Freelancer profile translated to English.

Description

Digital Brand & E-commerce Manager | Omnichannel Strategy & Business Development

Digital Manager with over 5 years of experience, I have supported the international e-commerce and e-retail development of premium and luxury brands such as Darphin, Kilian Paris, Editions de Parfums Frédéric Malle, La Mer, and Lab Series, primarily in EMEA but also in the US and APAC within the Estée Lauder Companies group.

Today, as a freelancer, I assist my clients in structuring, optimizing, and managing their digital performance, with a 360° approach that is strategic, operational, and collaborative.

My expertise is organized around four pillars:

**E-commerce & E-retail Performance**:

Definition of animation plans, KPI monitoring (sales, CVR, AOV, traffic, loyalty)
Management of international networks & deployment of marketplaces like Amazon
Constant attention to brand consistency and consumer insights to create value in a competitive environment

**Omnichannel Strategy**:

Alignment of branding and performance
Coordination of brand.com, pure players, e-pharmacies, CRM, differentiating objectives by channel
Optimization of the customer journey
Adaptation of global guidelines to local realities

**International Expansion & Project Management**:

Market onboarding, coordination of multicultural teams
Website launches
Fluent in French and English, I am comfortable working within both local and multinational teams

**Analysis & Decision Making**:

Top management reporting
Data exploitation and KPI monitoring to prioritize actions and evaluate performance

> I undertake one-off missions (audit, scoping, roadmap), team support, or more long-term projects including coordination and management

> Adaptable and structured, I bring an external perspective to support coherent digital development aligned with brand positioning

Languages

French
Native or bilingual
English
Native or bilingual
Italian
Conversational

Workplace preferences

Can work on-site

Paris (up to 50km), Marseille (up to 10km), Lyon (up to 10km)

Estee Lauder Companies
E-RETAIL & AMAZON GLOBAL MANAGER - Lab Series men
E-COMMERCE
September 2024 - January 2026 (1 year and 4 months)
Paris, France
Support for Lab Series' growth strategy in North America, China & APAC
Modernization of the brand and harmonization of the digital footprint through the implementation of online guidelines
Optimization of online KPIs (retail sales, net sales, CVR, estimate, traffic, AOV) by adapting the global calendar
Support for market business needs and management of set creation to enhance recruitment

Brand Acceleration and Expansion:
Deployment of the brand on Amazon (US in 2024, target $2M in the first year; Japan in 2025, UK & Europe to follow)
Identification of opportunities in Europe and definition of the online distribution model for the men's segment

Business Performance Analysis:
Monthly business monitoring and quarterly reporting to top management
Mapping of consumer profiles by region and channel based on market insights
E-commerce E-retail Business Development Data Analysis Data Governance
ESTEE LAUDER COMPANIES
PUREPLAYERS, E-RETAIL & E-PHARMA GLOBAL MANAGER - Darphin
E-COMMERCE
January 2024 - January 2026 (2 years)
Paris, France
E-retail Strategic Animation Plan Management:
Management of product launches and online marketing highlights, development of offer guidelines for high traffic & key shopping moments while preserving positioning, development of sampling & gifting
KPI Growth: achievement of sales objectives, increase in conversion, reinforcement of brand awareness

Brand Positioning Enhancement:
Premiumization and modernization of Darphin's digital image
Optimization of the customer journey to increase engagement and loyalty

Project Management & Digital Experience:
Preparation and monitoring of product launches and marketing activations in EMEA markets across +200 indirect points of sale (Notino, Zalando, Marionnaud, Douglas, e-pharmacies) generating $5M
Design and optimization of the online customer experience and branded digital tools (skincare diagnostic on Marionnaud and chatbot on Notino)
Omnichannel coordination aiming for consistency and commercial performance across all touchpoints

Performance Analysis & Reporting:
KPI Monitoring: retail sales, net sales, CVR, estimate, traffic, AOV, loyalty, and consumer insights, enabling the definition of the most profitable distribution models for new collections
Identification of trends and prioritization of strategic business partners

Team Management:
Recruitment, co-management of 1 junior and 2 e-commerce/webmaster interns, monthly follow-up with KAMs
E-retail E-commerce Digital Marketing Strategy Branding Project Management
ESTEE LAUDER COMPANIES
E-COMMERCE & BRAND.COM GLOBAL MANAGER - Dauphin
E-COMMERCE
June 2023 - December 2023 (6 months)
Paris, France
EU & US Website Animation:
Production of online content for launches and high traffic moments
Creation of monthly guidelines for local brand.com teams including content & activations

Digital Transition Project Support:
CMS migration from Drupal to Inriver with Darphin.fr as the group's pilot site
Implementation of evergreen e-commerce guidelines (manifesto, pillars, catalog and assortment, merchandising) in collaboration with brand and creative teams

Management: 1 junior and 2 e-commerce and webmaster interns
E-commerce Project Management Business Plan Webmarketing Strategy Adaptability and Flexibility