The context: a maternity leave in a period of instability

Veesion builds AI software for shoplifting detection. When its marketing director went on maternity leave, Ronny Pouvreau from iytro took over as interim CMO. Priorities: manage the team, structure international processes and make marketing data reliable.

The diagnosis

• No international coordination between marketing and regional sales managers.
• A team under strain, with burnout and high turnover.
• Paid acquisition in constant decline, although it was the main source of leads.
• No visibility for the executive committee: no reliable KPIs or dashboards linking marketing to revenue.
• A sensitive sector. AI video surveillance requires cautious, compliant communication.

What iytro did

Interim management

Structured routines, including one-to-ones, and prioritisation frameworks stabilised the team. Weekly syncs aligned marketing with country managers.

Paid acquisition audit

The interim CMO challenged the external media agency on its methods and optimised spend within a constant budget.

Revenue operations and tracking

With the data teams, iytro built dashboards and automated reporting that follow a prospect from the first ad click to the sales opportunity.

Hiring

Two critical roles were recruited and integrated: product marketing and partnerships.

The results

• Acquisition stabilised during the summer, with an upward trend from September and October.
• Clear metrics for leadership on the impact of the marketing mix.
• Higher returns at constant budget.
• A structured handover when the permanent CMO returned, with steering tools ready to use.

"For the first time, our marketing is no longer a mystery; we have full visibility and a clear path forward." BK, CEO, Veesion

What this case shows

An interim is not a pause. A part-time or interim marketing leader can use the gap to fix what a busy team never had time to fix, and return a better department than the one they found.

Further reading: the marketing strategy audit checklist and our 7-step marketing strategy method.