Freelancer profile translated to English.
Back to original languageAbout Mbock
Hello!
I am Françoise, a Communication, Public Relations, and Brand Strategy Consultant.
I support companies in structuring their image, ensuring message consistency, and implementing their communication plans.
Having previously worked at Castorama, where I focused on brand building and expression (positioning, identity, messaging, campaigns), I then moved on to roles within tech agencies and companies, addressing B2B challenges in HR tech, fintech, logistics, cybersecurity, and customer experience.
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 50km), Lille (up to 10km), Arras (up to 10km)
Experience
- TEAM LEWISCampaign ExecutiveMarch 2022 - October 2025 (3 years and 7 months)Client and Project Management
- Daily management of a B2B/tech client portfolio: campaign coordination, deliverable tracking, and deadline adherence.
- Strategic advice on PR opportunities and the most relevant media angle based on current events.
- Participation in preparing pitches and commercial proposals to support agency development.
- Building long-term trusting relationships with clients.
- Paid media campaign management: media recommendations, content monitoring and correction, campaign analysis
Media Relations- Active monitoring of news and identification of opportunities to integrate client messages into the media agenda.
- Regular pitching to journalists and bloggers to generate articles, interviews, and opinion pieces.
- Organization and coordination of press conferences, briefings, interviews, and media meetings.
- Implementing rapid responses to current events (newsjacking) to strengthen clients' media presence.
- Developing and updating a media network: national, regional, industry-specific, vertical.
- Researching and securing recurring opportunities (articles, profiles, and opinion pieces).
Editorial and Content Production- Writing various content: press releases, media alerts, opinion pieces.
- Creating press materials and content adapted for traditional and digital formats.
- Identifying good editorial angles and relevant hooks based on clients and trends.
- Preparing comprehensive briefing notes for spokespeople before interviews.
Monitoring, Analysis, and Reporting- Monitoring and analyzing media coverage: regular reports, coverage books, media KPIs.
- Presenting performance during internal reviews or with clients.
- Castorama FranceBrand Image Assistant ManagerSeptember 2020 - September 2021 (1 year)Brand Strategy & Communication
- Driving communication plans for several product categories, aligned with brand growth strategy and store marketing priorities (B&Q, Screwfix, Castorama…).
- Defining a clear and consistent brand message, aligned with customer needs, value proposition, and the overall brand platform.
- Close collaboration with brand and creative teams to build a strong, cohesive, and recognizable brand identity across all touchpoints.
Message Deployment & Consistency- Translating the brand promise across all stages of the customer journey, ensuring content consistency and adherence to brand guidelines.
- Optimizing communications to support store commercial performance and enhance brand preference.
Analysis, Insights & Benchmarking- Utilizing customer data, market research, competitive analyses, and sales performance to guide communication strategy and refine brand positioning.
- Employing consumer insights to design impactful messages tailored to target segments.
Project Management & Cross-functional Coordination- Transversely managing communication projects involving marketing, branding, human resources, and corporate teams.
- Writing clear and accessible briefs to align teams on objectives, tone, and expected deliverables.
Brand Creation & Content- Developing product- and brand-oriented content (positioning, storytelling, key messages, commercial assets).
- Providing creative recommendations to enhance campaign impact, improve product range visibility, and highlight innovation.
- Ranieri AgencyPR & Influence AssistantFebruary 2020 - August 2020 (6 months)Media Relations & Influence
- Writing, translating, and formatting press releases and PR materials.
- Monitoring, identifying, and qualifying relevant journalists, media outlets, content creators, and influencers.
- Managing journalist/influencer outreach and coordinating product shipments.
- Updating and maintaining press/influencer files, inboxes, worklists, and PR tools (DataPresse, Kolsquare…).
Operational Management & Showroom- Showroom organization and management: stock management, product reception, maintaining the space.
- Logistical preparation for product loans and returns, in coordination with teams and media.
Monitoring & Analysis- Competitive intelligence, trend analysis (communication, lifestyle, sports, entertainment…).
- Monitoring client news (online/print media, social networks), tracking their reputation and product feedback.
- Conducting benchmarks to inspire recommendations, activations, or responses to tenders.
Strategic Participation- Contributing to the development of PR/influence recommendations.
- Participating in brainstorming sessions to devise creative and relevant activations.
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Education
- Master's degreeIscom Lille2021Master's degree
- Bachelor's degree, Information and CommunicationUniversité Paris 132019Licence, Information et communication