À propos de Alexandra
➜ 𝐇𝐚𝐧𝐝𝐬-𝐨𝐧 𝐇𝐞𝐚𝐝 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐡𝐞𝐫𝐞! I still love diving into the platforms to set up campaigns. It's not all strategy, and no execution. 😁 But, it does start with a proper deep-dive into the data, to understand what to do next. 😉
🌍 𝟏𝟓 𝐲𝐞𝐚𝐫𝐬 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞; 6 years in Belgium, 4 years in New York, 4 in the UAE and 1 in Switzerland
👩🏼💻 Expert in (digital) marketing, media (on- & offline!) and digital ecosystem management
🤝🏻 8 years of 𝐭𝐞𝐚𝐦 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 (13 ppl), and 8 years in 𝐜𝐥𝐢𝐞𝐧𝐭-𝐟𝐚𝐜𝐢𝐧𝐠 roles. Also 8 years in B2B and 7,5 in B2C.
💰 Experience managing budgets of 6 million euro & up
➜ 𝐂𝐨𝐫𝐞 𝐯𝐚𝐥𝐮𝐞𝐬:
- Communication is key.
- Start small, scale big. Always be testing.
- Change is inevitable. Progress is optional.
➜ 𝐑𝐞𝐜𝐮𝐫𝐫𝐢𝐧𝐠 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤:
- Hands-on with high work ethic
- Structured, well-organized
- Collaborative, inclusive
- Enthusiastic, optimistic
Anglais
Bilingue ou natif
Néerlandais
Bilingue ou natif
Français
Capacité professionnelle limitée
Allemand
Notions
Accepte de travailler sur site
Brussels (jusqu’à 50 km), Ghent (jusqu’à 50 km), Roeselare (jusqu’à 50 km)
Expériences
- Alexandra MaesenFractional CMOoctobre 2025 - Aujourd'hui (10 mois)Dubai, Émirats arabes unis🎯 Focus on 𝐠𝐫𝐨𝐰𝐭𝐡 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬, 𝐞-𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 (Amazon, Noon, Careem, Talabat) & 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 (Google Ads - Google Shopping, PMAX/Demand Gen, Paid Social, etc.)- Founder of 𝐋𝐨𝐨𝐩𝐞𝐝 (UAE) - WIP- Co-Founder at 𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐒𝐭𝐮𝐝𝐢𝐨 (UAE) - WIP- Fractional CMO at 𝐇𝐮𝐦 𝐌𝐮𝐦, baby food (GCC) - Strategy, e-commerce & performance- Consulting for 𝐃𝐚𝐧𝐨𝐧𝐞 (Global) - Strategy consulting & AI
- Unilin (Home improvement)Global Head of Mediaseptembre 2024 - octobre 2025 (1 an et 1 mois)Dubai City, Émirats arabes unis- 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 €6M 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, Alprooctobre 2021 - septembre 2024 (2 ans et 11 mois)Dubai City, Émirats arabes unis- Managed team of 13 people, an annual budget of €2.2M on strategy and combined €20+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 — 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
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Formations
- Master in JournalismCatholic University of Leuven, Belgium2017Additional studies while working
- Bachelor in Business AdministrationUniversity College Ghent2012