Graphic Packaging President and CEO Robbert Rietbroek has been recognized by Maastricht University as a Notable Alumnus.The recognition honors graduates whose leadership and contributions have made an exceptional impact in their fields and in society. 

Rietbroek earned a master’s degree in economics and business administration from Maastricht University’s School of Business and Economics in 1996.  

Founded in 1976, Maastricht University has one of Europe’s most international student populations, with more than half of its nearly 22,000 students coming from outside the Netherlands. Its School of Business and Economics holds “triple crown” accreditation from AACSB, EQUIS and AMBA—a distinction held by approximately 1% of business schools worldwide. 

Maastricht’s problem-based learning model asks students to work collaboratively, examine issues from multiple perspectives and apply knowledge to complex, real-world problems.  

“The problem-based learning model at Maastricht University shaped how I approach complexity and ambiguity,” Rietbroek told the university. “Learning to evaluate issues from economic, cultural and social perspectives prepared me well to lead organizations across emerging and developed markets.” 

The recognition follows a recent visit to Maastricht University, where Rietbroek returned to the School of Business and Economics and reflected on the role the university played in his professional development.

A Career Across Markets and Industries 

Over nearly three decades, Rietbroek’s career has spanned four continents, five languages and some of the world’s best-known consumer brands. He spent 15 years at Procter & Gamble before moving into senior global leadership positions at Kimberly-Clark and PepsiCo. He later served as CEO of Primo Water and led its transformative merger with BlueTriton Brands to create Primo Brands. 

Across those roles, Rietbroek repeatedly took on businesses navigating growth, operational change and shifting consumer expectations. He describes his leadership approach as combining a long-term perspective with disciplined execution, particularly when the path ahead is uncertain. 

“When the path is not obvious, the stakes are high, and teams need clarity and direction. That is when leadership matters most.” 

Rietbroek also credits unfamiliar assignments—across different markets, cultures and parts of the business—with shaping his judgment as a leader. 

“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.” 

He encourages students and emerging leaders to seek similarly stretching experiences, remain curious and continue developing the financial, commercial and leadership capabilities that will prepare them for opportunities they may not yet anticipate. 

“Embrace risk, accept opportunity, stay curious, and prioritize learning,” he advises. “Careers are rarely linear—credibility is built through consistent performance, and opportunities often arise because people trust you with the next challenging assignment.” 

Asked what advice he would offer students and emerging leaders, Rietbroek emphasized accepting assignments that stretch their capabilities and experiences that encourage learning throughout their careers. 

Read Maastricht University’s feature, “From Maastricht University to Fortune 500 CEO,” to learn more about Robbert’s career journey, leadership philosophy and advice for the next generation of leaders. 

→ Read the full article on Maastricht University’s website