Frederic Bescond

Digital Transformation Leader | AI-First Marketing Executive

Driving growth, efficiency, and innovation through AI-powered marketing strategies.

15+ years transforming digital marketing through data, automation, and cross-functional leadership.

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Frédéric Bescond

Strategic Leadership

I lead global digital transformations that combine strategic clarity, AI fluency, and people-first leadership.

With 15+ years of experience across agencies, startups, and multinationals, I've helped organizations scale marketing results through data, automation, and cross-functional orchestration.

"Data and insights guide every decision. Business outcomes validate every pilot. People development scales success."

Results Highlights

Customer Acquisition

+55% increase through promotional plan and innovative UX/UI/CRO optimization

Online Conversion

+20% uplift across 33 global markets thanks to data, insights, A/B tests and AI personalization

Cost Savings

$0.5M annual savings via "Digital First DNA" program on a key market

SEO Performance

+45% organic traffic by fixing technical issues, content gaps across the consumer journey and lack of backlinks.

Product Launches

150+ product launches and 100+ campaigns by developing stakeholder collaborations and co-creating SOPs

Team Engagement

98% satisfaction in internal communities built, accelerating adoption of best practices

Professional Experience

Head of Web & eCommerce Europe — PMI

Led marketing transformation across 33 markets, turning business needs into scalable, high-performing solutions. Advised senior leaders on strategy, performance, and tech using AI, analytics, and automation.

  • Managed a team of 10 experts across Web, eCommerce, SEO, and UX — enabling consistent execution across IQOS, VEEV & Zyn.
  • Identified high-impact growth levers through cross-market performance analysis and KPI deep-dives — delivering +20% online conversion and increasing NPS across 55% of markets.
  • Led turnaround of underperforming market (€1.8M budget) through a targeted promotional strategy and UX/CRO enhancements: +55% customer acquisition, 80% conversion.
  • Designed and implemented scalable SOPs for 150+ product launches and 100+ marketing campaigns across Europe.
  • Pushed AI-based personalization and A/B testing initiatives — generating several million euros in incremental revenue.
  • Led SEO audit and remediation: +45% organic traffic through technical and content optimization.
  • Built and led internal Web & SEO community, with 98% satisfaction and widespread adoption of best practices.

Digital Lead Consultant — Merkle (Dentsu)

Acted as embedded advisor for Philip Morris International, leading digital performance initiatives across SEO, content, and omnichannel journeys.

  • Led a remote team of 3 experts, delivering programs across global/local markets.
  • Drove +39% organic traffic & +107% revenue via SEO strategy (technical, content, backlinks, reputation).
  • Optimized online-to-offline journeys, resolving content gaps across key customer touchpoints.
  • Collaborated with UX, Analytics, Delivery, and Market teams to shape data-informed strategies.
  • Contributed to +61-point NPS lift by aligning digital experience with brand expectations.

Business Angel & Board Member — Webmecanik (SaaS MarTech)

Advised leadership at a CRM & Marketing Automation scale-up based on Mautic® open source, with a focus on product strategy, growth, and investor readiness.

  • Supported go-to-market and product roadmap decisions, including CRM and automation features.
  • Helped improve MRR, churn, CAC payback, and MQL→SQL conversion: reached breakeven in 3 years.
  • Facilitated 2nd funding round by mobilizing investor base and advising on positioning.
  • Ran analysis of external growth options and aligned board on long-term strategy.

Co-Owner & Director — Paprika (Creative and Digital agency)

Scaled a 16-person agency delivering omnichannel strategies and digital transformation for B2B and B2C clients.

  • Defined strategic roadmap and led P&L management: +100% revenue, +160% margin growth.
  • Grew key accounts portfolio by +200% via client retention and consultative sales.
  • Delivered digital campaigns with ROAS/CPA optimization, SEO, content, A/B testing, and CRM automation.
  • Led agency transformation: ERP, IT, team training: +200% productivity.
  • Managed cross-functional teams, production planning, and stakeholder coordination

Core Competencies

AI Strategy Digital Transformation CRM SEO/SEM Marketing Automation Agile Methodologies eCommerce Data Analytics

Education & Certifications

  • Harvard Business School

    AI Essentials for Business

  • INSEAD

    Business Strategy & Financial Performance

  • ESC Chambéry

    Master's in International Business

  • Professional Certifications

    SAFe® 6, Google Analytics, HubSpot, LinkedIn Ads

Recommendations

"I had the pleasure of working under Frederic Bescond when I joined PMI. His leadership and guidance were instrumental in my transition into the company."
Eva Grzybek, Global SEO Deployment Lead, Philip Morris International

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Contact Information

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