Five areas, one craft: making a brand exist and making it grow.

Brand platform, identity, image and reputation, employer brand, customer experience, the articulation between the corporate brand and its offerings: I have led all of these dimensions across four European markets at Coface, in launching a brand at American Express, and through an industrial integration at Alstom.

My approach connects strategy, rollout and performance measurement: awareness, engagement and recommendation, but equally the effectiveness of the materials placed in the hands of sales teams facing clients.

Because a brand is not reducible to a visual identity: it is built in the consistency between what a company claims, what it delivers, and what its audiences experience.

Brand, marketing, communication, digital, press and employer brand: I led this full scope across four European markets, with a team of 15 and a constant demand for performance — awareness, engagement, business impact.

Design, production, partnerships, major events and brand strategy: a career built across agencies, brand owners and international programmes.

Recognised expertise, extended by a published reference handbook and the direction of the top-ranked event MBA in France.

I work alongside executive and marketing leadership to reinforce their teams on high-stakes assignments: positioning, launch, transformation, brand or events.

Senior expertise, operational from day one, from the thinking through to the delivery.

I design and build academic programmes at Master's and MBA level: content architecture, learning outcomes, module sequencing, contributor recruitment, assessment and annual review of the curriculum.

I teach brand strategy, marketing and communication in several business schools, to future executives and senior managers. In that capacity I direct the EFAP MBA in communication and event management, ranked first in France in its category.

Alongside this I am running doctoral research in management science. Practitioner, teacher and researcher: I teach what I still practise.