Lauranne Kinziger

Context & Objectives:Anchor the high-end positioning in the French savoir-faire landscape while energizing and rejuvenating the brand. Increase website traffic, improve conversion rates, and personalize the Tone of Voice according to customer profiles.

- Audit of the current CRM strategy and existing database

- Co-creation of a digital communication plan with various themes and Tone of Voice

- Redesign and optimization of automatic flows and marketing triggers (welcome series, post-order, customer win-back, browse abandonment, etc.)

- Creation of editorial content for digital campaigns

- Performance monitoring

Context & Objective:Bring visibility to État Pur, a niche brand focused on ecobiology, less known than its big sister Bioderma (3rd in Skincare and mass market) and Esthederm with its high-end positioning.

- Definition of the editorial line and communication plan for digital communication campaigns (editorial content, visuals, and themes)

- Guarantee of the fluidity and consistency of marketing triggers

- Implementation of personalized and multi-channel animation plans aligned with objectives based on test and learn: new targeting, sales development, cross-selling, referral programs, etc.

- Enrichment of the database by activating relevant collection levers (cost, quality, and volume considerations)

- Implementation of multi-channel animation and retention actions to accelerate drive-to-store

- Management of the loyalty program

Optimize technical performance, identify potential site blockages. Streamline user experience (UX/UI) and improve platform conversion. Gather client needs and prioritize ongoing maintenance (TMA) through backlog tickets.