Adeline Desdoit

In 2020, Evaneos — a customized travel scale-up, 220 employees, valued at €150 million — was looking to identify new growth levers. The question: should they create an offering for pre-formed groups?

End-to-end mission: analyze the market (estimated at €3 billion), segment target audiences, evaluate existing resources, build the marketing strategy, and deliver a complete business plan with profitability scenarios.

➢ Market research and international benchmarking

➢ Analysis of B2C and B2B customer needs

➢ Strategic recommendations on positioning, value proposition, and launch conditions

➢ Integration of responsible tourism and sustainability challenges

The recommendation: launch. Low risk, high potential — and a differentiating position compared to traditional tour operators in a segment that no one had really studied.

What I learned: in tourism as elsewhere, the real growth opportunities are not always where everyone is looking. They are in the blind spots. It was a very rich experience, both in terms of how to work in a scale-up, the richness of the exchanges, the speed of decision-making, and the research and trust they placed in me.

Strategic position within the management team, reporting directly to the president and brand directors. Definition and deployment of communication strategies for brands with a strong experiential dimension (travel, culture, lifestyle), in collaboration with institutional and private partners, in France and internationally (Geo, The Good Life, Harper's Bazaar, Femme Actuelle...). Construction of brand narratives focused on experience, community, and impact, integrating content, press relations, events, and strategic partnerships.

Deployment of the media sales house's marketing & communication strategy during a period of significant digital transformation. Implementation of partnerships with innovative players (DSPs, video, ad verification). Development of integrated digital campaigns (social media, website, media campaigns). Management of 2 people, budget >€150K. Product/tech storytelling: simplifying complex solutions (ad tech, SEO, digital partnerships) for advertisers and agencies.