About Alix
I help companies expand into new markets with clarity and execution.
After 15 years at Decathlon, where I contributed to international expansion across Europe and Southeast Asia (including Singapore), I now support companies navigating complex growth challenges.
Expansion is rarely a strategy problem alone. It is about making the right decisions, at the right time, and translating them into concrete execution.
I typically support:
– Companies entering a new market (Europe or Southeast Asia)
– Scale-ups structuring their go-to-market
– Leadership teams needing clarity on expansion priorities
My work focuses on:
– Market analysis and entry strategy
– Go-to-market definition and execution
– Business development and partnerships
– Operational scaling in new markets
I bring both strategic perspective and hands-on experience, working closely with founders and leadership teams to move from uncertainty to clear, actionable direction.
Based in Barcelona, working internationally.
French
Native or bilingual
English
Fluent
Spanish
Conversational
Can work on-site
Barcelona (up to 50km)
Experience
- HoofprintFounder — Hoofprint | Executive Offsites & Leadership TrainingsHUMAN RESOURCESJune 2025 - Today (1 year)Barcelona, SpainDesign and facilitation of executive offsites for leadership teams. Supported alignment, decision-making, and strategic clarity in fast-moving environments. Worked closely with leadership teams to improve communication, prioritisation, and collective performance.
- DECATHLONExecutive Director – Growth & Expansion StrategyRETAIL (LARGE RETAILERS)April 2022 - April 2025 (3 years)NetherlandsMember of executive team reporting to CEO. Defined and executed growth and expansion strategy at country level. Led strategic initiatives and new business models. Drove cross-functional alignment to support scaling, performance, and long-term growth.
- DECATHLONRegional Expansion LeadRETAIL (LARGE RETAILERS)January 2015 - March 2022 (7 years and 2 months)SingaporeLed expansion strategy across Southeast Asia Developed corporate sales and strategic partnerships Structured and led expansion teams in fast-growth environments Bridged strategy and local execution across multiple markets
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Education
- Master's DegreeEBS PARISMaster's Degree