Building Corporate Stamina for Strategic Leadership in Asia and Beyond
Discover the captivating journey of our esteemed alumnus, Marc BOELEN, and how making a strategic decision helped him triumph as a successful business leader in Asia and beyond.
At first glance, Marc Boelen’s leadership journey seems to be intricately connected with his unwavering commitment to physical and mental health. Maintaining a rigorous workout routine six days a week, Marc believes that physical wellbeing is the foundation to develop mental resilience at work and in life. “If you’re physically fit, you will find the balance in your life,” he affirms.
Hailing from the Netherlands, Marc is a business leader with over 20 years of global experience in the apparel, fashion, and sportswear industry. His commitment to fitness also extends beyond his personal practice, resonating with his career trajectory. His decision to relocate to Asia and pursue his MBA degree at HKUST Business School was driven by a desire to expand his business skills. After completing the program, his career took a new turn, where he joined renowned retail giants, including Tommy Hilfiger, Crocs, Ports 1961, and 2XU in pivotal leadership roles in Hong Kong, Singapore, and Australia.
First Stop: Asia
Marc indulged in Chinese cuisine, immersing himself in the culture of Asia during his time in Hong Kong, Singapore and China
Marc has always been fascinated by Asia – from its culture and food to economic growth. After working in finance in the Netherlands, his time at HKUST left an enduring mark on his career and personal growth. In particular, he found Professor Chris DORAN’s strategy and an elective on family business highly impactful.
Immersing himself in a diverse cultural environment, he also recognized the importance of embracing various perspectives. “In Europe, we tend to think the rest of the world thinks like we do,” he explains. “Through case-based learning and group discussions, I learned to appreciate how listening, patience, and understanding different viewpoints allow the best ideas and solutions to emerge.”
Building Brand Heat Across Global Markets
Marc joined 2XU as the Chief Commercial Officer in 2019 before rising to the role of CEO in 2022. With over two decades of notable achievements in driving successful turnarounds and growth in various global markets, his tenure collided with the unprecedented challenges posed by COVID-19. Responding swiftly to supply-chain disruptions, Marc led a diversification strategy to minimize disruptions and ensure production continuity by establishing a more balanced distribution model across various continents.
Following the world’s post-pandemic recovery, Marc is committed to steering 2XU towards a more diversified and sustainable future. Recognizing consumers’ changing needs, he emphasizes the importance of transforming a brand’s image to appeal to everyday consumers while maintaining loyalty among serious athletes. “Our strategy focuses on taking small steps to drive brand heat,” he notes. “This challenge is a balancing act between maintaining a brand’s reputation without alienating either customer groups.” He also pinpoints sustainability as a critical driver alongside the ongoing AI revolution in the retail industry. “Retailers have certain responsibilities to the environment,” he remarks. “Our business goals encompass leveraging recycled materials for 90% of our products and conducting rigorous tests to validate durability and scientific claims. As sustainability protocols are introduced around Asia, it is now a necessity rather than a nice to have.”
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Marc joined renowned retail giants in pivotal leadership roles and participated in many launch parties, events and activations.
Leadership at Work and in Life
Marc’s impressive transformation from a finance professional to a strategic leader in Asia and beyond serves as a beacon of inspiration for a successful global career. As his journey illustrates, excellence is not a destination, but an ongoing quest to accumulate experiences in different cultures and develop flexibility and adaptability in wider business contexts. “It’s important to always learn on the job, and I learn something new every day! So, keep an open mind and listen to people at all levels in the organization. It’s a great way to develop ideas and solutions that’s better than what you had in mind.”
Marc and his MBA peers developed mental resilience by playing soccer on the sports ground on campus.
