Laurence Paquette

About

Global marketing executive and brand builder with 15 years at Vestas, leading landmark policy- and brand-shaping campaigns, customer engagement, MarTech, and digital transformation across 80+ countries. Architect of major initiatives including wind-powered concert touring and COP27 policy advocacy contributing to EU energy law. Also a keynote speaker and executive coach/author-advocate with a strong personal brand presence (85K+ followers) and trilingual fluency (French, English, Danish).

Experience

• CMO - Vice President, Head of Marketing & Brand · Vestas04-01-2022 – 05-01-2026

  Global head of marketing leading 4 teams (25 direct + 25 indirect FTEs across Vestas regions), EUR 10M+ annual budget. Full responsibility for brand, campaigns, customer engagement, MarTech, and customer insights. Landmark Campaigns: ▸ “This Is Not A Wind Farm” (2024): Policy-shaping offshore campaign launched at WindEurope Brussels in front of energy ministers and key accounts. 1M+ LinkedIn impressions in the first month alone. Contributed to Denmark’s 2025 revision of offshore wind auctions (DKK 50bn state support). Reused at COP29 and across the US market. ▸ Lukas Graham #PoweredByVestas (2022): World’s first wind-powered concert tour — 6 outdoor shows, 80,000+ attendees across Denmark. Stage production powered by Vestas transportable battery replacing diesel generators. ~98.5% CO₂ reduction. 1.1M+ impressions on Vestas channels. Covered by Variety, TIME and IQ Magazine. ▸ “The Bureaucrats” — COP27 (2022): B2G policy advocacy campaign targeting regulators and policymakers at COP27. Print placement in The Economist. Contributed to the EU Wind Power Package (Oct 2023). Internally recognised as one of Vestas’ most effective campaigns to date. ▸ Formula E — Mercedes-Benz EQ Principal Partnership (2019–2022): Managed Vestas’ principal sponsorship across 3 seasons and 12 races in 10 cities. 381M global TV audience (Season 8, +20% YoY). Hosted 208 key customers across 3 seasons. ▸ 125th Anniversary (2023): Celebrated Vestas’ 125-year heritage across LinkedIn and internal channels. Campaign contributed to 14.5M impressions and 443K engagements across key marketing content and commercial milestones in 2023. ▸ Misconceptions of Wind (2024–2026): Large-scale ABM campaign to educate communities and improve public acceptance of wind projects across permitting-challenged markets. Delivered across Facebook, LinkedIn, local events and press. 694K+ impressions, 7,200 engagements, CTR up to 1.4%. ▸ SunZia Project Campaign (2025-2026): Campaign highlighting Vestas’ role in one of the largest U.S. wind projects. 700K+ global impressions (150K+ in the U.S.). Top-performing post of 2025 with majority of reach among non-followers. -- 1 of 5 -- ▸ 200 GW Milestone (2025–2026): Campaign celebrating Vestas reaching 200 GW of installed wind capacity. Exceptional engagement and high ROI driven by in-house production. Reinforced global industry leadership positioning. ▸ V236-15.0 MW Documentary Series: Co-created a 3-episode documentary series following the development, manufacturing, transport and installation of the V236-15.0 MW offshore prototype — one of the largest turbines ever built. Produced with external agency under full team leadership. The turbine video contributed ~792K impressions. Key responsibilities: ▸ Customer Engagement: Built and led Vestas’ full customer hospitality programme: 75+ annual customer visits to Denmark (factory tours, wind summits, executive dialogues). Nanoq — Crown Prince of Denmark’s sailing team sponsorship (managed since 2023): 10 VIP customers hosted at the St. Tropez race with dinner at HM King of Denmark’s villa. Royal Arena suite, Noma dinners, DP World Tour and golf sponsorships (all markets: DK, USA, Spain, France, Germany, Sweden, UAE). ▸ MarTech & Insights: Full ownership of MarTech stack (Salesforce Marketing Cloud, Adobe AEM), annual customer loyalty survey, ABM targeting and measurement. ▸ Commercial Negotiations: Explored and led commercial partnership negotiations with Tour de France, DP World Tour, McLaren and Real Madrid. ▸ Brand & Social: Global brand ownership and CVI. Resumed direct ownership of Vestas’ social media (2022–present), building on growth to 1.2M+ LinkedIn followers. ▸ Marketing for Business Development: Developed misconception and myth-busting campaign toolkits to support wind project permitting and social licence across markets. Pitched integrated misconception and ABM programmes directly into major commercial tenders, including renewable energy procurements such as Hydro Québec, translating marketing capability into competitive commercial advantage.

• Senior Director, Customer Acquisition & Marketing · Covento10-01-2021 – 06-01-2022

  Built the Covento brand from zero and led the launch of Vestas’ digital marketplace for the renewable energy industry. Responsible for the full commercial and marketing foundation: ▸ Brand Architecture: Created Covento brand identity, value proposition and positioning from scratch. ▸ Go-to-Market: Developed launch strategy, pitch decks, sales enablement tools and customer onboarding programme. ▸ MarTech: Implemented Salesforce Marketing Cloud for marketing automation, CRM, lead management and customer data. ▸ Revenue: Owned one-third of revenue and customer onboarding targets for the platform.

• Director / Senior Director, Digital Marketing & Channel Management · Vestas08-01-2017 – 10-01-2021

  Led 12 direct reports, EUR 6M annual budget. Responsible for global digital transformation of Vestas marketing — from websites and social media to MarTech, intranet and employee communications. ▸ MyVestas App: Conceived and launched an internal comms app for 7,000 factory workers across 8 factories in 6 countries (Germany, Brazil, India, Denmark, Spain, USA) — filling a critical gap identified during COVID. ▸ Global Intranet: Delivered Vestas’ modern SharePoint intranet for 35,000+ employees globally. Full adoption achieved across all business units. ▸ Infoscreen Network: Managed global digital infoscreen network across 25+ Vestas locations worldwide. ▸ MarTech Stack: Built Vestas’ full marketing technology stack from scratch: Salesforce Marketing Cloud, Adobe AEM, Showpad, Templafy, DAM, social listening tools and newsletter platforms. ▸ Digital Experiences: Created immersive customer and stakeholder experiences including apps, native apps, AR and VR solutions, and touch-screen installations. ▸ Website Rebuild (2020–2021): Led full rebuild of Vestas.com, migrating from Sitecore to Adobe Experience Manager (AEM) — owned and delivered end-to-end by the marketing team. Site recorded 1.29M annual visitors and 1,300+ new marketing leads by Q4 2023. -- 2 of 5 -- ▸ Web & Social (2019–2021): Took direct ownership of Vestas’ global social media strategy and community management. Grew the Vestas LinkedIn page from 600K to 1.2M followers — a 100% increase. Also responsible for all Vestas websites, SEO/SEM and paid digital media.

• Senior Project Manager, Group Marketing, Communication & Public Affairs · Vestas01-01-2015 – 01-01-2017

  ▸ Climate & Policy: Project-managed Vestas’ COP21 global climate positioning, stakeholder engagement and advocacy programme. Delivered global branding, external positioning and business development strategy. ▸ Market Making: Led Vestas’ Market Making programme to open wind energy markets in emerging economies. Organised and delivered on-the-ground workshops in Thailand (Bangkok) and Ethiopia (Addis Ababa) educating governments, utilities and grid operators on how to integrate renewable energy into national grids. Also covered Iran. ▸ Executive Support: Prepared and delivered CEO and executive briefings for World Economic Forum and other global strategic events. ▸ Stakeholder Relations: Managed strategic partnerships with Danish Ministry of Foreign Affairs and global Danish embassies. ▸ Corporate Strategy: Active contributor to multiple corporate strategy workstreams.

• Marketing Strategy & Planning Specialist / Executive Management Assistant · Vestas01-01-2013 – 01-01-2015

  Executive assistant to Group SVP Marketing, Communication & Corporate Relations, Morten Albæk ▸ Strategic Initiatives: Led planning and project management of key departmental initiatives from concept through evaluation. ▸ Volvo Ocean Race: Coordinated Vestas’ sponsorship of the Volvo Ocean Race including budget management and event logistics. ▸ Internal Communications: Led critical communication of the new Vestas corporate strategy internally and externally, and managed the relocation of HQ functions from Aarhus to Copenhagen. ▸ Budget Management: Full management responsibility for the GMCI budget (EUR 40M across Marketing, Communications and Public Affairs) on behalf of Group SVP Morten Albæk. ▸ KPI & Reporting: Owned department KPIs, objectives and reporting structures. ▸ CEO Onboarding: Built the full 100-day onboarding and strategic integration plan for incoming CEO Anders Runevad (2014) — covering stakeholder mapping, communication strategy and executive priorities. ▸ Executive Presentations: Produced content for Board of Directors and Executive Management presentations. ▸ Management Team: Member of the department’s management team, collaborating closely with all GSVP direct reports.

• Market Analyst, Global Marketing, Communication & Corporate Relations · Vestas01-01-2011 – 01-01-2013

  ▸ Corporate Strategy: Created the market intelligence baseline for the Vestas Corporate Strategy 2014–2016. ▸ Customer Loyalty Research: Designed and managed the Customer Loyalty Survey 2011–2013 — including questionnaire design, contact management, analysis and executive communication. ▸ Market Intelligence: Authored quarterly market outlook reports on markets, customers and competitors for executive and board-level audiences. ▸ Customer Excellence: Northern Europe anchor for the Customer Excellence programme, including stakeholder management and executive results presentations.

• Market Research Analyst, Project Leader & Interviewer Manager · Lindberg International01-01-2006 – 01-01-2011

  Led B2B research projects for Danfoss, Jabra, Widex, Grundfos and Vestas (questionnaire design, data collection, statistical analysis including ANOVA, regression and conjoint). Managed, hired and trained interviewer team.

Education

• Henley Business School (Henley Nordic)Professional Certificate in Executive Coaching
• Aarhus School of Business, Aarhus UniversityMSc in Logistics (Cand. Merc.)
• Aarhus School of Business, Aarhus UniversityBSc in Business Administration & International Management
• Université LavalProfessor Assistant (Accounting School) — Research and examination correction
• Aarhus School of Business, Aarhus UniversityStatistics Instructor — Bachelor-level statistics

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