Freelancer profile translated to English.
Back to original languageAbout Florentine
10+ years of experience in B2C and B2B marketing strategy, cross-functional team management, and business management.
Originally a customer acquisition specialist with multi-million euro marketing budget management experience, I have developed a vision of growth that combines marketing, customer experience, and product in a broad sense, and have held general management positions.
I am a very analytical person who enjoys making data speak, but also drawing on creativity.
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💡 Positions held: CMO, General Manager
✅ Sectors in which I have worked: insurance, finance (regulated), media, e-commerce, travel, mobility...
👩🎓 ESSEC 2013
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🚀 Key achievements:
• General Management: interim management post-founders' departure at Ector: taking internal (approx. 30 people) and external leadership, and making the business profitable - from several K€ in annual losses to reaching break-even.
• Marketing & Product Director at Ector: +40% year-on-year growth and halved customer acquisition costs. Maintained a customer NPS > 75. Launched a second business generating +1M€ in annual revenue in the first year.
• Marketing & Customer Experience Director at Santiane: lead acquisition for a team of +100 sales / +50% customer satisfaction score following the redesign of all touchpoints.
Marketing Strategy | Growth | Branding | Customer Acquisition | Lead Generation | Customer Experience | Management | Product Marketing | Product | Data Analysis | P&L | Investor Relations | Board Meeting | Sparring Partner
French
Native or bilingual
English
Native or bilingual
Spanish
Conversational
Can work on-site
Levallois-Perret (up to 20km)
Experience
- StratandoPart-time CMOCONSULTING AND AUDITSJanuary 2025 - Today (1 year and 7 months)Paris, FranceMember of the Bulldozer collective.I support companies in launching and structuring their marketing strategy, in B2C and B2B.🎯 My scope of action:• Go-To-Market: product-market fit validation, target audiences, brand book• Product Marketing: positioning, pricing, sales enablement• Growth: SEA, affiliate marketing, partnerships, SEO, social media, content…• Branding: brand platform and communication plan• Data: topline analysis, reporting setup• Sparring Partner: strategy and decision support, board preparation
- ECTORGeneral ManagerTRAVEL AND TOURISMJanuary 2023 - May 2024 (1 year and 4 months)Paris, FranceStartup - Mobility services in 10 European cities - Revenue: €7M• Operational management of the company post-founders' departure, during a profitability phase: from several K€ in annual losses to reaching break-even.• P&L, financial reporting, M&A analysis, investor relations.• Global leadership (30 people) + direct management of marketing, sales, tech/product teams (15 people).
- ECTORChief Marketing OfficerTRAVEL AND TOURISMFebruary 2019 - December 2022 (3 years and 10 months)Paris, France• Development of B2C and B2B marketing strategy in a fundraising context (€5M): +40% YoY and halved acquisition costs.• Growth: outbound (SEA/paid, partnerships, influence), media (TV, print, PR), inbound (SEO, social media, content).• Customer retention: cohort and repeat purchase tracking, CRM workflow.• B2B (SMB and corporate clients - e.g., Veolia, Bouygues): lead generation (LinkedIn, email, media & events), ABM strategy, user activation (x2 thanks to CRM workflow + parsing and booking prediction).• Product Marketing: persona and segmentation, pricing (dynamic pricing implementation), messaging, sales enablement, NPS tracking (>75).• Partnerships with top travel & hospitality players: SNCF, Flying Blue, All.• Launch of new products & international expansion: 10% of revenue in 2 years.• Management of 8 people (marketing and sales profiles).
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Education
- MBAESSEC Business School2013MBA/MSc Grande Ecole, Marketing
- MBA (exchange program), MarketingSchulich School of Business, Toronto CA2012Semestre d'échange universitaire en MBA, spécialité Marketing