Work

Projects, results

My work spans various sectors and stages of maturity. Below are representative case examples — detailed studies are available on request, under NDA.

Detailed case studies coming soon

I'm currently documenting several recent engagements. The cases below are representative examples of my work — reach out to discuss real cases relevant to your context.

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FMCG · West AfricaRepresentative case · 01

Opportunity study for entering a new market

A food brand was considering entering a West African market — with no visibility on real demand, competitive landscape or entry barriers.

The challenge

Deciding to invest a 7-figure budget in a poorly documented market, with an investment committee to convince in 8 weeks.

The approach

Mixed qualitative and quantitative study: 18 distributor interviews, 600 urban and peri-urban respondents, mapping of 12 direct and indirect competitors.

The result

Go decision on a specific segment (and exit from 2 initially planned segments). Successful launch with a marketing budget 30% lower than initial estimate.

B2B Tech · Scale-upRepresentative case · 02

Brand repositioning after Series B

A B2B scale-up had just closed its Series B and realized its brand, inherited from the early days, no longer reflected its positioning or European ambition.

The challenge

Rebuilding brand coherence without breaking what worked commercially, by involving teams rather than imposing.

The approach

Internal diagnosis (28 employees interviewed), competitor benchmark, strategic workshops with the exec team, brand platform, editorial line and creative brief for the agency.

The result

New platform unanimously adopted by the exec team. Website, sales collateral and HR communication redesign rolled out in 4 months.

B2C Services · DTCRepresentative case · 03

Multi-channel acquisition strategy and tracking

A direct-to-consumer service brand depended on a single acquisition channel for 80% of its volume and had no visibility on real attribution.

The challenge

Diversifying acquisition without degrading efficiency, and rebuilding a reliable measurement system to drive by data.

The approach

Full-funnel audit, test plan across 4 complementary channels, tracking redesign (GA4 + server-side), multi-touch attribution dashboard.

The result

Reduced dependence on legacy channel from 80% to 55% in 6 months, at constant acquisition cost. Weekly optimization ritual put in place.