Freelancer profile translated to English.

Description

References:

Luxury:LVMH, Maison Francis Kurkdjian, Singulart

Beauty:L'Oréal

Wine & Spirits:Rémy Cointreau

Fashion:Balibaris

Food / Retail:The French Bastards

Finance / Fintech:Yomoni, Younited Credit

Education:ETS Global, Kids Empire

I work alongside marketing and digital management to design and orchestrate customer strategy: CRM, clienteling, customer knowledge, activation, and performance management.

I operate with a structured, long-term approach, leveraging data and a deep understanding of business and organizational challenges.

Industry field of expertise

Languages

French
Native or bilingual
English
Native or bilingual
German
Conversational
Spanish
Basic

Workplace preferences

Can work on-site

Paris (up to 10km)

Guerlain (LVMH)
CRM & Loyalty Manager
FASHION AND COSMETICS
February 2026 - Today (6 months)
Paris, France
✅ CRM & Transformation Leadership
• Managed a team of 5 people
• Defined and presented the CRM & Loyalty 2026 roadmap to the Executive Committee
• Deployed the CRM & Loyalty strategy across all markets

✅ Loyalty Strategy
• Designed the future global loyalty program with a more relational and experiential approach
• Led cross-functional workshops to unite the Maison's teams
• Oversaw the tender process for the program's identity with the loyalty project manager
• Defined a roadmap of tests and optimizations with the markets before launch
✅ CRM Activation & AI Personalization
• Led international launch CRM strategies, from scoping to local deployment
• Deployed CRM projects integrating AI: predictive segmentation, product recommendations, channel and timing optimization
✅ Performance & Customer Knowledge
• Structured CRM reporting and customer performance analysis
• Defined common KPIs and strengthened the performance culture within the markets
Loyalty CRM Customer Relations
LVMH
Senior CRM & Clienteling Consultant
LUXURY GOODS
January 2025 - December 2025 (11 months)
Paris, France
✅ Group Strategy & Management
• Advised the five LVMH divisions and their Maisons in scoping and orienting CRM & Clienteling initiatives
• Structured and managed high-impact cross-functional projects in clienteling and marketing automation

✅ Coordination & Consulting
• Provided strategic advice to optimize customer experience and CRM performance
• Supported the deployment of CRM & Clienteling assets developed at the Group level to the Maisons
• Led workshops to define measurement methodology, analyze results, and identify improvement levers

✅ WhatsApp Task Force Lead
• Defined the Group's vision for WhatsApp usage
• Created the Playbook: priority use cases, best practices, operational guidelines
• Supported interested Maisons in evaluating and implementing the channel
Customer Relationship Management (CRM) Marketing Automation Clienteling CRM Strategy WhatsApp
Maison Francis Kurkdjian (LVMH)
Head of CRM
FASHION AND COSMETICS
March 2024 - Today (2 years and 4 months)
Paris, France
✅ Management & Strategy:
• Supervised a team of 4 people
• Collaborated with the LVMH Beauty IT department to deliver CRM & Customer Service projects
• Created the 2025 roadmap, aligned with business and strategic objectives

✅ Loyalty:
• Developed and launched a loyalty program
• Managed the customer lifecycle with targeted and personalized communication
• Planned benefits and rewards based on loyalty tiers and sales forecasts
• Designed exceptional experiences and gifts in collaboration with PR and market development teams for VICs

✅ Clienteling:
• Implemented a clienteling application in collaboration with the IT department, initially launched in pilot markets UK and France
• Planned deployment in 5 additional markets in 2025
• Participated in the training plan for Beauty Advisors on using the application
• Defined new journeys and improved associated KPIs

✅ Campaigns:
• Supervised weekly emailing campaigns and customer journeys
• Introduced new ideas to enrich the CRM strategy, including targeting and A/B testing
Customer Loyalty/Retention Loyalty Clienteling Interim Management CRM

Check out Anaïs's experience

Timothée

TSC Growth

Reviewed on 5/11/2023

I really enjoyed working with Anaïs on this last-minute assignment. She adapted quickly to my needs and worked with me to enhance my skills. She knows Customer.io perfectly. I highly recommend her.

Geoffroy

Geoffroy Reiser Consulting

Reviewed on 3/28/2023

It was a pleasure working with Anaïs. Our vendor had chosen Customer.io as their CRM, and we were looking for someone to manage its implementation. Anaïs is an expert in the tool; she guided us through its setup and the launch of our first campaigns. I recommend Anaïs!