Posts
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The Distance Between Spend and Reality
As organisations grow, finance can lose touch with the context behind spending decisions. Why proximity matters in modern spend management.
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The Virtue of Restraint: Why the Best Leaders Are Custodians First
Leadership is often associated with visible change, but lasting impact may come from knowing when not to act. Drawing on experience at Soldo and reflections inspired by CFO Andy Mullineaux, this article explores why stewardship, curiosity and restraint are among a leader’s most valuable qualities.
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We Did Not Herd Cattle Together
A small research note on cold outreach. With data. And a French expression A few weeks ago, I posted a rant on LinkedIn about cold outreach emails: the kind that start with “Hi Isabelle,” as if we were old friends, go on for three paragraphs of self-congratulation, and end with an exclamation mark. The rant…
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From Productivity Pressure to Possibility: A CMO’s View on AI in Marketing
A personal view on how marketing leaders are navigating AI in marketing — balancing fear, productivity pressure, and the opportunity to create better, more human work.
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Why Marketing Budgets Feel Like Responsibility, Not Privilege
A personal reflection on what really lies beneath the surface of marketing budgets. A few weeks ago, I had the pleasure of hosting a webinar with Tom Mills, who is, in my view, one of LinkedIn’s more thoughtful voices on procurement. Our topic was the familiar friction that so often arises between procurement and marketing.…