Our story

A new vision for smarter omni-channel engagement

3 digital marketing experts experiencing tag management issues

A trio of digital marketing experts was experiencing first-hand the nightmare of tag management. While on board their flight Mike, François and Sam came to the conclusion that while the marketing and advertising ecosystem was taking off, integration and data management issues were left stuck on the ground.

There had to be a smarter way.

Several airline napkins later the idea for Commanders Act was born.

Management team

Michael Froment is the co-founder and CEO of Commanders Act.

Boasting a Master’s degree in Econometrics, a postgraduate diploma in marketing and several years’ experience in marketing research, Michael has developed an abiding passion for data and its real-world applications in marketing. After 8 years building the European standing of AT Internet (market leader in web analytics according to Forrester Research), Michael has become a renowned expert in all aspects of Tag Management, including the attribution, control and activation of client data.

He is regularly invited to give talks at European conferences and actively helps construct effective strategies for clients.

François is responsible for each customer’s success and leads Commanders Act’s team of expert technical consultants who are charged with planning, deploying and optimizing the solution.

Prior to joining Commanders Act, François was Head of Consulting and Professional Services at XiTi/AT Internet. In that position he recruited and led an international consulting team that was based in five different countries and charged with implementing the solution for clients from an array of industries. Through this experience, François developed a deep understanding of the web analytics market and provided innovative solutions for top-tier enterprise customers including Air France, Accor, Gucci, Schibsted, TF1 and PriceMinister. François, who had an early passion for web analytics and tracking, started his career as a web project manager at Edatis, a major email and ad serving company. In this role, François developed tracking solutions for different digital channels including email, ad serving, and web analytics.

François holds a master’s degree in computer science from the Epita School of Computer Science and Advanced Technologies in Paris.

As Chief Technology Officer, Samuel heads Commanders Act’s research and development efforts that include building the company’s platform and suite of data-centric digital marketing tools.

Samuel began his career as a development lead at Edatis where he was the main architect of Edatis Dialog, the vendor’s flagship email and online marketing solution. Edatis Dialog is a leader in the European market that is used by customers like Voyages-sncf.com, Club des Créateurs de Beauté, Vertbaudet, Carat, Air France, AccorHotels, and Telemarket. Samuel directed Edatis’ technical team (45 people) for several years, which included developing and strengthening its offshore activities.

Samuel has a computer science degree from ESIGETEL School of Engineering in Paris.

Advisory board

Nicolas Babin is currently marketing director, digital solutions and global business development for Neopost Group. With more than 25 years of experience in North America, the UK, France, Benelux, Germany and Japan, he brings a wealth of international knowledge in marketing, sales, M&A and communications to Commanders Act.

Earlier, he was Managing Director of ConcoursMania Group (a company specialized in Gamification) and COO of AT Internet. Before that, Nicolas Babin spent twelve years at Sony Europe where he was Managing Director of the digital mapping and car navigation systems division, then Managing Director of the robotic division and ultimately Director of Corporate Communication.

Mr. Babin was involved in several fundraisings and was an executive participant in two initial public offerings: the Nasdaq introduction of Cats Software in 1995 and the IPO of ConcoursMania Group in 2010 on the NYSE Alternext stock exchange.

Georges-Edouard Dias has over 15 years’ experience in the digital space and is currently working on a start-up project that will let CPG companies achieve marketing efficiencies through better mastery of their data. L’Oréal USA, Mr. Dias’s former employer, is the start-up’s first customer.

Mr. Dias served as acting Chief Digital Officer at L’Oreal from 2001 to June 2013. In this position, he and his team drove L’Oréal’s shift into the digital age, which included transforming its worldwide communications, sales operations, and management processes. The team forged partnerships with global digital leaders including Apple, Facebook, Google and Microsoft. Prior to this role, Mr. Dias was VP of Interactive Development at L’Oreal USA where he defined L’Oreal’s policy related to digital commerce and launched the company’s first e-commerce website.

Mr. Dias is a graduate of the HEC School of Management in Paris.

Gilles Fabre is Managing Director of Nexway, a leading provider of global managed e-commerce solutions for publishers and online retailers of digital video games, apps and software products. Nexway has a presence in ten countries and annual revenues of over 100 million euros.

Prior to joining Nexway, Mr. Fabre was Deputy CEO of Smartbox, now Smart&co, a global leader in the pre-packaged gift experience market with annual revenues of 350 million euros at the time.

Mr. Fabre started his career at strategy consulting firm McKinsey where he spent five years in the @McKinsey lab focused on digital strategies, and is a graduate of the HEC School of Management in Paris.

Co-Founder and Co-CEO Of Showroomprive.com

Thierry Petit is an Internet entrepreneur with over 17 years experience in the start-up world. Mr. Petit launched the first price comparison website in France (Toobo.com), which he later sold to Liberty Surf in July 2000. Mr. Petit in turn co-founded Showroomprive.com in 2006. Showroomprive.com holds exclusive flash private sales for its members, bringing them designer brand apparel, cosmetics, luggage, interior decoration, and other premium products at substantially reduced prices.

In August 2010 Showroomprive.com received $50 million in growth capital from venture fund Accel Partners. The round of funding allowed the company to successfully expand into Spain, Italy, England, the Netherlands, Portugal and Belgium and grow the Showroomprive community to more than fourteen million members in Europe.

Mr. Petit is the Chairman of the E-Commerce Committee in Europe. He is an investor in several online companies including Avisdemamans, TagCommander (Commanders Act), Alittlemarket, Vinted, Soubis, Candlemarket, DoYouBuzz, Platypus, Redvisitor, ChicType, Carnetdemode, and Youmimam.


XAnge Private Equity

XAnge Private Equity

Founded in 2003, with offices in Paris, Munich and Berlin, XAnge Private Equity’s Innovation and Technology division invests in fast-growing companies of the digital, mobile, SaaS software and fintech areas. Active in France, Germany and Western Europe, XAnge is a multi-corporate fund with both industrial and financial LPs. Most recently XAnge Private Equity was one of the first investors in Neolane that was sold to Adobe in 2013.

Hi Inov

Hi Inov

Hi Inov is the Venture Capital arm of Dentressangle Initiatives. Hi Inov targets growing technology companies in the areas of POS and SaaS software with a focus on online services, complex or niche e-commerce, digital media, the mobile Internet, and communication devices.

Bpifrance Digital Ambition Fund

Bpifrance Digital Ambition Fund

Bpifrance Digital Ambition Fund targets midsized digital technology companies. With €300 million under management, it is funded by Caisse des Dépôts and managed by Bpifrance. Launched by the French State as part of its Future Investment Program, the fund co-invests in technology companies with strong potential for innovation and growth.