Building the strategies, brand clarity and commercial ecosystems that turn audiences into communities — and members into advocates.
I started my career in Paris, worked across luxury, FMCG and content, then built an agency from scratch before moving to Dubai. That move turned out to be one of the best decisions I've made — I've had the privilege of working alongside people from almost every nationality, watching this market grow and mature in real time.
My approach to marketing is straightforward: start with the problem, not the campaign. Before building any strategy, I need to understand who the audience is, how they behave, and what's actually getting in the way of growth.
I have a strong belief that marketing exists to drive commercial outcomes. Brand awareness matters, but only if it converts. Every initiative I lead is built with sales and retention in mind — not just visibility.
StudioRepublik launched just before Covid and closed after one month — with only 200 adult and 20 junior members against targets of 3,500 and 300. The positioning was fundamentally wrong: selling an all-inclusive lifestyle membership at a premium price point in a market that wasn't ready for it.
The first move was diagnosis, not execution. The membership model was redesigned around vertical programmes rather than all-access bundles. All brand assets were rebuilt from scratch. Integrated performance campaigns across Google and Meta were rebuilt with improved targeting and creative quality simultaneously.
Membership architecture redesign · Vertical-first acquisition strategy · Junior programme rebuild · Performance campaign overhaul · Full brand asset rebuild
Both websites were outdated and not optimised for conversion. Google, Meta and the CRM operated in silos — disconnected from the website, with no integrated acquisition funnel and no data flow between platforms.
The digital infrastructure was rebuilt end to end across both brands. A complete UX/UI overhaul with conversion as the primary metric — integrating Google, Meta and CRM into a unified acquisition funnel for the first time. The app was rebuilt around the complete member journey.
Full-stack digital rebuild · Unified acquisition funnel · Member app relaunch · E-commerce layer · Personal trainer portal
Established but dated brands with a loyal but ageing customer base. Over-reliance on discounting to drive footfall, and a loyalty programme that was making it worse — 45% of members sitting in the highest tier, with unsustainable cashback costs.
Full rebranding of The Nail Spa — overhauling visual identity, in-store experience and digital presence. The loyalty programme was restructured from the ground up: tier thresholds recalibrated, non-monetary benefits introduced, family account inflation dismantled.
Full brand modernisation · Loyalty programme overhaul · Discount dependency reduction · Portfolio management · 12 new service launches
The Paris agency market was polarised: large agencies delivered quality at prohibitive cost, while smaller players were disorganised and inconsistent. The core challenge: gaining access to major brands without an existing portfolio.
A personal connection at L'Oréal Group opened the door to early projects, and credibility was built project by project. Competitive advantage was structural: all production in-house, combining corporate financial discipline with exceptional creative output — delivering premium quality at an unexpected price point.
Referral-led growth · In-house production model · Premium positioning · Financial discipline · Talent-first structure
Working with Clémentine has been a pleasure and an honour. She is very good at motivating and mobilizing people — a fierce negotiator with a strategic business vision who always welcomes innovation. She won the other side's interest by starting to listen to them and evaluating their proposals seriously.
Clementine is passionate, knowledgeable and well versed in marketing and strategic planning. She has all the strengths necessary to lead a company or business in the right direction at any stage — well versed in how to strategically plan and execute for a successful outcome.