Freelancer profile translated to English.
Back to original languageAbout Marie-Noëlle
Structure growth. Align teams. Support transformation.
For 20 years, I have been supporting leaders on business development challenges.
With Marketing - Sales experience gained in SMEs (John Paul, Lumiplan) as well as in large groups (Accor, Keolis...), in B2C, B2B, and B2B2C environments, I work on transition missions or consulting around four key challenges:
- Marketing Strategy & Growth — Strategic plan and 3-5 year business plans, identification of growth drivers, strategic watch and market research
- Structuring & Launching Offers — Go-to-market (GTM) strategy: value proposition, branding, pricing, acquisition, communication
- Commercial Performance Management & Optimization — Partnership development, marketing/sales alignment, management of sales teams and KPI monitoring
- Customer Experience & Loyalty — Journey diagnosis, satisfaction monitoring, loyalty strategy, CRM transformation
From strategy to execution, I ensure that the transformation is driven by engaged teams and guided by clear success indicators.
My uniqueness: **a dual business and behavioral perspective**, fueled by university training in psychology and attention to AI challenges.
Reference Sectors
Transport · Services · Tourism, Hotels, Leisure · France & International
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 50km)
Experience
- ACCORGlobal Director – Marketing and Commercial PerformanceTRAVEL AND TOURISMJuly 2023 - January 2026 (2 years and 6 months)Issy-les-Moulineaux, FranceWithin Accor's E-Commerce, CRM & Loyalty division, I built and led a Marketing & Sales Performance unit, coordinating with 5 regional hubs and 40+ brands across all segments (Economy to Luxury), with as core objectives:Increasing customer lifetime value via marketing campaigns & offers:
- Designed a ROI-driven framework to measure offers performance and steer hub marketing budgets
- Delivered ongoing analysis and actionable guidelines to support local teams in their 360 campaign decisions (digital, mobile, in-hotel)
Increasing loyalty in the Corporate segment: +1.9Pts/Year- Identified and championed a whitespace opportunity in B2B loyalty: built the business case from scratch, including a market study with an external consultancy, and secured buy-in from 50+ stakeholders across departments and regions. Led the strategy through Comex endorsement as a key pillar of the Group's long-term growth plan, built around a dedicated booking platform for SMEs linked to a corporate loyalty program.
- Developed tactical offers for key Corporate clients
- Designed a ROI-driven incentive policy for travel agencies and supported the sales team in the negotiation process
Enhancing customer experience and satisfaction: stabilized and reduced by 0.15Pts the complaint rate, despite a 3-year on-the-rise trendI set up a multichannel voice-of-customer process, a real-time complaint monitoring dashboard for regional teams (with alerting on spikes and group-level best-in-class benchmarking), and drove improvements to the web and app complaint journey (content and UX)Led a team of 5 Marketing managers. - ACCORGlobal Director – Loyalty Marketing & Business DevelopmentTRAVEL AND TOURISMJanuary 2019 - January 2023 (4 years)Issy-les-Moulineaux, FranceWithin Accor's E-Commerce, CRM & Loyalty division, I developed the paid loyalty business globally (ALL PLUS) — building the business case, designing the strategy and driving its go-to-market — delivering a +110% annual EBITDA growth.
- Value proposition & business case: Led the opportunity study, defined the business case, redefined the ALL PLUS proposition end-to-end (offer, branding, pricing, positioning, partners)
- Stakeholder buy-in: Secured validation from internal and external stakeholders including Accor's franchisee association (AFA) — notoriously difficult to align — through an upstream working group that brought them into the process early
- Sales performance: Grew BtoC & BtoB revenue; raised corporate prices by +45% with zero client attrition; achieved +100% revenue in 12 months with 2 fewer FTEs through a pricing-up strategy and new commercial tracking processes; managed a team of sales reps
- Acquisition & activation: Defined the multichannel plan across hotel, web, app and customer service touchpoints; managed media agencies; set-up new partnerships (SNCF)
- JOHN PAULContent DirectorENTERTAINMENT AND LEISUREJanuary 2018 - January 2019 (1 year)Paris, FranceJohn Paul operates white-label relational programmes on behalf of Premium and Luxury brands (Visa Infinite, Dior, DS…), providing concierge services, the creation of money-can't-buy experiences and events, and the design and management of loyalty marketing programs.With a global footprint, it supports brands in deepening client engagement and elevating their customer experience.I led a team of 5 Content Managers, delivering end-to-end loyalty marketing programmes:
- Designed editorial plans aligned with each brand's universe and content strategy
- Launched marketing campaigns showcasing exclusive partner events and deals, distributed across email, app and quarterly print catalogues
- Tracked campaign ROI and concierge service usage — the core revenue driver and key proof point of client engagement with the programme
I also took the marketing lead on the group's CRM & CMS migration to Salesforce:- Gathered business requirements
- Wrote the functional specifications
- Liaised with the IT department throughout the implementation process.
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Education
- Bachelor's Degree in PsychologyUniversity of ParisBachelor's Degree
- Master of International BusinessUniversity of Paris-Dauphine2007Master of International Business