French strategist with more than ten years of experience building, fixing and improving brands in Asia-Pacific.
Skills
Integrated brand strategy /
Workshops /
Behavioural strategy /
Social strategy /
Categories: Retail, Cars, Luxury, Skincare, Government, Telco, Beers, Finance , Real Estate, Home appliance. NGO.
Lived in
Worked for
Local flavours > tasteless conformity
I hate the standardisation of taste.
I believe impactful creativity comes from embracing local culture.
That’s why I’ve helped global brands grow in the region by dropping their default Western tone and speaking in a way people actually care about.
At the same time, I’ve pushed local brands to stop being polite, stop being cautious, and start being proudly and loudly from where they come.
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Behaviour first
The best creative work is rooted in timeless human truths.
Understanding trends matters, but simply chasing what is fashionable rarely creates impact.
So I dig into anthropology, social psychology, and behavioural science to understand rituals, motivations, and why people actually change.
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All-around strategist
I’ve been lucky to work across many markets, categories, and disciplines.
I’ve led B2B and B2C work, social and digital campaigns, and traditional advertising.
I’ve run workshops in Mongolia, pitched for a company that builds military aircraft, researched how social media works in China, and interviewed members of Myanmar’s punk subculture.
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History nerd
I like to understand where things come from.
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Amateur improv
It helps me present my work better.
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Free Diver
I can go down to 30 metres.
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Walker
I love to walk for no reason.
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Guitarist
It’s a relaxing and creative hobby.