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Leoni Janssen
Builder of movements in Tech and MACH
Leoni Janssen is a prominent figure in the technology and branding sectors, currently serving as the CEO and Founder of The BaaS Company, a consultancy that specializes in branding and communications for tech organizations. She is also an Advisory Board Member at the MACH Alliance, an organization dedicated to promoting open, best-of-breed technology ecosystems for enterprises. Janssen's expertise lies in guiding businesses through digital transformation and enhancing their brand positioning within competitive markets.
Professional Background
- The BaaS Company: Founded by Janssen, this consultancy focuses on providing a comprehensive branding service tailored to the needs of B2B tech companies. The agency emphasizes a collaborative approach to branding, integrating various disciplines to create impactful brand experiences.13
- MACH Alliance: As part of the Advisory Board, Janssen contributes her insights into the evolving landscape of enterprise technology, helping organizations navigate the complexities of adopting microservices and API-first architectures.24
Experience and Skills
Leoni has extensive experience in communications and branding, having spent over a decade in leadership roles within the tech marketing space. Before establishing her consultancy, she held significant positions at Edelman Technology PR and Unit4, where she was instrumental in shaping brand strategies during periods of growth and transformation.14 Her work often involves mentoring startups and fostering innovation within established companies.
Contributions to the Industry
Janssen is recognized for her strategic vision and ability to translate complex ideas into actionable branding strategies. Her commitment to empowering organizations through effective communication has made her a respected leader in her field.13 She is also known for advocating diversity and inclusivity within the tech industry.
In summary, Leoni Janssen stands out as a key player in both branding and technology sectors, leveraging her expertise to drive meaningful change and support the growth of innovative companies.


