Freelancer profile translated to English.

Description

CRM Specialist with 6 years of experience,I help companies turn their customer data into growth, retention, and ROI drivers.

**My favorite playground? The tourism, travel, and leisure sector, in complex international ecosystems with high volume (web & mobile)**. My experience at HomeExchange, a world leader in home exchange, has allowed me to develop sharp expertise in the specific engagement journeys of this industry (integrated messaging, booking funnels, seasonal reactivation).

What I bring to your projects:

*Strategic & Multichannel Vision:From defining large-scale editorial calendars to modeling complex nurturing journeys, I design multichannel campaigns (Emails, Push, In-app, SMS) that truly engage and convert.

*Data & Automation Culture:I don't do blind communication. I master advanced segmentation, technical implementation of automated workflows, and rigorous monitoring of deliverability and KPIs.

*ROI & Growth Focus:I manage projects from A to Z (promotional campaigns, referral programs, A/B testing) with an obsession for incrementality, testing, and margin optimization (e.g., +50% growth in referrals, +18% increment in schedule optimizations).

*Leadership & Process:Accustomed to managing teams and bridging the gap between Product, Brand, and Marketing, I know how to structure production for increased efficiency.

Whether you need to structure your marketing automation strategy, audit your current performance, or manage large-scale campaigns, let's build high-performing customer journeys together.

Let's discuss your goals!

Industry field of expertise

Languages

French
Native or bilingual
English
Fluent
Spanish
Conversational

Workplace preferences

Can work on-site

La Rochelle (up to 50km), Paris (up to 10km), Bordeaux (up to 10km)

HomeExchange
CRM Manager
TRAVEL AND TOURISM
March 2024 - Today (2 years and 4 months)
Paris, France
HomeExchange, a world leader in home exchange, operates in an international web/app ecosystem with high data volume and complex engagement journeys (integrated messaging, calendar, booking).

Responsibilities:

*Large-scale "blast" channel management:Defining the global editorial calendar and arbitrating inter-team needs (Product, Brand, Growth).

*Team Management:Supervising 2 CRM employees and optimizing internal production processes.

*Nurturing, Automation & Engagement Strategy:Modeling customer journeys and deploying multichannel workflows (Emails, Push, In-app, SMS) to educate, convert, retain, and reactivate users.

*Referral & Promotions Campaigns:Designing turnkey offers, defining the channel mix, modeling incrementality, and conducting post-mortem analyses.

*Data & Technical Exploitation:Advanced segmentation of complex international databases, programming sending criteria, and monitoring deliverability/KPIs.

Results:

Referral (Virality & Conversion):
Simplified journey (+50% of referred users vs. N-1)
Dedicated multichannel plan (+1.3% conversion).
Promotions (ROI):
Creation of a dual offer (Discount vs. Points): 42% adoption of points (+15% margin at constant increment).
Calendar optimization (closing on Sunday vs. Saturday): +18% increment.
Follow-up in "text" format: +10% clicks.
Deployment of a major A/B test on price elasticity.
Referral Promotions CRM Marketing Automation Artificial Intelligence
LA GRANDE RECRE
CRM Project Manager
RETAIL (LARGE RETAILERS)
November 2023 - January 2024 (2 months)
Seine-et-Marne, France
A major player in specialized retail (toys), characterized by a strong omnichannel communication challenge and intense seasonality. The business revolves around a network of physical stores and a high-performing online store, interconnected by a fully dematerialized loyalty program and card.

Operational campaign management:design, targeting, scheduling, and routing of 3 weekly newsletters. Management of RCS and Wallet campaigns for the Christmas Catalog campaign.

Template creation:design of new emails using the Dartagnan tool. Creation of blocks, content personalization, template optimization for dark mode and mobile-first display.

Reporting and Analysis:rigorous analysis of performance indicators (opens, clicks, revenue generated, unsubscribes). Creation of dashboards for monitoring database volume.

Competitive intelligence:audits of CRM practices in the retail sector to identify new activation opportunities.
Domaine de Jouarre
Marketing & Management Manager
HOSPITALITY
March 2022 - September 2023 (1 year and 6 months)
High-end guesthouse.

Website creation:end-to-end website design, including site structure and user journey optimization.

SEA/SEO:management, structuring, and optimization of Google Ads campaigns to maximize direct booking volume at the best CPA. Website content optimization, establishment sheet management.

Distribution channel management:listing the establishment on strategic hosting platforms and managing bookings.

Analysis & Management:optimization of operating costs and KPI monitoring (mainly occupancy rate and customer reviews).

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Master in Marketing and Strategy - Integrated Marketing Communication
Université Paris Dauphine
2017
Master Marketing et Stratégie - Communication Marketing Intégré
Bachelor's Degree in Management
Université Paris Dauphine
2014
Licence de Gestion

CRM Consultant

Chloé Baudron

CRM & Marketing Automation Expert

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