Inès Zouak

Supporting Havas Market in launching the social media activities of an insurance group.

Dual-level intervention:

Client-side: definition and deployment of the social media strategy, focusing on social commerce and SMA (Social Media Advertising) challenges.

Agency-side (Havas Market): supporting the upskilling of teams in social commerce.

Missions performed:

Training internal teams and clients on social media and social commerce best practices

Structuring SMA expertise (processes, methodologies, organization)

Implementing operational frameworks to support campaign deployment

Contributing to the industrialization of paid social practices within the agency

Creation, structuring, and organization of the media department: definition of expertise and internal processes. Management of the media department: 7 media managers, 1 media director, and 30 consultants. Management of a client portfolio of over 50 million euros, in the premium ready-to-wear sector (Zadig et Voltaire, The Kooples, Ami...) Luxury (Maisons LVMH, Courrèges, Jacquemus...) and beauty. Innovation and media partnership referent: management of deals with partner media agencies (Meta, TikTok, Snapchat, Pinterest, X, YOUTUBE). Coordination of tenders and production of social media diagnostics. Supervision and construction of the media strategy (branding and performance) across all channels. SEA and SMA. Production and supervision of reports and monitoring of various client KPIs on all management platforms (Google Analytics and media steering tool). Creation of an internal budget modeling tool based on Google Analytics - Internal MMM (Marketing Mix Modeling) tool.

Management and optimization of multi-platform media campaigns. Strategic and operational consulting for major clients. Performance analysis and strategic recommendations. Training of junior teams. Coordination with consulting and creative teams.