Maureen Baas Email and Phone Number
Netherlands
Maureen Baas's Location
Netherlands, Netherlands
Maureen Baas's Contact Details
Maureen Baas work email
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Maureen Baas personal email
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Maureen Baas phone numbers
About Maureen Baas
Results-Driven Marketeer | Brand Strategist | Retail & E-commerce Expert Award-winning, commercially driven marketing leader with a track record of driving business growth and innovation across renowned global brands and across industries, spanning FMCG to consumer durables and retail. B2C and B2B.With a proven ability to craft and execute integrated marketing strategies, I excel in building high-performing, purpose-driven teams, fostering digital transformation and achieving robust business results. My diverse expertise covers brand and customer lifecycle management, creative storytelling and innovative communication approaches, incl. influencers, creators, and AI. My commercial acumen is derived from hands-on management of omnichannel strategies (retail, e-commerce, trade), and having led e-commerce businesses with full P&L responsibility, overseeing e.g., commercial strategy, portfolio management, market expansion, and operational efficiency.
Maureen Baas's Current Company Details
Miele X
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Global Director E-commerce and Digital Marketing Miele Professional
Netherlands
- Website:
- miele-x.com
- Employees:
- 176
Maureen Baas Work Experience Details
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Global Director E-Commerce And Digital Marketing Miele ProfessionalMiele XNetherlands
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Consultant, Freelancer & Interim SupportBaas In Business Aug 2020 - Present- Contributed to the marketing strategy for a drinks company.- Supported the development of the business strategy for a cosmetics company.- Drove strategic direction of an animal welfare organization as a board member.- Consulted and performed expert interviews in the area of e.g., digital marketing, retail marketing, e-commerce DTC, marketing operations, and sustainability.
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Director Integrated Marketing And E-Commerce DtcBissell Oct 2021 - Jan 2024Grand Rapids, Michigan, UsBISSELL is a family-owned company with a rich legacy since 1876, specialized in Home Care. It’s market leader in the US and rapidly expanding beyond North America.Spearheaded integrated marketing and e-commerce DTC across key regions, driving brand expansion and revenue growth.• Established and led a multifunctional team across brand strategy, campaign and content creation, media, CRM, e-commerce, and digital platforms (20 FTE).• Transformed organization to more performance-led mindset, with integrated, omni-channel plans and reporting, contributing to double-digit sales growth and triple-digit profit growth vs. Plan '23.• Created regional/local campaigns and content, increasing brand awareness with up to 40% and reaching a top 3 position for key brand image statements.• Integrated specific Amazon advertising and content creation capabilities in team, realizing a 7+ ROAS.• Organically grew Europe’s e-commerce DTC business by 50%, increased gross margin by 29%-pts and turned business profitable.• Built CRM capabilities with significant business impact, e.g., +117% conversion rate and +70% sales from automated flows.• Developed social strategy, incl. user-generated content, influencer marketing and social commerce, increasing followers (+40%), engagement (reaching 4-7%) and generating first sales. -
Avp, Global Head Of CommunicationNestlé Nespresso Sa Jun 2018 - Apr 2020Lausanne, ChAt the global headquarters, held responsibility for developing and implementing the global brand communication strategy.• Led a team in strategic brand planning, campaign and content creation, trade marketing, and owned touch points, e.g., CRM, retail marketing, website, organic social, brand magazine and experiential events (40 FTE).• Developed and implemented a vision for an organizational restructure, from touchpoint-based to capabilities-based, impacting 90% of roles.• Orchestrated the conceptualization, production and localization of 1 brand big idea, 32 campaigns, 4 magazines and 3 global events, focusing on brand (activation), sustainability and innovation.• Revitalized the creative agency network and ways of working, resulting in substantial performance enhancements and appr. €900k cost savings in the first year.• Drove digital marketing innovation, e.g., augmented/virtual reality, blockchain, voice assistant.• Enhanced personalization and hyper-targeting through innovation in transcreation processes, e.g., content factory, production events, and artificial intelligence tools.• Established Nespresso’s first global content partnership, with National Geographic, activated in 33 markets. -
Marketing Director NetherlandsNestlé Nespresso Sa Nov 2012 - May 2018Lausanne, ChLed the local B2C/B2B marketing strategy and direct sales realization of the Nespresso brand in the Netherlands, significantly contributing to the P&L’s top-line and bottom-line achievement.• From scratch, built a talented team with capabilities in (performance) media, brand and corporate communication, social, e-commerce, CRM, retail and trade marketing, and analytics (19 FTE).• Pioneered the integration of a specialized e-commerce team, tools and practices, marking the Netherlands as the global launchpad for this approach.• Played a pivotal role in the turn-around of the business from concern to best performing market, attributed to new local marketing and retail strategies.• Increased customer base by 11% through performance media and new CRM lifecycle programs, e.g., onboarding, passives, and a highly segmented loyalty program.• Developed groundbreaking CSV initiative (impacting operations, packaging, activation, communication, and retail), winner of 8 awards and adopted globally.• Supported 13 store and 2 travel retail openings, 8 store closures, several pop-up stores and refurbishments, e.g., with CRM, merchandising, activation and events.• For B2B, realized +19% awareness, +40% consideration and +42% leads through new marketing strategy (web redesign, targeted media, CRM, trial placements).
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Director Global Consumer Marketing VitalightPhilips Jan 2012 - Oct 2012Amsterdam, Noord-Holland, NlHeld global P&L accountability for the end-to-end business development of the VitaLight category, energy-through-light solutions.• Directed a team of marketeers and engineers, driving product development, market segmentation, and category positioning (3 FTE directly + 25 FTE indirectly).• Successfully managed 19 markets globally, securing 20% sales growth and the number 1 market position worldwide.• Achieved stakeholder sign-off of plan to multiply business 3x within four years, with DACH, China and North America as key markets.• Led category roadmap, product development (NPD) and packaging design for VitaLight portfolio, developed Philips’ first connected device in personal care.• Researched global consumer segmentation and created fresh positioning approach for expansion to new audiences, regions, and platforms, while decreasing seasonality.• Orchestrated development of global ATL and activation campaigns, incl. strategy to engage KOLs, universities, and medical professionals. -
Director Global Business Development Skin CarePhilips Aug 2007 - Jan 2012Amsterdam, Noord-Holland, NlAs part of the official Philips incubator (start-up), held global responsibility for new business development in high-tech skin care, an emerging category inspired by dermatological treatments.• Led and developed a 3-person team directly, 16 people indirectly plus 28 in market.• Launched in 28 markets globally and achieved number 1 market position worldwide.• Devised category positioning strategy, incl. segmentation and brand book.• Owned global go-to-market strategy: market roll-out, pricing, distribution, and media.• Oversaw realization of distribution of device and consumables at pivotal trade partners in cosmetics of which many new to Philips, e.g., Sephora, Douglas, Boots.• Crafted global ATL and activation campaigns, incl. CRM and social media, resulting in up to 58% category awareness in key markets after only 2 years.• Pioneered the implementation of influencer campaigns and web listening structure.
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Director Online Marketing & SalesPhilips Jan 2009 - Jan 2010Amsterdam, Noord-Holland, NlServed as an online ambassador for the Business Group, tasked with cultivating a digital mindset across the organization in a 'double hat' role.• Led a cross-functional team of category marketing and sales managers across online marketing and product content (7 FTE).• Formulated online marketing and sales strategies for the Business Group and categories, resulting in installation of dedicated FTE and increase of digital marketing budget from 1% of marketing budget in 2009 to 12% planned for 2010.• Spearheaded initiatives for online competency building in e.g., content, search, online trade marketing, direct marketing, social media and analytics.
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Director Marketing ExcellencePhilips Feb 2007 - Jul 2007Amsterdam, Noord-Holland, NlWithin the Chief Marketing Office of Domestic Appliances and Personal Care (DAP), held responsibility for fostering marketing excellence.• Improved and implemented (new) marketing tools, theories, and training, e.g., rolled out new theory on Value Proposition House in all sectors.• Facilitated various creative insight and concept development workshops to help businesses to generate more effective innovations.• Ensured the sharing of best practices through a global award program, exceeding participation by 36% vs. LY.
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Marketing ManagerL'Oréal Nederland B.V. Nov 2004 - Feb 2007Paris, FrHeld responsibility for the marketing of the brand Garnier in the Netherlands.• Led and developed a 8-10 person-team.• Crafted comprehensive 3-year strategic roadmap, turning Garnier profitable after 8 years of profit-loss.• Formulated and executed local activation plan, aligned with both global brand strategy and local insights, increasing brand awareness from 62% to 73%.• Created and piloted local communication strategies for Nutrisse, resulting in +58% sales growth, increase market share from 3,9% to 5,7% and doubling of shelf space in 2 years after activation.• Developed and activated local brand strategy for acquired Delial brand, realizing 46% sales growth in 2 years after integration.• Orchestrated and executed professional and celebrity endorsement. -
Media ManagerL'Oréal Nederland B.V. Jul 2004 - Feb 2007Paris, FrHeld responsibility for the media procurement and investments of the L’Oréal Group.• Negotiated and managed annual media contracts for the Group, in buying combination with Nestlé, resulting in a 12% savings in media costs.• Conducted a media buying agency pitch, resulting in 8% savings in agency fees.• Acted as the primary contact for all media parties regarding business development inquiries.
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Sr. Product Manager / Product Group ManagerL'Oréal Nederland B.V. Dec 2000 - Oct 2004Paris, FrHeld responsibility for the marketing of L’Oréal Paris Skin Care in the Netherlands.• Led and developed a 3-4 person-team.• Formulated short and mid-term strategies, realizing 44% sales growth in 2000-2004.• Repositioned the brand within Face Care, resulting in growth from 3rd to 2nd biggest brand, based on market share. • Realized entry in new categories, Body Care and Sun Care, achieving number 5 resp. 6 market position in both categories in year 1.• Developed and installed permanent POP materials and shop-in-shop projects.• Executed meticulous annual and monthly sales planning.
Maureen Baas Skills
Customer Insight
Fmcg
Marketing
Marketing Management
Marketing Research
Marketing Communications
Marketing Strategy
Product Development
Online Marketing
Social Media Marketing
Strategy
New Business Development
Crm
Management
Advertising
B2b Marketing
Fast Moving Consumer Goods
Communication Development
Media Buying
Consumer Insights
Customer Segmentation Strategy
New Channel Development
Endorsement Strategies
Content Strategy
Customer Relationship Management
Business Development
Brand Positioning
Event Management
Business Strategy
Brand Management
Digital Marketing
E Commerce
Cross Functional Team Leadership
International Marketing
Corporate Communications
Retail Marketing
Product Management
Media Planning
Competitive Analysis
Online Advertising
Performance Based Marketing
Change Management
Product Marketing
Customer Loyalty Management
Business To Business
Maureen Baas Education Details
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Vrije Universiteit Amsterdam (Vu Amsterdam)Economics And Business Administration -
ImdLeadership Acceleration Program
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London Business SchoolLeadership Programme
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Cranfield School Of ManagementTransition To Advanced Management
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Cedep - Executive Development – FontainebleauVision
Frequently Asked Questions about Maureen Baas
What company does Maureen Baas work for?
Maureen Baas works for Miele X
What is Maureen Baas's role at the current company?
Maureen Baas's current role is Global Director E-commerce and Digital Marketing Miele Professional.
What is Maureen Baas's email address?
Maureen Baas's email address is ma****@****nnet.nl
What is Maureen Baas's direct phone number?
Maureen Baas's direct phone number is +412179*****
What schools did Maureen Baas attend?
Maureen Baas attended Vrije Universiteit Amsterdam (Vu Amsterdam), Imd, London Business School, Cranfield School Of Management, Cedep - Executive Development – Fontainebleau.
What skills is Maureen Baas known for?
Maureen Baas has skills like Customer Insight, Fmcg, Marketing, Marketing Management, Marketing Research, Marketing Communications, Marketing Strategy, Product Development, Online Marketing, Social Media Marketing, Strategy, New Business Development.
Who are Maureen Baas's colleagues?
Maureen Baas's colleagues are Ali Holmgren, Marina Ganske, María José Rodríguez García, Manuel Valiño, Yali Y., Ekaterina Dadiak, Ridmi Rangika.
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