Michael Aidan

Chief Marketing & Business Development Officer DXO

Michael Aidan is Chief Marketing & Business Development Officer at DXO, a French startup pioneering in the field of photography. Just before that until July 2016, he was Chief Digital Officer of the Danone Group in charge of the digital transformation across all divisions, functions and regions.

From 2009 to 2013, as Evian Global General Manager, he led the strategy and development of all platforms of Evian worldwide. He is – together with his agency BETC Euro RSCG and his team – the « father» of two of the most viewed ad campaigns on the web ever, Rollerbabies in 2009 and Baby & Me in 2013. He and his team turned around the brand and won 110 international awards in the field of advertising, innovation, media, design in the course of 4 years.

Since his graduation from ESCP Europe in 1988, he has spent over 25 years in a wide variety of Marketing positions on mass & luxury brands, international and local roles, advertiser and agency side, Europe and the United States, at Danone, Pepsico, Yves Saint Laurent Perfumes, Cato Gobé New York (design agency) and P&G.

Before Danone, Michael spent 13 years with Pepsico International where he was part of the founding team of the French subsidiary, covering marketing for soft drinks and salty categories, before leading brand Tropicana as a European Marketing Director from 2002 to 2006.

He is a Marketing lecturer in French Business Schools, on the topics of Communication, Marketing and Digital. He was a jury of the first four editions of the Pentawards design and sits on several advertising juries.

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