Maikel van de Mortel

Executive Vice President of Marketing


Maikel van de Mortel is proven marketing leader with broad experience and expertise in marketing strategy, product launch, brand building, creative vision development, eCommerce, public relations, and product development across highly competitive food & beverage, sporting goods, and personal care industries within grocery, retail and eCommerce environments. He has built dozens of national and global brands, launched numerous new products, and created America’s first eco-advertising campaign for leading packaged foods brand General Mills, reaching more than 25 million people while securing more than $1+ million in earned media in a mere 4 months.

Most recently, Maikel held the Vice President of Marketing & Branding position with beverage company, So Good Brands — a leader in the functional beverage category. In this role, he developed the brand vision, long-term strategy and directed all short-term shopper marketing campaigns, product launches, and eCommerce initiatives. In two years, Maikel grew the brand to penetrate 1,400+ doors in specialty, mass, and big box environments, improved online sales conversion by 300% and catapulted customer database growth by 60,000+ database opt-ins. During this same period, he secured more than 20+ million media impressions — enabling the So Good Brand to become a category leader and being recognized as one of the ten fastest growing natural food & beverage companies in 2018 by Silicon Review.

Preceding his tenure with So Good Brands, Maikel was CMO at Body Glide, a leading global protective skincare brand with offices in the UK, Germany, South Africa, Canada, and Singapore. Here he was responsible for reclaiming the brands’ number 1 category position with endurance and recreational athletes. He consistently exceeded goals and expectations, including the creation of the most successful marketing campaign to date — which increased YOY sales by 24% and online by 700% within 12-months of launch.

Before his roles in corporate environments, Mr. van de Mortel held top-marketing positions for full-service marketing, PR and branding agencies specialized in servicing consumer goods verticals; including the building and growing of an international marketing and creative services agency from the ground up. Mr. van de Mortel represents a new breed of marketing leadership, successfully combining the organizational and problem-solving skills of a strategic marketer with the inspirational and break-through thinking of a creative visionary.

As EVP of Marketing, Maikel will work closely with the CEO in building and managing the marketing team supporting comprehensive branding, marketing, content, PR, eCommerce, and product launch initiatives for the company.