Neuchâtel, Neuchâtel, Switzerland
Job titles don’t tell you much. They describe what someone does but rarely how they think or what they change. I’ve spent most of my career working in the space where things don’t quite come together as they should: global strategy and local execution, data and judgement, brand ambition and commercial reality. Over time, I’ve learned that growth in complex organisations rarely comes from doing more. It comes from clarity - understanding what truly drives value, aligning people around it, and having the discipline to follow through at scale. Today, as Global CMO at a €4.7B+ workforce solutions group, I lead a global marketing organisation with that in mind: not as a support function, but as a driver of growth, especially in moments of transformation, where clarity and consistency matter most. My focus is on connecting brand, demand and commercial strategy across regions, business lines and cultures, often in environments where complexity is the default. Over more than two decades across EMEA, APAC and LATAM, I've built and transformed marketing organisations in businesses where scale and fragmantation coexist - translating strategy into execution that works in the real world. As the industry continues to evolve, shaped by technology, AI and changing workforce dynamics, I’m particularly interested in how organisations rethink growth in more adaptive, connected ways, especially when they are willing to challenge how things have always been done.
In my role at Kelly Services, I have spearheaded the marketing and sales enablement strategy across 16 countries in the EMEA and Mexico regions. My leadership in this global workforce management solutions company encompasses the development and implementation of comprehensive marketing strategies, aligning closely with our brand and employer branding objectives. I have been instrumental in crafting and executing efficient marketing campaigns that have significantly driven business growth, generating robust B2B and B2C leads. My tenure is marked by a strong focus on digital marketing, overseeing the strategy for our website, social media, email, and messaging platforms, enhancing our digital presence and engagement. A key part of my role involves managing marketing analytics and reporting, utilizing data-driven insights to inform strategic decisions and optimize campaign effectiveness. Collaboration with operations and sales teams has been crucial in aligning our marketing strategies with broader business goals. Under my leadership, a high-performing marketing and sales enablement team, along with a network of freelancers, has been adeptly managed, contributing to our dynamic marketing initiatives. Significant achievements include the relaunch of the company’s positioning and rebrand across 16 countries, co-developing the strategy for the Life Sciences business practice, implementing a new website CRM, and introducing a marketing automation platform (HubSpot). These efforts have been complemented by the implementation of end-to-end data analytics for recruitment and sales funnels. Product launches under my direction resulted in a 33% increase in opportunities, and the development of a new Social Media strategy led to a 50% increase in engagement rates. Additionally, the introduction of the 4DX methodology in our marketing function has been a game-changer in driving Marketing Qualified Leads (MQLs) and applications.
In this role, I developed and implemented effective marketing strategies for APAC and EMEA regions, leading a diverse team of marketing professionals. I managed the full integrated marketing mix, including content marketing, social media, digital, sales support, public relations, and recruitment marketing, while maintaining effective control of budgets and tracking ROI.
As Director of Marketing for EMEA, I collaborated with country marketing leads to develop and execute regional marketing plans and budgets, launched regional marketing initiatives to support sales, and led PR activities to increase positive media coverage. I also analyzed the local competition, conducted market research, and evaluated the ROI of marketing initiatives.
In this position, I interacted with country marketing leads to develop and execute regional marketing plans and budgets, launched regional marketing initiatives to support sales, and coordinated the execution. I led PR activities for the region, built relationships with the media, and supported global marketing campaigns.