Jan 2024 – Sep 2025 · 1 yr 8 mos · Greater London, England, United Kingdom · Hybrid

• I'm leading the UK deployment of doo.FINANCE, the first global Odoo-focused accounting network:
• 👉https://www.doo.finance

Feb 2017 – Apr 2018 · 1 yr 2 mos · Greater Paris Metropolitan Region · Hybrid

• Recruited directly by co-founder, Francis Cohen, I took on the role of Head of Paid Acquisition. Leveraging my expertise:
• I recommended and assisted the product team, under the leadership of Florent Boutellier and Romain Niccoli, in the integration of user-centric analytics using tools such as Segment & Amplitude.
• Advocated for and facilitated the implementation of a referral program utilizing Branch to boost user acquisition.
• Played a key role in high-level BI discussions, collaborating closely with Senior Management to drive data-driven decision-making.
• The company was acquired by Blablacar.

Nov 2016 – Present · 9 yrs 6 mos · Greater London, England, United Kingdom

• In November 2015, inspired by a demo day presentation at Startup Bootcamp Fintech London, I saw potential in Moneyfellows and became their first individual investor (alongside Startup Bootcamp) when they had a modest base of just 300 paying users. Since then, the company has experienced tremendous growth. By October 2022, Moneyfellows had cemented its position as one of Egypt's premier fintech scale-ups, successfully raising $31M in a Series B round, as highlighted by TechCrunch: https://techcrunch.com/2022/10/31/money-fellows-an-egyptian-fintech-digitizing-money-circles-raises-31m-funding/

Jan 2016 – Jun 2016 · 5 mos · Luxembourg · Hybrid

• Engaged by one of the leading investors, Felix Capital, I was initially brought on board in a marketing and growth role. Recognizing an opportunity for broader influence, I proposed and transitioned to the position of Head of Product. In this leadership role:
• Spearheaded the development and launch of the app's web version, bolstering the brand's digital presence through dedicated onboarding processes and strategic SEO initiatives.
• Collaboratively worked with the Head of Paid Acquisition to devise and implement product strategies, optimizing conversion rates.

Mar 2015 – Present · 11 yrs 2 mos · London, Greater London, United Kingdom · Hybrid

• Since 2015, I've embraced the role of sales & marketing consultant through my personal brand, Callmefred. Over the years, I've extended my expertise across various industries, in both B2C and B2B verticals.
• I specialize in workflow automation.
• Here's a snapshot of some of the missions I've undertaken:
• BodySano (Diet & Beauty, B2C): Comprehensive digital management.
• Delta Constructions (Real Estate, B2C): Spearheaded lead generation strategies.
• Starsmade (Apparel, B2B): Assisted in brand launch and Account-Based Marketing (ABM).
• ETN (Distributor, B2B): Facilitated communication and provided HR support.
• Tapptic (Development Studio, B2B): Managed inbound and outbound strategies and ABM.
• Reply (Consulting, B2B): Conducted staff training sessions.
• Qualix (Accounting, B2B): Digital Marketing.
• Copl.be (Personal Services, B2C): Founder's mentoring.
• doo.FINANCE (Finance, B2B): Go To Market strategy.

Nov 2013 – Mar 2015 · 1 yr 4 mos · London Area, United Kingdom · On-site

• In November 2013, during the AngelHack hackathon, I led the creation of a mobile web app aimed at streamlining the development of other mobile web apps. This self-funded project was not only ambitious but also ahead of its curve. Despite the challenges, our efforts saw significant traction, attracting over 40,000 users. We also garnered attention from various publications, including notable mentions in 'Cult Of Mac' https://www.cultofmac.com/278816/making-mobile-app-now-super-quick-easy/ and a feature on Google's Web.dev website https://web.dev/case-studies/adsy-me?hl=fr. Although the project was eventually discontinued, it served as a profound learning experience, expanding my horizons in mobile development.

Nov 2008 – Aug 2012 · 3 yrs 9 mos · Belgium · On-site

• Two years after selling Smscash, I ventured into the world of music, launching 'Les Disques Modernes' as a music label.
• I produced two Belgian indie bands, Isola and Larko, and took the reins for releasing K's Choice's album 'Echo Mountain' in the UK. Furthermore, I had the privilege of collaborating with ATC, a London-based management firm, aiding in the development of The Boxer Rebellion after the release of their self-produced album "Union".
• During this musical journey, I co-founded and managed two music venues in Belgium: La Chapelle and Lotto Mons Club. My responsibilities encompassed artist booking and overseeing light & sound management of the venues.
• In 2011, channeling a new passion, I founded 'Le Cirque Moderne', a family circus venture. We staged a summer show, 'Le Rêve d'Igor', for two seasons in Belgium. My involvement was multifaceted, from co-writing the script and recruiting the team of actors and circus artists to steering the entire operation.

Sep 2005 – Jul 2006 · 10 mos · Brussels Metropolitan Area · On-site

• In 2005, building on the momentum from my previous mobile endeavors, I founded Smscash — a consumer loan venture. I designed its foundational services and secured a partnership with Fidexis. Beyond conceptualizing the product, I also spearheaded the marketing initiatives. To enhance our response capabilities, we crafted our own in-house, SIM-based telephony system. In Belgium, Smscash reached EUR 15M in loan production in less than six months. We expanded the model to France in collaboration with Mediatis, gaining visibility through prime time advertising on M6. This led to the acquisition of Smscash by Laser Cofinoga, our financial partner on the French market.

Jun 2003 – Sep 2005 · 2 yrs 3 mos · Brussels Metropolitan Area

• In one of my pioneering endeavors, I conceptualized and designed SMSMAG, the first European magazine entirely devoted to mobile entertainment services.
• This innovative publication was distributed across Belgium, France, and the UK through targeted street marketing campaigns. It generated 4M+ downloads.
• Further:
• Our team crafted a groundbreaking service that addressed the issue of misspelled logos and ringtones requests in real-time, which was subsequently adopted by leading European mobile entities.
• As the platform matured, it transitioned into Europe's premier mobile contact center, managing an array of text-based inquiries.
• This evolution paved the way for the inception of the 'Smscash' concept in late 2005.
• Capitalizing on our expertise in emerging mobile services, we secured a series of commissions which included:
• Collaborating with Microsoft for the launch of the Xbox,
• Orchestrating an employee communication campaign for McDonald's,
• Designing bespoke mobile services for Carrefour.

Jan 2000 – Jan 2003 · 3 yrs · On-site

• At VO Communication, a communication agency based in Brussels, I played an instrumental role as a key contributor to the agency's event narratives and client pitches.
• My contributions included:
• Assisting in the crafting of presentations tailored to RFPs, collaborating with the team to ensure our proposals were compelling and tailored to prospective clients.
• Participating in the conceptualization of event scenarios for both B2B and B2C audiences.
• My involvement spanned several notable projects such as:
• Supporting the rebranding event of Orange to Base in 2002.
• Contributing to activations for the annual Book Fair in Brussels.
• Assisting in brand activations for clients like Gini at Drive In Movies and Douwe Egberts at Couleur Café.

Nov 1998 – Nov 1999 · 1 yr · Luxembourg · Hybrid

• After my role with the Dour Music Festival, I was recruited as the General Manager for Virus Energy Drinks, a brand I had previously collaborated with. Under my leadership, sales in the Belgian market tripled, primarily due to field marketing operations and strategic pricing. I also introduced the first energy drink quad pack in retail, securing a spot for the brand in Cora hypermarkets.

Jan 1993 – Jul 1998 · 5 yrs 6 mos · Dour, Walloon Region, Belgium · Remote

• From 1993 to 1998, I managed sponsorship initiatives for the Dour Music Festival in Belgium. During my tenure, I successfully secured partnerships with several renowned brands, including Casio G-Shock, Magic The Gathering, Playstation, Axe, Perrier-Vittel, and Virus Energy Drinks.