A graduate of KEDGE in 1998, Sébastien Imbert spent his entire career within Microsoft, reaching the position of CMO France (Chief Marketing Officer) in 2018. He tells us about his journey, his daily life at the head of the marketing department of a of the largest IT companies in the world and provides advice for students who are ready to enter the professional world.
Can you go back over your journey?
I started with a scientific background, specializing in math and physics. I wanted to join the Merchant Navy. In 1995, when I discovered that the training lasted eight years (five years of engineering course, then three years at sea), I went to KEDGE which recruits students with a background scientist to train for the profession of business engineer.
In 1997, I went on exchange to the University of Wisconsin, thanks to a scholarship from the school. It is very well known in computer science and I majored in marketing and minored in computer science. At the time of onboarding, we are presented with the computers on which we define our emails. This seems trivial today, but at the time it was not common, especially in France. The establishment offered the possibility of taking à la carte courses and I chose subjects like HTML or data drive marketing. In addition, the University of Wisconsin allowed teamwork with people from all over the world. I loved this multicultural work, this exchange of points of view. It was a particularity of the Anglo-Saxon model that I found super interesting! In marketing and integrated communications classes, I became aware of the impact that technology has on marketing and I told myself that this was the job I wanted to do!
Is that where your vocation for this sector of activity was born?
Indeed. Within this establishment, I observe the emergence and omnipresence of the web. I then returned to France and graduated from KEDGE in 1998. I graduate in industrial marketing and business engineering. During an internship, I saw a banner on the internet offering to join an MBA in marketing and commerce. The first dedicated training in France. It is taught at the Leonardo da Vinci University and I decide to join it. It was my gateway to Microsoft.
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So you spent your entire career at Microsoft?
I was an online marketing and CRM manager. I took care of partnerships in B2C, B2B, data base management, etc. We set up structured online advertising management systems. I also produced live webcasts in 2002-2003. These devices were very innovative at the time. I then took a management position on the B2B audience part, developers, business decision-makers, etc.
For four years, I was digital director. With my team, I set up the first structured social media governance systems. Even though we are just a subsidiary, we can have an impact on the group on a global level. We have structured our approach to social media. In five years, Microsoft adopted our pilot internationally. This experience allowed me to step out of my confines, my expertise and to imagine solutions which are now deployed beyond France.
Finally, I joined the position of digital marketing director, before becoming marketing director. At KEDGE, it was explained to me that I would change jobs and companies 5 to 6 times in the first 15 years. And yet I have been at Microsoft for over 20 years. I, who am attracted by the international world, am today in a multinational which allows me to interact and work with colleagues from all over the world. What matters is not the company, it’s the motivation you have. What has defined my journey is that I work to teach others and learn from others. That’s why I’m still at Microsoft today.
What is your daily life like as a CMO at Microsoft?
My job consists of managing the triptych: planning, execution, optimization. I define marketing and sales operations, the budget and objectives. Then comes the execution phase. From now on, we take into account issues which have become essential such as accessibility – we ensure that all our videos are subtitled – or subjects linked to sustainable development, particularly in the organization of events. Finally, we measure the effectiveness of operations and move on to the optimization phase, to improve what has been put in place. The marketing department takes care of all Microsoft products, except Xbox and MSN-Bing, with a glocal approach that allows us to be relevant to our culture, while following the strategy defined by headquarters.
My daily life also involves managing the marketing transformation carried out with the arrival of our new CEO in 2014, Satya Nadella. From now on, campaigns are continuous and permanent and we operate on engagement mechanisms located before, during, but also after the purchase. New technologies must also be taken into account. Without AI, it becomes impossible for us to interact with our customers in an omnichannel world. This also changes commercial functions, linked to marketing. The two sectors are breaking down barriers and it’s exciting to experience.
How does recruitment work at Microsoft? What about the arrival of new employees during this coronavirus period?
We have not frozen recruitment! Everything is done on our career site. Candidates apply online. Our HR and intern services select CVs based on the recruitment period. Then, the candidates will follow the assessments. They find themselves facing managers chosen according to the missions on which they have positioned themselves. They must then explain their journey and answer a series of questions.
Subsequently, for the most talented interns, we offer the program Aspire. It is also open to people outside the company, but interns who apply have priority. For two years, they benefit from personalized support, through mentoring, exchanges with other entities in the group, training, etc. This results in the creation of a position.
How would you describe the working atmosphere at Microsoft?
Interns are considered full collaborators and we are very involved in their learning and development. We also created an Intern Awards Ceremony. This is a celebration that takes place every end of the year. We welcome guests like our president, the president of LinkedIn France, etc. We then award prizes to the trainees as the best networker or the best joker.
Currently, they are working virtually. It’s a challenge, but they have lots of ideas and have a lot to teach us. This also becomes a factor of employability. Teleworking will become more widespread and students must seize this period to study the evolution of working methods and show what they can bring to the company and that they are capable of adapting.
What advice would you give to students who are preparing to join the professional world?
You have to pay attention to your know-how, but also your interpersonal skills. Increasingly, the question of how : How do I do my job? How do I interact with my teams? How do I develop my relationships? This is a very important subject! You have to interact with internal employees, but also with the company’s external ecosystem. This is why it is essential to be part of an association related to your profession or a subject that interests you. It is a factor in developing employability. For example, I was a member of the IAB marketing board [Interactive Advertising Bureau, NDLR]a startup called Oxycar (created by a Kedger during these studies, met via the alumni network) and the ThinkTank La Villa Numeris, which questions the role of digital for citizens in France and in Europe. This allows us to get feedback from other clients linked to the market and to understand how businesses are evolving.
The plan that you must have in mind is 70-20-10: develop yourself 70% in your job, 20% outside your job, thanks to meetings, and 10% through a form of academic training. You never stop learning and you must maintain this curiosity in your work. It is also important to always keep a fresh eye, a feeling of astonishment, despite the years, to always have a critical, constructive, but caring look and to be empathetic. Knowing online is very important when you are in management! Finally, it is necessary to develop leadership in a complex world.
