Track record
Twenty-five years of carrying decisions
Executive leadership, entrepreneurship, investment, governance. One thread throughout: building companies that last, in sectors where rigour is not optional.
In short
I started in finance and supply chain at AXA, and understood quickly enough that I wanted to be on the side of those who decide rather than those who analyse.
In 2005 I founded my first company in perfumes and cosmetics. In 2007 I joined BIOTEC as an investment manager: eight years sourcing, analysing and supporting family-owned SMEs in Belgium and France, with seats on their boards — plant biotechnology, CDMO, olfactive control, pharmacy.
Then I moved to the other side of the table. Majority shareholder and managing director of LABOCREATION, a Belgian natural-cosmetics SME, for nine years. And since late 2020, Group CEO of Groupe Patrick CHOAY, an independent pharmaceutical group specialised in women’s health and present in more than 110 countries.
“I have carried the P&L, signed the payroll, negotiated with the banks, closed lines and opened markets. That is where I speak from.”
Experience
The roles
-
Dec. 2020 — present
Group CEO
Groupe Patrick CHOAY SAS · Paris
Full P&L leadership of an independent pharmaceutical group specialised in women’s health, present in more than 110 countries and spanning several operating entities. Led business transformation: restructured operations, redefined strategic priorities, executed 100-day plans. Drove international development, market-access strategy and distribution partnerships across Europe, Africa, the Middle East and Asia. Quality-system governance and regulatory compliance across a multi-site supply chain.
-
Jul. 2019 — Mar. 2025
Chairman
LCF SAS (Labocreation France) · Paris
Chaired the French subsidiary; strategic alignment and market development in France.
-
May 2016 — Mar. 2025
Managing Director & majority shareholder
LABOCREATION SA · Mons, Belgium
Owner-operator of a Belgian SME in natural and organic cosmetics. Full P&L, operational and strategic responsibility. Cross-border France–Belgium operations, revenue growth, product-line expansion and GMP-compliant manufacturing.
-
Jun. 2019 — Nov. 2020
Chairman of the Advisory Board
Groupe Patrick CHOAY SAS · Paris
Strategic guidance on business development, international expansion and governance ahead of the CEO appointment.
-
Aug. 2012 — Oct. 2015
CEO — Biotec subsidiary
ALANINE SA · Waterloo, Belgium
Led the operating subsidiary with full P&L: team, strategy and business development.
-
Nov. 2007 — Oct. 2015
Investment Manager & board representative
BIOTEC SA · Waterloo, Belgium
End-to-end management of a portfolio of SME investments: deal-flow origination, due diligence, financing and structuring, board representation and exit management. Originated and structured succession and acquisition transactions in family-owned SMEs across Belgium and France. Portfolio: Phytesia (in-vitro plant propagation), Odometrics (olfactive control), Belidis Natural Laboratory CDMO (Switzerland), Pharmacy Concept 36°8, Lipidics (Morocco).
-
Mar. 2005 — Nov. 2007
Founder & Managing Director
AZURTIS SPRL · Brussels
Founded and ran a start-up in the perfumes and cosmetics sector.
-
Jan. 2002 — Mar. 2005
Business Developer & Supply Chain Analyst
AXA Belgium · Brussels
Supply-chain management, financial planning and control, corporate-finance analysis.
Education
Still learning
- Executive Program — Dirigeant & Développement, Solvay Brussels School, ULB (2014–2015)
- Master in Financial Engineering, ICHEC Brussels Management School (2012)
- Postgraduate Master in Marketing Management, ICHEC – CIFEM (2002–2004)
- Corporate finance / venture capital programme, New York University (2000)
- Master & Bachelor in Commercial and Management Sciences, Louvain School of Management (IAG), UCLouvain (1995–2000)
Mandates & engagements
Where I commit
- Board member — COSMEBIO (Valence, France), since 2024. Board-level governance of France’s organic and ecological cosmetics federation: environmental standards, sustainable supply chains, multi-stakeholder alignment.
- Board member — DETIC asbl (Brussels), 2017–2019. Board representation for the Belgian federation of detergents, cosmetics and maintenance products.
Languages: French (native), English (fluent), Dutch (working knowledge).
Outside the office
What the mountain teaches
Trekking, climbing, wide-open country. I go for the same reason others go running: because the body puts the mind back in order.
But there is something else. A day in the mountains teaches three disciplines that serve nowhere better than in business. Preparation: what happens at the summit was decided down in the valley. Pace: whoever starts too fast never arrives. And turning back: knowing how to stop two hundred metres from the top is an executive skill, not a failure.
It also shapes how I think about sustainability. Spend several days walking through an environment that does not forgive, and you stop treating nature as an adjustment variable.
Let’s talk
Every summit starts with a conversation
Tell me where you stand and what you are trying to reach. I answer personally, within two working days, and the first exchange costs nothing.