Frédéric Bescond | Enhanced CMO

Strategic Leadership

I consider myself an Enhanced CMO: I build the systems my team and I need to perform. My custom marketing intelligence platform connects 30+ APIs into a single cockpit for analytics, AI workflows, and decision-making.

With 20+ years across agencies, startups, multinationals, and B2B SaaS, I've helped organizations scale marketing results through data, automation, and cross-functional orchestration within the Microsoft 365 ecosystem.

"Data and consumer insights drive every decision. Business impact validates every pilot. People development and AI amplify scalable results"

Results Highlights

Sales Growth

+40% sales contribution at Witivio through repositioned GTM, dual-CRM architecture, and AI-powered marketing operations

Brand & Visibility

x2 visibility on strategic non-branded queries, +28% brand reputation, 2x LinkedIn impressions and reach

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 link building.

Professional Experience

Chief Marketing Officer - Witivio (AI Solutions for Microsoft 365)

October 2025 to Present

Leading global marketing strategy and revenue contribution for an AI-powered Employee Experience platform across three product lines in the Microsoft 365 ecosystem (Teams Pro, AI Desk Pro, Copilot Factory), from freemium at scale (500K+ active users, 10K+ organizations) to enterprise sales.

Re-architected go-to-market bridging product-led growth and enterprise sales with a dual-CRM model (Brevo/Chargebee and HubSpot), redefined ICPs, and deployed an omnichannel acquisition engine: +40% sales, +14% projected ARR, +10% ARPA
Unified brand and digital ecosystem, consolidating four web properties to build trust and generate qualified leads through SEO/GEO, CRO and accessibility optimization: x2 visibility on strategic non-branded queries
Redesigned brand platform: positioning, brand center, design system and GDPR compliance. Improved brand reputation by +28%
Launched a thought leadership program activating Witivio champions on LinkedIn: 2x impressions and reach, 4x comments. Created journalist database and activated first PR campaigns
Designed a custom marketing intelligence platform (CMO Cockpit) integrating 30+ APIs, with unified performance dashboard. Deployed AI workflows to scale the team's initiative impact: 2x daily productivity

AI-Powered CMO Cockpit, Harvard Business School Applied Project

April 2025 to September 2025

Combined advanced AI leadership training (Harvard Business School, SAFe 6 PO/PM) with the hands-on development of an AI-powered CMO platform. The project became the foundation of the CMO Cockpit now in production at Witivio.

Designed and built a marketing intelligence platform connecting CRM, ad platforms, analytics, SEO, customer feedback, and market intelligence via 30+ APIs
Implemented MCP (Model Context Protocol) architecture, OAuth 2.1 security, and real-time dashboards for CAC, LTV, ROAS, and churn tracking

Head of Web & eCommerce Europe - PMI

June 2021 to March 2025

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.

Management of international team of 10 experts supporting 33 markets (IQOS, VEEV & Zyn)
Optimized digital performance by leveraging data, A/B tests and AI personalization: +20% online conversion and increased NPS across 55% of markets, generating several million euros in additional revenue
Revitalized an underperforming market with €1.8M annual digital marketing budget by developing a targeted promotional plan and innovative UX/UI/CRO optimization: +55% customer acquisition and 80% user conversion
Led 150+ product launches and 100 marketing campaigns by developing stakeholder collaborations and creating Standardized Processes (SOPs)
Deployed the "Digital First DNA" initiative (AI Chat integration, FAQ/UX redesign, YouTube resources) which generated among others $0.5M in annual savings on a key market while stabilizing customer satisfaction
Developed organic traffic by +45% through SEO audits and implementing solutions to resolve on-site technical issues, content gaps in the consumer journey, link building and outreach: keyword ranking improvements across 200+ target terms (branded & unbranded)
Created an engaged Web & SEO community connecting markets and experts with 98% positive feedback from members, accelerating adoption of best practices
Received recognition award for supporting critical cross-functional initiatives

Digital Lead Consultant - Merkle (Dentsu)

January 2020 to May 2021

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)

November 2015 to August 2020

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)

December 2007 to July 2017

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 Microsoft 365 Ecosystem B2B SaaS GTM SEO/GEO CRM & Marketing Automation Data Analytics Team Leadership Vibe Coding

Education & Certifications

Harvard Business School

AI Essentials for Business: Building, leading, and operating AI-powered organizations
INSEAD

Executive Program, Business Strategy & Financial Performance
INSEEC Chambéry

Master's in International Business
Professional Certifications

SAFe® 6 PO/PM, Google Analytics, HubSpot, LinkedIn Ads, Microsoft 365 Certified: Fundamentals

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."

I build the systems my team and I need to perform. Strategy and execution are not separate jobs.