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Founder of Hcode

Justine Serrand —
coach for those
stepping into management.

Ten years in Tech, a management transition full of challenges, and a deep conviction that you do not become a manager naturally — you become one because you had the opportunity to learn.

10 years in Tech Ex-Criteo Certified coach Trilingual Based in France
Justine Serrand, fondatrice de Hcode
10 years in Tech before founding Hcode
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Education
Computer Science degree
Computer Science graduate — the origin of the "Code" in Hcode.
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2011
Technical Solutions Engineer — Criteo
Joined Criteo in Paris. Helped clients launch their retargeting campaigns.
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~2015
Team Lead then Manager
Now in Madrid. First management transition. Up to 10 people in her team — and impostor syndrome thrown in for good measure.
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2021 — 2022
Dual coaching certification
Master Coach ICI (International Coaching Institute) + JSCS certification.
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Aujourd'hui
Founder of Hcode
Coach and trainer for first-time managers in Tech.
My story

I have lived exactly what my clients go through.

In 2011, I joined Criteo as a Technical Solutions Engineer. I loved my work, I was passionate about Tech, and I was thriving in a company with a strong culture. Everything was going well — until my promotion to team lead.

"Even with a great manager, my impostor syndrome stopped me from asking questions. I felt illegitimate among my peers — most of whom were men. I wished I had someone neutral to guide me."

That experience changed everything. After ten years in Tech, I decided to train seriously as a coach — Master Coach at the International Coaching Institute in 2021, then a second certification at JSCS in 2022 — to offer first-time leaders what nobody had offered me.

Hcode reflects that journey. Code for my first career in programming, for the Tech sector I work with, and for the unwritten rules that shape how people relate within a company. H for Human — because that is always where everything plays out.

My convictions

What I believe in, deeply.

These convictions guide every Hcode programme — from the very first call to the very last session.

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A virtuous leadership
"Good management has the power to change people's paths."
Every programme aims for a concrete, lasting impact — for the manager, their team, and the organisation as a whole. The ultimate goal: workplaces where everyone can thrive.
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A connected leadership
""Management is too complex a journey to go through alone."
We learn better in a space of trust, without judgement, with authenticity. Whether one-to-one or in a group, the space I create is a safe space to explore, make mistakes, and grow.
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A simple leadership
"Leadership does not need to be complicated."
My approach is pragmatic, direct, and jargon-free. I cut straight to what matters, with tools that fit easily into the already busy reality of first-time managers.
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A lasting leadership
"You do not become a manager overnight."
It is a long-term investment, fed by day-to-day experience and continuous growth. My role is to lay the right foundations — not to hand out all the answers.
Training & certifications

A rigorously built expertise.

My coaching expertise is built on a dual certification, earned after ten years of management practice in Tech. I also use recognised self-awareness tools — DISC and Driving Forces — to help clients understand their profile and their deepest motivations.

DISC Driving Forces Individual coaching FR · EN · ES
Master Coach
International Coaching Institute (ICI)
Obtained in June 2021
Coaching Certification
JSCS — Coaching School
Obtained in January 2022
Certified DISC & Driving Forces Practitioner
Behavioural and motivational assessment tools
Obtained in July 2023

Want to see if we could work together?

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