Asia-Pacific Power List 2025: Daniel Hagmeijer, MAP Active Asia

Daniel Hagmeijer

Chief marketing officer, Southeast Asia
MAP Active Asia
Indonesia
New member

Daniel Hagmeijer practices stoicism which helps him stay calm under pressure particularly when the stakes are high. Just as well, as the role of being the most senior marketer at MAP Active, leading marketing for more than 40 global brands across seven Southeast Asian markets in constantly changing retail environments couldn’t be a cushy role. 

In 2024, MAP Active surpassed $1 billion in revenue and was ranked the 28th largest sporting goods retailer globally and the largest in Asia (excluding China and Japan), according to Sporting Goods Intelligence. The company achieved strong double-digit revenue growth year-on-year.

With a regional remit, Hagmeijer’s main focus is to make marketing more adaptive, measurable, and resilient. This includes promoting data-informed planning, integrating brand health tracking, and adopting AI tools across functions like CRM, creative, and insights. He defines where MAP Active’s brands are, where they show up and how they connect with the audience to make real impact. He believes that having the right story is only half the equation, and that it’s up to the CMO to make sure it’s seen, understood, and remembered.

Towards this vision, some of the campaigns Hagmeijer has helped shape include ‘Fly Human Fly’ for Hoka, a full-funnel campaign combining digital, in-store, and OOH media. It supported four mono-brand store openings and earned MAP Active the Retail Asia Award for best footwear retailer (Indonesia). Meanwhile, the ‘Love, Chuck’ campaign for Converse was localised in Southeast Asia through a creative collaboration with an indie band Reality Club in Indonesia and musician Juan Karlos in the Philippines, reviving regional interest in the brand.

He continued the legacy of the Planet Sports Run which doubled participation numbers to about 7,000 and integrated Mapclub, the loyalty programme, to link engagement with commerce. To celebrate Foot Locker’s 50th anniversary, Hagmeijer oversaw a regional celebration with exclusive collections and major lifestyle marketing activations across markets, including in-mall and in-store takeovers. He also led the brand relaunch of Kidz Station which marked one of the most significant repositioning of the brand in decades.

Eighty percent of his marketing team leadership team is female, an outcome of a hiring and promotion culture that rewards capability, ownership, and resilience. He has also introduced structured career development plans across teams to ensure his teams’ career plans are structured and meaningful.