Scaling the experience.
Preserving the exact standards.
As Chief Design Officer at Michelin Group and a member of the Digital Experience Executive Committee, I orchestrate the UX, Design, and Content strategy for our brands across 170 countries. My role is to make design a lever for strategic transformation and tangible value creation.
What I industrialize is never the soul of design. It is our capacity to serve millions of users with the same exacting standards that a century-old manufacturer applies to its physical products. I hold the tension between global vision and local craft, between strategic patience and operational urgency.
Because the influence of design extends far beyond the company, I sit on the Board of Directors of the APCI to help guide design policy at the national level. I am also a member of the scientific committee at ISCOM: structuring a demanding profession means ensuring that tomorrow's academic programs produce practitioners perfectly aligned with our industrial reality.
Chief Design Officer
Over a decade, I transformed a 4-person unit into a global ecosystem of 50+ experts across France and India, steering the experience produced by all our digital factories with a P&L exceeding €5M. I structured the Michelin Design System (deployed across 25+ brands), integrated a creative studio at the core of our brand experience, and spearheaded a UX maturity program that brought thousands of employees on board, instilling a sustainable corporate culture rather than merely imposing processes.
Founder, GenAI Radar
Weekly deep-dives into AI tools with proven research frameworks to cut through the hype. Delivering an uncompromising perspective on the forces reshaping design, product, and business. Practical AI insights for creative professionals and design leaders.
(AI) Product Builder
With over 11 years of experience designing, building, and scaling digital products, I now operate as a freelance AI Product Builder. I bridge the gap between emerging Artificial Intelligence capabilities and tangible business value. I do not just build "AI wrappers". I architect resilient, intelligent ecosystems designed to solve complex business problems and drive measurable ROI.
Architecting Growth & Culture
Transforming a 4-person unit into a global ecosystem of 50+ experts across France and India. Steering digital factories with a P&L exceeding €5M and making design leadership a boardroom-level conversation.
Scaling Design at Scale
Structuring the Michelin Design System across 25+ brands. Integrating a creative studio at the core of brand experience. Spearheading a UX maturity program that instills sustainable corporate culture, not just processes.
Content Engineering
User experience cannot thrive without a strong editorial strategy. Building global infrastructure and a rigorous content engineering framework powering both traditional interfaces and new AI-generated experiences.
Industrializing Impact
Demonstrating that design is not a cost center but a strategic investment. Industrializing the capacity to serve millions of users with the same exacting standards a century-old manufacturer applies to its physical products.
AI, Our New Creative Material
Integrating AI into production workflows for over two years. Orchestrating and deploying brand voice across new algorithmic surfaces at Group scale, from GenAI Radar intelligence platform to enterprise-wide AI adoption.
Structuring the Profession
Board of Directors at APCI, guiding design policy at the national level. Scientific committee member at ISCOM, ensuring tomorrow's academic programs produce practitioners aligned with industrial reality.