Anne-Charlotte Hameidat

CMI France is a media group with a strong portfolio of titles. I was involved in structuring and ensuring the reliability of CRM campaign management for the digital department, which handles 80 campaigns per week, in an environment where commercial pressure leaves little room for error.

Actions taken:

- Automated campaign scheduling to move from manual weekly management to automatic visibility for the entire year

- Structured the internal team organization to handle a volume of 80 weekly campaigns while remaining flexible to commercial fluctuations

- Took charge of campaign segmentation and programming, integrating deliverability and commercial pressure constraints

- Managed lead collection operations end-to-end: scoping, project management, technical flow creation, billing tracking

- Built dashboards and aggregates to provide management with a clear view of activity and performance

👉 Results obtained:

- Elimination of human errors in planning, where the manual process could generate them

- Secure and clear activity for the entire year, even during periods of high commercial pressure

- A team that manages volume without being constantly overwhelmed by urgency

Malakoff Humanis sought to ensure the reliability and fluidity of its multi-channel marketing campaign production on Adobe Campaign.

Business teams had technical needs not reported to IT, campaigns were still managed manually, and there was no alert system in case of sending failure. Every morning, someone manually checked if the campaigns had been sent.

Actions taken:

- Collected and formalized business needs related to campaign creation, tracking requests until their handling by IT

- Audited Adobe Campaign usage to identify manually managed campaigns and missing data flows

- Automated campaigns previously produced manually, reducing the operational workload of the teams

- Implemented an automatic alert system in case of sending failure, eliminating daily manual checks

👉 Results obtained:

- Automated campaigns that no longer require human resources for their execution

- Immediate detection of sending failures, without daily manual monitoring

- A structured channel between business and IT to handle technical needs in a tracked manner

I joined the Digital Operations CRM team at Carrefour Banque & Assurance, a subsidiary of the Carrefour group, within a team of 3 people, to structure multi-channel marketing campaigns.

Actions taken:

- Managed 30 recurring and 3 one-off campaigns per week, from segmentation to results analysis

- Designed and deployed the company's first welcome back program, starting from scratch: connecting comparator lead flows and creating associated multi-channel contact plans

- HTML creation of emails and integration into the Adobe Campaign production chain, from design to routing

- Managed 3 specialized mail routing service providers for an annual budget of 100,000 euros, on sensitive operations like due date notices

- Defined KPIs, monitored performance, and produced activity reports for each operation

👉 Results obtained:

- Transition from an organization without a contact plan to a complete and autonomous multi-channel system

- Implementation of the company's first welcome back program, covering the entire post-lead journey