Director of Marketing and Communications: the Career Path of Guillaume Payen, EFAP Alumnus

The role of Director of Marketing and Communications now plays a central part in corporate strategy and business performance. At the crossroads of brand, business and engagement, this position requires a global vision, strong management skills and a thorough command of marketing levers.

Through the career path of Guillaume Payen, Executive Director of Sales and Marketing at Atol and EFAP alumnus, discover the realities and challenges of this strategic role.

Meeting Guillaume Payen, Executive Director of Sales and Marketing at Atol

Can you introduce yourself and explain your current role at Atol?

I am currently Executive Director of Sales and Marketing at Atol. My role is to oversee the group’s national influence, both in terms of brand strategy and commercial performance. On a daily basis, I work to support our network of opticians, with a clear objective: to generate in-store traffic, strengthen brand engagement and optimize commercial results.

What are the main areas of expertise you oversee?

My scope is structured around four major areas. First, operational marketing, strongly focused on in-store traffic and local activation. Then, the brand and engagement division, which includes corporate communications, public relations and internal communications.

I also oversee the digital division, including CRM and customer loyalty, which have become essential levers for building long-term customer relationships. Finally, the sales division, where I manage the group’s overall performance and the animation of the opticians’ network. We also have an in-house studio, allowing us to be more agile and consistent.

What was your career path before joining Atol?

After EFAP, I began my career in the sports and public relations sector. I completed my internship at Reebok, a formative experience that led me to stay on with the company. I then evolved across different environments, notably at Intersport, where I developed partnerships with the largest French sports federations.

These experiences gradually led me to broader roles, eventually joining Atol in a strategic sales and marketing leadership position.

Why did you choose EFAP for your education?

My background was somewhat atypical. I started with a BTS in Communication through a work-study program, which gave me an early taste for hands-on experience. I was looking for a school that could extend this practical approach through professional encounters, real case studies and internships. EFAP perfectly met those expectations.

It is a school that allowed me to continue learning while staying closely connected to the realities of the corporate world.

What do you remember most from your years at EFAP?

What I truly retained from EFAP is the team spirit. We worked on numerous concrete case studies proposed by professionals, alongside very diverse profiles: creatives, strategists and leaders. These experiences taught me how to collaborate, understand each person’s strengths and work with different personalities. They also helped me affirm my leadership role, while learning not to judge solely on speed of execution, but on the complementarity of talents.

When did you realize you had made the right career choice?

When I worked on projects aimed at making sports accessible to as many people as possible, particularly through partnerships with sports federations, I became aware of the real impact of our professions. Communication and marketing are sometimes seen as superficial. In reality, they are very concrete levers that can transform behaviors, democratize practices and create social value. That’s when I knew I was exactly where I belonged.

FAQ – Director of Marketing and Communications