Anneleen Demasure

Anneleen Demasure

  • Industry

    • ICT
    • FMCG
    • Media, Entertainment & Hospitality
  • Functional expertise domain

    • Marketing & Sales
    • Operational Management
    • Strategic Management

Business Mentor profile

  • 20 years of experience in ICT, Consumer Products and Media & Entertainment
  • Strong marketing track record in FMCG
  • Leadership experience in diverse environments
  • General management experience in start-ups and scale-ups

Unique Anneleen

Taking care of two young children while overseeing the building of a house demands most of Anneleen's spare time. She likes to go out to dinner and spend time with friends. During her regular five km run, she listens to podcasts of Peter Snauwaert and Simon Sinek.


Apt in solving crises and bringing order to chaos, increasing customer happiness, and employee engagement (and thus, retention) are the results she strives for, more than operating results that follow consequently.

Her parents are her heroes. Parenthood is leadership: giving freedom to be oneself while providing a clear framework. Anneleen admires people who seek their boundaries outside their comfort zone in a vulnerable way.

Her Leitmotif "It's okay to lose yourself in passion as long as you don't lose your passion" is her excuse to go hard. But she keeps on top of her mind that "People will forget what you have done, but never how you made them feel. You are often not a better leader because you do many things; sometimes, one is a better leader by just being there and doing less."

Young Anneleen, she'd advise finding an environment that fits her values and not to compromise.

Bruised and battered from leaving her comfort zone and escaping the Golden Cage to follow her entrepreneurial ambitions, she learned a lesson or two; lessons she can help others with. On the flip side, mentoring will help her stay in the game.

"Wouldn't the world be a better place if we consider differences as added value and not as competition?" she asks. Complementarity can do magic if we would only look at things differently.

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