Maddie Raedts
Meet our latest Mesure Muse: Maddie Raedts, founder of Influencer Marketing Agency (IMA) and now CEO and co-owner of For You Agency, where she continues to shape the future of social media marketing.
With a pioneering spirit and an eye for innovation, Maddie Raedts has spent over a decade shaping the digital and influencer landscape. As the founder of Influencer Marketing Agency (IMA), she was among the first to recognize the power of creators and communities in redefining brand storytelling. Under her leadership, IMA grew into a global player with offices in New York and Los Angeles before being acquired by Monks.
Today, Maddie continues to lead as CEO and co-owner of For You Agency, a next-generation social media agency. Alongside her consultancy MbyM Studios, she advises and builds fast-growing companies, helping entrepreneurs (especially women) scale their vision.
Photographed in her Amsterdam home, Maddie wears a custom three-piece suit in lightweight beige wool with a subtle white stripe, made precisely to her measurements. A reflection of her poise and determination, the suit captures the balance between structure and ease that defines both her style and her approach to leadership.
You were one of the earliest pioneers in influencer marketing, founding IMA at just 21. Looking back, what do you think gave you the courage to step into such an uncharted industry?
A combination of factors. Definitely a very strong vision and mindset, combined with a hardworking attitude that I inherited from my farmer-family upbringing, as well as the environment of my first side job at a start-up, where I got a taste of the entrepreneurial world while still in college, right when social and digital were taking off. It was the right idea at the right time, with the right people around me, but also, simply, just doing it together with my co-founder, with no fear or boundaries. Learning by doing, making mistakes, getting on that plane, shitting your pants in that boardroom, it’s all part of the journey. So many people have great ideas, but little people execute or dare to dream big.
After selling IMA, you shifted from leading one company to advising and building many. How has your perspective on entrepreneurship evolved through that transition?
Throughout my own entrepreneurial journey, at a relatively young age, I experienced different perspectives and phases: start-up, scale-up, opening global offices, with and without investors, PE and VC, an MT buyout (which means buying the company back from your investors), to a full acquisition and M&A process, and even being part of a publicly listed global company. All those experiences combined have given me the toolkit to advise and help other entrepreneurs at different stages, which I really enjoy doing. I also learned that it’s rare to have been through so many phases of entrepreneurship, so it almost feels like my duty to pass that knowledge along. My perspective on entrepreneurship continues to broaden every single day, and it excites me that you never stop learning.
You often speak about the importance of balance and enjoying the journey; something that can be hard for ambitious entrepreneurs. How do you approach that balance today?
I think that is an ongoing learning curve and journey, also for me personally. Now, being a mom of two little ones adds a whole new balancing act. You want to do everything perfectly, but it is impossible. My current approach is to be 100% present in everything I do. If I am at work, I am fully there. If I am with my family, I am committed to them. Weekends are family time. I also try to let go of the idea of perfect balance because I have found that it does not exist. But it is not easy for a perfectionist like myself. So, as I said, it is a journey. Zooming out from time to time really helps, as does sharing with your peers and celebrating your successes and small wins.
You’ve worked in environments often dominated by men. What advice would you give to women who are carving their own path in similar spaces?
Don’t be afraid to speak up and share your voice. Your opinion and vision are just as important. It is easy to be overshadowed, but say what you want to say. Be present, show yourself, share your ideas, know your numbers, and make yourself heard. That is the only way to do it. If that doesn’t come naturally, that is, of course, totally fine, but then seek help from a coach or partner to see how this can be done in a way that works for you.
How would you describe your relationship with clothing, and how does what you wear influence your mindset as a leader?
I love clothing and fashion. Having studied at the Amsterdam Fashion Institute (AMFI) and starting my career in fashion and the magazine industry, it has always been a passion of mine. How I dress really makes my day, and it can empower how I feel in the room or as a leader. Especially on important days with meetings or speaking opportunities, I always dress for the occasion. I also love partnering with brands that I believe in and putting them in the spotlight at events or speaking engagements.
What does made-to-measure mean to you; both in the context of your Mesure suit and in how you now design your life and work on your own terms?
To me, it means living a life that fits you. And if it needs to change, then change it. You are the director of your own life, in most ways. In terms of the suit, it means it fits like a glove, just like the one we made together! When I put it on, it truly feels made for me.
