L-Acoustics has appointed Olivier Maynard as Executive Director of Strategic Market Development and has significantly expanded the capabilities of this recently established division, with the aim of accelerating growth across key vertical markets worldwide.
The new Strategic Market Development division brings together three core disciplines — business development, creative engagement, and market intelligence — working in close coordination with regional sales teams to drive demand and strengthen L-Acoustics’ position in both established and emerging markets. Olivier will also spearhead commercial innovation, developing new business models from concept through implementation across the organization.
By joining the company’s Executive Committee, he will work alongside the leadership team to integrate market development and new business models into the company’s long-term vision: connecting people through the best shared sound experiences. Olivier will report directly to L-Acoustics co-CEO Laurent Vaissié.
The Strategic Market Development division’s mission is to gain the deepest possible understanding of L-Acoustics’ markets, build relationships with end users and influencers, and create demand for the company’s innovative technologies across multiple vertical applications. From touring and festivals to houses of worship, sports venues, themed attractions, corporate events, and architectural installations, the team develops targeted strategies that connect L-Acoustics’ technical excellence with the specific needs and aspirations of each segment.
In an industry where detailed market data is scarce, our ability to truly understand customers, their challenges, and their ambitions gives us a decisive advantage. Our mission is to support our clients’ business by engaging end users in ways that are inspirational and experiential, beyond the purely technical: speaking to artists, architects, venue owners, and creative professionals about the creative potential that opens up when exceptional sound becomes part of their vision. By working hand in hand with sales teams in every territory, we are creating sustainable demand that benefits our entire partner ecosystem, says Maynard.
Maynard brings extensive experience in strategic market development and business model innovation. He spent more than a decade at Boston Consulting Group leading go-to-market strategy, sales, and digital transformation projects for industrial companies, before joining Groupe Beneteau as Director of Digital, New Business Models, and Transformation. In that role, he led the company’s digital strategy and served as Deputy CEO of Services, developing innovative financing and service models. At L-Acoustics, he will apply this experience to professionalize the division’s approach to vertical markets, while exploring new business model opportunities that keep L-Acoustics at the forefront of industry innovation.
“As our portfolio of premium audio solutions — source, system, and space — continues to expand into new markets, our long-term vision and our clients’ success depend on a leadership team that has a deep understanding of the specific needs of each vertical, as well as the ability to explain our value proposition to a wide range of stakeholders, from technical experts to creatives and decision makers”, explains Vaissié. “Welcoming Olivier to our business team and Executive Committee is a key part of this evolution. His unique background in digital transformation and business model innovation is exactly what we need to steer this new division. By integrating Strategic Market Development into our executive core, we ensure that deep market intelligence and creative engagement remain at the heart of our collective decision-making, securing our leadership position for years to come”.
The Business Development team deploys specialists who work globally within specific vertical markets to develop targeted strategies that accelerate growth in high-potential sectors. These experts build comprehensive go-to-market strategies for each sector, identifying key markets, defining differentiated value propositions, optimizing product mix, and cultivating strategic partner relationships.
Market Intelligence builds L-Acoustics’ understanding of the global professional audio landscape through rigorous research and analysis. In an industry where comprehensive market data is limited, this team’s work provides a competitive advantage, enabling data-driven decisions about market priorities, product development, and strategic investments.
Creative Engagement focuses on building authentic relationships with influencers and decision-makers who shape the audio industry: artists, architects, designers, and creative professionals. This team communicates through inspiration and experience, demonstrating how L-Acoustics technologies enable extraordinary creative outcomes. This approach is particularly relevant in markets where L-Acoustics is building brand presence, creating awareness and market demand.
This organizational structure reflects our commitment to a more strategic, vertical-focused approach to market development. Rather than reacting to market opportunities as they arise, we are building deep expertise in each vertical to understand the key countries, decision-makers, differentiated value propositions, and optimal partner strategies, and to lead the way. This brings greater efficiency and performance across the organization, while positioning us to explore innovative business models that will define the future of this industry, continues Maynard.
Related images:
- LA_Strategic_Market_Intelligence_1 – Olivier Maynard has been appointed Executive Director of Strategic Market Development at L-Acoustics
