About Yasmina
• Marketing leader with 20+ years experience, including 8+ years leading international marketing teams and functions across B2B organisations operating in technology, software and professional services. Proven track record driving demand generation, pipeline growth, go-to-market strategy and revenue acceleration across EMEA and global markets.
• Extensive experience supporting enterprise sales cycles involving multiple stakeholders, complex buying journeys and six-figure contract values with multinational organisations.
• Led marketing transformation initiatives spanning team restructuring, sales and marketing alignment, marketing automation implementation, and MarTech ecosystem optimisation.
• Trusted advisor to CEOs, founders and executive leadership teams – comfortable reporting at board level and operating as a strategic partner to Sales, Product, and Customer Success.
• Experienced in stepping into established marketing functions quickly with a track record of maintaining momentum and delivering results.
English
Native or bilingual
French
Native or bilingual
Spanish
Fluent
Can work on-site
Paris 12e Arrondissement (up to 50km)
Experience
- FreelanceInterim-Fractional Head/Director of MarketingDIGITAL AND ITSeptember 2021 - Today (4 years and 11 months)Paris, FranceOperating as embedded Head/Director of Marketing for B2B organisations — owning marketing strategy, team leadership, and revenue growth. Engagements on an interim, consulting, and project basis.• Lead demand generation, brand positioning, and go-to-market strategy, driving pipeline growth and enterprise customer acquisitions• Supporting international growth, go-to-market strategy, and marketing programmes• Owned demand generation performance across paid media, SEO, content, ABM and marketing automation programmes, improving lead quality, sales acceptance rates and enterprise pipeline generation.• Advising leadership teams on marketing strategy, MarTech ecosystems, and sales-marketing alignment• Developed reporting frameworks tracking MQLs, SALs, discovery meetings, pipeline contribution and marketing ROI to support executive decision-making.• Drive AI adoption across marketing functions to improve productivity, content development, campaign execution and operational efficiency• Managing cross-functional initiatives across digital marketing, automation, content, communications, and customer acquisition
- GROUPE SOFIAMarketing and Communications DirectorDIGITAL AND ITFebruary 2023 - February 2024 (1 year)Paris, FranceHealthcare SaaS provider supporting healthcare professionals. Joined for restructuring and leading the marketing and communications function during a transformation phase.• Redefined the marketing and communications strategy in line with commercial objectives, covering demand generation, brand positioning and sales enablement• Developed content across the full funnel — key messaging per product and market, blogs, webinars, case studies, white papers, product sheets and landing pages• Led the HubSpot implementation including lead generation automation, data management and CRM workflows• Managed product relaunch and full website redesign while leading external agencies and internal stakeholders• Selected and managed external agencies across paid media, SEO, website development and copywriting• Defined the structure and processes for the marketing department; recruited and developed the team
- Sodexo Pass InternationalGlobal Head of Performance Marketing - Excellence CenterRESTAURANTS AND FOOD SERVICEMarch 2022 - September 2022 (6 months)Issy-les-Moulineaux, FranceJoined the Global Digital Marketing Competence Center to provide strategic and operational support to 31 local marketing teams across SEO, B2B and B2C marketing automation, paid media, inbound and content marketing, to foster excellence and operational efficiency.• Led global marketing performance initiatives across SEO, automation, paid media, and inbound marketing• Drove adoption of marketing technologies and AI-enabled workflows across international marketing teams• Defined marketing performance frameworks, KPIs, dashboards, and best practices adopted across 31 markets• Advised regional teams on acquisition, conversion, engagement, and loyalty performance• Managed a team of digital marketing specialists
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Education
- Masters in Business CommunicationsNEOMA Business School2006
- AI for BusinessUniversity of Pennsylvania, Wharton School2026Machine learning, generative AI, AI product strategy, customer data management and analysis.