Background
Sasha is 23, from Belgium and based in Paris. He holds a triple bachelor's degree in Marketing (EPHEC, Louvain-la-Neuve), Business Management (VIVES, Kortrijk), and International Business (SAMK, Finland) — graduating with distinction across all three. He then completed a Master's in Digital Business & Innovation at IE Business School in Madrid.
In September 2024, he joined Naboo in Paris as an intern. Naboo is a European scale-up building an AI-powered platform for corporate event procurement. Two months in, he was asked to launch Naboo into a new geography — the BeNeLux — and build the market from scratch as Country Launcher. He then made a deliberate pivot toward product, after spending time across four different teams (Sales, Supply, Marketing, and Event Manager). He now defines the AI roadmap and ships features that replace manual workflows with intelligent automation, first internally, then directly into the hands of users. He lived through both the Series A (Jan 2025) and Series B ($70M with Lightspeed) as part of the team. He is now the PM on the Data & AI vertical at Naboo.
Vision
Sasha wrote his thesis on AI and customer behavior at a time when few were treating it as a serious business topic. His core insight: AI's most compelling value lies in its ability to help companies better understand, target, and satisfy their customers — saving time, money, and effort without requiring a complete overhaul of how businesses operate.
Read the thesis →His Master's in Digital Business and Innovation broadened that lens. AI was no longer just a marketing tool — it was a horizontal force, capable of reshaping how any company operates, competes, and creates value. The question shifted from what is AI to what can businesses actually do with it.
On the ground, building. Sasha moved from theory to implementation — designing automation flows and deploying agents built around specific, measurable business problems. The filter became simple: does this move a KPI?
The question he keeps coming back to: is building standalone AI agents the right approach — visible, requiring users to change their behavior — or is the real opportunity in embedding AI directly into existing workflows, so that people experience the value without having to think about it?
Outside work
In December 2017, at 15, Sasha cycled 700km across Cambodia and Vietnam with his family. They raised €20,000 for Mekong Plus, an NGO supporting underprivileged children in rural Southeast Asia — crossing every kind of terrain to reach villages and help families in need. From 2022, he led a cub scout troop of 45 kids in Belgium. He runs regularly, travels when he can, and likes building things — digital or otherwise.