Maddie Raedts

Maddie Raedts

Founding Partner | Creative Director at IMA – Influencer Marketing Agency, Amsterdam
Amsterdam, Netherlands

About me

Founding Partner of IMA - Influencer Marketing Agency in 2012, leading global influencer agency. Listed on the Forbes30under30 list for Media in Europe, published in January '17.

Housed on the Amsterdam canals, IMA consists of 50 digital natives, 15 nationalities, 2 dogs and international clientele.

I discovered the true power of influencer marketing 7 years ago after playing a key role in the development of fashion inspiration platform, being responsible for the influencer network & partnerships there.

Today we develop and produce all-round influencer marketing strategies & campaigns with over 8000 top influencers in our network. Our clients include: Diesel, Tommy Hilfiger, KLM, Unilever, Nivea, Safilo, Heineken, Philips, Nike, Farfetch, TomTom and many more.

In my role I lead a young, international team who are responsible for pioneering how brands work with influencers to engage audiences across the globe. IMA contributes to influencer marketing being the corner stone it is today.

As a Creative Director I'm mainly responsible for advising the best strategies & concepts for clients to work with influencers & other creators/ambassadors. Always keeping the best match of influencers and aesthetic quality of business in mind.


Founding Partner | Creative Director
Amsterdam, Netherlands
October 2013 - Present (6 years 11 months)
IMA is the leading agency for digital influencer marketing in Europe and beyond.

Our clients include: Ahold, Unilever, L'Oreal, Safilo, Farfetch, Rituals, Carolina Herrera, Calvin Klein, Tommy Hilfiger, Heineken, KLM and many more.
VP Influencer Marketing
December 2010 - February 2014 (3 years 2 months)
In 2010 I was heavily involved with the launch & concept of international digital platform My responsibility was to build up the global influencer network as platform ambassadors, and the strategic development and operational coordination of all (influencer)marketing related projects. is now reaching 3million women worldwide, and is the fastest growing online fashion community in the world. I've build up an ambassador network of over 3500+ key influencers worldwide.

My responsibilities included:
- Build up global influencer network
- Develop, plan and coordinate strategic partnerships with digital influencers.

- Head of Influencer Marketing team
Develop creative integrated digital campaigns and creative collaborations between Fashiolista, brands and various third parties.
- Create tailor-made concepts for brands that generate online exposure. Campaigns for eg. Nike, Burberry, MANGO, DKNY, Philips, COS, Diesel and more.
- Community growth & platform optimalization
- Events, PR & Branding
Digital Editor
L'OFFICIEL Netherlands
May 2011 - January 2014 (2 years 8 months)
Fashion Editor
V Magazine
September 2011 - February 2012 (5 months)
V is a magazine about fashion with a capital F and all the things that go with it.

Being part of the fashion department of V Magazine, provided me with valuable insight how a cutting edge magazine daily operates. As well as working with long-standing professionals, made me expand my knowledge in the since long time established fashion industry.

Daily tasks:
- assisting on, and preparing photo shoots for the magazine (Stylists: TomvanDorpe, Catherine Newell-Hanson, Carlyne Cerf de Dudzeele, Carine Roitfeld)
- trend analysis
- market research
- sample organizing
- PR contact with the international design houses and brands
Influencer Manager
January 2010 - December 2010 (11 months)
Concept Developer
By Amfi
August 2010 - November 2010 (3 months)
By AMFI is the statement store of Amsterdam Fashion Institute. In the very own fashion environment, a team of passionate students and teachers develops concepts reflecting on the zeitgeist at school and in the society, working closely with the creative industry.

- Graphic design
- Concept development
Online Editor
January 2010 - May 2010 (4 months)
Styling Assistant
Geert-Jan Renzen
January 2008 - January 2010 (2 years)
- assisting on, and preparing photo shoots for various magazines, brands and shows (BLVD, BLVDman, NRCnext, Elsevier, de Pers, Coiffure awards)
- trend analysis
- market research
- sample organizing
- PR contact with the international design houses and brands
Online Content Manager
May 2009 - September 2009 (4 months)
- Production visuals & copy of the MEN_at_WORK webshops
Visual Merchandiser
de Bijenkorf
August 2007 - January 2008 (5 months)
- In-store VM
- Window styling
- Fashion Show organizing + styling


Bachelor Fashion & Branding

2009 - 2013 (4 years)
Activities and Societies: Minor Writing & Editing for Journalism, Minor Fashion & Visual Culture, By Amfi Statement Store

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