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

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.

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.

• 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.