Guillaume Dancer Top-Executive
Dynamic and results-driven leader with over 20 years of experience in strategy, business transformation, and operational excellence across global industries, including hospitality, retail, and consulting. Proven ability to drive sustainable growth, optimize profitability, and enhance customer and employee experiences. Recognized for delivering transformative projects and fostering innovation in complex, fast-paced environments.
Key accomplishments:
- Hospitality Leadership: Doubled Sonder’s EMEA footprint to 2,800+ live units across 16 markets, growing revenue by 50% to $175M and achieving the region’s first-ever EBITDA-positive year (+18% margin in 2023).
- Brand Transformation: Spearheaded Accor’s Ibis Mega Brand Transformation, overseeing a €150M investment across 1,000+ hotels, including a new visual identity, product upgrades, and communication platform.
- Strategic Marketing: Delivered ROI of 1:15 on digital campaigns and increased brand awareness for Novotel and Mercure, earning multiple industry accolades.
- Operational Excellence: Directed post-merger integrations at Alcatel-Lucent and Pernod Ricard, achieving €1.4B in synergies and delivering multi-million Euro efficiencies across global projects.
- Customer & Employee Focus: Achieved top-tier customer satisfaction (CSAT 4.45/5) and employee engagement (8.4/10, highest globally within Sonder).
Passionate about driving innovation and creating value at the intersection of strategy, people, and purpose. Fluent in English and French, with conversational proficiency in Spanish, and a global perspective shaped by leadership roles in diverse cultural and business contexts.
Headquarters:
Spain
Industry:
Medicine and Biology
Title:
Chief Technology and AI Officer
Company:
Eurazeo
Company Industry:
Financial Services
Company Website:
eurazeo.com
Company Linkedin:
linkedin.com/company/eurazeo
Company Size:
201-500
Current Job Duration:
4 mos
Country:
Spain
Languages:
Anglais, Espagnol
Work Experience:
Title: Eurazeo
Company: Eurazeo
Company URL: https://www.linkedin.com/company/eurazeo/
Industry: Financial Services
Company Size: 201-500
Location: None
Country: None
Employment Type: None
Start At: 09-2025
Ends At: Present
Description: Leading the firm’s digital and AI transformation, aligning technology strategy with business priorities. Overseeing key Tech, Data, and automation initiatives to drive operational excellence and innovation across the organization., Supporting Eurazeo on a digital transformation roadmap within the Private Equity business.
Title: Sonder Inc.
Company: Sonder Inc.
Company URL: https://www.linkedin.com/company/sonder-inc/
Industry: Hospitality
Company Size: 1001-5000
Location: None
Country: None
Employment Type: None
Start At: 04-2023
Ends At: 12-2024
Description: Operational & Strategic Leadership: Oversaw and scaled operations across seven EMEA countries (16 markets), doubling system size to 2,800+ live units (+115%) and increasing revenue by +50% to $175M (2022 vs. 2024).
Profitability Transformation: Delivered EMEA’s first-ever EBITDA-positive year (2022, 1%) and achieved an 18% EBITDA margin in 2023.
Customer & Employee Experience: Drove outstanding customer satisfaction (CSAT: 4.45/5) and record employee engagement (8.4/10, highest globally within Sonder).
Mission Impact: Aligned with Sonder’s mission of “revolutionizing hospitality through creativity and technology.”, Leading operational management and strategy of EMEA growth markets at Sonder.
Title: Accor
Company: Accor
Company URL: https://www.linkedin.com/company/accor/
Industry: Hospitality
Company Size: 10001+
Location: None
Country: None
Employment Type: None
Start At: 11-2020
Ends At: 10-2021
Description: Led the creation of a unified operating model for Northern Europe (+1,000 hotels, 30 countries), targeting agility, efficiency, and profitability.
Delivered multi-million Euro efficiencies by redesigning organizational processes and aligning them with strategic priorities.
Anticipated and adapted to industry shifts, embedding resilience and innovation into the regional strategy., Led the creation of a unified operating model for Northern Europe (+1,000 hotels, 30 countries), targeting agility, efficiency, and profitability.
Delivered multi-million Euro efficiencies by redesigning organizational processes and aligning them with strategic priorities.
Anticipated and adapted to industry shifts, embedding resilience and innovation into the regional strategy., Led the strategy and the transformation to an asset light model for Accor in Europe
Led transformation to an asset-light model, creating a new operating framework for Europe across +40 countries and 10 business units.
Achieved key milestones: +200 hotels, +50% fee growth, +13% EBITDA, and a +8pt talent engagement score.
Launched the “BEST” cultural transformation program to foster innovation and talent retention., P&L Management for Accor UK Properties | ibis London City Shoreditch & ibis Budget London Whitechapel Brick Lane
Revenue & Profitability Growth: Delivered +4% revenue and +7% profitability through strategic channel management and revenue synergies across two properties (£15m and £5m annual revenue, respectively).
Enhanced Guest Experience: Achieved a +5% increase in customer satisfaction by implementing a digital-first approach to guest interaction, launching a mobile-centric check-in process, and driving operational excellence.
Refurbishment & Innovation: Spearheaded the refurbishment of 350 rooms and introduced a redesigned bar concept, elevating the guest experience and property appeal., Operational Marketing Lead | Novotel & Mercure, 115 Properties in the UK
Brand Awareness & Recognition: Launched impactful TV campaigns and PR initiatives, earning Novotel and Mercure top industry accolades:
- Novotel: BDRC 2015 Most Improved Midscale Brand; British Travel Awards Bronze (2015); +450 articles, £700K EAV.
- Mercure: BDRC Most Improved Prompted Awareness (2010–2015); British Travel Awards Silver (2015); +320 articles, £800K EAV.
Revenue Growth via Digital Marketing: Drove profitability with ROI 1:15 through dynamic, targeted digital campaigns and value-driven brand offers.
Direct Channel Optimization: Boosted direct bookings via PPC and SEO campaigns, integrating “digital experience” into the customer journey.
Brand Consistency & Innovation: Enhanced product and service consistency with initiatives like Novotel’s Energize project (new visual identity, bedding, dress code) and Mercure’s flagship strategy and modern F&B concepts., Ibis Mega Brand Transformation: Led the strategic rebranding of 3 economy brands under the “Ibis Family” umbrella (+1,000 hotels), overseeing a €150M investment in new visual identity, product upgrades, and a unified communication platform.
Digital & Distribution Strategy: Secured board approval for a €250M investment to advance the group’s global digital and distribution initiatives.
Brand Culture & Strategic Planning: Developed Brand Identity Platforms, Strategic Plans, and Country Marketing Plans for each brand.
Global Marketing Leadership: Organized “Brand Days,” the group’s global marketing convention, engaging top management to align on strategy and execution., Transformation Program Design: Contributed to Accor’s post-demerger transformation, coordinating across 90 countries with 200 senior managers, 7 Areas of Excellence, and 8 brand strategic plans.
Asset-Light Strategy Leadership: Led the “From Owner to Service Provider” initiative, defining new brand and distribution offerings tailored to Accor’s partners under an asset-light model.
Global Organization Design: Developed a new worldwide organizational structure to strengthen brand alignment and operational efficiency.
Title: Manager - Strategy practice
Company: Accenture
Company URL: https://www.linkedin.com/company/accenture/
Industry: Management Consulting
Company Size: 10001+
Location: None
Country: None
Employment Type: None
Start At: 09-2003
Ends At: 09-2010
Description: None
Title: Internship London Trade Finance
Company: Lcl
Company URL: https://www.linkedin.com/company/lcl/
Industry: Banking
Company Size: 10001+
Location: None
Country: None
Employment Type: None
Start At: 01-2000
Ends At: 07-2000
Description: None
Title: Internship London
Company: None
Company URL: None
Industry: None
Company Size: None
Location: None
Country: None
Employment Type: None
Start At: 1999
Ends At: 2000
Description: None
Education:
School: EM LYON
Degree: Master of Science in Management (MSc), Business School
Activities: None
School: École de Guerre
Degree: Leadership Program, null
Activities: None
Headline:
Global Strategy & Transformation Leader | Former Sonder, Accor, Accenture | Entrepreneur & Advisor