Description

I'm a seasoned digital marketer with a focus on paid media and performance. I usually come in at a moment of tension, when growth has stalled, something is clearly not working, or a new direction needs to be built from scratch. My job is to find the structural problem and fix it, not just optimise what's already there.

My experience spans B2B, B2C, and DTC companies of different sizes and scales, from global luxury brands to enterprise tech to fast-moving consumer products. I've worked agency side and brand side, which means I understand both how strategies get built and how they actually get executed under real constraints.

Recently relocated to Paris. I speak French conversationally, but my work language is English.

Languages

English
Native or bilingual
French
Conversational
Russian
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Consultante
Fractional Marketing Lead/Independent Consultant
February 2025 - Today (1 year and 4 months)
Paris, France
- Advised consumer and climate tech brands on growth strategy and paid media systems
- Built AI-enabled marketing and communications operating model for two B2B entities in institutional finance (UK & Japan)
Growth Strategy Content Strategy Audience Segmentation Brand Strategy intelligence artificielle
Movado Group
Sr Manager, Performance Marketing
LUXURY GOODS
January 2022 - February 2025 (3 years and 1 month)
New York, United States
- Owned paid media strategy across three e-comm DTC brands in the US, UK, and Canada; reported directly to VP of Digital Marketing
- Built full-funnel demand engines across paid social, search, display, and video from audience architecture to creative frameworks and bidding strategy
- Designed and ran structured experimentation programmes: A/B testing, creative iteration cycles, incrementality assessments
- Developed personalised messaging frameworks by audience segment, aligning creative briefs with conversion intent and funnel stage
- Analysed performance data across channels to inform budget allocation, creative decisions, and scaling strategies, tracking ROAS, CAC, LTV, and revenue contribution
- Introduced AI-supported workflow automation to accelerate testing and cross-channel optimisation
- Managed three external agency teams alongside internal creative, data, and e-commerce stakeholders
Paid Media Performance Marketing Paid social Paid Search Full funnel Marketing
MediaCom
Paid Social Manager
CONSULTING AND AUDITS
January 2019 - December 2021 (2 years and 11 months)
New York, United States
- Developed paid social strategies and managed end-to-end campaign execution across Meta, LinkedIn, TikTok, Pinterest, and emerging channels for global B2B and B2C clients
- Siemens (10 business units, B2B): designed awareness and lead generation programmes, designed targeting frameworks, analysed performance data, prepared client reports and optimisation recommendations; frameworks adopted as agency-wide B2B playbook
- Richemont (Cartier, IWC): developed paid social strategy balancing heritage brand storytelling with e-commerce launch and scaling, managed targeting, creative direction, and performance analysis
- Led adoption of new platforms and tools across client portfolios, identifying opportunities early and translating them into measurable results