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