François Joly
London — Paris
Hi, I'm François. I work in marketing analytics: helping marketing teams figure out what's actually driving bookings and revenue, and being honest about what the data can't tell them. These days that's at Hurtigruten, where I lead the marketing analytics chapter.
I started out as a developer, came up through SEO and web analytics, and spent years consulting before going in-house — which means I still have strong opinions about tag managers that nobody asked for.
I like R', travelling by train, Baking, and honest attribution models.
Work
At Hurtigruten I lead the marketing analytics chapter — MMM, attribution, call tracking, and the GCP/GA4 infrastructure underneath it. I joined in 2022 to head global omnichannel analytics and took on the chapter lead role in 2024.
Before that I was at a corporate-housing startup, where I joined to run growth and became VP of Analytics — building the event-based marketing data foundation while we pivoted from B2C to B2B2C mid-Covid.
For seven years I ran GOKAM, my consultancy, working with 100+ clients including Shelter, AXA, Marie Claire, and Agnès B — mostly technical SEO, analytics, and tracking. In parallel I grew images-photo.com from zero into France's biggest marketplace for second-hand cameras.
Earlier: eight years at TVtrip / TravelClick in Brussels and Paris — employee #2, later acquired by Amadeus — going from SEO and technical project management to performance marketing and product owner.