Capucine Lucas

Strategic Marketing: Taverne de Maitre Kanter brand strategic plan and monitoring for each activity channel (€250 K per year).

Operational Marketing:

- National: Development of menus and product promotions: brand strategy monitoring, R&D briefing, restaurant event planning, POS material development, briefing & management of various service providers (creative agency, printer), organization of street marketing operations.

- Local: Adaptation of national strategy to local constraints, support of local activity, definition of local issues in conjunction with restaurants.

Communication: B2B communication for franchisees and the company-owned network, implementation of ISA campaigns, monthly newsletters.

Trade Marketing: Definition and monitoring of objectives with partners, product briefing, product highlighting during promotions.

Web Marketing: Website content management, implementation of a social media strategy, analysis of results.

Marketing Studies: Analysis of the results of actions taken (qualitative and quantitative assessment), competitor benchmarking.

At the beginning of the Water Family adventure, I was in charge of coordinating the Morbihan department. This involved various tasks such as:

- Management of local partnerships (companies, local authorities, associations...)

- Awareness sessions in classrooms (initial contact with schools, organization of the activity, facilitation)

- Event organization

- Prospecting for new potential partners

Subsequently, we integrated a second person into the department whom I recruited and trained. This allowed me to develop the Loire-Atlantique department and recruit someone in Nantes.

Furthermore, I took on the cross-functional mission of the Water Family partnership department. This meant:

- Working as a team with the Water Family Partnership Manager

- Structuring the department: organizing processes for all employees and service providers (Partnership tracking sheet, FAQ creation for the administrative aspect of calls for projects, Tracking sheet for upcoming calls for projects)

- Creation and updating of partnership materials: partnership guide for internal use, partnership brochure, presentation during client meetings...

- Organization and facilitation of partnership committees (once a month)

Network Animation

- Sharing of information from the product marketing department using a weekly document sent to the sites

- Design of the 2016 animation plan

- Briefing with various service providers (agency & printer)

- Organization of photo shoots

- Production of operational guides

- Complaint management

- Analysis

Brand Repositioning

- Management of the repositioning strategy for the Arpège brand

Product Offering

Development of 12 self-service concepts and 2 alternative dining concepts: briefing & management of the agency for copywriting and creation of the 12 offers (naming, guest profiles, storytelling, pictograms, generic & guest visuals), modeling of the offers.

- Launch of the new brand identity

Creation of a new website: brief preparation, management of the call for tenders from various agencies.

Management of the brand launch: agency briefing, liaison with the group's communication department (press relations, digital, internal communication)

Community Animation

- Production of specific material for restaurant chefs

Material design, text writing, agency briefing & management

- Management of the call for tenders for the development of a chefs' community.

Implementation of a Communication Plan

- Creation of a monthly newsletter

Information compilation, text writing, interviews, design creation

- Coordination of various company departments

Implementation of a shared tool to centralize information

Support for various departments: assistance in structuring a communication plan for the hygiene department