Chiara Brina

Replacement mission for the Director of Marketing & Brand France, aiming to ensure strategic and operational continuity of the Marketing Department, and support a team of 10 people during a period of intense change: internal managerial transition, tense aviation context (geopolitical instability, competitive pressure), new brand platform to be embodied in the field.The challenge: secure the H1 2026 roadmap, strengthen brand awareness and preference in a competitive French market, without diluting brand coherence, while creating new synergies with other departments (Digital, Sales, CX).

✦STRATEGIC MEDIA & BRANDING MANAGEMENT

National deployment of the new brand platform, management and optimization of the annual multi-million euro media plan (TV, BVOD, VOL, OOH, Social) with reallocation towards higher-performing channels. Coordination of creative and media agencies in a test & learn approach, ensuring brand consistency across all communications.

✦SOCIAL MEDIA ACCELERATION (TIKTOK, META, PINTEREST, YOUTUBE)

Repositioning the editorial strategy towards more native and conversational formats. Structuring the organic / paid / influence mix to maximize incremental reach. Development of new engagement levers: creators, immersive formats, paid amplification.

✦BRAND PARTNERSHIPS / IRL / EVENTS

Deployment of commercial and affinity partnerships (music, festivals, tourist destinations) and brand activation in high-visibility experiential initiatives: Defense Arena, Rock en Seine, airports.

✦LEADERSHIP & MANAGEMENT

Management and development of a team of 10 people (media, social, partnerships), coordination of creative, media, and social agencies. Facilitation of execution rituals with central Marketing teams and transversal departments.

Regional mission toreposition Key Online Partnerships(e-Pharmacies, Pure Players) **as a strategic growth lever for the Group's skincare, fragrance, and makeup portfolio**. The challenge: move from a tactical approach to building an integrated e-Retail strategy—category management, content, media, data, commercial animation—to drive sell-out and brand desirability.

My main responsibilities:

✦EMEA E-RETAIL ROADMAP

Structuring the strategy for key channels: e-Pharmacies, Pure Players, new businesses (Amazon, Zalando, e-pharmacies). 360° activations (Retail Media, DOOH, Social Media, CRM), SEO & AI content optimization.

✦CATEGORY MANAGEMENT & JBPs

Co-managed with sales teams: category strategy (fragrance, skincare, makeup) on Sephora, Douglas, Primor, Notino, MyOrigins. Management of dynamics vs. competitors, annual plan construction, assortment recommendations, per-retailer animation, and visibility negotiations.

✦RETAIL MEDIA & DIGITAL SHELF (AMAZON, DMS, CRITEO)

Strategic recommendations (A&Ps guidelines, category benchmarks), performance management (Sell-Out, SoS, OOS, ROAS, Search ranking), multi-channel campaign deployment: Retail Media, SoMe & Collab Ads, DOOH.

✦ORGANIZATIONAL TRANSFORMATION

New e-Retail governance model (roles, processes), support for subsidiaries through business reviews and operational frameworks, facilitation of market and partner committees.

✦LEADERSHIP & COACHING

Management of the team (6 people): role definition, operational coaching, expertise development. Close collaboration with Marketing and Key Account teams.

Transition mission **within the Digital Factory**, reporting to the Global CDO, to **structure a fragmented global e-Retail scope**, strategically important and highly dependent on local dynamics: Amazon, specialists, e-groceries, quick commerce, and on-demand. The challenge: move from scattered market initiatives to a more coherent, manageable, and activatable model, capable of balancing brand desirability, commercial performance, and team skill development.

My main responsibilities:

✦GLOBAL E-RETAIL ROADMAP

Business audit, prioritization of high-potential Amazon markets, identification of key partners and hero SKUs. Construction of a roadmap focusing on Digital Shelf, Retail Media, performance data, and change management.

✦RETAIL MEDIA STRATEGY

Structuring a common methodology for a previously uncoordinated area: Search, Sponsored Products, DSP, market-specific recommendations, and support for local agencies.

✦DIGITAL SHELF & DATA OPTIMIZATION

Management of global KPIs: OOS, share of shelf, content compliance, A+ pages. Contribution to the deployment of the new Akeneo PIM Data Model to accelerate content distribution to markets.

✦ORGANIZATIONAL TRANSFORMATION

Creation of a cross-market Amazon Squad, a new governance model to break down silos between markets, share best practices, and establish a more test & learn, data-driven, and business-oriented culture around AMZ pillars (Content X Ads X Data).