Freelancer profile translated to English.

Description

I am a Senior Strategic Planner with over 12 years of experience in Europe and Asia.

I support brands and marketing teams in key moments: repositioning, territory clarification, launch, brand platform structuring, or strategic framing before a campaign.

My role is simple: to help brands make clear choices.

Understand the cultural tensions that surround them.

Identify what is truly differentiating.

Transform complex issues into actionable strategic directions.

I work on:

– Brand strategy & positioning

– Brand platform & storytelling

– Strategic planning & creative strategy

– Consumer insights & cultural analysis

– Strategic framing before creative brief

I have worked with international groups and brands in transformation in the hospitality, beauty, FMCG, tech, automotive & fintech sectors.

I collaborate with:

– Brands that need to clarify their direction

– Marketing teams undergoing repositioning

– Agencies seeking senior strategic support

My conviction: a brand is not built by chasing buzz, but by deeply understanding the people it wants to reach.

Available for one-off assignments or longer-term support, in France and internationally.

Industry field of expertise

Languages

French
Native or bilingual
English
Native or bilingual
Spanish
Conversational

Workplace preferences

Remote only

Primarily works remotely

saan
Founder and Strategy Consultant
July 2024 - Today (1 year and 11 months)
Bangkok, Thailand
Through saan, I support international groups and brands in transformation on their positioning, brand platform, and creative direction challenges.

I intervene at key moments: strategic clarification, launch, repositioning, or translating a vision into concrete campaigns and experiences.

Recent Projects:

Canvas8
Development of the new global positioning, brand platform, and its 360 creative expression: visual identity, website, design system.

Marriott International | Asia & India
St. Regis Asia: Regional campaign strategy in partnership with Tatler and social media series embodied by Fiona Fussi.
W Summit 2026: Strategic consulting to structure the conference and activate the 5 brand pillars through immersive experiences.
JW Marriott India: Creative concept for a 360 campaign with a new international ambassador.

Accor | Novotel & Ibis | Global
Development of global experiential markers to translate the positioning of Novotel and the megabrand ibis into concrete customer experiences.

Lenovo | APAC
Definition of a regional strategic narrative to position tablets as a central extension of the PC ecosystem, around three territories: learning, creation, gaming. Priority markets: India and Japan.

Salomon | Singapore
Strategic campaign concept aimed at creating preference in a saturated market.

Singapore Tourism Board
Strategic repositioning of their Roblox Singapore Wanderland ecosystem as a commercial platform for partners: structuring a collaboration model allowing brands to capitalize on an engaged audience, generate business opportunities, and convert potential tourists to the Singapore destination.

Bridgestone | APAC
Strategic repositioning of the Turanza 6 deployed in advertising and activation.
Ideation Workshop Creative Strategy Experiential Marketing Experiential Innovation
.Monks
HEAD OF STRATEGY - Southeast Asia & China
August 2021 - June 2024 (2 years and 10 months)
Singapour, Singapore
Leading regional strategy (Singapore, Kuala Lumpur, Shanghai), combining insights, innovation, and cultural relevance.

Business Results: Win rate increased from 46% to 80% in the first year, generating over $10M in growth in 2023.
Organization: Redesigned strategic processes, boosted collaboration and cross-sell opportunities.
Clients: Facilitated workshops and provided strategic recommendations opening new revenue streams for key accounts.

KEY PROJECTS:
Geely Auto: Global brand relaunch, creation of the brand book and global guidelines.
Lactacyd: APAC brand repositioning for baby care, skin care, and fem wash categories.
Google Year in Search: Enhanced brand storytelling, achieving record engagement in 2021.
Google Ads: Positioning, launch strategy, and messaging frameworks for Scaled Education. Concrete use cases to increase marketing engagement.
Google Social Lab: Cultural reports "Gen Z unpacked" (India, Indonesia, Japan) influencing APAC marketing strategy.
Additional leadership on: Twilio, Unilever (Clear, Shea Moisture, Simple), Marriott (Fairfield, Autograph Collection), Akzo Nobel, Krafton (PUBG x KFC KR), Evian, PayPal, M1, J&J, Netflix, Kraft Heinz.
Brand Strategy Strategic Planning Customer Insight Qualitative Research Branding
MKTG, DENTSU
HEAD OF STRATEGY APAC
January 2018 - January 2021 (3 years)
Singapour, Singapore
Margin growth through innovative business models and impactful campaigns. Coordination of multidisciplinary teams, generating over $2M in revenue.

JLL - Stories of Ambition: Award-winning content strategy (Webby & Drum B2B Gold) positioning JLL as a marketing leader.
Prime Minister's Office - Engineer What's Next: National digital campaign to inspire future leaders.
NARS: Biometric retail experience to reinvent customer engagement.
Accor: Trend monitoring & partnership model to innovate loyalty experience.
Experiential Marketing Experiential Innovation Branding Event Management Strategic Planning