Yannick Barriol
My mission is to help businesses achieve their purpose, to make them grow. I help leaders, investors, and marketing teams achieve their goals with a mix of coaching and hands-on collaboration.
My background is in digital-first D2C businesses
across various industries: Travel, Mobility, Talent, Health, and Food.
with experience in eCommerce, Subscriptions, and marketplace business models
from early-stage start-ups to fully scaled businesses
I’m a data-led, customer-focused, and commercially minded marketing expert who has 15+ years experience in marketing in large-scale international brands like Expedia and Zipcar as well as smaller start-up businesses like Oddbox (sustainable food delivery), Lenstore (contact lenses), LloydsDirect (health-tech - ex Echo) and PeoplePerHour (freelance marketplace)
I have held leadership positions for 10+ years, and at C-level for 6+ years. I have experience board level investor relations and experience in fundraising (including crowdfunding). I also enjoy a large network of marketing professionals, agencies, and freelancers.
Fashion
Food & Drink
Health
Travel
Pets
Areas of expertise
1. Marketing Strategy
LTV/CAC ratio analysis and optimisation
Value proposition and product-market fit enhancements
Market, customer & competitor research
Pricing & discounts strategy and testing
Brand positioning and messaging
2. Marketing Capabilities
Budget management and forecasting
Marketing tech stack audit & recommendation
Capabilities assessment & recommendation
Team management, coaching and training
Agency & freelancers selection &management
3. Customer Acquisition
Targeted marketing campaigns: SEM, SEO, Google Shopping, Paid Social, Influencers, TV, Out of home (OOH), Direct marketing (leafleting, door-to-door, events)
Performance tracking and analytics: conversion attribution, marketing mix modeling, Google Analytics.
Experiments & optimisation: creative optimisation, AB testing of creative and messaging, channel mix optimization, campaigns analysis and optimisation
4. Customer Loyalty
CRM tech stack assessment & implementation
Email campaigns, Marketing automations, SMS, Push notifications
Upselling, cross-selling, basket abandonment, win-back, customer engagement and churn prevention programs.
Customer segmentation and personalisation of communications
Loyalty programs
Predictive churn & LTV modeling
5. eCommerce
Website improvements & SEO
Conversion optimisation: AB testing
Merchandising, promotions
New product & feature development
User journeys, sign-up flow, cancellation flow
6. International expansion
From the US to Europe or from the UK to Europe
Market research (consumer and competition)
Go to market strategy & plans
Localization
Partnerships and local marketing activities