Freelancer profile translated to English.
Back to original languageAbout Anaïs
👋 Who I am
I am a Fractional CMO & Brand Builder, ESSEC graduate, with over 20 years of experience inB2C and B2Bmarketing (Sidaction, Assurland, Evaneos, Malt).
For the past 9 years, I have been supporting founders and management teams in France and Spain during key moments: launch, repositioning, pivoting, acceleration, rebranding, and marketing structuring.
🔠 My Approach
If I had to choose one word, it would beCARE.
Caring for projects, teams, and decisions.
For me, marketing begins with listening, a deep understanding of customers, and clarity in decision-making.
No noise. No magic formulas.
🤓 How I Intervene
I support my clients in three complementary ways:
• Fractional or Transitional CMO,including temporary cover (maternity/paternity leave or recruitment processes),
• Strategic Consulting in Branding, Marketing, and Go-to-Market,to clarify the offering, positioning, and priorities,
• Sparring Partnerfor Marketing Managers / Heads of Marketing, to ensure key decisions, structure the roadmap, and gain perspective.
🧠 What I Do Specifically
- Diagnose the market, positioning, offering, and marketing ecosystem,
- Co-create the brand platform, value proposition, and buyer personas,
- Define a clear marketing and go-to-market strategy, with OKRs and roadmap,
- Lead execution when necessary (web, launches, content, acquisition, PR),
- Structure, recruit, or coach marketing teams to make them autonomous.
🌿 Sectors
Impact-driven companies, B Corps, travel, SaaS, foodtech, mental health, slow fashion, fintech & crowdfunding, mobility, green tech, edtech.
💯 Experience on Malt
• 33 missions completed (France and Spain),
• Average rating 5/5,
• 35 client recommendations.
🤝 Shall we talk?
Spanish
Fluent
English
Fluent
French
Native or bilingual
Can work on-site
Madrid (up to 50km), Madrid (up to 50km), Málaga (up to 50km), Bilbao (up to 50km), Barcelona (up to 50km)
Experience
- CiteoGrowth Marketing Lead – B2B AcquisitionENVIRONMENTALFebruary 2026 - Today (4 months)Madrid, SpainSupportingCiteo (French eco-organismresponsible for managing and recycling packaging, extended producer responsibility system), in the launch of new regulations for professional packaging.
- Structuring and deploying amulti-channel acquisition engine(Google Ads, LinkedIn Ads, cold email, CRM), defininguser journeys(funnel, nurturing), and managingperformance.
- Focus ontest & learn,continuous optimization of messages, campaigns, and journeys, in close collaboration with the sales team.
Result:a structured growth engine, more qualified leads, and improved conversion. - wooskillFractional CMOEDUCATION AND E-LEARNINGMay 2025 - July 2025 (2 months)París, FranceStructuring the marketing strategy and operational support for the team.
- Global diagnosis and redesign of the brand platform.
- Unification of communication and UX recommendations across key customer journeys.
- Weekly monitoring of paid campaigns (Meta / Google Ads).
- SEO audit and roadmap management.
- Weekly monitoring of the marketing/management team.
- Travel ShaperMarketing AdvisorTRAVEL AND TOURISMNovember 2023 - November 2024 (1 year and 1 month)París, FranceAssisting the CMO in launching a travel plannerfrom scratch.Travel Shaper positions itself asThe Smart Travel App for Passionate People.We are going to revolutionize the way trips are booked by placing passion at the heart of the experience, thanks to cutting-edge AI and our human expertise.Launch planned for 2025.
Missions
Brand Creation- Brand Platform
- Personas
- Naming (finding an available name that meets all necessary criteria without resorting to an agency)
Content Strategy- Editorial Line
- Recruitment of 2 in-house content managers
- Co-supervision of SEO-oriented content production
UI/UX- Participation in the creation of brand and UX guidelines with a UI/UX agency, a freelancer, and a development team in Tunisia
- Recruitment of 2 in-house Product Managers
Marketing Strategy- Selection of SEO and social media agencies
- Co-development of the launch strategy
- Marketing Budgets
Reviews
H
Hz
SCALEX HOLDING
Reviewed on 12/23/2021
Responsiveness, professionalism, and top-notch support. Anaïs knew how to analyze and propose solutions; we will definitely call on her again to establish our marketing strategies using various levers. Thank you!
Virginie
Circé de Lylle
Reviewed on 11/11/2021
It was a pleasure working with Anaïs. She helped me a lot to boost my business launch. 100% recommendable
Recommendations
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Education
- MBA "Grande Ecole" ProgramESSEC Business School2003Licenciatura en Comercio Internacional