I graduated from HEC (France's best Business School) in 2001, my career as a Marketing specialist was built between Paris and London where I was able to work on the Agencies side (innovation and design) but also on the client side both for major international brands and also on brand creations. I am deeply convinced that the brand must be a source of value creation but I have observed that Managers are often poorly equipped to exploit its full potential through impactful and differentiated strategies. Positioning, naming, innovation, storytelling, support for creative teams (social media, design or even architecture): everything related to Branding is my favorite field. Over the years, I have specialized in wines, champagnes, spirits - with in-depth expertise in luxury - while maintaining a link with food and mass consumption.

Bi-lingual and bi-cultural, I love observing people, anticipating trends and dissecting the social and cultural nuances that create emotional relationships between a consumer and a brand. My role as a Marketing professor at various Business Schools allows me to go in-depth into my areas of expertise and to be connected to the famous Generation Z. Finally, I support start-ups from the HEC Incubator on all their Branding issues since July 2022 - which allows me to have a foot in the start-up ecosystem and to exercise a Strategic Advisor role.