I build Brands as systems — where strategy, identity, design, and product experience reinforce one story, so Brand becomes a business asset that moves acquisition, holds retention, and compounds into the thing customers choose and companies grow on.

I’ve built this conviction across agencies, independent consulting, and in-house Brand & Creative leadership — in global consumer, B2B tech, and digital subscription. What I love about this work is how deeply connected every layer of it is: strategy shapes identity, identity holds in the system, and the system carries the brand from positioning through go-to-market and into every touchpoint of the customer experience. Held together, they build brands people recognize, choose, and stay with.

I’ve built brands from zero and repositioned them at scale. I’ve held creative coherence across dozens of markets and directed the teams behind the work. What keeps me in this discipline is how much it rewards taking the long view: great strategy, held over time, moves the numbers that matter.

Based in Paris, working internationally.