Brand Strategy · Marketing Direction · Advisory
Great brands don't just communicate well.
They're built well — from the inside out.
I start where the problem actually is.
From upstream product thinking
to campaign execution —
and everything in between.
01
Our brand doesn't read clearly anymore.
Brand · Positioning · Desirability
02
We need to launch — and get it right.
Go-to-market · 360° · Relaunch
03
We need someone at the wheel — or to build it.
CMO-as-a-service · Team · Advisory
Artistic & Marketing Director — 2025
The brand had lost its creative coherence and desirability.
Rebuilt the artistic direction from scratch. Designed the 2025–2026 collection framework across five creative axes. Conceived the campaign trilogy Let the Design In / Let the Design Speak / Let the Design Celebrate, and all marketing concepts for 2026 tied to each collection drop. Deployed across cinema, HBO Max, Pathé, paid digital, editorial influence and CRM.
The paid spend dropped 36% not through cuts but through reconstruction — rebuilding the funnel from brand awareness down rather than operating exclusively on bottom-of-funnel acquisition, which is how traffic grew 30% simultaneously.
+30%
Traffic, all channels
562%
Influence ROI
+165%
CRM base growth
−36%
Paid spend vs N-1
+91%
Social traffic YoY
Marketing Director — Dec. 2023 to Apr. 2025
A fast-growing medical aesthetics brand with no marketing function, scaling from 4 to 15 locations in under two years.
Built four poles from scratch: marketing, communication, digital and customer experience. Defined the brand discourse around skin health and prevention — a medical aesthetics practice that accompanies without transforming. Conceived and launched a take-home skincare line to extend in-clinic results between sessions, deepening the expert positioning and creating a new revenue stream. Built the luxury partnership ecosystem — Shangri-La, Airelles — to anchor the brand in a genuinely premium positioning. Led a full 360° launch plan for each of the 11 new location openings.
11
Location openings led
4
Poles built from scratch
×4
Location count in 18 months
Marketing & Communication Manager Europe — 2021 to 2023
LVMH had fully acquired KVD Beauty from its founder and needed to reposition the brand across G4 European markets — without alienating its loyal community.
Full rebranding and go-to-market in under a year: new brand platform, new visual identity, new influencer ecosystem. The community challenge was twofold — retaining existing loyalists who needed to believe the brand's soul was intact, while recruiting a new Gen Z audience who had never heard of it. The MUA community was built as a strategic cultural asset: the population that gives a beauty brand its credibility before it reaches mainstream. Multi-market deployment across paid, events, PR and retail across France, Germany, UK and Spain.
Account Executive — Jan. 2019 to Mar. 2021
Brand territory construction before any campaign brief — from founding insight to cultural deployment.
Working on the launch of the Libre franchise for YSL Beauty: building the territory around YSL's founding act of freedom, working closely with L'Oréal Luxe international marketing direction. Also: Black Opium, Mon Paris including China capsule.
And the launch of Brioni's first fragrance franchise with Lalique group — the first scent line derived from the maison's couture heritage, first campaign developed in close collaboration with the Brioni fashion house in Rome.
Investor & concept founder — originating a new apart-hotel concept, operated by SOHOMA.
About
Agency side at BETC with YSL Beauty, where I learned how cultural imprint gets built — not communicated. LVMH incubator at Kendo Brands, where I ran the European relaunch of a brand that needed to reinvent itself without losing its soul. Marketing Director at Innerskin — built everything from scratch while the company went from 4 to 15 locations in under two years, including product line conception. Most recently, Artistic & Marketing Director at NV Gallery, working on product design, campaign direction and 360° strategy directly with the CEO and investor board.
Occasional investor in hospitality & living concepts.
The work starts before the brief — at the level of what a brand believes and what it makes.