Greater Quebec City Metropolitan Area
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. Strategy and execution are not separate jobs. CMO at Witivio, leading marketing strategy and revenue contribution for an AI-powered Employee Experience platform in the Microsoft 365 ecosystem. Three product lines, from freemium at scale (500K+ users, 10K+ organizations) to enterprise sales. I lead a hybrid team where humans and AI agents work together, connected through a shared context layer that keeps strategy, brand, and data aligned. Business approach: Data and consumer insights drive every decision. Business impact validates every pilot. People development and AI amplify scalable results. 20+ years bridging marketing strategy, technology, and data across industries and geographies. Head of Web & eCommerce Europe at Philip Morris International (33 markets). Scale-up advisor (break-even in 3 years). Agency director (+100% revenue growth). Team leadership across diverse international markets from B2C to B2B SaaS.
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: +40% sales, +14% projected ARR, +10% ARPA. • Re-architected go-to-market to bridge product-led growth and enterprise sales with a dual-CRM model (Brevo/Chargebee & HubSpot), redefined ICPs, and deployed an omnichannel acquisition engine (affiliation, Microsoft co-selling & Marketplace, LinkedIn, Letsignit, SEO, CRO, Paid, Event). • 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 (e.g. "AI Agents"). • Redesigned brand platform: positioning, brand center, design system and GDPR compliance. Improved brand reputation by +79%. • Launched a thought leadership program activating Witivio champions on LinkedIn: 2x impressions and reach, 4x comments. Created a journalist database and activated first PR campaigns to drive earned media. • Designed a custom marketing intelligence platform (CMO Cockpit) integrating 30+ APIs, with a unified performance dashboard (Brand Equity, Sales, ARR). Deployed AI workflows to scale the team's initiative impact (GTM, Reviews, SEO, CRM…): 2x daily productivity to date.
Turned a career transition into a strategic accelerator by combining advanced AI leadership training with the hands-on development of an AI-powered CMO platform that turns fragmented marketing, sales, and product data into real-time, actionable business decisions. Key Training • Harvard Business School – AI Essentials for Business: enterprise AI strategy, governance, and marketing transformation • SAFe® 6 PO/PM: agile leadership for high-velocity, cross-functional teams • AI Implementation Labs: real-world applications with Claude, ChatGPT, automation tools, and APIs Applied Project – AI-Powered CMO Cockpit • Integrates CRM, ad platforms, analytics, SEO, customer feedback, and market intelligence • Proactive AI: opportunity detection, multi-source scoring, ROI-driven prioritization • Real-time dashboards: CAC, LTV, ROAS, churn tracking • Actionable recommendations: effort × impact roadmaps, integrated sales/marketing workflows Goal: Equip a startup or scale-up with an AI decision advantage from Day 1, aligning marketing, sales, and product to accelerate growth.
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
Full time lead consultant for an international FMCG company. Operating in a fast paced environment and complex matrix organisation to support 24 markets. Managing a remote team of 3 people. • Developed digital presence to increase leads, e-commerce traffic and in-store visits through orchestration of SEO optimizations and campaigns (technical, content, backlinks, local SEO & online reputation management): +39% organic traffic and +107% associated revenue • Conducted comprehensive competitive analysis and keyword research across European markets to identify strategic opportunities and optimize omnichannel online to offline journeys • Collaborated with cross-functional stakeholders (Design, UX, Content, Development, Analytics and market teams) while staying ahead of algorithm changes and emerging SEO trends to improve support added value and business impact: +61 NPS points across markets Main tools used: Conductor, Deepcrawl, Majestic, Ahref, Screaming Frog SEO Spider, VPN, Google Search Console, Google Analytics, Google Data Studio, Yext, Jira & Confluence (Atlassian)
B2B SaaS scale-up specialized in CRM & Marketing Automation based on Mautic® open source • Supported executives in strategic decisions to optimize growth: MRR improvement, churn rate reduction, CAC payback optimization and MQL to SQL conversion → break even achieved in 3 years • Challenged product roadmap and supported development of new CRM/Marketing Automation features • Facilitated 2nd funding round by mobilizing existing investors • Analyzed external growth opportunities and shared strategic vision with the board