Ten Years of Building Growth Systems
Most businesses don’t fail because they lack tactics. They fail because the brand, product, acquisition, operations, and customer experience don’t work as a system.
Over the past decade, I’ve worked across every layer of that system: design, branding, UX, web development, SEO, growth marketing, product development, operations, automation, team leadership, and executive decision-making.
A résumé lists skills. Ten years of building things creates something different: pattern recognition. The ability to enter an unfamiliar industry, identify the leverage point, and build the systems required to move it.
I’ve worked across biotech, law, finance, luxury, real estate, manufacturing, education, government, hospitality, FMCG, and technology. I’ve been the designer, developer, strategist, marketer, operator, and business owner. Sometimes separately. Often simultaneously.
Today, that experience comes together through my work as a Fractional CMO, helping companies launch products, build brands, and create growth systems that compound over time.
Brand Strategy & Market Entry
Some businesses need better marketing. Others need a clearer reason to exist in the market.
Throughout my career, I’ve been responsible not just for promotion, but for defining positioning, shaping customer perception, and creating the systems that support growth.
For Morgan & Morgan, one of the largest personal injury law firms in the United States, I worked on brand systems, website management, and design infrastructure for a national brand operating under significant legal and reputational constraints.
For Voilà Chef, a French culinary education platform featuring some of France’s leading chefs, I built the brand and learning platform from scratch: identity, positioning, UX architecture, and overall customer experience.
For Mint Maintenance, a premium cleaning company, I built the brand, website, acquisition strategy, and conversion systems from zero.
For Carlstone, a premium tennis lifestyle brand, I created the entire brand ecosystem: positioning, ICP definition, narrative development, acquisition channels, retention architecture, community building, and commercial management.
Across dozens of projects, the challenge remained the same: identify where a company fits within its market, then build the systems required to capture demand efficiently.
Products, Platforms & Digital Ecosystems
My work expanded beyond websites long ago.
I’ve led projects involving marketplaces, SaaS platforms, custom e-commerce systems, online education products, affiliate platforms, NFT marketplaces, and enterprise-facing digital products.
I built Caribbean Experiences from zero, taking ownership of product thinking, UX, positioning, and launch architecture.
I led UX, conversion optimisation, and development coordination for a custom e-commerce printing platform, including a backend-powered online product design tool built around a Vistaprint-style model.
I designed and delivered the complete user experience for an NFT marketplace, worked on BrandRamp’s affiliate platform, and contributed to a relocation platform featuring multiple user roles and dashboard environments.
For Deltek International, a financial institution, I worked on UX architecture and onboarding experiences where usability directly affected financial decision-making.
Working across these environments taught me that technology is rarely the constraint. Clarity, positioning, user behaviour, and operational execution usually are.
Growth, Acquisition & Conversion
My background began in design, but I quickly became interested in what happened after launch.
Traffic, acquisition costs, retention, conversion rates, customer journeys, and revenue became the metrics that mattered.
Over the years, I’ve worked on SEO systems, paid acquisition strategies, conversion optimisation, retention programs, content operations, and demand generation initiatives across industries.
For Parquet Service Paris, I built the brand, website, lead capture system, online cost calculator, customer journey architecture, and business process automation while growing the company’s organic search visibility within a highly competitive local market.
For Banner Mountain Media, I supported positioning and digital strategy for real estate clients.
I worked with manufacturing companies, educational businesses, legal services, logistics providers, health products, luxury brands, and local service businesses where growth depended on creating efficient acquisition and conversion systems rather than increasing advertising spend.
Regardless of industry, the objective remained consistent: lower acquisition costs, improve conversion efficiency, and increase customer lifetime value.
Operations, Leadership & Ownership
Eventually my role shifted again.
I stopped being the person executing individual functions and became the person responsible for making all functions work together.
I founded Covio, a digital agency that earned 12 industry awards while managing a distributed contractor network across multiple client engagements.
I managed P&L responsibility, vendor relationships, project delivery, client communication, and strategic planning alongside marketing execution.
For Carlstone, I oversaw commercial decisions, acquisition, retention, brand development, and growth strategy as a unified business operation rather than isolated marketing activities.
Today, I continue to work with Phiston Technologies, a global data security company whose clients include Apple and LinkedIn, managing web infrastructure, technical SEO initiatives, branding implementation, and ongoing digital development.
MBA training provided frameworks for financial modelling, capital allocation, organisational management, and decision-making under uncertainty. Running projects, managing teams, and carrying responsibility for outcomes provided the practical side those frameworks require.
Systems, Automation & AI
One of the most valuable lessons from growth work is that scale rarely comes from effort alone.
It comes from systems.
I design and implement operational and marketing workflows that reduce manual work while increasing consistency and output.
One example is a fully automated content production system built with Make.com and AI. The workflow covers keyword research, content preparation, image sourcing, alt-text generation, content adaptation, social distribution, and reporting within a single integrated process.
The objective is not automation for its own sake. The objective is creating systems that allow businesses to grow without increasing complexity at the same rate.
Beyond Client Work
Outside of consulting and client engagements, I continue building.
I published “Novembre à Paris” in three languages through Amazon and BoD, alongside “Ranked: The Hidden Logic of Status,” a nonfiction work exploring status psychology and social dynamics.
I run a media project focused on Paris, reaching more than 68,000 followers, generating approximately 1.5 million monthly views and more than 50 million impressions during 2025.
I also play tennis whenever business allows.
Today
What I do today as a Fractional CMO is the synthesis of everything above.
Brand strategy. Product thinking. Growth marketing. SEO. Conversion optimisation. Automation. Team leadership. Operational systems.
Not as separate services, but as interconnected parts of a single objective:
Building businesses that grow predictably.
