Freelancer profile translated to English.

Description

Director of Retail Media & Digital Performance | 15 years of expertise

Specialist in transforming audience into an additional revenue stream, I support organizations in managing complex acquisition strategies and monetizing inventories.

MONETIZATION: Creation of the internal advertising agency with generation of >€1M in revenue in the first year.

PERFORMANCE: Management of European Media budgets and optimization of overall profitability (+40% ROI).

"GLOCAL" STRATEGY: Centralization of the strategic vision and localized operational deployment.

DATA & CRM: Activation of First-party data for real-time acquisition personalization.

P&L oriented, I structure high-performing teams to support sustainable and quantifiable digital growth.

Industry field of expertise

Languages

English
Fluent
French
Native or bilingual

Workplace preferences

Can work on-site

Lille (up to 50km)

Kiabi
Director of Retail Media / Monetization
RETAIL (SMALL BUSINESS)
March 2024 - Today (2 years and 5 months)
Lille, France
Creation and launch of the Monetization Business Unit (Internal Advertising Agency).

Definition of the business model, commercial offering, and technological roadmap.

Revenue generation: growth from 0 to > €1,000,000 in revenue in one year.

Strategic management at the European level to establish Retail Media as a top management priority.
Retail Media Audience Monetization Business Transformation Change Management & Project Governance P&L
Kiabi
Media & Traffic Lead Europe
RETAIL (SMALL BUSINESS)
June 2021 - September 2024 (3 years and 3 months)
Lille, France
Restructuring of the European Traffic division through a "Glocal" organizational model (strategic centralization / local execution).

Management and skill development of an expertise hub composed of 10 employees.

Rationalization of the partner and agency portfolio at the group level, optimizing fixed costs, ease of execution, and process standardization.

Development of strategies by lever (Search, Social, SEO) that led to a +40% increase in overall ROI.
Traffic Acquisition Traffic Management Restructuring Team Management Digital Strategy Consulting
Oney Bank
Acquisition & Traffic Manager
BANKING AND INSURANCE
December 2014 - June 2021 (6 years and 6 months)
Lille, France
Optimization of the media mix, leading to a 40% reduction in Cost Per Lead and Cost Per Contract.

Creation of the strategy and management of the mobile application launch (cost per installation of €1 with churn monitoring).

Implementation of Data-Driven strategies: feeding CRM data into the Media Buy ecosystem.

Automation of customer management using the iAdvize solution to optimize operational costs.

Recruitment and management of a team of 3 Media experts.
Team Management Traffic Acquisition Digital Transformation CRM Traffic Management