Freelancer profile translated to English.
Back to original languageAbout Francois
Hello, I'm François, a CRM Lifecycle consultant specializing in customer loyalty, marketing automation, and recurring revenue growth.
For over 5 years, I've been helping companies design and optimize CRM systems focused on engagement, retention, conversion, and monetization.
During my recent assignments, notably at Groupe M6 for the M6+ streaming platform, I managed large-scale CRM Lifecycle strategies with objectives related to growth, subscriptions, retention, and churn reduction.
🎯 My areas of expertise:
- Definition of CRM Lifecycle strategies and customer animation plans
- Design and optimization of automated journeys (onboarding, activation, engagement, retention, anti-churn, re-subscription)
- Marketing Automation and orchestration of relational campaigns
- Segmentation and personalization based on customer data
- Definition of data requirements and collaboration with product and technical teams
- Performance analysis, A/B testing, and continuous optimization
- Construction of dashboards and CRM KPI monitoring
- Management of cross-functional CRM projects involving marketing, product, data, and development
📊 I have developed expertise in subscription models, digital platforms, and growth-oriented environments where understanding user behavior and the quality of customer journeys directly impact business performance.
My approach is pragmatic, results-oriented, and focused on quickly identifying high-impact levers to improve retention, engagement, and customer lifetime value.
🤝 I can help you structure your CRM strategy, optimize your automated journeys, implement CRM and technical projects, and foster customer loyalty.
Feel free to contact me to discuss your CRM, loyalty, or marketing automation challenges.
See you soon,
François
French
Native or bilingual
English
Fluent
Portuguese
Fluent
Spanish
Conversational
German
Basic
Can work on-site
Paris (up to 50km)
Experience
- GROUPE M6CRM Lifecycle Project ManagerPRESS AND MEDIAJuly 2025 - Today (1 year and 1 month)Neuilly-sur-Seine, FranceWithin the M6 Marketing Streaming division, in the Customer Marketing team. Responsible for the CRM Lifecycle and Marketing Automation strategy for the M6+ streaming platform.Managed CRM automation initiatives focused on engagement, retention, and monetization, with a strong data and growth dimension in a streaming/subscription environment.My responsibilities:• Definition of the CRM Lifecycle roadmap and Marketing Automation backlog according to business objectives (traffic, consumption, conversion, and revenue)• Design and optimization of customer journeys throughout the user lifecycle• Implementation of CRM segmentation and personalization strategies in collaboration with data teams• Management of cross-functional CRM projects with marketing, product, content, technical, and data teams• Definition of data requirements and support for technical evolutions related to automated journeys• Performance analysis and continuous optimization through A/B testing, control groups, and KPI monitoring• Operational management, configuration, and optimization of automated campaigns• Contribution to the growth and loyalty of the paid M6+MAX offeringExpertise:CRM Lifecycle • Marketing Automation • Streaming & Subscription • Growth Marketing • Customer Retention • Anti-churn • Segmentation • Personalization • Data Marketing • A/B Testing • Customer Journey • Analytics • Cross-functional Project Management
- GROUPE M6CRM Project ManagerPRESS AND MEDIAJuly 2024 - July 2025 (1 year)Neuilly-sur-Seine, FranceManaged the CRM and Marketing Automation strategy for the M6+MAX SVOD offering, with the goal of developing user acquisition, engagement, retention, and re-subscription.Key responsibilities:• Definition and deployment of the M6+MAX CRM marketing plan across the entire customer lifecycle (activation, engagement, anti-churn, re-subscription)• Implementation of segmentation and free-to-paid conversion strategies to optimize retention and user value• Orchestration of marketing automation campaigns and relational journeys in collaboration with product and data teams• Management of weekly CRM campaigns and key editorial and business moments on the platform• Management and optimization of the Airship tool for automation, targeting, and CRM initiative activation• Creation and monitoring of CRM performance dashboards with KPI analysis and optimization recommendations• Ensuring the quality, consistency, and proper synchronization of user data within the CRM ecosystem• Contribution to the continuous improvement of CRM initiatives in a data-driven, performance-oriented approach
- Standard EcomCRM ManagerApril 2024 - July 2024 (3 months)Managed a portfolio of 3 to 5 e-commerce brands (Mustela, Réjeanne, Sova, Mina Storm, Smoon...) with the objective of developing customer retention, engagement, and CRM performance.• Definition and management of the CRM strategy (campaigns, marketing automation, pop-ups, and data collection)• Construction of the CRM calendar and coordination of commercial and marketing key moments• Audience segmentation, targeting, and configuration of initiatives in Klaviyo• Design of automated customer journeys (welcome, cart abandonment, reactivation, loyalty...)• Writing creative briefs and coordinating design and copywriting teams• Analysis of CRM performance, A/B testing, and optimization recommendations• Creation of monthly reports and industry benchmarks• Customer relationship management, strategic support, and identification of development opportunities
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Education
- Exchange program - Intercâmbio, Business, Marketing, ManagementPontifícia Universidade Católica do Paraná2017Exchange program - Intercâmbio, Business, Marketing, Management
- Grande école program, Digital Marketing, Entrepreneurship, SQL Databases, Project Management, HRMTélécom Ecole de Management2017Programme "Grande école", Marketing Digital, Entrepreneuriat, Bases de données SQL, Gestion de Projet, GRH