Bo-Peter Laanen
Fractional Chief Marketing Officer
2
Master's Degrees in International Affairs
Berkeley
BA, Political Science
80%
Lower Customer Acquisition Cost
$1M+
Annual Paid Media Budgets Managed
As John Mattone Global's Fractional Chief Marketing Officer, Bo leads the marketing behind JMG's executive coaching, Intelligent Leadership® Master Coach Certification and AI Transformation practices. He connects strategy, paid media, the website and the CRM into one system that turns attention into conversations with the leaders JMG serves.
Marketing Leadership
Bo leads JMG's marketing worldwide, including:
Career
Bo began in international affairs. He served as an Economic Officer at the Consulate General of the Netherlands in San Francisco, then co-founded a consultancy that helped Dutch companies enter Silicon Valley.
He moved into growth roles in the Bay Area. As US Business Manager for a Dutch digital-experience benchmarking firm, he closed its first North American deal. At an ed-tech company in San Francisco he ran a paid social budget of more than $1 million a year.
He went on to lead search and growth programs for founder-led and expert brands, including as Director of Digital Marketing at a US marketing agency. Today he works from Amsterdam as a fractional marketing leader.
Proven Track Record
- Cut customer acquisition cost by 80% on a paid social budget of more than $1 million a year at a San Francisco ed-tech company.
- Built a content asset that grew from 1,500 to 46,000 monthly visitors, and kept compounding for 18 months without further investment.
- At JMG: launched the AI Transformation practice online, rebuilt conversion tracking so real booked calls feed Google Ads, and rebuilt lead follow-up so every inquiry gets a next step.
Education
- Master of Arts, International Affairs: Johns Hopkins University SAIS (Bologna), European Fellowship Award
- Master of Arts, International Relations: Leiden University
- Bachelor of Arts, Political Science: University of California, Berkeley
- Bachelor of Arts, Dutch Studies (Honors): University of California, Berkeley
Beyond the Office
Dutch and American, Bo grew up in California and now lives in Amsterdam, after living and working across Europe, Asia and the Americas. The thread through all of it is the same: helping people with something worth hearing get found by the people who need it.