About Christophe Lachnitt
Apologies for the self-promotion.
I am an independent consultant. I specialize in optimizing the strategy, operating model and performance of communications and marketing organizations in the context of digital transformation. I help my customers optimize the value of their communications operations and adapt their operating model to address the increasing complexity of balancing audience fragmentation and brand development.
During my corporate career, I managed large communications and marketing organizations in fast-paced, highly challenging environments. I served as company spokesperson during Alcatel’s strategy crisis and worst-ever share price plunge, and was then instrumental in positioning the Company as the world leader in Internet networks during and after the dot-com bubble. I led the planning, execution and tracking of Microsoft’s $100 million marketing strategy in France and the turnaround of Microsoft’s image in the country when it was the worst in the world. I revamped Naval Group’s internal communications to facilitate the Company’s transformation and created a corporate social responsibility program for which it received an award from the French Senate. I was a member of executive committees of multibillion-dollar businesses for thirteen years and worked with high-profile CEOs.
In 2014-2015, I had to put my career on hold for a year and a half. I underwent a spinal bone-graft surgery resulting from a near-fatal rock-climbing accident. I was bedridden, immobile for a year and then spent six months in an in-patient rehabilitation center. I learned the value of physical and emotional resilience.
Once back on his feet, I reinvented my professional life and founded Croisens, a high-touch boutique consultancy firm. I help communications and marketing leaders direct their own disruption from business value assessment to change management and adoption. My customer references include Aésio Mutuelle, Bayer, Bouygues Construction, CNIL, CNP Assurances, Econocom, EDF, EPIDE, Ingenico Group, La Mutuelle Générale, Macif, Maguin, Moret Industries, Orange, Orange Cyberdefense, Petzl, SNCF Réseau, Société Générale, Somfy, Sonepar, Thales, UIM, and Worldline.
I am the author of four books:
- “Entre la vie et le vide” (2011) on the management of fear by professional climbers.
- “Donnez du sens, il vous le rendra“ (2015) on the power of purpose in company culture and branding.
- “Le génie gênant” (2016) on digital transformation.
- “Prêt-à-penser et post-vérité” (2019) on the digital destruction of democracy.
I am currently writing a book on communications and marketing in the age of artificial intelligence.
In case you are still reading, I have also taught, or continue to teach, at three of France’s most prestigious graduate schools: The Ecole Nationale d’Administration (crisis communications), HEC Paris (branding in the digital age), and Sciences Po Paris (motivation and internal communications in the new workplace).
Last but not least, I have recounted in a TEDx Talk how surviving four near-death experiences has given me a sense of perpetual optimism.