Arnaud Barbezat
I’m a Swiss marketing strategist with over 10 years of experience leading growth and communication across startups and large organizations in Switzerland, Germany, and the UK.
About
I’m a Swiss marketing strategist with over 10 years of experience leading growth and communication across startups and large organizations in Switzerland, Germany, and the UK.
Before founding Birdy Consulting, my marketing agency, I worked as Head of Marketing & Communications for one of Switzerland’s largest HR groups, where I built data-driven campaigns, structured teams, and developed strong brand positioning.
Today, I partner with SMEs and scale-ups as a Fractional CMO to help them clarify their strategy, strengthen their digital presence, and generate consistent growth.
What makes me different:
- I combine strategy and execution to deliver real business impact
- I specialize in B2B, service industries, and performance-driven marketing
- I focus on clarity, efficiency, and measurable results
If you want a marketing partner who understands both the big picture and the daily reality of running a business, let’s talk.
- 4 years' experience
- Joined November 2025
Languages
- FrenchFluent
- EnglishFluent
- GermanAdvanced
Industry experience
- Travel & Hospitality
- Professional Services
- Media & Entertainment
- Software & Internet
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Work experience· 6 roles
Member of the Executive Committee shaping company-wide strategy and advising the CEO and Board on growth, brand positioning, and digital transformation; directed a 12-person marketing team across 12 HR brands and 70+ Swiss branches; designed and executed omnichannel B2B demand generation campaigns increasing inbound leads by 18% YoY; implemented attribution, CPA tracking, and lead scoring to improve ROI and reduce cost-per-lead by 22%; elevated employer branding with AI-powered Gen Z platforms driving +40% engagement; managed CHF 2M budget and reallocated spend to high-performing channels; secured strategic sponsorships with Zurich Marathon, Lausanne Sport, Genève-Servette, and Gstaad Tennis Open.
Owned go-to-market strategy for the DACH region for a B2B SaaS in document automation; repositioned the brand to enter new verticals, driving +25% in pipeline; managed €700K annual marketing budget, reallocating to performance channels (SEM, LinkedIn Ads, SEO) that delivered a 28% CAC reduction; built marketing automation and CRM systems, boosting MQL-to-SQL by 35%; designed ABM campaigns targeting top-tier accounts, generating €2.5M in influenced pipeline and shortening the sales cycle by 20%; partnered with sales to implement data-driven lead scoring, increasing lead qualification efficiency by 30%.
Member of the Leadership Team, advising on digital transformation and revenue growth strategies; led marketing for a multi-brand hospitality group (10 brands, 40K+ monthly visitors), building digital ecosystems that increased online revenue by 60% YoY; directed a 5-person team, managing 10 websites optimized for SEO, CRO, and direct sales funnels; implemented performance marketing campaigns (Google Ads, Meta, email automation) achieving a 35% uplift in direct bookings and reducing OTA dependency; deployed CRM workflows for loyalty and retention across 65K+ contacts, improving repeat bookings by 25%; launched data‑driven menu optimization campaigns with real-time analytics, increasing customer spend per visit by 18%; negotiated strategic partnerships with delivery platforms and local sponsors to enhance brand visibility.
Education
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