Freelancer profile translated to English.
Back to original languageAbout Sybille
I provide strategic consulting and/or act as an operational right-hand in marketing and communication.
📌 Who: Startups to Mid-sized companies.
I adapt to your company's challenges and realities based on its size, lifecycle, and budget.
🔎 My Scope of Work:
- Identifying new growth sources
- Building B2B and B2C marketing strategies
- Developing brands in France and internationally
- Opening new markets, increasing brand awareness, and supporting the go-to-market of innovations
- Accelerating sales, advocacy, and retention through omnichannel campaigns and sales support tools
- Boosting digital conversion and integrating new digital tools
- Clarifying positioning and strengthening brand identity
- Optimizing customer journeys, structuring product offerings and ranges
- Building market, sales, and campaign analysis dashboards
- Maximizing profitability by optimizing marketing budgets and P&L
- Fostering a marketing culture and training teams
- Supporting the personal branding of leaders and experts
💡 What Sets Me Apart:
- Agile: 15 years of experience in startups and large groups (Accor, Ferrero, Dorel Juvenile), with budgets from €25K to €3M and teams of 1 to 8 people.
- Passionate about brand launches, business recovery, customer experience, and growth levers.
- Partner to leaders: I transform your vision into an action plan and mobilize the necessary resources.
- Positive change: I train, recruit, and support the skill development of teams.
- Enlightened leadership: achieving high-performing, sustainable, and responsible growth.
🔎 Intervention Areas
- Diagnosis
- Strategy
- Roadmap and Action Plan
- Deployment
- Performance Monitoring
- Team Training
French
Native or bilingual
English
Native or bilingual
Italian
Basic
Spanish
Basic
Can work on-site
Clermont-Ferrand (up to 50km), Lyon (up to 50km), Paris (up to 50km), Bourges (up to 50km), Nantes (up to 50km)
Experience
- SNG Marketing et CommunicationOutsourced Marketing & Communication ManagerCONSULTING AND AUDITSSeptember 2024 - Today (1 year and 11 months)Strategic consulting and operational management in marketing and communication.I support startups to mid-sized companies in their marketing and communication strategy, implementation, performance monitoring, and team skill development.I undertake national and international missions.
- Accor, HôtelsMarketing, Communication & Digital Director - B2B & B2CHOSPITALITYApril 2022 - July 2024 (2 years and 3 months)Kenya– Complete reconstruction of the marketing strategy for a cluster of 3 Fairmont hotels in Kenya and 2 private nature reserves. Management of a team of 8 people and coordination of international agencies (Dubai, New York, APAC/EMEA/LatAm hubs). International marketing budget. Reporting to the GM Kenya and VP Marketing EMEA.–+XX% ADR, +XXX% RevPAR, +XX pts occupancy, and +X.X pts margin in 2 years.–Transformation of Customer Experience (CX) & price repositioning: customer journey mapping; new storytelling and revamped safari experience, reduced friction in the purchasing process, and improved CES (Customer Effort Score), NPS, CSAT tracking, and Voice of Customer (VoC) analysis, launch of an advocacy program and improvement of Google/TripAdvisor ratings.–International omnichannel communication plan and acceleration of online sales: press relations, trade shows, integrated digital campaigns, and lead generation.–Opening of APAC, LATAM, MEA markets; optimization of the B2B customer mix and acquisition of new segments.–Acceleration of the online go-to-market strategy: UX/UI redesign, implementation of programmatic campaigns, marketing automation, social ads, SEA, multi-social network content creation, influencers.–KPI monitoring, market research, marketing analytics, budget management, and ROI reporting to senior management.–CSR/ESG Leadership: integration of a circular economy and a pioneering biodiversity conservation plan in Africa — measurable impact on brand equity, awareness, ADR. Engagement of employees and stakeholders (reserves, institutions, opinion leaders) around this common mission.
- Dorel JuvenileEMEA Category Manager — Maxi-Cosi, Bébéconfort, QuinnyJuly 2015 - June 2018 (2 years and 11 months)Cholet, France–Progression from French Market Manager to EMEA Category Manager. Responsible for the P&L and growth of the stroller category: 3 brands, 15 countries, €145M in revenue, direct (3 people) and cross-functional management.–+XXXM€ revenue opportunity and gain in market share by value and volume: development of the EMEA innovation plan, product roadmaps, and launch of new ranges following in-depth segmentation, targeting, usage studies, and persona identification.–EMEA go-to-market strategy: international trade shows, omnichannel communication campaigns, distribution network activation, and trade marketing.–EMEA e-commerce strategy: partnership with pure players Amazon and Allobébé; KPI and ROI monitoring.–+XX% growth in 6 months: relaunch of the category in France after 6 years of decline — new category strategy, integrated media plan, and activation of large retail chains (merchandising approach / sales team training).
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Education
- Master's Degree - Business & Management Grande École ProgramEsdes Business School,2008Marketing, Omnichanel Communications, Market & Consumer insights management, Customer Relationship Management, Finance, Négociation et Business.
- Erasmus student - BA equivalenceUniversity of Gloucestershire,2006International Marketing, Consumer insights management, Multicultural Management