Freelancer profile translated to English.
Back to original languageAbout Guillaume
Experienced manager with 10+ years of experience in the telecommunications sector (SFR / Bouygues Telecom) and specialized retail covering high-tech & editorial products (Fnac-Darty), fashion & luxury (Printemps), and beauty (Marionnaud); and major distribution models (brick & mortar / e-commerce / omnichannel).
Cross-functional skills:
- Customer base management and development: design and execution of acquisition & drive to web/store strategies (SEA, Google Shopping, Affiliation, Social Ads Retargeting, Display), customer lifecycle management (engagement, loyalty, cross/up-selling, reactivation, retention...) through all contact channels (email, SMS, mail, phone, app/wallet push), in-store/online data collection and CRM contactability
- Scoping and deployment of strategies/projects/mechanics involving multidisciplinary teams (IT, digital, finance, legal, training...): loyalty programs (paid/free/subscription), omnichannel offers & customer journeys, customer journeys (marketing automation), national or segmented promotional operations, service provider selection and calls for tender
- Business steering: monitoring / forecasting / KPI analysis, reporting / dashboard scoping, customer scoring / segmentation / qualitative & quantitative studies, business plan construction and monitoring, marketing budget steering, ROI/ROAS measurement, steering of service providers & media/creative agencies
- Team management and leadership: recruitment, onboarding, skills development, team building, operational process audit and redesign
ESSEC Business School - Master of Science in Management (E10)
French
Native or bilingual
English
Fluent
Spanish
Fluent
Can work on-site
Paris (up to 15km)
Experience
- MARIONNAUDHead of CRM and Paid Traffic AcquisitionRETAIL (SMALL BUSINESS)March 2021 - December 2024 (3 years and 10 months)Paris, FranceMission: Maximize customer recruitment, engagement, and CLTV for Marionnaud by building a segmented 'customer' strategy based on marketing automation, AI, and Data.Managed a team of 20 people with 4 direct reports (CRM Run, CRM Build & Loyalty, Paid Traffic, Data)Member of the Marionnaud Leadership TeamScope covered:- CRM & Loyalty: managed the multichannel animation plan (email, SMS, print, app/wallet push, phone) national & local, built customer journeys, implemented product recommendations and predictive targeting, redesigned and launched the fully digitized Marionnaud loyalty program- Paid Traffic: ROAS-driven management of mid/lower funnel levers (SEA, Google Shopping, Social Ads, Affiliation, Retargeting, Display) with media/affiliation agencies, implemented an omnichannel traffic strategy, deployed CRM onboarding- Customer Intelligence & Data: automated KPI reporting via Databricks implementation and migration to Tableau, scoped customer analyses/studies/segmentation- Promotions: managed the national & segmented promo plan, participated in redesigning mechanics in line with legal frameworks (Omnibus law, Egalim 3 law)- Monetization / Trade: managed CRM, Traffic & Data levers open to partner brands (L’Oréal Luxe, Estée Lauder, Chanel, Dior, Hermès, LVMH…)- Transformation: sponsored the 'customer' project roadmap in conjunction with IT & Digital teams, complete team reorganization, redesigned CRM processes and improved productivity (Kanban method), implemented cross-functional tools/reporting and shared best practices with other European BUsResults achieved: customer base grew by +4%, €XYM in annual incremental revenue generated by the CRM plan (vs control group), digital contactability +20 points, highest enrolled revenue share in the AS Watson group (Europe/Asia)
- PRINTEMPSCRM Acquisition and Loyalty ManagerRETAIL (SMALL BUSINESS)July 2017 - March 2021 (3 years and 8 months)Paris, FranceMission: Recruit and develop the value and engagement of the 'local' customer base of Printemps department stores by designing and executing the acquisition and loyalty strategy:- Managed the Printania loyalty program: defined evolutions and benefit enhancements by status, created a discretionary VIP status, redesigned and created 'life cycle' trigger campaigns, built segmented programs (reactivating inactive customers, value development...), digitization (loyalty card in wallet, extension of benefits on printemps.com and placedestendances.com e-commerce sites), clienteling- Built and deployed the strategy for acquiring new customers: managed SEA/Google Ads & Meta campaigns and the test & learn approach for digital drive-to-store levers, managed marketing partnerships- Managed the private credit card in conjunction with financial partner CA-CF and the Printemps gift card P&L- Managed a team of 4 CRM project managers- Managed a marketing budget
- FNAC DARTYCRM Loyalty ManagerRETAIL (SMALL BUSINESS)June 2015 - July 2017 (2 years and 1 month)Mission: Develop the value and engagement of Fnac customers through the paid loyalty program Carte FNAC (>5M enrolled customers generating >60% of FNAC revenue) and the premium Carte FNAC ONE program:- Managed card openings/renewals and subscription revenue: defined card pricing and promotional campaigns, managed in-store activities (objectives, sales staff challenges)- Developed and deployed program evolutions: launched new benefits, redesigned the ONE program- Managed the customer base: built targeted promotions based on customer lifecycle / purchasing behavior, organized private in-store events for ONE members- Developed revenue synergies between Fnac & Darty: built cross-sell operations between the 2 customer bases- Managed CRM / Print activities: Contact magazine & ad hoc mailings- Managed a team of 5 people (3 marketing operations officers + 2 interns)- Managed a marketing budget
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Education
- Master of Science in ManagementESSEC (School of Economic and Commercial Sciences)2010Membre de la Chaire Vente et Stratégie Marketing Membre de la Chaire Produits de Grande Consommation