Alexandra Maesen

Created global media strategy for three brands across 21 markets with a focus on performance marketing. Executed campaigns through e-commerce channels, Meta, Google Ads, YouTube, TV, PR and Influencers/content creators. Each campaign involved testing target audiences, creatives, & buying objectives which we continuously evaluated to improve and scale campaigns. We collaborated with Omnicom Media Group for this. As a result, managing the annual €6M media budget, we delivered a CAC (customer acquisition cost) reduction of 36% and a 30% lift in web conversion rate within one year. Aside from this, I built a full-funnel media report in excel and later on in PowerBI (via Funnel.io). Towards the end of my project, I mentored a junior campaign specialist to mid-level in six months and built company-wide media capabilities through training and investment guidelines.

Led 13-person team with €2.2M budget on strategy and €20M+ ad spend. Created and implemented marketing strategies for EMEA & APAC (50 markets), including media investment guidelines, audience strategy, consumer journey, channel mix and ad buying recommendations. Designed and oversaw execution of Paid Search, Paid Social, e-commerce (DTC, Amazon), programmatic, TV, BVOD/SVOD, YouTube, display, PR, influencer and experiential activations. Notable campaigns included: Tomorrowland activation delivering +25% uplift in sales; Alpro Gen Z social strategy yielding 400% TikTok follower growth (18K to 73K in 1 year); Italy e-commerce pilot supporting DTC bulk sales; led Alpro.com digital transformation (decentralized CMS) and rebranding across 50 markets/languages with a 30% landing page lead conversion rate and more. Cut digital ecosystem costs by 50% (850k to 400k).

Led a 10-person team with co-ownership over >€20M in ad budget. Responsible for global in-house media planning and buying across 43 markets (Facebook, Instagram, YouTube, TikTok, Display, Paid Search, Amazon, Criteo, DV360, Teads). Developed media investment guidelines, unlocking a 7% increase in working advertising budget. Guided company restructuring and decentralization of media operations within six months, including RFP support, risk assessment, mitigation plan and phased transition. Managed global relationships with Mediacom (GroupM), Google & Meta. Set up campaign performance tracking data governance (Salesforce) and led onboarding trainings; developed learning materials and playbooks shared company-wide.