I find this reasonable.
Imagine a situation where some baseline model (your company’s standard) results in performance of $50$ that is considered pretty good but certainly not perfect. This performance could be RMSE, MAE, or something else.
After making some changes to the model (say you hire someone who makes more accurate measurements of important features), your new model results in performance of $45$.
I find it reasonable to describe the new model as having made a $10\%$ improvement on performance, yes, from $50$ down to $45$.
$$
\dfrac{50-45}{50}=
1-\dfrac{45}{50}
=10\%
$$
This is in the spirit of how I think about $R^2$ that I’ve written about on Cross Validated many times, such as here, here, here, and here, among others. Sure, that uses the performance of what I call a “naïve baseline” in the denominator, but an important consideration is that it is some kind of “must beat” level of performance.