Freelancer profile translated to English.
Back to original languageAbout Fella
I assist B2C companies in structuring, optimizing, and transforming their CRM, loyalty programs, and customer experience, with a data-driven and performance-oriented approach.
I typically get involved when:
- CRM is underutilized or misaligned with business objectives
- Customer loyalty and engagement are stagnating
- Customer journeys are fragmented across marketing, digital, and customer service
- Contact centers need to be rethought or data-driven
With over 20 years of experience, I have designed and managed multi-channel B2C CRM programs, led large-scale contact centers (15 to 200 employees), and executed digital transformation projects in an international environment.
Types of assignments:
- CRM Audit and Optimization
- Loyalty Program Redesign or Creation
- CRM / Customer Experience Project Management
- Structuring and Management of Multi-channel Contact Centers
- Performance Analysis, ROI, and Operational Recommendations
French
Native or bilingual
English
Fluent
Arabic
Native or bilingual
Can work on-site
Nantes (up to 50km)
Experience
- Yves RocherVPC Campaign ManagerAugust 2024 - December 2024 (4 months)Rennes, France• Design and deployment of high-value CRM and VPC campaigns (mailings, catalogs) for customer acquisition, loyalty, and reactivation.• Strategic management of VPC campaigns: definition of communication plans, cost estimation, composition grids, creative briefs for personalization, and operational deployment management in coordination with internal teams and partner agencies.• Innovative creation of promotional offers, and development of targeted CRM strategies to maximize customer engagement: gifts, commercial offers, choice of communication materials, product merchandising.• A/B testing: continuous test & learn on offers, visuals, and timings to maximize conversion rates.• International cross-functional project management: campaign coordination across multiple markets, message harmonization, and local adaptation of performance levers.• Collaboration with international subsidiaries to harmonize best practices and adapt campaigns to local specificities.• Performance analysis: tracking KPIs (average order value, ROI, revenue per campaign) and implementing optimization plans and strategic recommendations based on customer data to boost ROI.
- OPTIMUM TELECOMDigital Contact ManagerJanuary 2020 - September 2023 (3 years and 8 months)
- Define and manage the group's digital contact center strategy, aligned with business, CX, and digital transformation objectives.
- Manage and develop a multidisciplinary team of 30 employees (Supervisors, CX, digital, data, process, tools experts).
- Lead the digital and omnichannel transformation of customer journeys across all channels (voice, chat, messaging, email, social media, self-care).
- Manage the overall performance of digital channels using key indicators (CSAT, NPS, FCR, digitalization rate, cost per contact).
- Oversee the design and deployment of innovative technological solutions (CCaaS, CRM, conversational AI, automation).
- Ensure a fluid, consistent, and personalized customer experience across all digital channels.
- Manage technology partners, focusing on quality, performance, and cost control.
- Ensure regulatory compliance, data security, and adherence to group standards.
- Define service KPIs and objectives, as well as employee performance evaluations.
- Reporting and analysis: prepare regular reports on service performance.
- OPTIMUM TELECOMCustomer Relation Center ManagerMarch 2014 - December 2019 (5 years and 9 months)
- Manage the overall performance of the customer relations center, ensuring the achievement of quality, customer satisfaction (NPS, CSAT), productivity, and profitability objectives.
- Manage and unite an organization of 200 employees (supervisors, team leaders, advisors) in a demanding, multi-site environment.
- Define and deploy the customer relationship strategy in line with the group's vision, objectives, and omnichannel customer experience.
- Optimize customer journeys in collaboration with marketing, IT, digital, and data teams to reduce customer effort and improve loyalty.
- Manage key performance indicators (KPIs): first contact resolution rate (FCR), AHT, retention rate, churn rate, service quality, SLAs.
- Lead transformation and operational excellence programs (lean management, automation, self-care, AI, bots, CRM).
- Ensure regulatory and contractual compliance (quality, data security, group internal standards).
- Manage budgets, activity forecasts, and workload plans, in coordination with the finance department and growth objectives.
- Manage relationships with external partners, ensuring the quality and performance of services.
- Anticipate and manage change (new products, offers, technologies, channels, reorganizations).
- Develop talent and leaders through training, mobility, and succession plans.
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Education
- Master's Degree in Digital Strategies and Data MarketingAudencia Business School2024- Maitriser les fondamentaux de la communication intégrée et de la publicité de l'ère digitale - Concevoir ou repenser un site e-commerce ; comprendre les grands enjeux du e-commerce. - Analyser un marché, les besoins des consommateurs et l’expérience utilisateur - Appréhender les méthodes et leviers marketing performants - Comprendre les différents enjeux et tendances de marques sur les réseaux sociaux - Maîtriser les techniques de langage du Web, du mobile et des technologies - Réaliser un plan marketing traditionnel et digital et mettre en place une stratégie Maîtriser les outils du webmarketing.