of growth, increasing revenue to $23 million while cultivating a portfolio of eight brands.

However, de Kuyper’s passion for data and technology was never content to be limited by tradition. Frustrated by the lack of business intelligence available to his brands in an industry traditionally underserved by advancements in technology,, he struck out on his own in 2018, founding Overproof, a revolutionary data-services platform that delivers AI-driven insights to global beverage alcohol companies.

Under de Kuyper’s expert guidance, Overproof has quickly become the leading global providers of data services to the alcohol industry. Its innovative approach, industry-leading technology, and deep understanding of customer needs have powered the growth and success of brands of all sizes.With de Kuyper at the helm, Overproof’s future is as bright as its founder. The company’s innovative spirit, commitment to technology, and unparalleled understanding of the marketplace make it a force to be reckoned with, poised to revolutionize the beverage alcohol industry for generations to come.

Peter Stephenson

– CPO

Peter oversees the product, technology, UX/UI and insights (data analytics) teams at Overproof. Prior to joining Overproof, Peter was the CPO and head of business development at Sensentia, a B2B SaaS-based AI start-up that developed NLP systems for answering health insurance questions. Peter joined Sensentia after working in Humana’s Innovation Center as Head of Emerging Technology. He began his career working in academic and industrial research in computer science in Australia and Germany. Peter sits on advisory boards for Georgia Tech’s GVU Center, Georgia Tech’s MS-HCI Program, and Podimetrics, a Boston-based healthcare technology start-up. He has published more than 20 refereed scientific publications and patents.

Diana Arellano

– CHIEF REVENUE OFFICER

Diana’s strategic leadership has played a pivotal role in elevating Overproof from startup roots to industry leader. Through her efforts, Overproof has become a trusted partner for both emerging and established beverage alcohol brands. After serving as VP of Marketing for three years, Diana took on additional responsibilities overseeing the sales and customer success divisions in 2023. In November 2023, she was appointed Chief Revenue Officer.

Diana’s unwavering commitment to business excellence is reflected in her track record of building and leading high-performance teams. She has successfully fostered a culture of excellence and innovation within the organization. Diana actively contributes to Overproof’s dedication to empowering alcohol brands by delivering innovative solutions tailored to address their unique challenges.

Patrick Hoogendijk headshot digital transformation solutions
Patrick Hoogendijk

– CFO

Patrick Hoogendijk is an accomplished professional with 25 years of experience in venture capital & private equity, distressed company turnarounds, and building startups from seed-to-scale. Always working closely with passionate founders, he takes on the embedded CFO/COO role in order to help set strategy and execute rapidly. Patrick helps set the roadmap to a repeatable, scalable business model by identifying key drivers, building out the executive team, and implementing the strategy-tactics-initiatives-tasks waterfall to hit quarterly objectives. Additionally, he leads the finance & operations team on the acquisition of cash resources (fundraising) and proper management thereof (financial operations). Patrick thrives on transforming complex market opportunities into clear business goals.
Nico Letschert

Nico Letschert, the founder and CEO of Noesis Capital Management Group, brings with him a wealth of knowledge and expertise accumulated over his remarkable 40-year career. With a strong background in investment banking, financial governance, and wealth management, Nico has played a pivotal role in shaping the strategic vision of the firm. Recognized as a pioneer in the registered investment advisory (RIA) model, Nico has championed a fiduciary approach that prioritizes transparency and independence through a trusted custodian platform. His leadership and commitment to excellence have positioned Noesis Capital Management Group as a trusted partner in delivering exceptional financial solutions to its clients.

Rudy Ruiz

With over 40 years of experience in the beverage alcohol industry, Rudy Ruiz is a seasoned veteran in the field. He dedicated 17 years of his career to Southern Glazer’s Wine & Spirits, where he held the position of EVP Emerging Spirits, contributing significantly to the company’s growth and success. Prior to that, Rudy spent an impressive 25 years at Bacardi, assuming various leadership roles, including CEO of Bacardi USA and President of Bacardi Global Brands. His extensive knowledge and expertise led him to take on the role of President & CEO of Bacardi Asia/Pacific, further solidifying his reputation as a respected industry leader.

Jantoon Reigersman

Jantoon Reigersman is a highly accomplished executive with an impressive track record in various industries. As the President-COO of TrueCar, a leading online automotive company listed on NASDAQ, Jantoon demonstrates his strong leadership and strategic acumen. Prior to his current role, he served as the CFO at Leaf Group, a prominent company listed on the NYSE. Jantoon’s expertise also extends to the renewable energy sector, where he held the position of CFO at Ogin Inc., a KleinerPerkins-backed innovative company. Additionally, Jantoon has made significant contributions as an investor in Goldman Sachs’ European Special Situations Group and as a member of the esteemed Aspen Global Leadership Network.

Krista Schubert Senior Sales Manager Overproof
Krista Schubert

– Senior Sales Manager

Krista Schubert is a results-driven sales leader passionate about helping alcohol brands grow and thrive. Since joining Overproof in 2020, she has held key roles across Marketing, Sales, Operations, and Customer Success, giving her a comprehensive understanding of the business and the unique needs of alcohol brands. Her extensive background in marketing, lead generation, and account management enables her to deliver tailored solutions that support brands at every stage of their growth.

In addition to leading sales efforts, Krista has played a pivotal role in developing operational procedures and implementing new systems and tools. By streamlining processes and integrating innovative technologies into Overproof’s tech stack, she has created a foundation that empowers teams to optimize lead generation, improve deal conversion, and deliver seamless customer experiences.

Oswaldo Otero

– Vice President of Product

Oswaldo Otero is a seasoned product manager with a passion for transforming ideas into tangible solutions. With solid business acumen and a unique ability to bridge the gap between technology and user needs, Oswaldo has co-founded successful ventures that have achieved favorable exits. His expertise lies in translating concepts into market-ready products, making him an invaluable asset to the Overproof team, driving innovation and delivering impactful products to the market.

John Mouyal VP of Enterprise Partnerships Overproof
John Mouyal

– Vice President of Enterprise Partnerships

John Mouyal is an accomplished enterprise sales leader with over 15 years of experience in SaaS and global market research sales.

He excels in driving new business and expansion for enterprise clients across diverse industries, with an impressive record of securing multimillion-dollar deals and cultivating long-term client relationships. Known for his ability to train and develop high-performing sales teams, John combines strategic outreach, relationship-building, and innovative sales techniques to deliver exceptional results.

Christian Henning

– Vice President of Data Engineering

Christian Henning focuses on developing and maintaining scalable data pipelines, integrating new APIs, and ensuring high-quality data to drive Overproof’s technological advancement. His expertise in monitoring data quality and exploring new technologies enables Overproof to remain at the cutting edge of innovation. Christian was previously VP of Engineering and Architecture at Sensentia, where he showcased his commitment to excellence and driving data-driven decision-making. 

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Overproof Platform
For Alcohol Brands (1K-150k cases /yr)

The Overproof Platform is the only sales enablement tool that helps brands identify the best target accounts for their strategy in each market.

How Overproof helps brands scale →

Tastings
For Off Premise Activations

Tastings is an off-premise program management tool to streamline the scheduling, staffing, execution and collection of data insights from sampling events.

Tastings for Alcohol Brands →

Tastings for Marketing Agencies →

For Enterprise

150k+ annual cases: Digital Transformation

Overproof offers custom AI and software development, commercial excellence tooling and data syndication services to optimize sales teams and achieve commercial excellence.

For global enterprises, Overproof offers the only industry-specific digital transformation-as-a-service programs.

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By Role

Sales & Marketing

Overproof helps sales and marketing teams build, track and analyze their route to market strategies and centralize performance results in one place.

Overproof app for sales reps →

Agencies

Overproof helps agencies build and manage activation programs with talent scheduling, coordination and reporting tools included.

Why Overproof

About Us

Overproof vs. Lilypad

Overproof vs Repsly

Resources

Market Reports

Our industry-leading market intelligence reports featuring trends in influencer bars, product categories and cocktails.

Overproof Blog

Your go-to resource for best practices in building and scaling a beverage alcohol brand.

Testimonials & Case Studies

Let our customers tell you what they love most about Overproof.

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