Sébastien Millanvoye

Overdrive is a Product Marketing studio supporting B2B SaaS and tech companies during critical growth and transition phases. I work as a fractional Product Marketing Lead, helping companies structure, accelerate and scale their product marketing efforts, particularly when internal bandwidth or senior PMM leadership is missing. My work typically covers: - Fractional PMM leadership (interim, transition or part-time PMM roles) - Product Marketing setup & operating model (PMM Ops, processes, roadmap) - Go-to-Market strategy, international expansion and localization - Competitive, market & customer intelligence (CI, win/loss, insights) - Strategic Product Marketing projects (launches, positioning, market expansion, sales enablement) Overdrive focuses on high-impact, hands-on Product Marketing leadership for complex products or challenging contexts, at the intersection of strategy, execution and market intelligence.

Graines de Produit is a curated media and community dedicated to Product Marketing professionals in French-speaking markets and beyond. I founded Graines de Produit to create a trusted hub for PMMs, covering: - Product Marketing insights, frameworks and best practices - Career resources, job opportunities and talent visibility - Curated content (newsletters, podcasts, tools, events) - Community-driven initiatives for PMMs (talent pool, resource curation) Graines de Produit operates as an independent media platform, focused on content, curation and community, connecting Product Marketing practitioners, leaders and hiring companies.

Brought in at a strategic stage to design and structure the Go-To-Market (GTM) and Product Marketing foundation for a new HR Tech SaaS platform aiming to reshape how companies assess and select external consultants. The mission is focused on crafting a scalable GTM motion, clarifying the product's value proposition, and guiding positioning, messaging, and growth priorities. 🎯 Objectives • Define and prioritize the Go-To-Market strategy from pre-launch to scale. • Structure the product’s value proposition, messaging, and differentiation in a crowded market. • Identify and segment key ICPs (Ideal Customer Profiles) and build tailored activation plans. • Support the founders in aligning GTM with product development and market insights. 🛠️ Actions Taken • Delivered a 3-phase GTM roadmap (Early > Shape > Scale) including GTM motions and key milestones. • Developed positioning and messaging framework aligned with product capabilities and market gaps. • Mapped ICPs and personae based on JTBD (Jobs-To-Be-Done) and qualitative interviews. • Created a full GTM deck for internal and investor-facing use. 📊 Results (WIP) • Strategy validated with founders and integrated into platform roadmap. • GTM plan soon to be executed • Ongoing support for marketing ops, messaging testing, and content production.

Context & Objectives PMM Replacement & Structuring Productsup is a German B2B SaaS platform specializing in product data management, syndication, and optimization (feed management), with sales teams across Europe, North America, and APAC. 6-month mission simultaneously replacing two PMMs (one departure, one maternity leave) within an international Marketing team. Objectives: maintain full-scope PMM activity, deliver ongoing strategic projects, and build reusable assets for the incoming team. Methodology & Achievements - Led new feature launches end-to-end: briefs, launch plans, Product/Marketing/Sales coordination - Revamped positioning and messaging for marketplace and retail use cases (feature pages, solution pages, industry pages) - Rebuilt and ran the competitive intelligence program: structured monitoring, battlecards, competitive dynamics analysis - Conducted win/loss analyses to identify prospect decision drivers and pipeline risk areas - Delivered targeted sales enablement for the North American sales team: tools, messaging, internal training sessions - Produced web content: feature pages, integration pages, industry-specific solution pages - Supported the partnerships team in acquiring and activating new commercial partners in the adjacent PIM space: market analysis, positioning, messaging, enablement, and marketing collateral Deliverables - Full operational continuity maintained across two PMM scopes for 6 months - New 2026 competitive intelligence & enablement program defined and handed over to the team - Full set of new web pages delivered and integrated into the CMS - 2 new PIM partners acquired and activated, 4 additional strategic partners identified - 4/5 satisfaction score from sales teams on competitive enablement sessions

Freelance assignment for a B2B EdTech company, aiming to reposition its offering for the North American market and transform its website into a conversion engine. 🎯 Objectives: • Clarify positioning for the US market (Higher Ed, K-12, Corporate Training) • Boost conversions with more engaging and structured pages • Improve SEO visibility on high-intent queries 🛠 Actions taken: • Competitive analysis and review of US EdTech trends • Redesign of the site architecture: new sitemap, user-oriented navigation • Definition of key messages and creation of content briefs (features, use cases, personas) • Writing and SEO optimization of 50+ pages in US English • CMS integration (Prismic) and design/product collaboration 📈 Results: • +50 live pages in US English with consistent storytelling • Improved conversions on key pages • Increased organic traffic on targeted segments • Reusable content framework for future EN/FR pages

The client, an entrepreneur launching a premium biscuit brand, needed support to craft the Marketing & Market sections of their business plan, particularly in preparation for a business competition. The brand’s ambition is to offer local, nutritious, and indulgent cookies with a low glycemic index, a rare positioning in the Canadian market. 🎯 Objectives - Build a clear and compelling go-to-market strategy for a brand new food venture. - Highlight key differentiators (low GI, local sourcing, artisan quality) in a competitive space. - Develop actionable B2C & B2B personas and align them with channels, positioning, pricing and marketing. - Support the founder’s participation in a business contest with a strong marketing strategy. 🛠 Actions Taken & Deliverables - Conducted market research on consumer preferences, pricing benchmarks, and retail trends. - Mapped strategic B2B segments (organic retailers, fine grocery stores, bakeries, etc.) and consumer personas. - Built a detailed GTM plan using frameworks such as the Market Problem Map and Positioning ramework . - Defined product strategy, positioning, competitive advantages and pricing scenarios. - Outlined a 3-level advertising & promotional strategy (low to high budget) to support launch & visibility. - Delivered a complete, ready-to-integrate “Marketing & Market” section of the business plan. 📈 Results - The client reported significantly increased confidence and clarity about their strategy. - The work directly supported their successful qualification for the first round of a national business contest and won the regional round , unlocking a financial reward to start the venture. - High satisfaction across all evaluation criteria: needs understanding, deliverables, deadlines, methodology, and communication. “Top quality deliverable all-around the project! It has significantly helped me leverage my case and deliver a clear marketing plan. I have been selected for the first round of that contest. Thank you Sébastien!” Stéphane - Founder

Early-stage B2B SaaS platform backed by a diversified tech ecosystem, targeting the digitalization of accounting, payroll, and operations for service-based SMEs. I was brought in to structure and lead the early-stage go-to-market and product marketing strategy for a new business management SaaS platform. The initial mandate was to define the MVP scope, identify the right market entry points, and shape a path toward product-market fit. The project also required aligning key internal stakeholders (Product, Exec team, Ecosystem Partners) to secure strategic clarity and approval at the group level. 🎯 Objectives • Define a focused go-to-market strategy aligned with founder and investor vision. • Clarify the ideal customer profile (ICP) and priority countries for launch. • Translate vision into a realistic and valuable MVP scope with strategic differentiation. 🛠 Actions taken • Conducted 50+ survey responses and in-depth user interviews across mature and emerging markets (UK, Philippines, Indonesia, Jamaica). • Mapped customer pains and jobs-to-be-done into clear positioning pillars and value propositions • Built strategic frameworks covering market segmentation, pain point analysis, positioning, value proposition, and pricing logic. • Built a tiered MVP and product roadmap with modular packaging logic for iterative GTM. • Facilitated cross-functional alignment through PMF definition frameworks, GTM scenarios, and product strategy workshops. • Delivered multiple iterations of the go-to-market playbook (ICP, channels, messaging, feature prioritization). • Delivered a comprehensive Marketing & Strategy Vision Deck, used for leadership validation. 📈 Results • Chairman/CEO-approved strategic vision used to unlock go-ahead from top leadership. • Secured clarity on target persona, market entry plan, and product scope. • Unlocked next steps for the company: MVP development, fundraising, and GTM execution. • Reframed the internal conversation from feature-led delivery to a market- and adoption-driven path to product-market fit. "Sebastien played a key role in helping us clarify the launch positioning for our new SaaS product. His ability to quickly understand our business, ask the right questions, and synthesize a clear go-to-market strategy was outstanding. The collaboration was smooth and responsive, and the final outcome gave us the clarity we needed to move forward confidently with our MVP and GTM plans. Thanks to his structured yet pragmatic approach, we were able to align internally and present a CEO-approved strategic vision. A difficult task, very well handled. Mission accomplished." Senior Executive

Joint mission with a fellow PMM for an EdTech player to redefine its positioning and design a new range of offerings aligned with its brand vision and user expectations. 🎯 Objectives: • Clarify the value proposition in a context of premium perception vs. perceived experience. • Identify opportunities for product and business model evolution. • Implement a sustainable pricing strategy tailored to different user profiles. 🛠 Actions taken: • Competitive analysis and qualitative study (15+ customer interviews) • Diagnosis of positioning vs. product vs. customer expectations • Definition of two strategic scenarios: moving upmarket vs. democratization • Development of new packaged offerings (model, content, pricing, options) • Recommendations for engagement strategy (recurrence, perceived value, loyalty) 📈 Results: • Internal adoption of the “up-market” strategy to strengthen the premium image • Strategic alignment around a new offer structure • Recommendations validated for a test launch in priority segments “What impressed us most was the quality of listening and the attention paid to reformulating our needs to ensure they were perfectly met. This approach, although central to this type of mission, was particularly well executed, which made the collaboration experience very pleasant and effective.” Pierre - CEO

Go-to-market strategy and marketing coaching for an online language school, aimed at developing their business in the US, Canadian, and UK markets. "We were a little unsure about what was possible for our school. Thanks to Sébastien's intervention, our ideas became clearer, as did our objectives and action plans. Thank you very much, Sébastien. I really appreciated our collaboration and your understanding of our needs." Founder and Director of the school

Two-stage mission for a European scale-up in the events and booking sector (B2B SaaS/sales-led). 🎯 Objectives: • Reduce high churn (~800 customers/year) • Align messaging, product, and sales organization • Deploy a more readable, more profitable range of offerings 🛠 Actions taken: • Complete diagnosis (field feedback, offerings, pricing) • Revamp positioning and value proposition • Create a new range of segmented offerings (Basic / Advanced / Expert) • Drafting of messaging elements by feature/pillar • Creation of a new Positioning/Messaging/Offers deck to align Sales, Product & Marketing. • End-to-end design (interview guide, interview, writing) of an initial illustrative customer case study and a guide for future testimonials 📈 Results: • New offers adopted quickly • Signatures from the first days of launch • ARR growth x2 on certain offers • Better internal marketing/product consistency “The deliverables were of good quality, and the results on our new offers are really good! We are seeing a clear increase in the number of signatures, even with annualization. We are happy with the shift. Thank you for your time and your work.” Vianney - CMO

Review and analysis of current stae: • documents, processes, and actions Product Marketing • current sales support tools, messages, and market positioning • communication channels and product messages: web, social media, emails, etc. Interviews with stakeholders • 7 individual 30-minute interviews with members of the sales, product, and marketing teams • Feedback collection on the effectiveness of product marketing actions, team alignment, and identification of key issues Audit report including • Summary of results, missing elements, key areas for improvement, and recommendations • Product Marketing roadmap identifying key actions or projects to be carried out, with prioritization

Analyze the US market and existing players in the e-commerce and affiliate marketing sector: - Identify and qualify competitors and their offerings - Benchmark - Define go-to-market strategy and actions to be implemented to penetrate the market - Estimate TAM/SAM/SOM by state + identify priority states for launching the business "The scope and depth of the report exceeded our expectations. I have only positive feedback on the work accomplished, the quality of the deliverables, and the communication throughout the project. Excellent work!" Joshua - CEO

Analysis of competition in the international payments and payroll sector. Creation of two sales battle cards for the sales force.

Assignment as a part-time Senior Product Marketing Manager (Fractional PMM) to ensure a smooth transition before hiring a permanent PMM. Maintaining product marketing activities and key ongoing projects such as the product video program, creating new offers, product rebranding, transfer to the new PMM, and integration. "Thank you so much for preparing my arrival so well. It's very comfortable for me, and I'm taking over with determination for this final stretch of the marathon (which is perfect, because I love to run fast 🏃🏻‍♀️ 😜). I have no doubt that with Graines de Produit, you will continue to cultivate product marketing to bring about great success stories🚀!" Karima – Product Marketing Manager "I was lucky to have Sébastien on my team at Woop. He created the Product Marketing function there. He successfully implemented numerous tools and methodologies: sales enablement, competitive intelligence and analysis, product launches, offer packaging, etc. Sébastien is a true team player, pleasant and fully committed. His offbeat humor makes him extremely likable." Matthieu - CMO

Creating product marketing from the ground up as the first PMM (full stack): - Defining and successfully implementing product launch and PMM processes - Coordinating launch plans for new solutions, products or features: Woop Book, Laisser-Caddie, Mobile app Mapotempo for Mobility... - Creating new or improving current offers: Business Model, Packages, Pricing… - Creating marketing materials that showcase the value of products for sales teams - Crafting key messages and content for product communication campaigns - Implementing a Sales Battlecard program to boost sales teams' competitor knowledge - Coordinating Marketing and Communication OKRs

- Monitore and analyse Gas Cylinders’ Business Unit performances with a monthly report to the Comex - Buid yearly sales budget (turnover, volumes) per products and customer segments - Design and carry out surveys on market, competition buying habits & preferences - Manage market research companies and market research budget - Manage a Business and Market Analyst

- Gather and analyse market trends, buying trends or habits, competitors’ activities - Manage geomarketing analysis projects: resellers catchment area potential, resellers network coverage and optimisation - Prepare detailed reports on sales and marketing performances - Analyse business data for Marketing, Purchase, Sales teams - Use and optimise Business Intelligence tools to monitor performances - Help to develop and implement Trade Marketing projects: Sales support materials, sales challenges, Sales and marketing tools to enhance resellers business

Manage sectoral market research projects: - Collect business intelligence data from documentary sources - Design questionnaires and interview market players, professional organizations, and suppliers - Compile feedbacks to delimit market trends, forecasts and write detailed reports

Études quantitatives et qualitatives Benchmarks concurrence Études geomarketing d'implantation

Études qualitatives et quantitatives de perception des programmes de RTL, RTL2 et FUN RADIO

Supports de formation commerciale sur les nouvelles offres de voyages. Outils de mesure et de suivi des performances commerciales.