Most MarTech transformations fail before a single line of code is written.
Twenty years across data, technology and marketing in Europe and APAC taught me one thing: stalled programmes are rarely a technology problem. They're a people problem in disguise.
Three ways I've seen programmes stall.
01
The buyer isn't the user
The sponsor's vision and the team's daily reality drift apart.
02
Change comes too late
Adoption is planned after delivery, when the window has already closed.
03
Deployed isn't transformed
Switching on a CDP or AI feature doesn't change how a team uses its data.
The senior end of the stack.
Certified Positive Psychology Coach, through an ICF-accredited programme.
A structured, evidence-based method for the human side of change, applied with the same rigour as the architecture.
From Toronto to Singapore.
Marseille, Toronto
Master of Management, MBA Marketing
France
Business, data and analytics at SFR and Solocal
Amsterdam
MarTech consulting at Relay42
APAC
Practice Lead, regional team and P&L
Singapore
Independent, as IMPAKT9
Three things you can count on.
Depth over volume
I stay close to the work. Transformation doesn’t benefit from divided attention.
Your data stays yours
Client data is anonymised before any AI tool touches it, and processed on infrastructure I control.
Still in the field
I work alongside leading data and MarTech platforms, so I see how the tools are changing.