Peter van den

Ana Peter Van den Broeck

Senior VP, GM Middle East-Africa, BIC

Peter Van Den Broeck is the Senior Vice President and General Manager for BIC Middle East and Africa. In his current role, Peter is responsible for leading BIC’s commercial business in emerging markets, as well as maintaining, growing, and expanding BIC’s presence in the region.

Under his leadership, BIC has established headquarters in the United Arab Emirates (UAE); created subsidiaries in Morocco, Senegal, Kenya, and Nigeria; and expanded its network to South Asia, reshaping the region to form two major clusters – Middle East, North Africa, West and Central Africa (MENAWACA) as well as South and East Africa (SEA).

Peter is a true BIC veteran. Prior to establishing the MEA headquarters, Peter held key roles across Europe, including Key Account Manager in Belgium, Business Account Manager for Europe, Business Account Director for Europe, and General Manager of BIC Benelux and the Nordic region.

Peter’s most recent key wins include leading the integration of India’s number one writing instrument brand, Cello Pens, within the BIC business following its acquisition, as well as leading the acquisition of Nigeria’s leading stationery brand, Lucky Pens.

Prior to joining BIC, Peter held different sales positions working at IDC; Acco-Rexel Benelux; and Hetzel in Belgium.

Peter holds a Communications degree from the PHITC Academy in Antwerp, Belgium. He serves as a Board Member on the BIC Corporate Foundation, the philanthropic arm of the BIC Group.