Guillaume began his journey in Better Collective back in 2013. In the beginning, he implemented the content strategy across all French-speaking markets before he quickly took on the responsibility to lead Content Production, Digital Performance and On-page SEO for the entire group. Better Collective’s rapid growth over the past 10 years has made him quick on his feet to adopt all innovations and strategies in order to get the most out of them. Since early 2022, Guillaume has been engaged in new projects involving AI, encompassing both the technical AI aspects at a product level, as well as exploring ways of delivering innovative content with an AI touch.