Chiara Brina

Replacement mission for the Director of Marketing & Brand France, aimed at ensuring the strategic and operational continuity of the Marketing Department, and supporting a team of 10 people during a period of significant change: internal management transition, tense aviation context (geopolitical instability, competitive pressure), and a new brand platform to embody 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).

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

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

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

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-retailers, Pure Players)as a strategic growth lever for the brand's skincare, fragrance, and makeup portfoliowithin the Group. The challenge: move from a tactical approach to an integrated e-Retail strategy — category management, content, media, data, commercial animation — serving sell-out and brand desirability.

Key results:+13% EMEA Sell-Out FY25 | +46% Zadig & Voltaire EMEA Sell-Out FY25 | +5pts Market Share on Douglas.com through a new full-funnel approach.

My main missions:

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

Co-managed with sales teams: category strategy (fragrance, skincare, makeup) for Sephora, Douglas, Primor, Notino, MyOrigins. Monitoring dynamics vs. competitors, building annual plans, assortment recommendations, per-retailer animation, and negotiating visibility.

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

New e-Retail governance model (roles, processes), supporting subsidiaries through business reviews and operational frameworks, facilitating market and partner committees.

Managing the team (6 people): defining roles, operational coaching, skill development. Close collaboration with Marketing and Key Account teams.

Tools:Circana/NPD, Amazon Seller Central, Amazon Ads, PowerBI, Profitero+, Equadis, Douglas / Sephora Customer Portals.

Interim mission within the **Digital Factory**, reporting to the Global CDO, to **structure a fragmented global e-Retail scope**, which is strategic and highly dependent on local dynamics: Amazon, specialists, e-groceries, quick commerce, and on-demand. The challenge: move from dispersed market initiatives to a more understandable, manageable, and actionable model, capable of reconciling brand desirability, commercial performance, and team skill development.

Key results:Black Friday & Prime Day UK Amazon sales record: +160% YoY thanks to a new Amazon Ads approach.

My main missions:

✦GLOBAL E-RETAIL ROADMAP

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

✦RETAIL MEDIA STRATEGY

Structuring a common methodology for a previously ill-defined 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 the AMZ pillars (Content X Ads X Data).

Tools:Akeneo, e-Store Media, Amazon Ads, PowerBI.