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Mentor: Otto van Harmelen

Startlife Mentor

Otto van Harmelen is founder and owner of CORE-UP.

During my career in Retail, Wholesale and FMCG of more than 35 years working in 38 different countries all-over the globe, I have implemented many business model migrations. As a member of the board I recognized challenges moving big corporate organisations forward towards the fast-moving technological market environments and its changing customer behaviors.

The last few years I worked in and out the corporate environment together with startups and scale-ups and supported them in further growth and developments in their business and earning models.

Skills & expertise

  • Retail Executive
  • Innovation management
  • Business and earning model development
  • Collaboration Corporate and Startup
  • Training, management development and team building


2017-present Owner and founder of CORE-UP – Startup and Corporate innovation and integration
2015-2017 Vice President Metro AG – Head Buying International Expansion MCC – Feasibility studies Worldwide on New Territories
2014-2015 Vice President Metro AG – Head of New Products and Services Metro Business Innovation
2012-2014 Vice President Metro AG – Director Executive Projects
2011-2012 Vice President Metro AG Procurement and Merchandising Director NF – Makro C&C; United Kingdom
2009-2011 Regional Officer Customer, Marketing, Offer, Own Brand
2008-2009 Head of Corporate House of Training Asia
2006-2008 Procurement and Merchandizing Director  – Makro C&C Czech Republic and Metro C&C Slovakia; Prague

Offer and interest (startups)
I want to share my international and commercial business experience helping you gaining further insight in your organization and customer approach. I would like to support you in improving business and earning models to accelerating your business.



If you are interested in our StartLife Mentor Program, let us know and reach out to us for more information.

Request MENTORSHIP by Ottan van Harmelen