Freelancer profile translated to English.
Back to original languageAbout Audrey
Senior Consultant in Marketing & CRMFor 17 years, I have been helping national and international brands structure and optimize their marketing & CRM strategy.
After 8 years of designing and deploying innovative promotional programs and partnerships for major players in retail, video games & licensing, and tech, I specialized in CRM Marketing.
I work across the entire customer lifecycle (acquisition, engagement, loyalty, and conversion) by designing high-performing contact plans, coherent customer journeys, and data-driven multichannel systems.
My key expertise:
- CRM Strategy & Lifecycle Marketing
- Design & optimization of loyalty programs
- Data-driven marketing & personalization of customer journeys
- CRM segmentation, targeting & performance analysis
- CRM project management & marketing/data/commerce coordination
- Strategic support & reporting to management (EXCOM / C-Level)
My approach is both strategic and operational: I structure the vision, orchestrate the systems, and optimize performance over time.
1. Business Diagnosis & Prioritization
2. Journey & Scenario Design
3. Activation & Orchestration
4. Measurement & Continuous Optimization
📍 Available remotely or hybrid (currently on assignment with BMW Group 2-3 days/week).
English
Fluent
French
Native or bilingual
Spanish
Fluent
Remote only
Primarily works remotely
Experience
- BMWCRM Strategist BMW, MINI & BMW MotorradAUTOMOBILEOctober 2021 - Today (4 years and 8 months)Paris, France
- Audit and strategic overhaul of the CRM contact plan for the group's three brands, with optimization of customer journeys and implementation of targeted automations to maximize engagement and conversions.
- CRM / PRM strategic recommendations for vehicle launches (new & used), tactical campaigns, newsletters, events, and customer lifecycle support, with creation of personalized automated workflows.
- Definition of campaign segments, content personalization, A/B testing implementation, and selection of appropriate channels (email, SMS, push notifications), with management of commercial pressure to optimize performance and customer experience.
- Monitoring of key KPIs, data-driven analysis, and sales performance management to identify levers for continuous optimization.
- In-depth analysis of the customer base (profiling, segmentation, scoring) to refine targeting, enhance customer knowledge, and maximize the effectiveness of CRM campaigns.
- OPTIC 2000Senior CRM & Operational Marketing Project ManagerHEALTH AND WELLNESSNovember 2017 - March 2020 (2 years and 4 months)Clamart, France
- Development of national Relationship Marketing plans and budgets (€6M/year).
- Definition of offers, levers, channels, and segmentation for direct marketing campaigns (mailings, emails, enriched SMS, flyers) for customer loyalty and acquisition.
- Implementation and setup of campaigns on CRM tools Adobe Campaign and MyElefant (SMS).
- Management and monitoring of marketing campaigns for the entire network (1200 stores): campaign creation, coordination with service providers (print materials, photo studio, casting agency, fashion catalog styling), 3rd party data rental, promotion across all 360 channels, schedule and budget management.
- Monitoring of campaign KPIs, development of win-win partnerships.
- Development of tools for the network of opticians (campaign setup, registrations, user training).
- Région Bretagne - Région OccitanieGRC Strategy Expert - Brittany and Occitanie RegionTRAVEL AND TOURISMJanuary 2021 - December 2022 (1 year and 11 months)Paris, France
- Coaching and skill development for teams on CRM marketing topics (departmental agencies, regional committees, tourist offices) through online training sessions.
- Training teams on CRM best practices, tools, and optimizing customer data management to enhance their autonomy and operational efficiency.
- Strategic support in defining CRM/PRM strategies for each entity, both individually and collectively, integrating local specificities.
This support included:- Audit of the existing situation to identify improvement opportunities and align objectives.
- Definition of a target vision and a strategy for collecting and managing the customer database, including advanced segmentation and creation of precise personas for optimal communication personalization.
- GDPR compliance with current regulations, ensuring data protection and transparent consent management.
- Improvement of customer knowledge through data analysis tools, enabling better targeting and personalization of CRM actions.
- Conducting technical training for teams to integrate CRM strategies into daily processes and improve interactions with visitors and prospects.
Reviews
Irène
Muchacha
Reviewed on 12/22/2020
Audrey is a creative and serious person. She masters her subject and delivers work on time!
Recommendations
OS
+2
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Education
- Master's Degree - Media and CommunicationIscpa2008BAC +4 obtenu à l'Iscpa, institut des médias. Ecole spécialisée dans les métiers de la communication et de la publicité
- University Diploma in Technology in Communication Networks and ServicesIUT de Meaux2006Techniques de communication Langage web et notions de codage (PHP, HTML, C++)
Certifications
- Digital Marketing, SEO and SEAVisiplus Academy2021