Freelancer profile translated to English.

Description

With over 7 years of experience in customer marketing within a leading global hotel group as a Senior CRM Manager, I support brands in implementing high-performing, business-oriented CRM strategies.

I am involved in the entire value chain, from acquisition to loyalty, with a focus on performance and personalization, in order to engage audiences, optimize conversion, and generate growth.

From marketing automation to engagement marketing, I manage large-scale omnichannel CRM systems, from strategic definition to execution.

A specialist in Salesforce Marketing Cloud, dynamic personalization (Movable Ink), and AI optimization, I assist companies with their CRM activation, performance, and scaling challenges.

Languages

French
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Paris (up to 50km)

ACCOR
Senior CRM Manager - Europe & North Africa
TRAVEL AND TOURISM
February 2023 - Today (3 years and 5 months)
Issy-les-Moulineaux, France
- Definition and management of CRM & lifecycle marketing strategy for Accor group brands (+10 brands, 15 countries, +3,500 hotels)

- Coordination and deployment of omnichannel CRM campaigns (email, in-app push, SMS, WhatsApp) across all markets in the region via Salesforce Marketing Cloud (SFMC)

- Development of full-funnel CRM strategies covering awareness, consideration, conversion, and retention/customer loyalty phases to support business growth and customer engagement

- Creation of data-driven segments and personalized audiences via the Hightouch CDP to support personalization, targeting, and CRM performance optimization strategies

- Deployment of dynamic personalization (Movable Ink) and generative AI (Jacquard) solutions to optimize campaign engagement and performance (CTR, conversion rate, revenue per email)

- Management of CRM data and analysis of CRM KPIs (open rate, CTOR, churn, LTV, ROI) to guide strategic decisions

- Operational management of a CRM team of 3 people
CRM Strategy Full Funnel Marketing Customer Centric Customer Loyalty Omnichannel
ACCOR
Southern Europe Relationship Marketing Manager
TRAVEL AND TOURISM
November 2021 - February 2023 (1 year and 4 months)
92130 Issy-les-Moulineaux, France
- Definition of the commercial & CRM animation plan and marketing activations to create customer engagement and support revenue growth in Southern Europe markets (France, Portugal, Italy, Spain, Malta, Israel, Greece) for a multi-brand portfolio from mid-market to luxury via the ALL – Accor Live Limitless loyalty program

- Creation and deployment of omnichannel digital marketing campaigns via Salesforce Marketing Cloud (SFMC): email marketing, push notifications, SMS, Wallet with targeted segmentation and message personalization

- Performance management: regular reporting, analysis of CRM KPIs (open rate, CTOR, conversion rate, engagement, churn) and data-driven optimization recommendations
ACCOR
CRM Project Manager
TRAVEL AND TOURISM
September 2019 - October 2021 (2 years and 2 months)
92130 Issy-les-Moulineaux, France
- Definition of a global CRM strategy with customer acquisition, engagement, and retention objectives — covering the entire customer lifecycle (lifecycle marketing)

- Cross-functional coordination with the group's various regions to establish a unified CRM vision and a personalized customer experience on an international scale

- Management and optimization of automated CRM campaigns (triggered campaigns) covering the entire customer lifecycle worldwide: email marketing, push notifications, SMS, welcome series, reactivation, retention, upsell

- Monitoring and analysis of key CRM KPIs (open rate, CTOR, conversion rate, churn, LTV) to guide optimization decisions