Which B2C brands do you work with?

Consumer brands, scale-ups and e-commerce businesses, usually between 10 and 200 employees, that need senior marketing leadership without hiring a full-time CMO.

Do you work on pricing?

Yes. Pricing is an immediate and often underused margin lever: range architecture, price positioning, promotions and discount policy are all in scope.

Do you manage influencer campaigns?

I define the influence strategy, selection criteria and performance metrics, and manage the agencies or internal team executing the campaigns.

Can you support an e-commerce replatforming?

Yes, on the business side: priority framing, functional trade-offs, protecting acquisition performance during migration and steering technical partners.

Fractional CMO B2C & E-commerce — Strategy, Pricing & Influence.

For consumer brands, scale-ups and e-commerce businesses: brand strategy, pricing, influence and performance management, working directly with the CEO. Based in Bordeaux, available across France and internationally.

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Brands I've worked with throughout my career

Decathlon
Lavazza
Dove
Lipton
Knorr
Canal+
smsmode
MaxiCoffee
Lumivero
Mikado
Decathlon
Lavazza
Dove
Lipton
Knorr
Canal+
smsmode
MaxiCoffee
Lumivero
Mikado

Brand strategy and pricing.

Ten years at Decathlon internationally and a stint at Lavazza taught me one thing: B2C growth depends as much on pricing and value proposition as on media budget. I put brand and price architecture back at the centre before increasing acquisition spend.

Positioning, range architecture and pricing policy.
Influence and content strategy tied to commercial objectives.
Omnichannel steering: retail, marketplaces, owned e-commerce.
Channel profitability, acquisition cost and customer value.

30 minutes to identify your priority levers.

Book a call

E-commerce and performance.

At MaxiCoffee I supported a Salesforce Commerce Cloud replatforming while maintaining acquisition performance. Redesigns, migrations and internationalisation fail when nobody holds the business line.

Track record.

Decathlon (10 years, international marketing), Lavazza, MaxiCoffee (SFCC replatforming), Mikado. Executive committee member in each of these roles.

Frequently asked questions.

Which B2C brands do you work with?: Consumer brands, scale-ups and e-commerce businesses, usually between 10 and 200 employees, that need senior marketing leadership without hiring a full-time CMO.
Do you work on pricing?: Yes. Pricing is an immediate and often underused margin lever: range architecture, price positioning, promotions and discount policy are all in scope.
Do you manage influencer campaigns?: I define the influence strategy, selection criteria and performance metrics, and manage the agencies or internal team executing the campaigns.
Can you support an e-commerce replatforming?: Yes, on the business side: priority framing, functional trade-offs, protecting acquisition performance during migration and steering technical partners.

Let's talk about your situation.

30 minutes to identify your priority growth levers.

Book a call

Ou écrivez-moi →

Fractional CMO · 2 to 12 days per month · Diagnosis in 2 weeks

Fractional CMO B2C & E-commerce — Strategy, Pricing & Influence.

Brand strategy and pricing.

E-commerce and performance.

Track record.

Frequently asked questions.

Read next

Let's talk about your situation.