CLÉMENTMENVIEL
Brand · Story · Direct response · Twenty years
I have never sold a warm intro. I have spent twenty years selling three seconds.
A yogurt on a supermarket shelf gets one to three seconds to win, with no targeting and no second impression. I spent more than a decade making those seconds work — Lactel, Bridélice, Maille, Aoste, Kellogg's, Panini, Magnum — on brands re-judged every week by the only metric that existed: whether the shelf emptied. Then fifteen years owning brands end to end, in Europe, the Americas, Asia and the Gulf.
The role asks for / what I bring
Full ownership of a high-identity international brand at STid: platform, tone of voice, visual identity, consistency across continents and channels.
This application is the working sample: market, category, stigma, five personae, positioning, proof system and a hundred-day plan, written before you hired me.
Agency pace since 2004. Editorial system redesign, content intelligence programmes, SEO architecture — four video briefs and three statics is a Tuesday.
Brand Manager France at Mastercard, where nothing is decided without a number, then fifteen years of creative direction. Not a claim — a sequence.
Eight years running my own agency; agency director at Faust; office director at Oxygen. Supervising creative production end to end.
The record
Founder · Unstable Narrative
Brand language and strategy practice · Marseille
Brand platforms and strategic recommendations for consumer and industrial brands — beauty, hospitality, mobility, technology. Editorial system redesign, content intelligence, SEO architecture, prospecting campaigns.
Communications & Marketing Director · Renewable energy group
Solar developer · 165 people · ~1 GWp in development and operation · Aix-en-Provence
Brand, content and acquisition strategy carried to board level.
Group Communications Director · STid
International identification and security brand · Europe, Americas, Asia, the Gulf
Full ownership of a high-identity brand: platform, tone of voice, visual identity, multi-country consistency. Content, press, international events, product and corporate comms.
Founder & Director · Hop Hope
Agency built and run in parallel
Eight years of strategies that beat their targets, with full ownership of the business: development, consulting, production, management, profitability.
Director · Oxygen Marseille
PR and influence agency · head of the Marseille office
Influence strategy, press, spokesperson positioning, reputation management. Team leadership, business development, P&L.
Brand Strategy & Digital Director · Kaiman
Created the digital business unit · Magnum, Aoste, L'Arbre Vert, Thales, STid
Built a testing culture from zero: A/B testing, journey optimisation, performance analysis, documented learning loops. Paid acquisition, analytics, CRM and lifecycle.
Account Director, then Agency Director · Faust Communication
Maille, Aoste, Panini, Kellogg's, Bosch
Ten years on food brands judged weekly on the shelf: launches, promotional mechanics, packaging, integrated campaigns. Then strategic and commercial direction of the agency.
Brand Manager France · Mastercard / Account Executive · DDB Paris
Financial services, entirely data-driven · then DDB on Lactel, Bridélice, Roc, De Beers
Brand and marketing where every decision is justified by a number. Multichannel campaigns across retail, technology and banking partners.
Brands owned
- Five-year master's degree in B2C advertising — Sup de Pub, Paris.
- French (native). English (professional working proficiency).
- Novels and essays, ongoing. Treasurer, Main dans la Main autour du Monde.
- clement@unstable-narrative.com
- +33 6 28 29 02 29
- linkedin.com/in/clementmenviel
- Marseille, France
Take the thirty pages with you.
The full recommendation, as a Word file, in English or French. It is unpublished work — so I would like to know who is reading it. Professional details only.