From Maastricht University to Fortune 500 CEO
Robbert Rietbroek has spent three decades leading global businesses through growth and transformation – repeatedly taking on complex assignments across markets, industries and cultures.
When Robbert Rietbroek graduated from Maastricht University's School of Business and Economics in 1996, he embarked on what would become an international career spanning four continents, five languages and some of the world's best-known consumer brands.
Today, he serves as President and CEO of Graphic Packaging Holding Company, a Fortune 500 company and global leader in sustainable consumer packaging. Before taking on this role, he held senior leadership positions at Procter & Gamble, Kimberly-Clark, PepsiCo and Primo Brands, consistently guiding businesses through periods of growth, transformation and change.
Looking back, Robbert credits Maastricht University with laying the foundations for the way he leads today: “The problem-based learning model at Maastricht University shaped how I approach complexity and ambiguity. Learning to evaluate issues from economic, cultural and social perspectives prepared me well to lead organisations across emerging and developed markets.”
Robbert Rietbroek: A career built on transformation
Throughout his career, Robbert has deliberately chosen challenges over comfort. Rather than following a predictable career path, he repeatedly stepped into unfamiliar markets, complex business environments and demanding leadership roles. “Some of the most valuable experiences in my career came from stepping into unfamiliar markets, cultures, and business challenges. That discomfort builds judgement and resilience.”
“Discomfort builds judgement and resilience.”
After spending 15 years at Procter & Gamble, leading brands and strategic initiatives across Europe, South America and North America, he joined Kimberly-Clark. There, he led the global baby and child care business before becoming CEO for Australia, New Zealand and the Pacific Islands, where he successfully combined commercial growth with significant investments in manufacturing and sustainability.
His next chapter took him to PepsiCo, where he first led the Australia and New Zealand business before taking responsibility for Quaker Foods North America. Under his leadership, Quaker returned to sustained growth, expanding annual sales from US$2.5 billion to more than US$3 billion through product innovation, healthier food choices and stronger consumer engagement.
In 2024, Robbert oversaw one of the industry's largest mergers, bringing together Primo Water and BlueTriton Brands to create Primo Brands Corporation (NYSE: PRMB). After that, he became President and CEO of Graphic Packaging (NYSE: GPK), where he now leads one of the world's foremost providers of renewable and recyclable paperboard packaging.
Purpose and performance
For Robbert, leadership is about far more than delivering financial results. Across every organisation he has led, he has sought to create long-term value for customers, employees, shareholders and society. Sustainability, ethical leadership and innovation have become recurring themes throughout his career.
At Kimberly-Clark, his leadership contributed to multiple sustainability and innovation recognitions. At PepsiCo Australia, he served as a Pay Equity Ambassador, supporting workplace gender equality initiatives. During his time at Primo Brands, the company accelerated circular packaging solutions and water stewardship programmes, including a partnership with The Ocean Cleanup to reduce plastic pollution.
Today, at Graphic Packaging, he continues that mission by helping global brands replace single-use plastics with renewable, recyclable paperboard packaging.
Leading people through uncertainty
If there is one lesson that has shaped Robbert's leadership philosophy, it is that uncertainty creates opportunity. The moments he remembers most are not the easy ones, but the times when organisations faced disruption, markets shifted rapidly and teams needed clear direction. “I have always been drawn to moments of transformation and turnaround," he says. "When the path is not obvious, the stakes are high, and teams need clarity and direction. That is when leadership matters most."
His approach is built on empowering people closest to the business, encouraging innovation and maintaining a relentless focus on execution. “I learned that the world’s best companies combine purpose with performance. They stay close to customers, respect and empower the teams closest to the work, innovate boldly, and execute the fundamentals exceptionally well.”
"When the path is not obvious, the stakes are high, and teams need clarity and direction. That is when leadership matters most.”
Staying connected to Maastricht
Although his career has taken him around the globe, Robbert has remained closely connected to Maastricht University. He regularly attends alumni activities, enjoys sharing leadership experiences with current students and supports the University Fund Limburg as a donor. “I am grateful for the foundation I gained at UM. Becoming the first alumnus of Maastricht University’s School of Business and Economics to serve as CEO of a Fortune 500 company is a reflection of the strong education and international perspective the university provides.”
Advice for the next generation
For current students and young professionals, Robbert's advice is straightforward: embrace opportunities that stretch you. Accepting big challenges – such as working in different areas of the business or the world – will expand your perspective and provide the type of training that is only possible when you step into new territory.
He also believes leadership is a skill that can (and should) be developed continuously: “I would encourage current students to continuously focus on becoming stronger leaders. Leadership is about setting clear direction, enabling others, energizing teams, engaging stakeholders, and executing with excellence. Embrace risk, accept opportunity, stay curious, and prioritize learning. Build strong financial and commercial acumen, regardless of your current role. Careers are rarely linear — credibility is built through consistent performance, and opportunities often arise because people trust you with the next challenging assignment.”
“Embrace risk, accept opportunity, stay curious, and prioritize learning.”
Playing for the ‘long game’
The principle that continues to guide Robbert's decisions is simple: “Make decisions that can stand the test of time — decisions that are right for employees, customers, shareholders and communities. Short-term pressures are real in business, but enduring value is built by leaders who think long-term while executing with discipline today.”
It is a philosophy that has shaped an international career and continues to define his impact as one of Maastricht University's notable alumni.
Celebrating the impact of our alumni
Robbert is one of Maastricht University’s Notable Alumni, a recognition celebrating alumni who have made an exceptional impact in their field, in society or for UM. Through Notable Alumni, we aim to showcase the achievements and diverse journeys of our alumni and inspire current students, fellow alumni and the wider UM community with the impact they make around the world. Discover more inspiring stories from our Notable Alumni.