hugues yo

Skills: Executive Advisory · Board Advisory Services · Fundraising

Fractional CMO – THE LIST (15-month mission) AI-native fashion scale-up | Europe / Remote Defined and executed full-funnel marketing strategy across brand, content, social, CRM, SEO, affiliate, and merchandising Conducted market research, led strategic workshops, and built the brand book, value proposition, and product roadmap Implemented AI tools (ChatGPT, Perplexity, Midjourney, Runway, Notion) across content creation and marketing workflows Built and executed CRM strategy: HubSpot for B2B, Klaviyo for B2C, including automation and campaign management Developed and managed affiliate program from strategy to operations Oversaw organic growth via SEO and social media activation Partnered with Product team to build a new UX aligned with customer insights and commercial priorities Promoted a test-and-learn culture within a fast-paced, scale-up environment Successfully transitioned the team into full autonomy by end of mission

Skills: Digital Marketing · Branding & Identity · Strategy · Go-to-Market Strategy

Key responsibilities: Drive brand equity and profitability for a network of about 1200 stores worldwide (owned and franchising) and over 4000 wholesale doors Participates at the brand strategic board and integrate retail in GTM Leads Trade marketing Sell in and sell out activities Leads retailization of key accounts WWD Drives Retail consumer centric experience through Retail activation and traffic driving activities Leads digitalization of consumer experience in partnership with IT, Retail operations and marketing Leads Visual Merchandising activities from strategic support to merchandising to sell out campaign Leads content strategy for retail Supports store concepts development and local adaptions in partnership with Retail Construction Coaches and manages a team of 5 direct reports (VM, Activation, Design, Traffic, Trade marketing managers)