Freelancer profile translated to English.

Description

Over ten years of experience in various communication agencies, during which I developed solid expertise in strategy and management of high-stakes PRM/CRM operational systems. I have an approach that combines strategic vision, methodological rigor, and close collaboration with business, technical, and data teams. I have had the opportunity to support numerous clients in various sectors: banking, automotive, cosmetics, Retail, on issues related to loyalty, customer journeys, and data-driven strategies. I work on both operational topics (team structuring, implementation of tools and processes, management of CRM commercial animation plans) and more strategic topics (segmentation, scoring, message personalization, optimization of marketing triggers, retention, etc.). This ability to navigate between strategic vision and operational execution allows me to ensure overall consistency while bringing strategy to operations... and operations to strategy.

Industry field of expertise

Languages

English
Fluent
French
Native or bilingual

Workplace preferences

Can work on-site

Paris (up to 20km)

TBWA\Paris – Clients : Mercedes-Benz France, Cetelem, GMF, Castorama
CRM Strategy and Project Director
September 2016 - December 2025 (9 years and 3 months)
Courbevoie, France
• Business-oriented CRM strategy consulting: acquisition, activation, loyalty, and retention.
• Management of customer knowledge in collaboration with Data teams: RFM segmentation, score modeling, targeting strategy, and behavioral analysis of the database.
• Operational direction of CRM action plans: campaign orchestration, internal/external team coordination, deliverable tracking, and deadline adherence.
• Management and structuring of the CRM department: recruitment, training, process organization, and team skill development.
• Performance monitoring: dashboards, post-campaign analysis, and test & learn approach.
MRM//McCann - Clients : La Banque Postale, Kiehl's, Houra, Michelin
Account Director
January 2013 - January 2016 (3 years)
• Management of CRM action plans at three levels: Client-facing / technical teams / Data team.
• Redesign of point-of-sale and CRM communications.
• Recommendations on customer experience and journeys.
Business Lab - Clients : Banque Casino, Brasserie Flo, Peugeot, Dyson, Leroy Merlin
Group Manager
January 2010 - January 2013 (3 years)
• Strategic planning and operational deployment of the new brand platform.
• Strategic redesign of the loyalty program and support for the deployment of all 360 communications.
• Management and supervision of a team of 4 people.