I work at the intersection of brand strategy, strategic marketing, and action learning.

What drives my work is a simple conviction: brand strategy has become significantly harder to manage. Organizations are now operating under growing pressure from rapid technological change, short-term performance demands, and the increasing financialization of decision-making. In that context, brands are no longer shaped in stable environments. They are constantly being negotiated, stretched, measured, and redefined.

As a consultant, I support organizations facing these tensions — helping them clarify their positioning, strengthen internal alignment, and build strategic structures that can hold under pressure. I work primarily with organizations in sport, entertainment, and lifestyle, where brands evolve within fast-moving ecosystems shaped by platforms, partnerships, cultural shifts, and new forms of value creation.

Alongside my consulting work, I also serve as Director of the MSc in Sports, Entertainment & Lifestyle at emlyon business school. This role keeps me closely connected to emerging industry dynamics and to the transformations reshaping contemporary brand management: the growing weight of technology, the acceleration of markets, the pressure of immediacy, and the challenge of preserving coherence in increasingly fragmented environments.

What matters to me is making strategy both rigorous and useful –  not as a static exercise, but as something teams can genuinely build, challenge, and carry forward together.