Marine Perrin

Problem:

How to distinguish the image of a brand from that of its partner software (HR software) and become a recognized opinion leader in artificial intelligence?

Solution:

- Repositioning:

- Market research (client meetings, persona creation, and new value proposition)

- Brand strategy

- Communication strategy

- CEO rebranding

- LinkedIn marketing plan for the CEO

- Content creation

📅 Date: May 2025

🌐 Website: Julián Lafuente

When I started collaborating with Julián, his technology consulting firm Evoluxia was undertaking a major HR software integration project.

At that time, he wanted to test a new value proposition for his business – and we decided to do it through his own communication channel:

LinkedIn.

- Creation of the Personal Brand Manual:

- Color palette

- Style, posture, and art direction

- Content typology

- Posting templates

We first laid the foundations of the brand through:

- A comprehensive brand manual and personal brand guidelines

- A storytelling strategy and a clear, consistent tone of voice

Before / After: LinkedIn Rebranding (see attached)

To build trust and authority, I published high-value content: notably a practical guide on implementing AI for HR managers.

I positioned Julián as a new voice in technological innovation, leveraging his coaching experience to propose a more human and conscious approach to technology.

Through premium content, a strong visual identity, and authentic glimpses into his professional daily life, I helped elevate the perception of Evoluxia as a trusted partner and Julián as a visionary of digital transformation in the HR sector.

Ankorstore is a French unicorn that aims to revolutionize retail by empowering independent businesses.

Transform business challenges into comprehensive communication strategies.

- User Journey: Guide our users to success through impactful communications

- CRM (Onboarding and triggered communications - Content Communications)

- Content (Blog, YouTube Channel, Guides...)

- Sales team enablement

- Product communications

Increase engagement and awareness through Brand Marketing actions

- Lead global Brand Marketing campaigns

- Streamline global content creation (Sign-up & Corporate pages)

Marketing Enablement

- Engage long-tail brands through educational content

- Launch new initiatives such as Webinar Strategy in all European countries

Veepee sells two Kid's Brands (as private labels), exclusively on its platforms. These brands hold the top position in Gross Merchandise Gross Net (GMGN) for the group and generated €4.5 million in revenue in 2019.

🎯Our Goal? Increase sales by launching the brands in the "full-price" market.

🚀Missions

- Project Management: Develop the business plan and oversee the budget to launch and expand two Privalia Private Labels in the full-price market (own website + marketplaces).

--> Sourcing of 14 providers: Customer service, Logistics, Payment, Branding, Integrator, etc.

- Logistics: Establish logistic flows, Product Information & Financial flow from scratch.

- Brand Management: Define/Create and enforce guidelines for the brands. Responsible for Communication/Social media/Packaging/Sales channels, etc. Develop storytelling and Instagram strategy (@lolapalacioskids).

- Launch of 2 websites:

http://Lolapalacios.com

http://littlecelebs.es

Integration & Strategy for Spartoo & Amazon in Year 1.

Working on the integration of 2 leading Fashion Marketplaces for Year 2 (SS20).

Responsible for managing my own budget and P&L.