Product coach, agile coach & committed founder · LilleDjamel Labani
I step in where things get stuck.
Blurry roadmap, strategy that never lands, no discovery, siloed teams : I help product teams get unstuck, for good.
- Based in
- Lille · Hauts-de-France
- Practice
- 10+ years
- Status
- Freelance · LBN Consulting
§ 01 / 07
About
A freelance product coach and agile coach based in Lille, France, I have spent over ten years working alongside product teams in demanding environments (retail, marketplaces, fintech, energy), helping them shape their strategy, speed up delivery and connect goals to real impact. I am a practitioner, not a theorist.
And I live what I coach from the inside: alongside my consulting work, I am co-founding Le Berceau de Location, with its constant trade-offs, its discovery work and its go-to-market.
My roots are technical: developer, then systems and network engineer, before moving into agility and product in 2016.
I work on site in Lille and across the Lille metropolitan area (Villeneuve-d'Ascq, Lesquin, Roubaix, Tourcoing, Marcq-en-Barœul), and more widely in the Hauts-de-France region.
10+
years alongside product teams
4
sectors: retail, marketplaces, fintech, energy
2016
the switch from tech to product
§ 02 / 07
Expertise
Six areas of work as a product coach and agile coach, rarely in isolation: a blurry roadmap usually hides a strategy that never landed, and slow delivery often comes from missing discovery. The lines between cards show these dependencies.
- 01
Product strategy and vision
Framing initiatives, prioritisation, OKRs to connect vision and execution.
- Framing
- Prioritisation
- OKRs
- 02
Roadmap and backlog
Structure, trade-offs, steering by value.
- Structure
- Trade-offs
- Value
- 03
Product discovery
Workshops, Example Mapping, Gherkin, metrics: understand before you build.
- Workshops
- Example Mapping
- Gherkin
- Metrics
- 04
Agility at scale
SAFe, Nexus, Quarter Planning, multi-team synchronisation, dependency management.
- SAFe
- Nexus
- Quarter Planning
- Dependencies
- 05
Delivery and performance
Process improvement, DORA metrics, the Accelerate approach.
- Process
- DORA
- Accelerate
- 06
People and change
Mentoring PMs and POs, change management, coaching managers.
- Mentoring
- Change
- Managers
Certifications
- Professional Scrum Master I
- Professional Scrum Product Owner I
§ 03 / 07
Journey
The short version. The full story, mission by mission, is on LinkedIn.
Since Dec. 2025
Product Coach · Boulanger
Facilitating Quarter Planning across the whole IT organisation.
Since June 2025
Co-founder & Head of Product · Le Berceau de Location
Discovery, go-to-market, trade-offs with scarce resources: product seen from the inside.
2022 — 2026
Agile Coach, then Product Coach · ADEO / Leroy Merlin
Marketplace: OKR-based steering, redesign of the initiative delivery process, growing product maturity.
2020 — 2022
Consultant · OCTO Technology
Enercoop, CACEIS and Bouygues Construction: product strategy, multi-country agility at scale, DORA metrics and the Accelerate approach.
2016 — 2020
Scrum Master, then Agile Coach · Publicis ETO, Auchan Retail, ADEO (via Extia)
International accounts, the Nexus framework, OKRs and dependency management on an ERP roll-out.
2009 — 2016
Technical roots · OCTIS, Innovasys, Conexance MD
Developer, then systems and network engineer, then head of infrastructure.
They trusted me
- Boulanger
- Leroy Merlin
- ADEO
- Enercoop
- CACEIS
- Bouygues Construction
- Auchan Retail
- Publicis
Teaching and community
Adjunct lecturer
IAE Lille, Université de Lille, Efficom, Lille Ynov Campus.
Trainer
VISIPLUS academy, product management and agility.
Nord Agile
Treasurer of the association and co-organiser of Agile Tour Lille (300+ attendees).
§ 04 / 07
Le Berceau de Location
Le Berceau de Location is a marketplace for renting baby gear between parents and professional rental shops. Strollers, travel cots, car seats: most childcare equipment is only used for a few months.
Instead of buying new, parents rent close to home or at their holiday destination, from other parents or from professional renters. Owners earn a little from gear that would otherwise gather dust in the attic. No online payment, and a real person who answers within 24 hours.
Less spending for families, less waste for the planet.
Circular economy
Give quality gear a second life instead of manufacturing more of it.
Social impact
Make quality equipment accessible to every family, for exactly as long as it is needed.
§ 05 / 07
LBN Consulting
My consulting company, based in Lille: the structure behind my freelance product coaching, agile coaching and product management work.
- 01
Agile and product coaching
Teams, PMs, POs and managers, on the ground.
- 02
Consulting
Product strategy, roadmap, organisation, steering by value.
- 03
Transformation support
Agility at scale, Quarter Planning, initiative delivery.
- Entity
- EURL (French LLC)
- Registered in
- Lille
- Since
- 2023
§ 06 / 07
Frequently asked questions
What people usually ask me before starting a product coaching or agile coaching engagement.
01
What does a product coach do?
A product coach helps teams and their leaders decide better what to build, and why: clarifying the vision, linking strategy to goals (OKRs), prioritising by value, setting up continuous discovery and measuring impact. I work alongside Product Managers, Product Owners and managers, on their real problems.
02
What is the difference between a product coach and an agile coach?
An agile coach focuses on how people work: rituals, flow, collaboration across teams, agility at scale (SAFe, Nexus). A product coach focuses on what gets built and the impact it has. I do both: I was a Scrum Master and an agile coach before becoming a product coach, and real blockers almost always mix the two.
03
Where do you work?
I am based in Lille, France, and work on site across the Lille metropolitan area (Lille, Villeneuve-d'Ascq, Lesquin, Roubaix, Tourcoing, Marcq-en-Barœul) and the Hauts-de-France region. For another location or a remote setup, let's talk.
04
What kind of engagements do you offer?
Freelance product coaching and agile coaching engagements through LBN Consulting, transformation support (OKRs, Quarter Planning, multi-team synchronisation, delivery), mentoring for Product Managers and Product Owners, and training in product management and agility.
05
Do you work with startups as well as large companies?
Yes. I have worked with large retail, energy and finance companies (Boulanger, Leroy Merlin, ADEO, Enercoop, CACEIS), and I am co-founding a startup myself, Le Berceau de Location. I know trade-offs with scarce resources as well as coordinating dozens of teams.
06
How do we get started?
Book a slot online, or message me on LinkedIn or Malt. We go over your context and what is getting stuck, with no commitment.
§ 07 / 07
Contact
A roadmap to clarify, a team to unblock, a transformation to hold together? Let's talk.
Book a slot directly, or message me on LinkedIn or Malt. No form, no phone number on this site.