If I want to talk about how I got into Cultural Insights & Brand Strategy, I have to get personal.

I was born in France and raised in the US. When moving back to France at 15, I was in an identity maze: If I’m French, why don’t I understand their values, aspirations and habits?

To get answers, I observed and questioned people; I delved into history & sociology books; and I deciphered cultural artifacts, like brands.

This helped me gain insights into French culture, so I could fit in, all the while maintaining an outsider’s perspective. Later, I revisited American culture and the cultures of other countries I've lived in.

Then, brands entered my life. I really like them, so I dedicate a lot of time to them.

I graduated with a double master in Human Sciences and Brand Strategy. I worked as a Consumer Insights Manager and Senior Brand Strategist in media and branding agencies for world-class brands: Coca-Cola, Heineken, H&M, Evian, Moet & Chandon, Volkswagen, Audi, Sony, Philips, European Union etc.

I teach in Paris' number one school of branding, CELSA Paris Sorbonne, and serve on the admissions jury. I've also co-authored three books on marketing, writing specifically on branding and (sub)cultures. 

Humans, cultures and archetypes are my jam.

On my free time, I devote myself to Third Culture, a network of global-minded individuals shaped by two cultures or more, that I’ve founded. We gather during exclusive events, sharing unique insights on trends, tech and cultures and how they can transform the world. Learn more about it here.

As a trend enthusiast, I embark on frequent travels from Paris to hubs like LA, NYC, Boston, London, Barcelona, Berlin and Seoul. I have a real knack for grasping the zeitgeist.

I am also fascinated with myths, archetypes, and the universal. I find the ordinary and whatever binds us humans, beautiful. :)