A day in the life of: the CMO of an iconic stroller brand
Whether you've had children or not, you've probably heard of stroller brand, Bugaboo. You might not have heard of Madeleen though, the Chief Marketing Officer of the brand for 15 years. Bugaboo prams have carried the babies of the likes of Kate Middleton, Kate Hudson and Elton John.
Prior to Bugaboo, Madeleen, who now lives in Amsterdam, spent seven years at iconic sportswear brand Nike and explains that she loves working for companies that have an emotional story to tell.
A fan of running for relaxation, the 52-year-0ld is known for her unconventional marketing choices, boldness, and sharp intuition, all which have led her to win the European CMO Award while pioneering Bugaboo’s design collaborations with the likes of Missioni, Viktor&Rolf, Bas Kosters and Marc Jacobs.
Find out what it's like to be in charge of marketing at one of the world's biggest buggy brands and follow Madeleen throughout her day.
How do you start your day?
Every morning I call my mother at 8AM, and I’ve done that for the last ten years. She’s 90 years old now and we just check in on each other before the day starts.
Are you a breakfast or a no breakfast person?
I’d say I’m a no-breakfast person, but if I do eat anything I’ll start the day with yoghurt and blueberries.
What do you wear to work?
I always wear black! And I mix casual wear with designer items. Oh and I love studs!
What’s your favourite part of your work environment?
The view from my office. I have a red couch and a red wall. This reminds me of my home (red is my favourite colour and I’ve used it a lot in my interior design). It’s interesting as I wear a lot of black but my house is filled with bright colours!
As well as the view, I also love that I have our first Bugaboo By Bas stroller next to a cool art piece of Bas Kosters in my office. In 2005, he was the first designer we ever collaborated with, and his designs are so fun it makes me feel happy and inspired just looking at them.
What's the best bit about your job?
Every day is different, which keeps things exciting. For me it’s the perfect combination of data/facts and creativity.
I also love the passion, drive, energy and dedication of the Bugaboo team. We don’t settle for anything less than extraordinary because we have been at the forefront of stroller innovation since we started in 1999. There’s a Bugaboo stroller to suit every family’s needs because we listen to what parents want, and create what they need. Our ultimate aim? That parents can step out with confidence, and with the feeling of, ‘I’ve got this!’
How did you get to where you are now in your career?
By staying true to who I am and following my intuition. I have a lot of drive and passion and always choose a company with values that I admire: innovation, creativity and performance.
I believe it is important in life to know your DNA and values, and have a clear vision of where you want to go. It’s also very important to enjoy the journey, be yourself and invite people along for the ride.
Do you snack throughout the day?
It’s a weird combination of healthy snacks such as rice crackers and fruit from the office baskets…and chocolate. I always know where to find the chocolate in the office.
What’s your favourite lunch?
Caesar salad.
Describe your commute to us, if you have one?
Every day I travel by E-bike. The speed gets up to 45k per hour so you need to wear a helmet. Super sporty and super nerdy at the same time!
My husband is a musician, so I listen to a lot of what he makes in the studio, and sometimes I listen to U2 in the car (turned up LOUD!) I don’t read a lot, though I really do enjoy flicking through fashion and interior magazines.
How do you wind down in the evening?
I run a lot! My favourite route is along the Amstel river in Amsterdam or running with my dogs.
What do you watch on TV?
I don’t watch a lot of TV. I always watch the news and I have no idea why but I love to listen to those talk shows where they talk about football. And I like action films like John Wick.
Do you have any nighttime cleansing or beauty regimes?
I always clean and moisturise my face and use a mint crème that’s designed for hand and feet!
Top 5 tips
What do you do to calm yourself when you feel stressed?
Every day I write down 10 things I’m grateful for. I’ve done that for four years – it really helps me to relax.
What's your go-to fashion item?
A Balenciaga oversized blazer, Balenciaga oversized sneakers, HUGE sunglasses and Sailor caps (huge as well).
What’s the best piece of work advice anyone has ever given you?
Trust yourself and stick to your guns, but don’t be afraid to step outside of your comfort zone. This means you need to rely on your own strength, judgment and intuition. You’re perfect just the way you are (apart from that little bit in all of us that needs work) so don’t let anyone else try to dissuade you.
My mother taught me that working from your inner strength isn’t the same thing as stubbornly clinging to familiar ideas. Try looking at the world through the innocent eyes of a child and you’ll learn something every day. Dare to be vulnerable — it makes you stronger — and use that power to take on the world.
One piece of advice you’d give a woman starting off her career, or even starting over?
My advice is to not think of your career as a ladder. Just focus on pushing yourself forward, developing your own drive, and trusting your intuition. It’s all about getting into a personal state of ‘flow’ and only you can achieve that.
Authenticity is magnetic. If you stay true to yourself as a person, leader, and company, you will attract the right people and partners.
Your best advice for switching off from work?
Running.
Check out the Bugaboo range here.
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