I’m Wim Mathues, a results-driven brand & commerce leader with a passion for building world-class sports and entertainment brands. Over the last decade I have led e-commerce growth, partnerships and digital transformation at Coca-Cola European Partners and Decathlon, while founding MCM Boutique Agency to drive marketing, sponsorships and PR for clients in sports, entertainment and lifestyle. I’m energized by turning big ideas into scalable growth, strengthening teams, and delivering measurable business value. Beyond corporate roles, I advise startups and brands on go-to-market, digital strategy and sponsorships. I enjoy sports, music, travel, and building a culture of performance, collaboration, and creativity, with a focus on delivering impact and value for customers and partners.…

Wim Mathues

I’m Wim Mathues, a results-driven brand & commerce leader with a passion for building world-class sports and entertainment brands. Over the last decade I have led e-commerce growth, partnerships and digital transformation at Coca-Cola European Partners and Decathlon, while founding MCM Boutique Agency to drive marketing, sponsorships and PR for clients in sports, entertainment and lifestyle. I’m energized by turning big ideas into scalable growth, strengthening teams, and delivering measurable business value. Beyond corporate roles, I advise startups and brands on go-to-market, digital strategy and sponsorships. I enjoy sports, music, travel, and building a culture of performance, collaboration, and creativity, with a focus on delivering impact and value for customers and partners.…

Available to hire

I’m Wim Mathues, a results-driven brand & commerce leader with a passion for building world-class sports and entertainment brands. Over the last decade I have led e-commerce growth, partnerships and digital transformation at Coca-Cola European Partners and Decathlon, while founding MCM Boutique Agency to drive marketing, sponsorships and PR for clients in sports, entertainment and lifestyle. I’m energized by turning big ideas into scalable growth, strengthening teams, and delivering measurable business value.

Beyond corporate roles, I advise startups and brands on go-to-market, digital strategy and sponsorships. I enjoy sports, music, travel, and building a culture of performance, collaboration, and creativity, with a focus on delivering impact and value for customers and partners.

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Skills

Experience Level

Language

English
Fluent
Dutch
Fluent
French
Advanced
German
Beginner

Work Experience

Senior Vice President - Brands & Properties / Benelux Lead at Wasserman Sports & Entertainment Marketing Agency
January 1, 2023 - Present
Lead Benelux growth strategy, agency transformation, M&A activity, team build-out, relocation and externalization of warehoused operations; closely collaborated with Wasserman Talent Representation and cross-functional sports properties.
Commercial & Marketing Director Europe – Market Place at Decathlon
January 1, 2020 - Present
Led online sales growth, partnerships and digital transformation for the European e-commerce ecosystem across 15 countries; defined and executed multi-channel marketing strategy, including sports, fan engagement and urban mobility initiatives.
Advisory Board Member / Advisor (Digital / Sales / Marketing / PR) at Various
January 1, 2019 - Present
Advised multiple brands and startups (Impero, High Demand Brands, Spadel, Classified Cycling, Bar-on Beverages, Merca do Marketing, Ridley Bikes, etc.) on growth, go-to-market, sponsorships and digital transformation; frequent guest lecturer and speaker.
Head of E-Commerce, Digital Partnerships, and Innovation at Coca-Cola European Partners
January 1, 2018 - January 1, 2021
Led online sales growth, partner ecosystems and digital innovation for Benelux region; owned e-commerce strategy, digital partnerships, and cross-channel execution.
Founder / Owner, CEO & Marketing/Communication Consultant at MCMC Boutique Agency
January 1, 2011 - January 1, 2019
Founded a boutique marketing/communications agency focused on sports, entertainment, sponsorships, and digital/social media; developed client campaigns and partnerships, later acquired by a larger agency network (WAVE).
Marketing & Communications Director – Southern Europe at GfK / NielsenIQ
January 1, 2015 - January 1, 2018
Part of the European Southern leadership team; led MarCom (PR, digital, events) for multiple markets; managed a regional five-country team and data-driven marketing initiatives.
Sponsorship Account Manager at Nielsen Sports Belgium/France (formerly Repucom)
January 1, 2012 - January 1, 2015
Sponsorship account management and business development for sports brands; built relationships and activated sponsorship assets.
Consultant at Capgemini
January 1, 2011 - January 1, 2012
Business/marketing consultant delivering strategic advisory services for education and qualification initiatives and digital projects.

Education

Professional Bachelor in Economics at Katholieke Universiteit Leuven (KU Leuven)
January 1, 2005 - January 1, 2008
Academic Bachelor in Economics at Katholieke Universiteit Leuven (KU Leuven)
January 1, 2008 - January 1, 2010
Master in Corporate Communications (Applied Economics & Marketing) at Katholieke Universiteit Leuven (KU Leuven)
January 1, 2010 - January 1, 2011
Digital Transformation Leadership – Take the Lead at Vlerick Business School
January 1, 2012 - January 1, 2019
Google Digital Marketing Garage at Google Online
January 1, 2018 - January 1, 2019

Qualifications

Google Digital Marketing Garage
January 1, 2018 - January 1, 2019
Digital Transformation Leadership - Take the Lead
January 1, 2012 - January 1, 2019

Industry Experience

Consumer Goods, Education, Gaming, Professional Services, Media & Entertainment, Wholesale & Distribution, Travel & Hospitality, Other, Software & Internet, Retail, Non-Profit Organization, Real Estate & Construction, Computers & Electronics

Skills

Experience Level