Freelancer profile translated to English.
Back to original languageAbout Mélissa
International Paid Media Strategy Expert specializing in the luxury, fashion, beauty, and premium sectors. I support brands in advertising strategy, activation, and optimization of international media campaigns, both online and offline.
My experience at CHANEL (Fashion & Beauty) and Van Cleef & Arpels (Jewelry) has allowed me to develop strong expertise in strategic guideline design, media planning, cross-market coordination, and performance measurement.
🎯 Key Expertise:
- Development of international and local Paid Media strategies (guidelines, objectives, audiences, channels, formats)
- Cross-functional and cross-market coordination
- Online & offline media planning and activation (paid social media, display, programmatic, print, TV…)
- Art direction and asset orchestration
- Campaign performance monitoring and analysis (reporting, reviews, recommendations)
- Competitive benchmarking
✨ Strengths:
- Strategic vision with a keen sense of branding
- Organization, versatility, collaborative spirit
- Luxury culture & operational excellence
📌 Key Campaigns:
CHANEL Fashion: Handbags, Métiers d’Art, Cruise...
CHANEL Makeup & Skincare: N°1, Rouge Allure Velvet, Sublimage, Les Beiges, HydraBeauty, Le Vernis…
Van Cleef & Arpels: Perlée, Alhambra, Watches & Wonders, Legend of Diamond...
Available to support ambitious brands in their media projects, in France or internationally!
French
Native or bilingual
English
Native or bilingual
Spanish
Basic
Can work on-site
Paris (up to 30km)
Experience
- LOEWE SPAINGlobal Paid Media PlannerRETAIL (LARGE RETAILERS)June 2025 - Today (1 year)Paris, FranceFR:
- Defined global offline & online media planning
- Managed creative allocations
- Coordinated production timelines with internal teams and partners
- Developed campaign briefs and oversaw optimization
- Supervised local markets' paid media strategy
- Conducted post-campaign reviews (online & offline)
- Consolidated local media plans to ensure strategic alignment
- Managed global campaign invoicing and budget tracking
EN:- Defined global offline and online media planning
- Management of the creative asset allocation
- Coordinated production retroplanning across internal and external teams
- Created detailed campaign briefs and ensured follow-up on media strategy optimizations
- Supervised local markets’ paid media strategies and provided strategic guidance
- Delivered post-campaign performance analysis for both offline and online channels
- Consolidated local media plans to ensure alignment with the global strategy
- Managed invoicing and budget tracking for global campaigns
- CHANELInternational Paid Media StrategistLUXURY GOODSSeptember 2023 - July 2025 (1 year and 10 months)Paris, FranceFR:Within the Fashion division.Development of Paid Media Guidelines:
- Creation of strategic guidelines for paid media campaigns
- Development of annual guidelines for the Fashion division
- Definition of digital guidelines
- Writing of strategic recommendations for ad hoc projects
Daily interaction with local markets to evaluate, guide, and optimize their media strategy:- Challenge, consolidation, and validation of local paid media plans
- Support in implementing and adapting the global strategy at the local level
Post-campaign reporting (online & offline)Ad hoc topics:- Development of paid media strategies for global or local events
- Creation of strategic presentations for top management
Management of an internEN:Part of the fashion divisionPaid media guidelines elaboration:- Campaigns strategic paid media guidelines
- Annual fashion strategic paid media guidelines
- Digital strategic paid media guidelines
- + Adhoc projects strategic paid media guidelines
Daily interactions with the local markets to assess, guide, and enhance their media strategies on a campaign-by-campaign basis:- Challenge and consolidation of all the paid media plan
- Supporting the markets on the implementation and adaptation of the local strategy
Post campaign reporting creation (online + offline)Ad-hoc subjects: paid media strategy for global/local events, paid media decks elaboration for the top managementManagement of an intern - CHANELInternational Paid Media CoordinatorLUXURY GOODSSeptember 2022 - September 2023 (1 year)Neuilly-sur-Seine, FranceFR:Within the Fragrances & Beauty divisionDefinition of global paid media strategies for skincare and makeup campaigns.
- Design of 360° strategies: objectives, segmentation, touchpoints, media mix, partners
- Coordination of creative orchestration and visual allocation by market
- Creation of art direction briefs for media assets
- Development of paid media briefs for partner agencies
- Coordination between internal teams (marketing, social, AD, traffic...) and agencies
- Analysis of campaign reports and challenging agency recommendations
- Analysis of media data and sharing insights with internal teams
- Creation of the annual competitive benchmark
EN:Part of the fragrances and beauty divisionDevelopment of international paid media guidelines, on a campaign-by-campaign basis (make-up and skincare)- Definition of the 360° paid media strategy (objective, audiences segmentation, touchpoint, partners..)
- Assets orchestration management and visual allocation
- Production of Artistic Direction briefs for our paid media campaigns needs
- Paid media briefs realization for the paid media agency.
- Main point of contact and coordination with all the different internal and external teams (trafficking, social, AD, marketing, markets, agency...).
- Reports analysis and challenge of the agency's suggested strategies.
- Paid media data analysis for the different teams.
- Yearly competitive deck creation
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Education
- Master Marketing & Communication LuxurySup de Pub2023Master Luxury Marketing & Communication
- Training Understanding Fashion: From Business to CultureInstitut Français de la Mode2020Training Understanding Fashion: From Business to Culture