Experience

LAFRETO

• France
• Sporting Goods Manufacturing
• 1 - 100 Employee

• Marketing & E-commerce Director

  • Apr 2022 - Present

  Lafreto Group is composed of 3 brands (retail and websites) in 3 sports verticals : outdoor, water and golf Management of the Marketing & E-commerce activity / Member of Executive Committee Definition and implementation of the marketing and e-commerce strategy > Analysis of the strengths of the 3 brands and the competitive universe to build a strategy adapted to the different markets > Development of synergy between the brands to promote customer retention within the group > Launch of a new vertical and integration of a new brand within the group Management of a team of 10 people ensuring the deployment of this strategy > Acquisition: management of paid media campaigns (budget €1.2M) and SEO management to generate qualified traffic > Loyalty: implementation of a CDP and automations to promote retention and better understand our customers > Operational marketing: deployment of marketing operations on the different websites and in stores to boost business > UX: optimization of the customer experience (AB tests, personnalization,...) > Trade marketing : definition and implementation of trade marketing operations to support our partner brands (Budget 240k€) > Communication : building and deployment of the new brand platform and management of social networks



Michelin

• France
• Motor Vehicle Manufacturing
• 700 & Above Employee

• Digital Performance Manager

  • Jan 2021 - May 2022

  Digital performance culture creation and development >Create methodologies and tools to develop a performance culture and optimize marketing & communication activities in European territories. >Run relevant analysis and share insights to improve digital performances of Michelin, through the animation of a marketing & communication network (≈70 people) Data driven marketing strategy deployment >Media agencies management to optimize campaigns to generate leads to dealers or CRM data for Michelin. >Consumer journeys optimization on all digital touchpoints. Management of Paid Search activity >Steering of Paid Search activity in 25 European countries to drive qualified traffic to Michelin website.



IKEA Group

• Italy
• Design Services
• 1 - 100 Employee

• Marketing Performance Leader France

  • Jun 2020 - Jan 2021

  Definition of the marketing performance framework >Define pertinent KPIs, measurements and tools, and lead the overall performance analysis of paid, owned and earned media to drive ROI Lead of the marketing plan >Lead the entire process, ensuring objectives are based on a clear understanding of our current performance and ROI >Actively cooperate with all key stakeholders to secure integration, common focus and maximize impact Definition of the marketing performance framework >Define pertinent KPIs, measurements and tools, and lead the overall performance analysis of paid, owned and earned media to drive ROI Lead of the marketing plan >Lead the entire process, ensuring objectives are based on a clear understanding of our current performance and ROI >Actively cooperate with all key stakeholders to secure integration, common focus and maximize impact



Veepee

• France
• Software Development
• 700 & Above Employee

• Head of Insights

  • Jul 2017 - Jun 2020

  Marketing and company strategy support>Conduct analysis (market trends, consumer researches, data analysis) to identify growth levers and recommend actions or initiate projects>Provide analysis and regular reporting of performances to push data-driven decision making>Support different teams in their projects and strategy definition through generation of insights on global or specific topicsPlanification and forecast of B2C performances>Market understanding, customers data analysis, and use of statistical models to forecast B2C performances>Build business cases to measure impacts of marketing actions on customers>Consolidate and challenge the different forecasts with countries and business teamsManagement of Insights team (strategic planner, insights manager, business analysts)

• Research and Strategy Project Manager

  • Jul 2015 - Jun 2017

  Veepee positioning on its markets>Implement researches to measure and monitor the performance of Veepee and its competitors in all countries of the group (NPS, awareness surveys, perception surveys, competition tracking...)>Partnership with panels (GFK, NPD, Foxintelligence): launch and follow-up of partnerships, data analysis, report building>Analyze competition strategiesCustomers behaviors understanding>Analyze customers’ data and carry out researches to build recommendations for marketing and top management>Design and build performance monitoring dashboards to provide self-help insights

• Marketing Research Analyst

  • May 2014 - Jun 2015

  Insights creation: conduct ad-hoc quantitative or qualitative researches to feed teams with consumers’ insightsProduction of commercial tools: create content and communication media (Powerpoint presentations, videos,...) for commercial teams



La Française des Jeux

• France
• Gambling Facilities and Casinos
• 700 & Above Employee

• Product Manager Assistant

  • Feb 2013 - Aug 2013

  Development of new Illiko Online products: mix and brief design, follow-up of the creation, design and follow-up of the promotional device, launch assessment (2 adapted physical games, 2 exclusive web games fully designed, 6 games started or finalized) Daily management of product life: monitoring of indicators (turnover, number of players, average basket, recruitment), analysis and recommendations, implementation of corrective actions Operational management of the Online Scratching segment (€80M/year): weekly reporting, benchmarking of foreign lotteries and online gaming sites, participation in the development of the strategic plan, management of promotional operations.



vente-privee.com

• Information Technology & Services
• 1 - 100 Employee

• Marketing Research Assistant

  • Aug 2012 - Feb 2013

  Participation in the various research projects of the service: ad-hoc quantitative studies for different departments, sectoral studies (wines, decoration,...) Analysis of web audience data (Médiamétrie/Nielsen) Competitive intelligence: weekly newsletters to keep management informed of industry news, construction of a database listing competitors and their characteristics Participation in the various research projects of the service: ad-hoc quantitative studies for different departments, sectoral studies (wines, decoration,...) Analysis of web audience data (Médiamétrie/Nielsen) Competitive intelligence: weekly newsletters to keep management informed of industry news, construction of a database listing competitors and their characteristics



AMS Conseil

• France
• Market Research
• 1 - 100 Employee

• Marketing Research Analyst

  • Sep 2011 - Jun 2012

  Realisation of different types of market researchs: - Feasibility studies - Image study - Launch of a new product range - Satisfaction survey Realisation of different types of market researchs: - Feasibility studies - Image study - Launch of a new product range - Satisfaction survey



FONCIA

• France
• Real Estate
• 700 & Above Employee

• Rental Negociator

  • Jun 2011 - Sep 2011

  Working in pairs with a rental negotiator Reception of clients in branches and by phone and selection of properties adapted to their expectations Organisation of visits, follow-up of files and sales of related products Realization of an observatory of rents Working in pairs with a rental negotiator Reception of clients in branches and by phone and selection of properties adapted to their expectations Organisation of visits, follow-up of files and sales of related products Realization of an observatory of rents



Carrefour

• France
• Retail
• 700 & Above Employee

• Supermarket Employee

  • Jun 2007 - Aug 2009

  During the school holidays over the entire period Putting on the shelf (Grocery, DPH, Liquids, Fresh products) Fruit and vegetable department management

• Department Manager Assistant

  • Apr 2009 - May 2009

  Personnel management Setting up of different commercial operations Satisfaction survey on the supermarket brand's change