Freelancer profile translated to English.
Back to original languageAbout Christelle
With 18 years of expertise in data marketing, I specialize in **customer behavior analysis**.
With varied experience in team management across several sectors, including **gambling, retail, telecommunications, and insurance**, I am able to collaborate effectively to implement data-driven strategies.
I am very business-oriented. I provide actionable insights and recommendations to maximize commercial and marketing performance.
My skills extend to various areas, including:
- **Data Analysis**: I rely on advanced data analysis methods to identify growth opportunities and improve customer knowledge.
- **Data Science**: I use segmentation, predictive scoring, and statistical modeling techniques to anticipate customer behavior and recommend strategic actions.
- **Marketing and Sales Strategy**: I measure the performance/ROI of marketing and sales actions, evaluate the potential of use cases, and develop concrete action plans to achieve commercial objectives.
- **Definition of Commercial and Marketing Action Plans**: My expertise includes redesigning loyalty programs, defining and optimizing Commercial and Marketing Action Plans, developing promotional mechanics based on ROI, value, or volume objectives, etc.
Thanks to my mastery of languages such as **SAS, SQL, and Python**, I can effectively manipulate data and manage Data Analysts to extract relevant information and guide strategic decisions. I implement pragmatic and business-oriented solutions. My analyses contribute directly to your company's growth.
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 15km)
Experience
- AzatysIT and Data DirectorDIGITAL AND ITMarch 2021 - Today (5 years and 3 months)92130 Issy-les-Moulineaux, FranceLead Data Analyst Canal+ International• Management of data analyst teams spread across several countries• Interface between business units (marketing, finance) and technical teams (BI, data engineering)• Facilitation of business workshops and formalization of functional requirements• Monitoring of technical production, coordination, and acceptance of deliverables• Quality control of data and resolution of data quality issues• Delivery of steering dashboards for the Executive Committee and operational staffTransition Manager for the Onikar Assurance Data Analytics team• Management of 4 people: Full Stack Data Analyst• Implementation of effective dashboard governance• Definition of roles and responsibilities for Data Analysts to facilitate collaboration with Analytics Engineers• Redefinition and deployment of the Data roadmapData/Web Marketing Consultant for various VSEs/SMEs• Close collaboration with the business unit: gathering needs, regular progress updates, clear explanation of deliverables• Customer base analysis: collection, cleaning, preparation, analysis, segmentation• Personalization of levers to activate based on results: marketing campaigns, merchandising, web journeys, promotions, etc.• Measurement and optimization of performance, conversion, and ROI of actions• Scoping and industrialization of implementation within the ISHead of Internal SaaS Steering Solution Development• Management of 3 people: Data Scientist, Data Engineer, Web Developer• Choice of technical stack: tools, architecture, cloud solution, database• Management of the entire data exploitation chain, from collection to deployment, including data quality• Project management: backlog prioritization, team supervision, acceptance
- PMUHead of Customer Analysis at PMUENTERTAINMENT AND LEISUREFebruary 2019 - January 2021 (1 year and 11 months)Bd Périphérique, Paris, FranceResponsible for steering the performance of marketing and sales actions, and 360° customer knowledge (eCommerce site, point of sale, customer service…)• Management of 7 people: Data Scientist, Data Analyst, BI Analyst• Gathering needs, identifying use cases, scoping, execution, and monitoring of Data projects roadmap• Exploratory analyses, reporting, and recommendations on animation strategy: customer profiling, purchasing behavior, cross-channel/cross-product journeys, identification of key customer life moments for activation, cross-selling, up-selling, retention, etc.• Measuring the performance of Marketing actions: acquisition channels, product launches, promotional offers, etc.• Project for redesigning value segmentations, cross-sell, customer typology, product or channel appetite: rationalization, industrialization, and integration into the customer and CRM IS• Implementation of various scores and algorithms: churn, future value, product recommendation, web visitor typology, etc.• Analysis of user experience on the website: adoption and performance of features, impact of malfunctions, identification of areas for improvement, etc.• Project management for migration to the Cloud: database, Analytics and BI tools, etc.• Administration of dashboards for various marketing, sales, customer service, and finance departments• Promotion of a data-driven culture within the company by disseminating and simplifying the team's work
- PMUSenior Data Analyst / Data Scientist AnalystENTERTAINMENT AND LEISURESeptember 2011 - December 2015 (4 years and 3 months)Paris, FranceExecution and steering of data mining analyses and ad-hoc studies• Support for Business Units in creating the animation plan, analyzing and calculating its ROI• Optimization of the customer lifecycle (acquisition, loyalty, value development, retention)• Analysis of the performance of products, services & distribution channels• Various studies for Marketing / Finance / Customer Service / IT Departments …
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Education
- Master of Scientific Management MethodsUniversity Paris X - Nanterre2005Formation en Mathématique, Statistiques, Analyse des données, Économétrie, Prévisions, Marketing quantitatif