Christophe Viala

Reporting to: CMO | Network of 480 franchised restaurants | Management of a team of 7 people.

Leading digital strategy and loyalty. Definition and execution of the digital roadmap, aligning growth, business priorities, operational constraints, and franchisee needs.

Key Achievements:

+ Multichannel acquisition (search, social, affiliate, SMS): +21% ROAS over 2 years

+ Launch and development of delivery platforms (Uber Eats, Deliveroo): +120% sales

+ E-commerce, Optimization of the mobile app, Websites, Kiosks, and POS: +7% engagement, +8% conversion

+ CRM and loyalty: +14% profit on existing customers

Leadership & Governance:

+ Building and developing a high-performing digital team

+ Cross-functional leadership with IT, Product, Operations, and franchisees

+ Communication with management, franchisee partners, the group, and third-party partners.

Reporting to: Acquisition & Media Director | Network of 450 centers |

Management of a team of 3 people.

Responsible for digital acquisition, marketing performance, and digital transformation for the French market. Management of multi-million euro marketing budgets, an internal team, and several agencies (media, digital, data).

Key Achievements:

+ Doubling the share of digital leads in 4 years through TV, radio, and digital synergy

+ Deployment of multi-lever acquisition strategies (SEA, SEO, Display, online video, Social, Retargeting, Email)

+ Development of advanced expertise on the Google ecosystem: +30% incremental leads

+ Leading two major website redesigns (UX, SEO, tracking, and performance)

+ Implementation of marketing automation and CRM solutions

+ GDPR referent for the marketing department

Supporting top management in developing the 5-year strategic roadmap.

+ Competitive analysis and local marketing plans

+ Development of an M&A expansion strategy

+ Definition of an opening and relocation plan over 3 years