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A new CEO

April 3, 2023 . izabella

Here at Yoni, I, Mariah Yoni’s founder, took a step back a couple of years ago to catch my breath, to be able to be more present with my young daughter and to make space for people who have more experience and a passion for expanding the Yoni business. This has provided me the space to focus on my personal life as well as the things that excite me at Yoni including future thinking, working on innovations and continuing to tell Yoni’s story. In the past two years or so one of Yoni’s investors Theo de Kool stepped in to direct Yoni and both of us are excited that we are now ready to take the step to find Yoni’s ideal CEO candidate. We were looking for someone with strong people skills and the ability to strengthen our small but ambitious team. We were also looking for someone with both online and offline FMCG experience. And of course we were looking for someone passionate about the impact we are striving to make as a B Corp with sustainable, taboo breaking products. After a few months of searching, we are happy to announce that Deniz Er Wiedhaup is Yoni’s new CEO as of the 1st of March. 

Deniz was born in Turkey, finished her MBA with flying colors in the States at Colombia Business School. She ended up in the Netherlands where she has settled down with her Dutch husband and now has 2 kids. Deniz has made a career working at corporates like Coca-cola, bol.com and Getir. Her background gives her a strong foundation to help Yoni expand its business and to strengthen our small team.  

The first thing that have stood out for me personally is Deniz’ calming presence, how she is able to mix her quick analytical abilities with real people focused attention. I am enjoying how she has already started to challenge some of our plans and has the ability to think bigger and more clearly about some of the challenges we are facing. All in all, I am looking forward to what Deniz together with the rest of the Yoni team will be able to accomplish in the years to come.

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