Maureen Baas Email & Phone Number

Netherlands

- 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.

Grand Rapids, Michigan, US

• BISSELL 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.
• 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.

Lausanne, CH

• At 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.

Lausanne, CH

• Led 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.

Amsterdam, Noord-Holland, NL

• Held 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.

Amsterdam, Noord-Holland, NL

• As 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.

Amsterdam, Noord-Holland, NL

• Served 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%.
• Spearheaded initiatives for online competency building in e.g., content, search, online trade marketing, direct marketing, social media and analytics.

Amsterdam, Noord-Holland, NL

• Within 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.

Paris, FR

• Held 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.

Paris, FR

• Held 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.

Paris, FR

• Held 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.

Master'S Degree, Economics And Business Administration

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Leadership Programme

Transition To Advanced Management

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