A yogurt in a supermarket aisle gets somewhere between one and three seconds to win. No targeting. No retargeting. No second impression. No way to find out why it lost. I spent more than a decade making those three seconds work, Lactel, Bridélice, Maille, Aoste, Kellogg's, Panini, Magnum, on brands that were re-judged every single week by the only metric that existed: whether the shelf emptied.
The shelf was the original hook rate. It just didn't have a dashboard.
Ten years on food brands sold through supermarkets: launches, promotional mechanics, packaging, 360 campaigns. Weekly judgment, no attribution, no excuses. If it didn't sell, nobody explained it away with a 7-day click window.
Brand Manager France at Mastercard, an environment where nothing gets decided without a number, and where "I think" is not a sentence you finish.
At Kaiman I created the digital business unit from nothing: A/B testing, journey optimization, performance analysis, documented learning loops, paid acquisition, analytics, CRM and lifecycle, for FMCG brands that had never had any of it. That is the exact task in the job description, done once already, in an organization that didn't want it yet.
Eight years running my own agency. Agency director at Faust. Head of the Marseille office at Oxygen. Supervising creative production end to end, editorial, art direction, delivery. Direct feedback, daily, at volume, to people whose output I was accountable for. Managing five creatives is not the new part of this job for me.
Four video briefs and three statics a day is an agency Tuesday. I've done twenty years of Tuesdays.
I have not personally run a $500k/month Meta account. I've read Ads Manager; I haven't lived in it every morning. My performance work is European FMCG and B2B, not US DTC.
So: three things I'd have to learn fast. Your Ads Manager. Your dashboard. And the American ear, I write English at a professional level, but I don't yet write it the way your buyer talks, and on a brand whose best line is "a full dog's worth of fur" that matters. It's a reading problem before it's a writing one, and it's the one I'd work hardest at in month one.
What I'm not asking you to take on faith is the rest of that job description, the brief, the hook, the script, the diagnosis, the team, the pace, the argument with the media buyer at 9am. I've been doing those since 2004, and the page you just came from is a sample.
If that gap is disqualifying, it should be. If it's a gap that closes inside a first quarter, this site is the start of the argument.
8:00–17:00 EST is 14:00–23:00 in Marseille. I've done the arithmetic and I've made the decision, and I'd rather say it up front than discover it with you in week two. Fixed desk, fixed hours, fixed room. Not a lifestyle perk, a schedule.
2025 →
Brand language and strategy practice, Marseille
2025 →
Solar developer, 165 people, ~1 GWp in development and operation, Aix-en-Provence
2022 – 2025
International identification and security brand, Europe, North and South America, Asia, the Gulf
2018 – 2025
Agency built and run in parallel, consulting, creative, production
2020 – 2021
PR and influence agency, head of the Marseille office
2016 – 2017
Created the digital business unit, Magnum, Aoste, L'Arbre Vert, Thales, STid
2007 – 2016
Six years in account direction, then running the agency, Maille, Aoste, Panini, Kellogg's, Bosch
2005 – 2006
International financial services, an entirely data-driven environment
2004
International agency, Lactel, Bridélice, Roc, De Beers
EDUCATION & OTHER
LACTEL, BRIDÉLICE, MAILLE, AOSTE, KELLOGG'S, PANINI, MAGNUM, L'ARBRE VERT, MASTERCARD, DE BEERS, ROC, BOSCH, THALES, STID
Every recommendation I hand over comes with the measure that will tell us whether it worked. Including the ones on this site.
A brand that publishes before anyone asks never has to defend itself afterwards. That applies to sustainability claims, and it applies to a 60-day guarantee that appears in the ad but not on the landing page.
In food I used to argue that naming the exact village a vegetable came from beats every "local and seasonal" claim ever written. Same rule here: "a full dog's worth of fur" beats "removes 99.99% of pet hair." The second is a number. The first is a picture, and your customers wrote it themselves.