Madlen Nicolaus

Madlen Nicolaus is a Chief Marketing Officer at Hexagon AB, where she leads theglobal 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 atSalesforce, 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 atEastman 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.