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Description

It has never been easier to create a brand.

It has never been easier to be forgotten.

This is where I come in: when communication needs to create value, consistency, and long-term impact.

I support brands at decisive moments:

– change of direction or clarification of positioning

– brand launch or repositioning

– high media exposure or image transformation

My role: lay the foundation before deployment.

Clarify the brand platform, align the message, build a communication strategy, and provide clear direction to teams and creative partners.

I work with major brands and evolving companies,on projects where consistency, credibility, and meaning are key performance factors.

Industry field of expertise

Languages

French
Native or bilingual
English
Native or bilingual

Workplace preferences

Can work on-site

Paris (up to 50km)

Karine Gharapetian Stratégies
Brand Strategy & Communication Consultant
CONSULTING AND AUDITS
January 2022 - Today (4 years and 5 months)
Paris, France
As an independent consultant, I support brands in their critical moments: brand creation or rebranding, strategic transformation phases, and high-visibility communications.

My role is to secure structural choices and establish a clear framework before deployment.

Key assignments:
- Communication Strategy: LVMH, Accor (Paris 2024)
- Global Campaigns: Acer Swift Go, Clarins
- Brand Platforms: Mazarin, Matière Brute Lab, PSSM

Recognitions:
🏆 Grand Prix Luxury Cannes Lions 2025
🥇 Grand Prix Effie France 2025
✏️ Yellow Pencil D&AD
Communication Strategy Brand Strategy Brand Platform Internal Communications Strategy 360° Communication
Edelman
Senior Strategic Planner → Head of Strategic Planning
CONSULTING AND AUDITS
May 2018 - December 2021 (3 years and 7 months)
Paris, France
In charge of strategic planning at a time when corporate issues were becoming inseparable from consumer brand challenges, my role was to create bridges between institutional narratives and consumer insights.

Key assignments:
– Communication Strategy: Danone (purpose-driven company)
– Integrated Campaign: L'Oréal Paris x Cannes Film Festival
– Strategic Consulting: Cartier Parfum
Brand Platform Communication Strategy CSR Communication Brand Strategy
McCann
International Strategic Planner
CONSULTING AND AUDITS
January 2013 - April 2018 (5 years and 4 months)
Clichy, France
In a shifting context, where brands were moving from a product-centric to a relationship and emotional-centric approach, I contributed to building 360° brand platforms and identities, integrating the rise of digital and cross-platform consistency.

Key assignments:
- Brand Platforms: Néstlé Cereals, L'Oréal Paris
- 360° Campaigns: Cheerios, Lion Cereals, L'Oréal Paris
- Strategic Consulting: Japan National Tourism Organization
Brand Identity Brand Platform Brand Strategy Internal Communications Strategy