Jean baptiste Sériziat - Profile Picture

Jean baptiste Sériziat Akkodis - Marketing Director France & Southern Europe (Candidate) Creating Value for Stakeholders

To make the marketing department for France and Southern Europe a true value-creating business partner, a driver of cultural transformation, and a leverage capable of documenting its actions for replication in other countries. The means to achieve this are data-driven marketing, centered on customer/candidate experience and digital excellence, deployed with pedagogy to support change.

Following our initial discussions, I wish to share this contribution to strategic thinking through 3 tools that translate my proposal to date:

1️⃣ Dashboard 2️⃣ Strategic Roadmap 3️⃣ Digital Marketing Focus

From Strategy to Results: My Experience at Your Service

To tangibly illustrate how my past experiences and successes can actively contribute to implementing the strategy we discussed, I invite you to discover these concrete examples. They demonstrate not only my ability to achieve ambitious goals but also my deep conviction that we can build Akkodis' future successes together.

Leadership and Cultural Transformation: +40% Growth

Situation: At Sciado Partenaires, the company was service-oriented (70% services/30% SaaS) with silos between departments and a product-centric rather than customer-centric culture.

Task: Transform the company into a high-value-added SaaS editor, while aligning marketing with sales and product development to achieve 40% annual growth.

Actions:

  • Implementation of a tri-axial transformation (Human + Data + Tech) through an integrated marketing system
  • Uniting the Executive Committee around a clear vision bringing value to all stakeholders
  • Establishment of collective performance rituals (Weekly, Monthly, Quarterly, Annual Kickoff) to align all teams
  • Breaking down organizational silos by creating a matrix structure where marketing, sales, and product development collaborated closely
  • Implementation of Hubspot as a transversal CRM covering the entire customer journey, from acquisition to loyalty.

Results:

  • Transformation of the company towards a SaaS model generating 70% of license revenue
  • Development of a customer-oriented culture in 18 months
  • +40% annual growth over 9 years
  • Customer retention rate of 88% and customer lifetime of 5 to 6 years

Generating Value and Supporting C-Levels: NPS 75

Situation: SNCF TER was undergoing a major structural transformation: the shift from a centralized national management model to a decentralized system of dedicated regional companies, in response to the opening of the rail market to competition. This profound change required not only organizational changes but, above all, a cultural transformation to realign management teams. In this context, the general directorates of several regions (PACA, Alsace, Nord, Picardie) called on me to support them in this critical transition.

Task: My mission was to orchestrate transformation seminars for management teams and their 250-300 regional managers. I had to quickly understand complex strategic issues (organizational, regulatory, cultural), co-construct impactful transformation messages with the general directors, and deliver these messages on stage alongside them to unite the teams around this new vision.

Actions:

  • Conduct an accelerated immersion into the SNCF TER ecosystem to understand the specificities of each region and the challenges of the transformation
  • Organize strategic work sessions with management committees to identify key messages and potential points of resistance
  • Co-construct with general directorates a strategic narrative adapted to each regional context but aligned with the national vision
  • Design an innovative seminar architecture facilitating the appropriation of changes and highlighting the opportunities of the transformation
  • Speak on stage alongside general directorates during seminars, embodying the transformation message and leading interactive sequences with the 300 managers present
  • Train and coordinate a team of facilitators to maximize the impact of the seminars and ensure a coherent experience

Results:

  • 96% satisfaction among participants and sponsors
  • NPS (Net Promoter Score) of 75, significantly higher than usual standards for this type of event in a transformation context
  • Perfect cultural integration, to the point that several participants spontaneously asked "which SNCF department I worked in"
  • Significant strengthening of management team cohesion around new strategic priorities
  • Renewal of the strategic partnership for supporting other SNCF TER regions

Qualified Lead Generation and Marketing Optimization: +40% MQL

Situation: At Sciado Partenaires, we faced a dual challenge: a critical lack of qualified leads combined with a costly acquisition process and siloed marketing systems that limited our ability to accurately measure the impact of our actions and optimize our ROI.

Task: Design and deploy an integrated, data-driven, and ROI-focused marketing system capable of generating a constant flow of qualified leads while reducing acquisition costs, with precise performance measurement at each stage of the funnel.

Action:

  • Implementation of Hubspot CRM as a central platform to unify the entire customer journey, from acquisition to loyalty
  • Market segmentation via data-driven analysis to identify targets with the highest potential and personalize messages
  • Deployment of a complete inbound strategy (SEO, content marketing, webinars) aligned with the needs of priority segments
  • Development of sophisticated automated workflows for lead scoring and lead nurturing, enabling progressive qualification of prospects
  • Creation of performance dashboards (advanced Excel, Power BI) shared between marketing and sales for joint results management
  • Implementation of a continuous optimization process based on data analysis to maximize the ROI of each channel

Result:

  • x20 monthly MQLs (2 to 40) and +40% MQL→SQL conversion rate
  • -50% customer acquisition cost (from €2000 to €1000)
  • 140% ROI of marketing actions, traceability of marketing contribution to revenue
  • Automation of 50% of low value-added marketing tasks
  • Creation of a knowledge management system (around Sharepoint) allowing replication and scaling of successful campaigns

Digital Customer Experience Transformation: -50% CAC

Situation: At Hertz Motorhomes, the digital platform was under-optimized with a clunky customer journey and high acquisition cost.

Task: Transform the digital customer experience to maximize conversions, increase average order value, and reduce acquisition cost.

Action:

  • Led the complete redesign of the Drupal-based booking platform with a UX-centric approach.
  • Implemented a real-time connection with the business IS to streamline the customer journey.
  • Deployed an omnichannel marketing strategy (SEO, SEA, email) with an annual budget of €150K
  • Set up a system for telephone follow-up of abandoned carts.
  • Used Yield Management techniques to optimize occupancy rates.
  • Daily reporting and monitoring of KPIs for rapid and market-specific adjustments.

Result:

  • x3 online revenue (€1.3M to €4M)
  • x2 average order value (€1.25K to €2.5K)
  • 53% decrease in customer acquisition cost (€200 to €94)
  • Recovery of 30% of abandoned carts
  • 220% increase in operational efficiency at constant HR scope