Freelancer profile translated to English.

Description

At a time when interfaces are fading in favor of flows and AI is becoming the primary information filter, your content is no longer just a medium: it's your new interface. I help innovative companies transform their vision into a readable, coherent, and high-performing identity, both for humans and for the algorithms that interpret your brand signals today.

My approach merges high-level strategic vision with operational pragmatism, acquired notably as the former VP Brand and Product Marketing at PrestaShop.

I work on three major pillars:

**Brand Strategy and Positioning**: Moving from a useful product to an indispensable brand. I work on defining your brand platform (vision, mission, values), structuring your offerings to make your catalog clear, and creating your corporate narrative (pitch, manifesto, proof points).

**Product Marketing and Go-to-Market**: Aligning what you build with what you sell. This includes competitive positioning, strategic messaging, battlecards, and structuring your product launches to maximize user adoption.

**Content Strategy and Semantic AI**: Optimizing your authority in a world of generative search. I design high-value editorial lines and structure your Brand Voice so it's perfectly understood by artificial intelligence models.

Why collaborate with me?

My background allows me to navigate between the challenges of international scale-ups and the innovation issues of large groups. I don't choose between form and substance: I create synergy between your visual identity and your semantic structure to ensure sustainable growth and real differentiation.

Let's discuss how your brand can exist in a world where words become the interface.

Industry field of expertise

Languages

French
Native or bilingual
English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

AMADEUS
Senior Innovation Consultant
TECH
June 2025 - Today (1 year and 2 months)
Villeneuve-Loubet, France
As an Innovation Consultant, I assist Amadeus in defining and implementing an operational innovation model, by structuring processes, teams, and governance to maximize the impact of initiatives.
**Strategic Diagnosis**: Analysis of existing innovation models and identification of organizational performance levers.
**Modeling & Governance**: Design of the Innovation Operating Model, integration of the innovation funnel, definition of roles, responsibilities (RASCI), and steering committees.
**Team Activation**: Alignment around the innovation vision, clarification of missions, and strengthening of cross-functional collaboration.
**Steering & Impact**: Support for deployment, monitoring of impact indicators, and adjustment of priorities to maximize the strategic value of the system.
Innovation Management Product Innovation Product Lifecycle Management Project Management Innovation Strategy
Prestashop
VP Brand Experience & Product Marketing
E-COMMERCE
March 2021 - June 2025 (4 years and 3 months)
Paris, France
Responsible for brand experience and the product offering portfolio, I developed a 360° approach to strengthen brand visibility, increase its awareness, and foster product adoption.
**Brand Strategy**: Defining PrestaShop's vision and positioning amidst rapid international growth.
**Storytelling and Messaging**: Creating a compelling brand narrative and aligning product messages to maximize market share and loyalty.
**Product Adoption and GTM**: Leading Product Marketing and go-to-market initiatives to increase adoption and active users.
**Brand Ecosystem Management**: Overseeing Brand Content, Brand Design, Brand Strategy, Social Media, Events, Communication, and Product Marketing.
**Governance & Performance**: Structuring business units, optimizing processes, and prioritizing projects to enhance coherence, impact, and collective performance.
Branding Content Marketing Positioning Strategy Marketing and Communication Strategy Product Marketing
Aepsilon
Growth Marketing Manager
DIGITAL AND IT
November 2019 - March 2021 (1 year and 4 months)
Valbonne, Provence-Alpes-Cote d'Azur, France
As a digital marketing and brand strategy consultant, I assisted Aepsilon's clients in their digital transformation by managing innovative projects and structuring their brand, content, and digital performance strategies.

**Brand Strategy & Positioning**: Creating brand identity, defining mission, positioning, and offer architecture to establish a strong digital brand culture.
**Content Strategy & Storytelling**: Developing editorial strategy, narrative line, and content production to enhance engagement and visibility.
**Social Media & Influence**: Strategic management of social networks, social selling, amplifying awareness, and lead generation.
**SEO Strategy**: SEO audits, performance analyses, content and site optimization to improve visibility and conversion.
**Performance and Optimization**: Performance management, data analysis, and continuous recommendations to maximize engagement, acquisition, and ROI.
Digital Transformation Content Marketing SEO Strategy Marketing and Communication Strategy Digital Marketing Strategy

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BBA European Management
NEOMA Business School
2002
Major in International business, Entrepreneurship & Marketing
Bachelor of Business Administration - BBA
Lancaster University
2002
Major in International business, Entrepreneurship & Marketing

Check out Caroline's education

Design Thinking
Interaction Design Foundation
2020
Design Thinking
Professional Scrum Master
Scrum.org
2019
Agile Method Scrum

Caroline's certifications are only visible to Malt Community members

Strategy Consultant

Caroline Baussan

Marketing Director freelance | Product Marketing

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