Anaïs F.

Definition and implementation of the omnichannel CRM strategy (email, push, in-app) for France Télévisions' websites and mobile applications (France.tv, Franceinfo, France 3 Régions, etc.) with the aim of increasing user engagement, loyalty, and retention.

- Definition and management of the relational animation plan and marketing automation campaigns around the user lifecycle, with a logic of continuous optimization (A/B tests...)

- Management of cross-functional CRM projects (personalization, omnichannel, recommendation deployment, automated campaigns...) from scoping to implementation

- Data & User Knowledge: identification of data for user segmentation, personalization, campaign targeting, and user profiling

- Lead acquisition: deployment, management, and optimization of CRM journeys & opt-in collection campaigns (external and internal)

- Budget and vendor management, and tender management (tools & consultants)

- Data Quality: optimization of customer database quality and GDPR compliance

- Reporting & analysis of CRM activity performance

- Management and supervision of a team of 18 people (external and internal)

- Monitoring & deployment of new tools, integration with other internal tools & innovative modules

- Multi-channel CRM Strategy: Definition and optimization of multi-channel customer relational journeys by persona, segment, lifecycle (onboarding, loyalty, reactivation, upsell). Management of commercial and transactional campaigns in compliance with commercial pressure rules. Data Quality & Customer Knowledge: Analytical CRM, inventory of data and aggregates to integrate, enrichment, qualification, and cleaning… Monitoring of developments (requirements definition, go-live, business acceptance testing) front/back office and coordination of projects with internal teams. Management of the loyalty program. Management of 2 campaign managers, a customer service supervisor, and an assistant.

- CinePass Subscription (+15% active subscribers in 2018 vs 2017): Definition of promotional campaigns for new customer acquisition. Animation and loyalty building for existing subscribers (cultural partnerships, retention…). Management and recruitment of partner cinemas (+10 cinemas in 2 years). Optimization of program profitability (anti-fraud and anti-no-show journeys…). Optimization of customer journeys related to CinePass (self-service suspension and cancellation, renewal, booking).

- Customer Service: Management of the Webhelp provider for handling emails, phone calls, letters, and social media. Optimization of service quality and productivity (FAQ, templates, training).

Data, Customer Knowledge & CRM:

- Business project manager for Data Science Studio (Dataiku): data audit and acceptance testing, development of a data dictionary, in collaboration with the IT department.

- Data Quality & RCU: anomaly detection, normalization, proposal of corrections.

- Anti-churn project: definition of criteria to optimize the predictive algorithm and segmentation criteria to refine retention offers, in collaboration with Marketing, Customer Service, and IT departments.

- Customer segmentation (UGC Illimité, loyal customers) based on detailed analysis of their cinema & confectionery consumption and usage (60 criteria based on cinemas visited, films watched, frequency and timing of visits, digital behavior…).

- Digital communications (e-CRM and newsletters): optimization of campaign targeting, effectiveness measurement & ROI.

- Management of a Junior Data Scientist. Geomarketing: mapping and demographic (INSEE) and cinema (CNC and UGC Illimité subscriber data) analyses to optimize geomarketing actions and support arguments for CDAC applications. Macroeconomic summaries of the cinema market, globally and in UGC's operating areas (based on internal customer & transactional data and market data from Rentrak and CNC). Oral presentations over several years to UGC's top management during Study Committees.