Unveiling the Bold Journey of a Marketer: From Big Brand to Startup Success Story

Amidst the tumultuous events of recent years, numerous marketers have undergone a reevaluation of their career aspirations. Some have opted to join a brand that resonates more closely with their values, while others have felt compelled to embrace new challenges. Additionally, many have found themselves seeking a heightened work-life equilibrium.

For Romain Jolivet, the Chief Marketing and Creative Officer at La Vie, the French startup specializing in plant-based meat alternatives, the prospect of leaving a well-established brand behind in favor of a burgeoning business was a compelling opportunity to leave his mark.

Jolivet dedicated the majority of his professional life to working at Danone, initially starting as a sales executive and eventually achieving the position of global brand director for the dairy and plant-based division. Following 17 years of service, he decided to pursue a new opportunity and joined La Vie.

When asked about his time at Danone, Jolivet describes it as a period of contentment. However, he reached a point where he yearned to channel his creativity and make a greater impact.

Navigating the corporate ladder can be a perplexing endeavor. As one ascends higher in the ranks, it becomes increasingly challenging to disentangle from the role. Additionally, Jolivet asserts that as one's position advances, there is a growing expectation to effectively manage and achieve success through others. He further expresses his personal desire for individual triumph.

Furthermore, in prominent organizations, numerous departments contribute their perspectives, each with a desire to voice their opinions. "At a certain stage," he muses, "an excess of individuals weigh in on matters such as advertising campaigns, packaging decisions, or the selection of venues for press conferences." This abundance of input, he implies, is overwhelming.

A jumping point

: Despite claiming to prioritize creativity, many large companies fail to fully support it. In order to truly foster creativity, it is crucial for these companies to allow creative individuals to freely carry out their work, embrace mistakes, and take risks. However, the challenge arises when significant financial investments are on the line, making it difficult to justify taking such risks.

Jolivet was passionately committed to La Vie's mission, so much so that he assisted its cofounders, Nicolas Schweitzer and Vincent Poulichet, in building the brand even while employed at Danone. According to Jolivet, "When I first arrived, it was known as a research laboratory called 77 Foods."

"I met Schweitzer and Poulichet when I was contemplating my professional path," Jolivet explains. "By the end of the interview, I was completely invested." At that time, the founders had already spent three years developing the product under the name 77 Foods, and they assured him that the product was exceptional enough to stand on its own without having to establish a brand.

Jolivet's immediate reaction upon learning that the company would only remain as a company and not become a brand was a resounding "no, no, no." After returning to the lab, he told Nicolas, "I have been contemplating, and I simply cannot allow you to proceed with that decision. I will establish a brand for you," he recollects.

The decision to fully commit to La Vie came to Jolivet when he recognized that he was tirelessly dedicating his nights and weekends without any concern, driven by the immense "energy" he experienced.

“Sometimes in your professional life, there are just moments where you don’t see the hours,” he concludes.