Guillaume DE LACROIX

Deputy CEO in charge of ecommerce, marketing, financial services, & customer experience @ Conforama

About

My career in B2C business management has focused on driving new momentum to gain market share while consistently identifying new growth engines. Whether in e-commerce, retail, media, or services, I have delivered results for market leaders across various sectors. Whether serving as Deputy Director of Strategy, CMO, VP, or Deputy CEO, I have always strived to drive change through deep involvement in operations. My leadership is guided by a clear vision and values of openness and teamwork. My track record in e-commerce P&Ls, country or regional P&Ls, and financial services P&Ls leads me to seek a leadership position in a B2C, e-commerce, or service-oriented business—whether digital or omnichannel.

Country

France

City

Paris

Industry

Retail

Skill

Strategic Partnerships, Communication, Problem Solving, Creativity and Innovation, Teamwork, Strategic Vision, Retail, International Business, Leadership, Board Governance, P&L Management, E-Commerce, Data Management, Artificial Intelligence (AI), Customer Experience Transformation, Marketing Strategy, Web Analytics, E-commerce, Business Development, Digital Strategy

Experience

Deputy CEO in charge of ecommerce, marketing, financial services, & customer experience

Conforama

2023-9 - Present · 3 yrs 1 mo

Context: LBO, turnaround initiated by new shareholders (XXXLutz Group – €15bn revenue – and CD&R); rapprochement of BUT & Conforama. - E‑commerce P&L (€250m) ; Deployment of AI across content, acquisition, CRM, UX, and customer service. - Commercial plan, medias, CRM/Customer base - Financial services P&L - Management of a 100‑FTE team (marketing, e‑commerce, financial services, customer contact center) - Systematic participation in monthly shareholder meetings; steering commercial & financial performance

Advisory Board Member

SMILE&PAY (B to small B fintech). Fonds Truffle et Evolem

2020-6 - Present · 6 yrs 4 mos

Chief Digital Officer (CDO) , P&L Accountable. Comex member

KIABI

2020-6 - 2023-8 · 3 yrs 3 mos

Lille

Context: Strong acceleration of e‑commerce across 7 countries, favored by the Covid crisis. - New international e‑commerce plan and an operating model setting digital at the core of strategy with matrix collaboration across countries/stores and central functions (collections/supply/finance) to drive growth and transformation/modernization of customer centricity - P&L ecommerce. In charge of quarterly presentations to the Supervisory Board dedicated to e‑commerce. - Marketplace build & launch - Managed 120 people (marketing, offer structuring, services, web product, customer contact) - Consolidated and strengthened a data team previously distributed without smooth coordination. - Monthly results presentations to shareholders (AFM). Results: 2023 best year ever: €2.2bn revenue & €150m EBITDA; Web > €250m (CAGR > 20%); +0.2 pt market share.

Advisory Board Member

Valiuz (Retail media)

2021-1 - 2023-6 · 2 yrs 6 mos

Lille, Hauts-de-France, France

Vice President in charge for B2C. Comex member

TheFork.fr

2015-9 - 2019-12 · 4 yrs 4 mos

Paris Area, France

Context: Scale‑up phase following Tripadvisor becoming shareholder in 2014. - Topline responsability / acceleration in all countries. - Managed country leaders (with VP B2B), then area directors - M&A: Acquisitions expanding from 3 to 12 countries - Governance design & B2C expertise build : branding, offer marketing, media, CRM/data (HQ/country matrix) - Initiated and negotiated major partnerships with the four GAFA companies - Redesigned the loyalty program to accelerate profitability Results: Growth from €35m to > €120m; first positive EBITDA in 2018.

Chief Marketing Officer. Comex member

Staples

2014-8 - 2015-7 · 1 yr

Amsterdam Area, Netherlands

Chief Marketing Officer. Comex member

Cdiscount

2009-5 - 2014-7 · 5 yrs 3 mos

Bordeaux Area, France

Context: Market share gains for Casino in a highly dynamic market. - Defined and validated Cdiscount’s brand positioning. - Operational marketing: media, CRM, web analytics. - Created a data culture & governance to coordinate monitoring and create a strong trade‑marketing lever (tens of millions €/year) to improve profitability Results: Growth from €700m to €1.5bn; +2 pts market share.

Head Of Marketing

Mistergooddeal.com

2007-1 - 2009-5 · 2 yrs 5 mos

Rungis

Deputy Head of Strategy and head of Strategy

CANAL+ Group

2003 - 2006 · 3 yrs

Paris Area, France

Major topics : Bid for soccer league & other sports TV rights, TPS merger with Canalsatellite & post merger management, Strategic plan, Negociation with French Cinema Industry

Director Of Innovation

CANAL+ Group

2000 - 2003 · 3 yrs

Paris Area, France

Major topics: Strategy and Bid management with CSA for DTT licences. Strategy, First analyis & tests, Partnership management & deal with telcos for DSL distribution & Support for industrial Roll out . Recommendation for Movie system acquisition (VOD leader in France)