Innovation marketer, global brand strategist, distributed team manager

Played a key role in scaling the SaaS company's global presence from Norway to Europe and US across the cinema industry, helped pivot to a fully remote company, while navigating business challenges. Created and built DX’s Marketing team from myself to 3 internal, 5 external, and agency. Managed 200K€ marketing budget and 100K€ remote budget. Established a B2B and B2B2C marketing engine focusing on long-term brand building and short term results oriented multi-channel activations. Developed a strategic content framework balancing 40% brand awareness and 60% product-led content. Built product marketing leg of organization. Developed expansion strategy for entering 3 new markets in 2 years with minimal friction. Also played a key role in terms of leadership and company strategy as part of DX’s Management Team. Championed remote-first culture and internal employee engagement. Played a key role in nurturing the Leadership Team’s ways of working.
Key wins:
- Spearheaded brand refresh project by hand picking Pony. agency as partner, redefining brand identity and brand strategy and applying to all touchpoints. Increased brand awareness across Europe (European traffic increased +29% on website YoY). Increased email newsletter subscribers +33% YoY. Increased Linkedin followers +27% YoY.
- Created product marketing workflows: inserted user comms as a key pillar of the marketing strategy through the Brand Ambassador Program, increased go-to-market motion through content in support of the Sales Team.
- Created centralized Content Hub and Resource Center on dx.tech to drive brand advocacy. Increased blog traffic by +86% YoY.
- Built a high-performing marketing machine with a data-centric approach with weekly and monthly KPIs.
- Turned dx.tech website into real brand building vehicle positioning DX as leader in tech for cinema industry. Increased average time spent on website +155%
YoY. Reduced bounce rate by -28% YoY.
- Launched 3 e-books which drove yearly highest number of new Linkedin followers and new email newsletter subscribers.
- Shaped DX’s company culture and remote-first practices. Increased virtual team events attendance by +66% through internal communication, virtual team
building agency sourcing and management, and IRL yearly Summit and quarterly Management Team meet ups.

Served as the go-to authority on digital content and advocacy for L'Oréal's Skincare Division. Defined and built the first team in the Group dedicated to content strategy and brand building, at the heart of the Group's digital transformation. Managed a team of 3 and delivered best practices across the full marketing mix, including B2B and B2C advocacy, content for e-retail, and trends. Managed a 20M€ global budget and +100M€ content marketing budget across key markets. Led 40+ countries, supporting their local priorities as they integrated global guidelines.
Key wins:
- Transformed upper management’s mindset and vision, from a product driven organization to one driven by customer needs. Achieved through internal lobbying, presentations, upskilling, workshops, and other industry benchmarks.
- Increased Division sales +40% or more consistently YoY with the guided selling strategy for building the Dermocosmetics category online.
- Brought Generation Z into brands’ targeting strategies, tested and learned on TikTok.

Drove the 360 Marketing strategy and $285M budget for the Apparel and Jewelry categories on Walmart.com, targeting the millennial shopper. Built and executed omni-channel strategy with the Store teams, ensuring cohesiveness across all channels. Served as the go-to-authority between Product and IT teams and managed User Generated Content for the site, a $1M contract with Bazaarvoice for 2 years. Managed a team of 3.
Key wins:
- Piloted the brand’s first ever micro-influencers campaigns for Black Friday on Snapchat, increased net sentiment by 30%.
- Managed the relationship between Bazaarvoice and Walmart including the User Generated Content (Ratings & Reviews) strategy for the website, increased the
number of native reviews by +44% in year 2.
- Put in place the first ever omni-channel marketing campaign and converted in-store shoppers into site shoppers.

Built the Digital Marketing team in North America from myself to 4 person team, covering the United States and Canada. In charge of creating and executing digital strategies for the zone to drive online sales and brand awareness across all digital marketing channels. Managed a budget of $3M and piloted the brand launches on Instagram and Pinterest (2013). Developed local content across full marketing mix for all events and product launches across the zone.

Masters, Management of fashion and design

Double Major: BS in International Business and BA in French