About 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
English
Native or bilingual
Dutch
Native or bilingual
French
Conversational
German
Basic
Can work on-site
Brussels (up to 50km), Ghent (up to 50km), Roeselare (up to 50km)
Experience
- Alexandra MaesenFractional CMOOctober 2025 - Today (8 months)Dubai, United Arab Emirates🎯 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 MediaSeptember 2024 - October 2025 (1 year and 1 month)Dubai City, United Arab Emirates- 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, AlproOctober 2021 - September 2024 (2 years and 11 months)Dubai City, United Arab Emirates- 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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Education
- Master in JournalismCatholic University of Leuven, Belgium2017Additional studies while working
- Bachelor in Business AdministrationUniversity College Ghent2012