Freelancer profile translated to English.
Back to original languageAbout Valérie
- You are managing a CRM project and feel it's going off track or not delivering the expected results.
- You are about to invest several hundred thousand euros and want to secure that decision.
- Your data is there but no one is deriving value from it because it's underutilized.
For 15 years, I have been involved in these three situations.
In AMOA and direct management, I support the IT, marketing, and transformation departments of large companies (banking, insurance, retail, proptech) on their CRM transformation projects, CDP deployments, and marketing automation solutions such as Salesforce, Adobe Campaign, Imagino...
BPCE, Sephora, Malakoff Humanis, Toyota Financial Services, Groupe SeLoger, Clarins, are among my references.
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 30km)
Experience
- Malakoff HumanisCRM & Marketing Automation ExpertBANKING AND INSURANCESeptember 2025 - February 2026 (5 months)Paris, France**Context**: A major player in social protection in France, engaged in rationalizing its CRM landscape.Existing marketing architecture is complex and obsolete, composed of several heterogeneous tools without centralized outgoing communications or unified customer view.**Problem**: Inability to achieve the group's marketing ambitions in this context:
- Underutilized data,
- Uncontrolled relationship pressure,
- Lack of marketing automation,
- No defined roadmap for implementing a future unified tool.
- Comprehensive audit of the existing system (mapping of tools, uses, and processes by business unit),
- Collection of the target strategic and operational vision,
- Formalization of the needs expression,
- Strategic and operational scoping,
- Definition of the target architecture and roadmap,
- Structuring the selection process for editors: Adobe Campaign & Salesforce,
- Development of the macro-planning and implementation roadmap.
- FLOASenior CRM Project ManagerBANKING AND INSURANCEMay 2023 - October 2023 (5 months)Bordeaux, France**Context**: A pure player in banking, a subsidiary of BNP Paribas, which chose Adobe Campaign to centralize all its customer and prospect communications (relational marketing + transactional management messages).Project carried out in parallel with a back-office migration, adding a strong synchronization constraint on deadlines.**Problem**:
- Communications partially built manually,
- Several NP6 accounts without centralized management,
- Lack of 360° view of sent communications,
- Limited automation of journeys due to reliance on data teams for each campaign.
- Audit of the existing system across 5 axes (business journeys and processes, software architecture, functional scope of tools, data collection and usage, change management),
- Scoping of the migration perimeter,
- Definition of the target architecture,
- Design of the first Cross-Sell journey,
- Structuring project governance.
- Scoped and prioritized migration perimeter,
- Defined target architecture,
- Defined deployment roadmap,
- First Cross-Sell journey designed and specified.
- AVIV GroupLead Product Manager | CRM & Data Transformation ExpertREAL ESTATEJanuary 2022 - April 2023 (1 year and 3 months)Paris, France𝗖𝗼𝗻𝘁𝗲𝘅𝘁 (𝗘𝘂𝗿𝗼𝗽𝗲𝗮𝗻):European Martech transformation program for the AVIV group (Meilleurs Agents, Groupe Seloger, Immoweb, Immowelt) with the objective of improving customer engagement, leveraging data, and emerging new business models.Multi-brand/country environment, with a fragmented Martech ecosystem (around 10 tools), heterogeneous maturity levels depending on the brands, and an organization in transformation (data, cloud, product).Target Architecture: Data Mesh, unified customer engagement platform.𝗣𝗿𝗼𝗯𝗹𝗲𝗺: Inability to converge towards a customer-centric strategy in a multi-brand/multi-country environment with very different expectations and usage levels.
- Lack of 360° customer view,
- Non-standardized marketing processes,
- Insufficiently exploited data.
𝗔𝗰𝘁𝗶𝗼𝗻𝘀:- Cross-functional audit across 6 axes.
- Manage the RFI/RFP process.
- Scope and select Salesforce Marketing Cloud & Data Cloud solutions.
- Structure program governance and Martech P&T teams.
- Standardize CRM practices across the group.
- Manage in coordination with the product, data, and tech teams of each brand.
𝗥𝗲𝘀𝘂𝗹𝘁𝘀- Unification of the Marketing CRM strategy at the European level.
- Restoration and qualification of 2.1 million activatable targets → +48% revenue potential.
- Reduction of CRM costs (-€50K) and optimization of marketing pressure → churn reduction.
- Deployment of a scalable, performance-oriented customer engagement foundation.
- Activation of customer data (lead generation, monetization, marketing performance).
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Education
- UP ProgramHEC Paris2026Programme UP
- HEC Stand Up ProgramHEC Paris2023
Certifications
- Product Management Basics CertificationPendo.io2023
- Adobe Certified Expert - Adobe Campaign Business PractitionerAdobe