Over Alexandra
โ ๐๐๐ง๐๐ฌ-๐จ๐ง ๐๐๐๐ ๐จ๐ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐ก๐๐ซ๐! I still love diving into the platforms to set up campaigns. It's not all strategy, and no execution. ๐ But, it does start with a proper deep-dive into the data, to understand what to do next. ๐
๐ ๐๐ ๐ฒ๐๐๐ซ๐ฌ ๐๐ฑ๐ฉ๐๐ซ๐ข๐๐ง๐๐; 6 years in Belgium, 4 years in New York, 4 in the UAE and 1 in Switzerland
๐ฉ๐ผโ๐ป Expert in (digital) marketing, media (on- & offline!) and digital ecosystem management
๐ค๐ป 8 years of ๐ญ๐๐๐ฆ ๐ฅ๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ (13 ppl), and 8 years in ๐๐ฅ๐ข๐๐ง๐ญ-๐๐๐๐ข๐ง๐ roles. Also 8 years in B2B and 7,5 in B2C.
๐ฐ Experience managing budgets of 6 million euro & up
โ ๐๐จ๐ซ๐ ๐ฏ๐๐ฅ๐ฎ๐๐ฌ:
- Communication is key.
- Start small, scale big. Always be testing.
- Change is inevitable. Progress is optional.
โ ๐๐๐๐ฎ๐ซ๐ซ๐ข๐ง๐ ๐๐๐๐๐๐๐๐ค:
- Hands-on with high work ethic
- Structured, well-organized
- Collaborative, inclusive
- Enthusiastic, optimistic
Engels
Tweetalig / moedertaal
Nederlands
Tweetalig / moedertaal
Frans
Beperkte professionele capaciteit
Duits
Basiskennis
Kan op locatie werken
Brussels (tot 50km), Ghent (tot 50km), Roeselare (tot 50km)
Werkervaring
- Alexandra MaesenFractional CMOoktober 2025 - Vandaag (10 maanden)Dubai, Verenigde Arabische Emiraten๐ฏ Focus on ๐ ๐ซ๐จ๐ฐ๐ญ๐ก ๐ฌ๐ญ๐ซ๐๐ญ๐๐ ๐ข๐๐ฌ, ๐-๐๐จ๐ฆ๐ฆ๐๐ซ๐๐ (Amazon, Noon, Careem, Talabat) & ๐ฉ๐๐ซ๐๐จ๐ซ๐ฆ๐๐ง๐๐ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ (Google Ads - Google Shopping, PMAX/Demand Gen, Paid Social, etc.)- Founder of ๐๐จ๐จ๐ฉ๐๐ (UAE) - WIP- Co-Founder at ๐ ๐จ๐ฎ๐ง๐๐๐ซ๐๐ญ๐ฎ๐๐ข๐จ (UAE) - WIP- Fractional CMO at ๐๐ฎ๐ฆ ๐๐ฎ๐ฆ, baby food (GCC) - Strategy, e-commerce & performance- Consulting for ๐๐๐ง๐จ๐ง๐ (Global) - Strategy consulting & AI
- Unilin (Home improvement)Global Head of Mediaseptember 2024 - oktober 2025 (1 jaar en 1 maand)Dubai City, Verenigde Arabische Emiraten- Created media strategy for 3 brands, in 21 markets, with focus on performance marketing- Oversee multi-channel campaigns via e-commerce, Amazon, Noon, Google ads, Paid Social, TV, YouTube, PR & Influencers. Continuously test, optimize, and scale campaigns in collab. with Omnicom Media Group- Manage annual โฌ6M media budget (ad spend). Result: CAC -36% & web CR rate +30% in 1y.- Cross-functional collab: Partner with sales, brand & digital marketing to align on growth objectives, KPI setting, brand positioning, communication frameworks, and new ways-of-working- Built PowerBI dashboards for full-funnel media reporting, monitor key KPIs & deliver performance reports- Manage partnership & relationship with Omnicom, Google & Meta/Facebook- Lead 3 people media team & mentor a junior campaign specialist to medior level in a 6-month period- Building media capabilities through training, media investment guidelines, planning frameworks & channel deep-dives
- Danone (FMCG)Global Head of Digital Marketing & Media, Alprooktober 2021 - september 2024 (2 jaren en 11 maanden)Dubai City, Verenigde Arabische Emiraten- Managed team of 13 people, an annual budget of โฌ2.2M on strategy and combined โฌ20+M ad budget.- Created media strategies for 50 markets, incl. media investment guidelines, target audience strategy, consumer journey, channel selection, and ad buying recommendations.- Execution of Paid Search, Paid Social, e-commerce (DTC, Amazon), programmatic, TV, BVOD/SVOD, YouTube, display, PR, influencer and experiential activations. F.e.:- Launched Global Tomorrowland brand activation: Festival breakfast bar + social AR gamification campaign with VIP giveaways โ delivering +25% YoY uplift in on-site breakfast sales.- Launched new global social media strategy of Alpro: achieving 400% TikTok growth (18K > 73K followers in 1 year)- Led full Alpro.com digital transformation: decentralized CMS infrastructure to empower local teams with dedicated workspaces while maintaining a centralized, architecture for cost-efficiency- Alpro.com rebranding across 50 markets and 30 languages, with go-live in 9 months, delivering landing page lead conversion rate of 30%.- Cut digital ecosystem costs by 50% (850K to 400K) via vendor negotiations, strategic focus and streamlining operations- Managing scope and partnerships with Wavemaker (WPP) Google & Meta
Aanbevelingen
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Opleidingen
- Master in JournalismCatholic University of Leuven, Belgium2017Additional studies while working
- Bachelor in Business AdministrationUniversity College Ghent2012