"It's not technology that transforms companies — it's the leaders who embrace it with vision."

David Smadja :

Former CMO McDonald’s Switzerland. Former senior executive Nestlé. 18 years transforming marketing challenges into growth opportunities
It all started at a digital agency in Geneva, diving deep into SEO, Digital Ads, data, and even taking the first steps into the metaverse. Quickly, one insight became clear: digital is only effective when integrated into a comprehensive marketing vision. This conviction guided me at Nestlé, where I built multi-brand digital strategies at European scale, developed an e-commerce roadmap, and created the group’s first digital training program. I then moved into operational marketing in Switzerland as Brand Manager, launching the Beneful brand in the market, before leading Purina’s MarTech transformation across the entire EMENA region. After 8 years at Purina, I joined Nestrade (global procurement) and participated in launching a new procurement category: Digital agency. After 10 years at Nestlé, I joined McDonald’s Switzerland. Recruited to transform digital, I led the launch of the app, McDelivery, the loyalty program, and Mobile Order & Pay service. Appointed CMO and member of the executive team, I redefined the customer experience through transmedia storytelling, redesigning the Family program, and modernizing the menu. Results followed: internationally awarded campaigns (Effie, Smarties, NYFestivals, etc.), and global internal recognition with the Presidents’ Award (Top 1% McDonald’s worldwide), Circle of Excellence Award, and Global Equity Award. These years confirmed what I deeply believe: customer experience is today’s true differentiation battleground.

2025: A New Adventure

In 2025, I founded NeCXt Impact, a boutique agency dedicated to marketing transformation, MarTech, and creating sustainable, high-performance experiences. I guide executives, brands, and teams in adapting to new consumer behaviors and marketing artificial intelligence. In parallel, I launched NeCXT Podcast to make tech more human, concrete, and actionable.

What I Believe In

  • Branding and performance don’t exclude each other—they amplify each other.
  • Customer experience is a business lever that’s too often underutilized.
  • Artificial intelligence is transforming marketing, but humans remain at the center.
  • Simplifying isn’t about dumbing down—it’s about enabling innovation to act.
I regularly speak at conferences across Europe and the United States on digital transformation, marketing leadership, brand experience, and new growth territories. And when I’m not talking marketing? I’m a father of two boys, passionate about music (former founder of a reggae label), contemporary art, and always curious about ideas that change the rules of the game.

Ready to transform your business?

Connect with David to discover how his expertise in digital innovation and strategic growth can help your organization navigate today’s complex environment.