Marine Lapeyre

📍Lead the B2C marketing and communication strategy with one objective: to strengthen the perceived value of the service and stimulate sustainable, human-centered growth.

Achievements & Impact:

- Design and deployment of the global B2C marketing strategy, focused on user satisfaction and loyalty.

- Structuring of marketing automation & the CRM project as PO, as well as customer journeys, integrating data and experience as performance levers.

- Structuring of applications with the product and content strategy departments, generating significant growth in digital engagement and service usage.

- Development of high-value omnichannel campaigns, contributing to continuous growth in turnover and onboarding.

- Initiation of a UX design approach to optimize the user journey and the clarity of the offer.

- Management of a multidisciplinary team of 6 people, with the implementation of agile management and a collaborative culture.

Strategic and Cultural Contribution:

- Member of the Steering Committee for 5 years, participating in strategic thinking and the operational implementation of directions from the Strategic Committee.

- Facilitation of workshops on collective intelligence.

- Completion of two management and leadership training courses, then co-design of an internal training program on management practices for new managers.

Key Results:

- Sustained growth in customer engagement and satisfaction indicators.

- Structuring of a marketing culture focused on experience and data.

- Strengthening of managerial cohesion and company culture around purpose, cooperation, and strategic vision.

Keywords: marketing strategy – 360° communication – CRM – customer experience – brand management – e-commerce – UX design – leadership – managerial transformation – collective intelligence – company culture

📍Lead the marketing, communication, and business development strategy of a high-growth technology startup specializing in B2B video personalization. Strengthen brand awareness, structure customer acquisition, and transform brand image into a growth lever.

Impact & Results:

- Design and deployment of the global marketing strategy, focused on B2B acquisition and retention.

- Implementation of a comprehensive inbound marketing approach: conversion funnel creation, journey automation, high-value content production (white papers, videos, case studies).

- Creation of the digital ecosystem and brand: website, storytelling, visual identity, and positioning.

- Launch of targeted lead generation campaigns (emailing, LinkedIn Ads, media partnerships), with analytical tracking and data-driven management.

- Drafting of investor decks for fundraising.

- Participation in product strategy: framing messages and structuring the value proposition in collaboration with tech and UX teams.

- Signing of new strategic partnerships in the B2B and retail sectors to accelerate product distribution.

- +45% growth in the client portfolio during the period.

- Winning several awards and competitions, paving the way for funding and developing brand/product awareness.

- Notable increase in qualified website traffic, inbound leads, and CRM database.

- Management and coaching of a team of 3 collaborators (digital marketing, social media, graphic design, and UX).

Strategic Contribution:

Transforming marketing into a growth and acquisition engine through an integrated approach combining data, creativity, and business orientation. SkewerLab transitioned from a "POC" logic to a customer-centric product culture, positioning the brand as an emerging player in video innovation in France.

• Client acquisition and upsell (Eiffage, Nestlé, Orange, French Embassy, Institut Pasteur, TER Senegal),

• Design of multi-channel digital campaign offers

• Production monitoring and team coordination

• Management of a multidisciplinary team of 7 people and Management Committee. Results: 50 commercial offers produced, 3 major tenders won (Nestlé, TER Senegal, Institut Pasteur)