Montreal, Quebec, Canada
I grew up around entrepreneurship, and from day one I wanted the same thing: to learn as widely and deeply as possible, to one day grow a business and have an impact, whether as an intrapreneur inside a company or as an entrepreneur in my own right. Agency life taught me client craft and the art of the pitch. Startups taught me to build from scratch and move fast. More corporate roles taught me to communicate, drive change, and handle a crisis. Along the way I went hands-on across P&L, eCommerce, media, CRM, social, and influencers, and learned that nothing real gets built alone, that the best part of the job is rallying, coaching a team and helping each person level up. At L'Oréal Canada, I got to put it all to work. I moved through four brands in three years before leading kiehls.ca, L'Oréal Luxe's #1 eCommerce brand in the country, with a team delivering real engagement and business growth. I then joined Jaeger-LeCoultre based out of their headquarters in Geneva for a global remit: the flagship, eboutiques, and client relationship centers across 30+ countries, immersed in hard luxury and client experience at the highest level across Asia, Europe, and the US. Then came the chance to build something from zero. As a Partner at AviaSim, I built the North American expansion alongside the founding team, from no presence to 8 Canadian cities and our first US locations (now 15+!). Today AviaSim welcomes 15,000+ pilots a year across 30+ cities in North America and Europe, all managed in-house. I'm both French and Canadian, having spent half my life in Europe and half in North America, and my career where brand, performance, and P&L ownership meet. Outside work, I'm finishing my pilot license, running long-distance challenges (Half Marathon des Sables, Ironman 70.3), and recharging in front of contemporary art. A few hours in a museum or climbing up a mountain in the Alps (my favourite place in the world) and I'm a new man.
AviaSim is the largest public flight simulation experience network in the world, with 1:1 scale Airbus and Boeing simulators across 30+ locations in France, Canada, and the US. As Partner and CMO, I lead all marketing and growth operations across three countries and four market locales, building the North American expansion from scratch alongside the founding team. From zero to 8 Canadian cities in under two years (Montreal, Toronto, Ottawa, Quebec City, Vancouver, Edmonton, Winnipeg, Calgary) First US locations open in Phoenix, Fort Lauderdale, Denver, Orlando, with more cities underway 15,000+ pilots welcomed annually across 26 cities in North America and Europe 100% online revenue model: eCommerce, performance marketing, paid acquisition, email, influencers, PR, social, radio, and TV Full ownership of revenue generation and marketing budget across France, Canada, and the US
As Global Head of eCommerce and Digital Transformation, I led the digital transformation and elevation of one of watchmaking's most prestigious Maisons, overseeing a multi-million euro business across 30+ countries, from global flagship and local eboutiques to online retail partnerships and 8 Client Relationship Centers worldwide, with a focus on China, Europe, and the US. Full business ownership: sales forecasting by country and channel, investment planning, and full management of 8 Client Relationship Centers worldwide, overseeing both inbound and outbound CRM operations. Built and led a team of 8 managers and specialists across experience, analytics, ebusiness, and operations Elevated the online client experience through immersive innovations including 3D product visualization, omnichannel live chat, strap finder, and 75+ new features, setting a new standard for luxury eCommerce Launched a monthly digital business cockpit adopted at CEO level, tracking performance by country and channel across the full omnichannel ecosystem Jaeger-LeCoultre is one of the world's most iconic Swiss Maisons, part of Richemont, the 3rd largest luxury group worldwide, home to Cartier, Van Cleef & Arpels, IWC, Vacheron Constantin, and more.
Over three years at L'Oréal Canada, I progressed through four brands, Urban Decay, Shu Uemura, It Cosmetics, and Kiehl's, each time earning greater ownership and responsibility, before leading Kiehl's, L'Oréal Luxe's #1 eCommerce brand in Canada, managing a multi-million dollar business and a team of specialists across eCommerce, media, and CRM. Full business ownership: sales forecasting, investment planning and allocation across media, CRM, loyalty, SEO, O+O programs, influencers, email, SMS, emerchandising, website enhancements, product catalogue strategy, and monthly reporting to General Manager. Pioneered the first D2C consultation booking service ever launched in L'Oréal Americas, doubling conversion rate and growing AOV by 89% Grew customer acquisition by 105% through new business initiatives and activations Built and scaled omnichannel CRM programs including loyalty, drive-to-store, email, and SMS across multiple brands Drove multi-million dollar performance media strategies across paid search, social, affiliates, and display, delivering +14% ROAS Reported directly to General Manager across all four brands L'Oréal is the world's #1 beauty group, with 83,000 employees across 150 countries.