Strategy and execution are the same job.

Global marketing strategy and revenue contribution for an AI-powered employee experience platform across three product lines (Teams Pro, AI Desk Pro, Copilot Factory), from freemium at scale (500K+ active users, 10K+ organisations) to enterprise sales.

• Re-architected the go-to-market to bridge 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 the brand and digital ecosystem, consolidating four web properties to build trust and generate qualified leads through SEO/GEO, CRO and accessibility: visibility doubled on strategic non-branded queries.
• Redesigned the brand platform: positioning, brand center, design system and GDPR compliance. Brand reputation up 79%.
• Launched a thought-leadership programme activating company champions on LinkedIn: impressions and reach doubled, comments up 4×. Built a journalist database and ran the first PR campaigns.
• Designed the CMO Cockpit, a custom marketing intelligence platform integrating 30+ APIs with a unified performance dashboard, and deployed AI workflows across the team: daily productivity doubled.

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

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

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

• Managed an international team of 10 experts supporting 33 markets (IQOS, VEEV, Zyn).
• Optimised digital performance with data, A/B tests and AI personalisation: +20% online conversion and higher NPS across 55% of markets, generating several million euros in additional revenue.
• Revitalised an underperforming market with a €1.8M annual digital budget through a targeted promotional plan and UX/UI/CRO work: +55% customer acquisition, 80% user conversion.
• Led 150+ product launches and 100 marketing campaigns, building stakeholder collaboration and standard operating procedures.
• Deployed the "Digital First DNA" initiative (AI chat, FAQ/UX redesign, YouTube resources): $0.5M in annual savings on a key market with customer satisfaction held stable.
• Grew organic traffic by 45% through SEO audits, technical fixes, content for the consumer journey, link building and outreach: ranking gains across 200+ target terms.
• Created a Web & SEO community connecting markets and experts, with 98% positive feedback from members. Received a recognition award for supporting critical cross-functional initiatives.

Embedded advisor leading digital performance initiatives across SEO, content and omnichannel journeys.

• Led a remote team of 3 experts delivering programmes across global and local markets.
• Drove +39% organic traffic and +107% revenue through SEO strategy: technical, content, backlinks, reputation.
• Optimised online-to-offline journeys and resolved content gaps across key customer touchpoints.
• Contributed to a +61-point NPS lift by aligning the digital experience with brand expectations.

Created and ran the school's digital master programmes, alongside the agency and board roles.

• Recruited 40 expert lecturers and launched 5 new programmes; student enrolment grew tenfold.
• Taught digital strategy, SEO/SEM, marketing automation and blockchain.

Advised leadership at a scale-up built 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-to-SQL conversion: breakeven reached in 3 years.
• Facilitated the second funding round by mobilising the investor base and advising on positioning.

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

• Defined the strategic roadmap and led P&L management: +100% revenue, +160% margin growth.
• Grew the key-accounts portfolio by 200% through client retention and consultative sales.
• Delivered digital campaigns with ROAS/CPA optimisation, SEO, content, A/B testing and CRM automation.
• Led the agency's own transformation (ERP, IT, team training): +200% productivity.