After obtaining a Masters Degree in from the University of Orléans in 1995, Boris joined the European leading distributor of EcoWater Systems products as their Marketing and Communications Manager. After 4 years at the helm of all things marcoms, and attracted by the buzz of London where he studied in 1994, Boris then decided to try his luck in the British capital. Before long he met Christabel, who was to later become his wife, and found a marketing job with TSMS, a media company that was part of the United News & Media group.
In 2000, Boris left for Sydney, Australia, and had to re-invent himself in a country where he had never set foot before. He joined Optus Telecommunications and looked after the dial-up and broadband customer loyalty activities of Optusnet, one of Australia’s largest Internet Services Providers. At the end of 2002, Optus became SingTel Optus and Boris a Dad. These events triggered his decision to give his old dream of being his own boss a go, and he set up Smartride, an original chauffeur concept where drivers are sent out on folding mopeds to meet inhebriated Sydneysiders and drive them home in their own cars (you drink, we drive). The business grew enough to generate some valuable PR, including national TV, but not quite enough to support his family’s growing needs. After almost 2 years of very hard work, the company was sold and Boris went back to the corporate life, preferring to spend his weekends with his wife and child rather than on a smelly 2-stroke moped driving drunk people home.
After a brief 6-month stunt with American Express Australia, Boris took the job of Brand Manager for Cellarmaster Wines (Foster’s Group). There, he launched 2 wine retailing websites, generated countless direct marketing campaigns, online and offline, one of which made a million dollars in three weeks!
In August 2006 Boris and his family went on to pursue their elusive dream of living in the USA. This didn’t prove to be the best life choice and in May 2007 the decision to come back to London was promptly taken. Since then he has been working for Herbalife, managing the EMEA online operations and is now leading the Online Strategy for 36 markets in EMEA. Boris also works hard every day at improving his knowledge on all things online and builds websites as well as advises on online strategy, search engine and social media optimisation for various people, including some leading figures of the fashion industry. He contributes technically and strategically to building up the readership of The Makeup Mole, on which he works with wife who is a fashion make-up artist in London.
Finally, since the beginning of February 2010, Boris has started working with a Beverly Hills-based team of entrepreneurs and advises on search engine optimisation and online marketing activities for Ole Ole!, the world’s largest online community by football fans, for football fans. He is now planning to move back to Australia and dedicate 100% of his time on this exciting new project.
