I build marketing systems that move revenue, for founders and leadership teams across African markets.

I am a Fractional CMO. I work with founders and leadership teams across Africa. My focus: marketing systems that produce revenue, on real African terrain.

I have spent 20+ years building those systems across 15+ markets. I ran integrated campaigns in Paris, then built the digital division of Saatchi & Saatchi across the Indian Ocean and the Caribbean as head of digital then co-managing director (2011-2017). Through my own practice, Cob Editions, I engineered a performance system that generated 2M+ leads for brands like Canal+, on 2.19M euros of cumulative media spend (2013-2021). At Bboxx, I led marketing across 10 African countries, multiplying conversion by 3.3 and dividing cost per sale by 2.8, from $9.58 to $3.47 (2022-2024). In 2024, as sole external consultant to a World Bank/IFC-XSML portfolio company, I created the company's entire marketing and commercial function from nothing, in a business whose org chart had six posts and no marketing at all.

Today I work fractional, embedded with founders and C-suite, on positioning, acquisition, team building and commercial frameworks. My working thesis is called Data with Soul: rigorous systems, built for how African markets actually behave.