Diederik Koenders

Diederik B. Koenders is Vice President, Global Consumer Engagement, Communications & VIVA GLAM at M·A·C Cosmetics, a role he has held since 2018. He leads the brand’s global marketing communications and corporate social responsibility strategies, with a proven track record of building impactful media programs that drive consumer engagement and business growth. Under his leadership, M·A·C has achieved the highest Earned Media Value (EMV) among all beauty brands globally for the past three years. He has led major partnerships with top creators, celebrities, and designers, and launched innovative programs to elevate M·A·C’s positioning, including its small-batch product drop model, M·A·C Underground. He has also advanced M·A·C’s commitment to social purpose and sustainability through viral campaigns for the M·A·C VIVA GLAM charitable program and the global expansion of the Back-To-M·A·C takeback program. Koenders joined M·A·C in 2015 and previously held roles at UPR Benelux and Hilton.