Philippe

Marketing director

Orange

Profile example : [Field to be completed]

👨 Démographie

Age : 48

Status : Married, two teenage children

Education : Master's degree in marketing and management (ESSEC)

Hobbies : Golf, travel, reading the business press

Motivation : Philippe is driven by overall business results and the strategic impact of marketing on sales. He seeks to align marketing with the company's challenges, arbitrate budgets and steer major transformations (digital, AI, CRM, etc.). They like to see the big picture, so they can guide their teams and take the decisions that will shape the future.

Digital skills : 7 / 10

Typical day : Philippe spends his mornings in strategic meetings (management committee, steering committees, discussions with sales, product or finance). He analyses consolidated reports from the teams, validates budgetary decisions and prepares action plans for presentation to the Executive Committee. In the afternoons, he or she meets team managers, talks to strategic partners and explores innovations to be incorporated into the marketing roadmap.

💬 Verbatim

« Mon rôle, c’est de m’assurer que le marketing est un levier de croissance pour l’entreprise. Je dois prioriser les projets à fort impact, aligner les équipes, et convaincre la direction générale de valider nos investissements. J’ai besoin d’avoir une vision claire, simple et actionnable des résultats pour prendre les bonnes décisions. »

🎯 Needs

1. Clear, consolidated indicators for strategic committees
2. Identify the priority projects that will have the greatest impact on growth
3. Have solid arguments to defend marketing budgets to the Executive Committee.

📌 Goals

1. Improve the overall ROI of marketing and prove its business impact
2. Make a success of transformation projects (digitalisation, AI, CRM, new channels)
3. Strengthen the credibility and influence of marketing internally and with senior management

🔍 Service discovery

1. Meet an expert or consultant at a professional event (trade fair, conference)
2. Reçoit une recommandation d’un partenaire ou d’un membre du réseau
3. Reads an article or sector study shared internally or by its LinkedIn network

🚀 Paths to goal

1. Attend an event or read an industry report that discusses AI or marketing automation
2. Demande à son équipe d’explorer les solutions et de faire un benchmark
3. Validates participation in a demonstration or pilot project to evaluate the tool before deployment

⚠️ Objections

1. I have to justify this investment to senior management.
2. Il y a déjà de nombreuses solutions en place, attention à la surcharge d’outils
3. Les équipes doivent être prêtes et formées avant de déployer un nouvel outil