Eight years, two product pivots, and countless client “aha” moments later — Emma Guilloux has seen customer success from every angle. From hands-on account work to shaping global strategy, she has learned that great CS leadership is equal parts empathy, adaptability, and a commercial mindset. Read on to learn how Emma continues to grow with her clients and her team at Celtra.
What sparked your interest in customer success, and how did your career path unfold from there?
Since joining Celtra eight years ago, my role has evolved from account manager to customer success, shifting from reactive support to building strategic partnerships with some of our largest global clients. I quickly realised how much I enjoyed helping brands navigate complex workflows and unlock real value from our solutions. One thing I’ve always appreciated is the cross-functional nature of the role. I get to collaborate with Product, Solutions, and Sales, which makes the work dynamic and lets me see the direct impact of client advocacy across the business.
What are the top 2–3 traits that make a great customer success director, and why?
First, strategic empathy: the ability to truly understand the client’s goals while also knowing how to align them with internal roadmaps. Being that bridge is crucial.
Second, adaptability: working across global organisations means you’re constantly navigating shifting priorities, markets, and stakeholders.
Third, a commercial mindset: success isn’t just about retention; it’s about identifying new opportunities, delivering value, and driving sustainable growth for both the client and Celtra.
What does a ‘typical’ day look like as a Sr. Customer Success Director at Celtra?
No two days are exactly the same, which is what I love. I manage multiple enterprise accounts, each at different stages of maturity, so my day can involve anything from account planning and QBR prep to problem-solving urgent client issues.
I spend a lot of time collaborating across time zones with global teams, briefing internal stakeholders on product feedback, or addressing specific market needs. I’m also often involved in expansion strategy conversations, leading enablement sessions, or helping guide cross-functional alignment. It’s a real balance of long-term strategic thinking and day-to-day execution.
What are the biggest challenges you face in your role, and how do you tackle them?
One major challenge is driving adoption at scale across many brands, markets, languages, and agency partners, which requires flexibility and cultural sensitivity. There can also be a gap between different client stakeholders, those who buy vs. those who use the platform, and part of my role is bridging that divide. At times, it’s also about managing expectations when there are product limitations. My approach includes tailored onboarding, hands-on workshops, and strong agency enablement to make sure everyone is set up for success.
How has your role evolved since you joined Celtra? Any big pivots or surprises along the way?
When I joined, I was focused on our Creative Enablement product on the media side of the business. Later, I moved to the Creative Automation product, which brought a whole new set of client challenges and opportunities.
I’ve grown from executing account-level tasks to owning the full strategic vision for global clients. I also joined the CS team when the function was still new and evolving, which gave me the chance to shape what customer success means at Celtra.
More recently, I’ve been involved in some of our AI initiatives and success frameworks, and I continue to play a role in feedback loops with our Product team, which is an exciting space to be in.
What do you love most about your job, and what makes Celtra stand out as a place to work?
I love seeing clients unlock efficiency through our tools, especially when we help solve a long-standing pain point. There’s nothing better than witnessing that “aha” moment. Working with some of the world’s most creative brands at scale is also incredibly rewarding. You see the real-world impact of your work, whether it’s a new campaign live in-market or a workflow that just became 10x more efficient.
Celtra is a place where you can be both strategic and hands-on. The culture is collaborative, the teams are passionate, and there’s real space to influence product direction. And now with the momentum around AI, it’s an especially exciting time to be here!
