Freelancer profile translated to English.
Back to original languageAbout Amélie
Marketing Director driven by transformation and the pursuit of performance, I support companies in defining and implementing results-oriented growth strategies.
Demanding and committed, I mobilize teams around a common ambition, combining strategic vision, operational excellence, and a data-driven approach to economic impact and customer satisfaction.
French
Native or bilingual
Can work on-site
Marseille (up to 50km)
Experience
- LA PROVENCE, Groupe CMA MEDIAStrategic Marketing & Innovation DirectorJanuary 2023 - December 2024 (2 years)Strategy & Performance• Initiated and managed business & digital transformation in an economic downturn context• Deployed a growth strategy based on data utilization, content marketing, and customer journey improvement• Managed revenue & margin growth for events (La Provence / Corse Matin) Structuring & Management• Recruited, structured, and managed a multidisciplinary Digital Marketing team (Product, Data, Acquisition, Loyalty)• Launched two brand platforms (La Provence & Corse Matin): branding & expression territory• Implemented analysis tools: dataviz, dashboards, DIY study platform, reader panel Key Results• +20% digital audience for La Provence• +15% digital subscriptions for Corse Matin• Event margin doubled in 2024 thanks to the activation of the event roadmap• Improved customer knowledge and journeys through data exploitation & reader insights
- LA DÉPÊCHE DU MIDIMarketing & Commercial Director - Subscriptions & DigitalJanuary 2017 - January 2023 (6 years)Strategy & Transformation• Developed and managed the digital subscriber growth strategy (acquisition, conversion, retention)• Implemented an online acquisition and loyalty plan focused on performance & ROI Structuring & Organization• Created a transverse department responsible for subscriptions, customer relations, and digital (2 units, 9 editors)• Managed multidisciplinary teams (internal and external providers) in a hybrid mode (in-person/remote)• Transformed organizations and optimized internal/external synergies Key Results• Digital subscriber base doubled in 3 years• Churn controlled and ARPU increasing• Cost rationalization (MS & Expenses) & tool modernization (dataviz, management, reporting)
- SFR – NUMERICABLE, Groupe ALTICECustomer, Operational Marketing, Product & Sales Support DirectorJanuary 2006 - January 2017 (11 years)Sales Deployment & Performance• PMO for the 1st 100% Fiber department in France (Rhône): coordinated technical and commercial deployment• Defined and managed sales strategy by sales area: targeting, geomarketing, objectives, actions• Implemented a THD loyalty plan: churn reduced by 2.5 points, satisfaction increased Product Marketing & Customer Relations• Responsible for the attractiveness and profitability of the TV offer (80% of turnover, 90% of margin)• Launched new products & services: VOD, thematic packages, pricing management• Digitalized the customer experience (SFR & Moi App)• Designed Proximity Customer Relations: +20% reception, +15% satisfaction & NPS Transformation & Sales Support• Created a sales support & Academy team• Liaison between regional and central departments• Tools: dataviz, management, automation• Transition from Numericable to SFR brand: subscriber support, repositioning
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Education
- Master 2, Marketing SpecializationEDHEC Business School,1999Master 2, Spécialisation Marketing
- Data & Artificial Intelligence, BCG2024Data & Intelligence Artificielle, BCG