Willem Maas

Current

• Principal at WillemFMaas.com

Past

• Founder & CEO at GreenHomeGuide, Inc.
• VP, Product Line Management at HNC Software
• Director, Product Marketing at Prime Response

• Product Manager at Andromedia
• Product Management Consultant at Inference
• Co-founder & CEO at Roam1

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Education

• Carnegie Mellon University

Recommended

4 people have recommended Willem

Connections

264 connections

Industry

Internet

Websites

• GreenHomeGuide.com

Willem Maas’s Summary

Resourceful product executive with a track record of creating valuable products and businesses.

Extensive background in product management and product marketing. Deep experience leveraging community to produce actionable content, build a trusted brand, and grow audience.

Most recently, Willem was founder and CEO of GreenHomeGuide.com (acquired by U.S. Green Building Council), a self-funded start-up that became the leading online resource for green home improvement, providing expert Q&A and local directories of green professionals in San Francisco, Los Angeles, and New York. Before GreenHomeGuide, Willem held product management and marketing roles in the enterprise software industry, most recently as Vice President of Product Line Management at HNC Software. Previously, Willem led product management for Prime Response, Inc. and was Product Manager for the Likeminds personalization product at Andromedia.

Willem Maas’s Specialties:

Local media & directory
Vertical / niche media
Usergen / community content

Willem Maas’s Experience

• Principal

  WillemFMaas.com

  (Internet industry)

  2008 — Present (2 years )

  Growth and monetization for consumer Internet businesses. Clients include U.S. Green Building Council, Greenvan.com, and FreeGreen.com. Strategy and execution capabilities: usergen/ community content, search, social, A/B testing, user research.

• Founder & CEO

  GreenHomeGuide, Inc.

  (Privately Held; Internet industry)

  2003 — 2008 (5 years )

  [Acquired by U.S. Green Building Council]
  GreenHomeGuide.com is a leading green consumer website featuring more than 10,000 community contributed Q&As, tips, and directory listings.
  
  -Formulated product vision and roadmap. Iterated site with market response (eg, analytics, user surveys, interviews), and analysis of evolving market opportunity.
  
  -Developed efficient, scalable content model which engaged 200 directory professionals as creators of high quality, experience-based Q&A.
  
  -Generated top 3 search result for dozens of terms thru SEO methodology.
  
  -Created groups of influencers and partners to create content, advise, and promote the site to their social networks in San Francisco, LA, and NYC.
  
  -Recruited business development executive to build and lead partnerships with Scripps, Home Depot, and NARI.
  
  -Developed advertising programs and sold 80+ building professionals and major manufacturers (eg, Bosch, Sloan, Philips).
  
  -Led the company's aquisition by U.S. Green Building Council.

• VP, Product Line Management

  HNC Software

  (Public Company; HNCS; Computer Software industry)

  2001 — 2002 (1 year )

  [Acquired by FICO]
  Led product management and product marketing for the Opportunity Solutions marketing optimization group.

• Director, Product Marketing

  Prime Response

  (Public Company; CHRD; Computer Software industry)

  2000 — 2001 (1 year )

  [IPO, acquired by Chordiant]
  Software solutions for Financial Services, Retail, and Telecom consumer marketers. Led product marketing team that positioned PrimeResponse as a CRM thought leader, increasing North America market visibility and revenue.

• Product Manager

  Andromedia

  (Public Company; MACR; Computer Software industry)

  1998 — 2000 (2 years )

  [Acquired by Macromedia/Adobe]
  Managed LikeMinds product line for this venture-backed provider of web analytics and personalization solutions. Responsible for transforming LikeMinds from a raw toolkit into a full-fledged product line and revenue stream.

• Product Management Consultant

  Inference

  (Public Company; INFR; Computer Software industry)

  1998 — 1998 (less than a year)

  [acquired by eGain Communications]
  Developed market entry strategy for new k-Commerce self-service support solution. Engaged key customers, and sales and development teams to gather and prioritize product requirements.

• Co-founder & CEO

  Roam1

  (Computer Software industry)

  1996 — 1998 (2 years )

  Software and services for ISPs targeting the small- and medium-size business (SMB) market.
  
  -Recruited and led senior technical team (Ascend, Xerox PARC) that prototyped the company's local dial-up access network.
  
  -Signed five ISPs to review, advise, and test Roam1 software as Development Partner Program members.

Willem Maas’s Education

• Carnegie Mellon University

  BS , Applied Math / Psychology

Additional Information

Willem Maas’s Websites:

• GreenHomeGuide.com