Madlen Nicolaus

Madlen Nicolaus is a Chief Marketing Officer at Hexagon AB, where she leads the global marketing strategy, focusing on driving brand growth, customer engagement, and business impact. 


She has over 18 years of experience in B2B and B2C marketing, managing teams across various regions and industries. At Hexagon, she is responsible for shaping the company’s market perception and elevating its global positioning. Her efforts are focused on data-driven marketing, ensuring her teams work closely with cross-functional partners to achieve business outcomes.
 

Prior to joining Hexagon, Madlen served as VP of Enterprise Marketing for SAP Concur, overseeing marketing operations across 22 countries in the EMEA region. In this role, she helped build a demand marketing engine, focusing on pipeline health, client satisfaction, and data-driven regional campaigns. Madlen also held senior marketing positions at Salesforce, where she was instrumental in driving cloud marketing and sales enablement initiatives across EMEA. She contributed significantly to Salesforce’s go-to-market strategies and customer success initiatives in the region.
 

Madlen’s career also includes significant roles at Eastman Kodak, where she led social media and interactive marketing activities in the EAMER region. She was a key figure in Kodak’s social media strategy, which she rolled out across multiple European countries. Additionally, she has presented at over 40 international digital marketing conferences, sharing her expertise in social media and marketing communications.
 

Madlen Nicolaus is an advocate for mentorship and volunteering. She has been a mentor at various organisations, including STEMettes, and has supported young people interested in STEM fields. She is also involved with the Festival of Code, helping young participants with coding projects. She holds a diploma in Media Management from Hochschule Mittweida.

Madlen Nicolaus grew up with a passion for marketing and technology. Her career in the marketing industry began after she completed her studies in Media Management at Hochschule Mittweida. She graduated in 2005 with a diploma that set the foundation for her career in digital marketing and public relations.

After finishing her studies, Madlen started her career in public relations at Fink & Fuchs Public Relations AG, where she worked as a PR-Editorial Specialist for clients like Microsoft, Cisco, and EMC. Her work in PR led her to a role at Kodak in 2010, where she managed social media and interactive marketing activities for the EAMER region. 

At Kodak, she developed and executed the company's social media strategy, which she expanded to the UK, France, Italy, and Spain. She also led Kodak’s social media campaigns and evaluated their return on investment, making her a key figure in the company’s digital transformation.
 

In 2015, Madlen moved to Salesforce, where she initially served as the Senior Marketing Communications Manager for Marketing Cloud in the EMEA region. She later became the Head of EMEA Cloud Marketing, where she led a team responsible for driving customer awareness and pipeline growth. Her work involved creating integrated digital marketing campaigns, enhancing content creation, and working closely with sales teams to ensure alignment between marketing and sales.

From 2020 to 2023, she served as the VP of Enterprise Marketing at SAP Concur, where she led marketing across 22 countries in the EMEA region. In this role, she focused on demand generation, pipeline health, and customer satisfaction, among other key areas. She also developed data-driven marketing strategies that resulted in business growth.
 

Currently, Madlen is the Chief Marketing Officer at Hexagon AB, where she leads the global marketing strategy and focuses on brand growth and customer engagement. She continues to drive the company’s marketing efforts across diverse industries and regions, ensuring its market positioning and brand consistency.
 

Madlen is also committed to mentorship and volunteering. She has worked with organisations like STEMettes, mentoring young women interested in pursuing STEM careers. She has also contributed to the Festival of Code, assisting young people with coding projects.
 

Throughout her career, Madlen has contributed to numerous industry publications and has been a speaker at over 40 international conferences, sharing her expertise in digital marketing and social media strategies. She continues to inspire and lead teams, making significant contributions to the companies she works with.

Madlen Nicolaus envisions a future where marketing is driven by data and focused on customer needs. She believes in creating marketing strategies that not only build brand awareness but also drive measurable business results. Her goal is to lead teams that are agile, innovative, and aligned with business outcomes. She strives to ensure that marketing is seen as a growth driver within an organisation, not just a function. By integrating technology and data, Madlen aims to create meaningful connections with customers, build trust, and deliver long-term value to businesses and stakeholders across different industries.

Madlen Nicolaus has been recognised for her outstanding contributions to marketing and leadership. She has led successful marketing strategies across multiple regions, particularly in the EMEA market. Her work at companies like Salesforce, SAP Concur, and Hexagon AB has earned her a reputation for driving business growth through data-driven marketing. Madlen has also been a speaker at over 40 international digital marketing conferences, sharing her expertise. Additionally, she has been recognised for her mentorship in the STEM field, particularly through her work with organisations like STEMettes, where she supports young women pursuing careers in technology and marketing.