Freda Azul

• Defined and executed the 2025–2028 growth strategy for France & Spain portfolio companies, directly supporting CEOs and the PE fund to strengthen go-to-market positioning. Objective: double ARR from €5M to €10M.

• Redesigned commercial acquisition strategy following portfolio audit: prioritized lead generation as key growth lever, with a target of 350 qualified leads per month. Led full website revamp, implemented prospecting tools and launched weekly automated multi-channel campaigns.

• Rebuilt sales department visibility & processes: implemented Salesforce CRM, redefined lead status & touchpoints, designed new tracking dashboards, and recruited +1 Sales headcount. Supervised LatAm BU reporting, aligning pipeline visibility across regions.

• Refined product positioning & GTM strategy through mystery shopping & competitor analysis (8 players, €2B TAM), leading to clearer value proposition and consistent sales messaging.

• Restructured the Customer Success & Onboarding department: full audit + implementation of Zendesk, e learning platform, automated flows, reducing support ticket volume and freeing consultants for onboarding.

Co-founded PayBack, an HR SaaS platform reinventing employee benefits via a tax-optimized digital wallet, allowing employees to pay with their own credit card and get automatically reimbursed for eligible expenses. Objective: help SMEs and industrial sectors reduce turnover and simplify HR administration

• Led the company's structuring and scale-up: built and managed a 22-person team (€45k monthly payroll), set up ops (finance, HR, sales), and defined a GTM strategy mixing outbound and inbound acquisition. Scaled from 0 to 30 clients (largest 130 employees) and 1,000 active users.

• Directed product & tech roadmap: launched 4 interconnected products, designed core features (expense detection, OCR scan, auto reimbursements, invoice generation) with AMF-compliant Stripe Issuing.

• Managed fundraising & investor relations: raised €1.2M, built all investment materials (pitch decks, BP, datarooms), and delivered quarterly KPI reports to shareholders.

• Structured Sales Department: implemented roles, functions, softwares to use, workflows and playbooks

• Built a scalable Customer Success & Onboarding framework capable of handling large enterprise rollouts, with ticketing automation, chatbot & Intercom flows, KPI dashboards and escalation processes. Prepared integrations for major prospects (City of Roubaix (3k employees) and Inli (8k employees))

• Completed 8 strategy projects in M&A, pricing, and market entry for private equity and industrial clients

• Growth and Pricing strategies for software and industrial companies (GTM design, value-based pricing).

• Designed strategic roadmaps and recommendations presented to C-level and investment committees.