Freelancer profile translated to English.

Description

Marketing Director / Head of Brand / Part-Time with 13 years of B2C and B2B2C experience to drive brand + business growth.

Hybrid Profile, I operate across multiple categories and types of organizations,from SMEs to large corporationswith a focus on measurable impact.

Specialized inbrand platform and positioning, innovation pipeline, 360° activation, and acquisition → conversion → retention funnel optimization.

I help teams clarify their priorities, strengthen their messaging, and accelerate their growth.

I work on what makes a difference:

A clear, differentiating brand mission.
A strong and consistent identity across all touchpoints.
A 3-year innovation pipeline that structures growth and consolidates pillars.
Memorable 360° campaigns (TV, OOH, print, digital, retail, social, e-commerce, influence).
A sustainable acquisition and retention system (SEO/SEA, ads, content, CRM, UX, loyalty).
Management of aligned, empowered, and organized teams around simple, clear, and measurable objectives.

Types of missions:brand platform, repositioning, innovation roadmap, part-time marketing director, 360° plan, acquisition/retention strategy, funnel optimization, marketing structuring.

Common thread:building coherent brands, developing desirable products, and orchestrating activations that recruit.

My playground:cosmetics, consumer goods, lifestyle, tech, decoration, and furniture sectors, from accessible brands to premium players.

In parallel:I also design and restore custom furniture, manual work that enriches my design sensibility, my understanding of materials, and my sense of craftsmanship in forms and uses. (@atelier.victor.cabanas)

Industry field of expertise

Languages

French
Native or bilingual
English
Fluent
Spanish
Conversational

Workplace preferences

Can work on-site

Paris (up to 50km)

GENERIK PARIS
MARKETING DIRECTOR / DIRECTEUR MARKETING
FASHION AND COSMETICS
July 2024 - November 2025 (1 year and 4 months)
Paris, France
Independent group of 3 professional haircare brands (B2B & B2B2C). Member of the management committee,in charge of brand, innovation, digital marketing, and B2B performance. Management of 7 people.

STRATEGY & POSITIONING
Complete modernization of the image and clarification of the brand mission to strengthen technical expertise while preserving the accessible DNA.
Definition of positioning, pillars, and offer architecture.
Construction of a 2-year marketing & innovation plan (multi-brand, multi-channel).

INNOVATION & PRODUCT DEVELOPMENT
Management of the pipeline (15+ launches/year) in professional care and color.
Complete go-to-market: concept, claims, pricing, arguments, assets.
Global redesign of visual identity and packaging (100+ references).

OPERATIONAL & BUSINESS PERFORMANCE
Development of the annual commercial animation plan (promotions, highlights, trade calendar).
Monitoring of sell-out business, analysis of rotations, portfolio prioritization, and management of growth accelerators.
Work on product profitability, cost optimization, and assortment rationalization.

COMMUNICATION, DIGITAL & GROWTH
Multi-channel content strategy: social, influence, e-commerce, education, catalog.
Supervision of acquisition & CRM (Google/Meta Ads, Klaviyo), B2B funnel optimization.
Implementation of professional tools: 3D modeling (OMI), in-house creative studio.
Management of the digital team (4 people).
Brand Strategy Branding Content Marketing Growth Marketing Team Management
L'Oréal
BRAND CAMPAIGN & EXPERIENCE DIRECTOR - GARNIER INTERNATIONAL
FASHION AND COSMETICS
September 2021 - July 2024 (2 years and 10 months)
Paris, France
Global management of online/offline campaigns and content strategy, reporting directly to the General Manager. Key role in strengthening the brand's scientific expertise, natural credibility, sustainability, and international equity, as well as customer experience. Member of the Brand Experience team.

BRAND STRATEGY & POSITIONING – GREEN SCIENCES
Definition of Garnier Green Sciences positioning, which became the L'Oréal Group's sustainability benchmark (commitments, partnerships, Environmental Impact Score).
Strengthening the brand's scientific and natural credibility through more expert messaging, evidence, consolidated claims, and clearer storytelling.
Leadership on the first Garnier "mother brand" communications, deployed in several international regions to standardize the brand's corporate expression.
Complete rebranding of the signature and touchpoints to elevate image and attribution.

GLOBAL CAMPAIGNS & 360° ACTIVATION
Conception and deployment of #OneGreenStep (sustainability): 35 countries live, 9M views, 7M reach, 48% VTR.

Creation of the global Garnier Green Sciences campaign: O+O strategy, social & digital, guidelines, and international legal framing (EU, LATAM, APAC).
Global activation of the Cruelty Free International certification, with +20 pts awareness.

CONTENT LEADERSHIP & GLOBAL GUIDELINES
Direction of online/offline content (TVC, digital, social, retail, OOH).
International harmonization through guidelines, asset kits, brand book.
Coordination of creative, media, legal, and country teams.

SUSTAINABILITY / CSR
Deployment of the 1st Product Environmental Impact Score system on TV, OOH, retail, digital, and social.
Participation in the development of the annual CSR Progress Report, structuring the brand's environmental evidence, commitments, and progress.
Branding & Identity CSR Strategy 360° Communication Art Direction E-commerce
L'Oréal
SENIOR CAMPAIGN & CONTENT MANAGER - GARNIER ULTRA DOUX
RETAIL (LARGE RETAILERS)
March 2020 - September 2021 (1 year and 6 months)
Paris, France
Management of 360° campaigns and content strategy for the Haircare category internationally. Cross-functional role covering: brand platform, global campaigns, creative production, e-commerce content, and market adaptation. Management of a junior content manager.

GLOBAL CAMPAIGNS & CREATIVE PRODUCTION
Management of 5 campaigns for the repositioning of the Ultra Doux brand platform and the launch of Solid Shampoos, a strategic priority for the group in 2020. (production budget +€1.5M).
Direction of the Publicis agency for the creation of all assets: TVC, print, OOH, in-store, digital formats, website, PR & influence.
Orchestration of international deployment and management of creative guidelines for regions: Eastern Europe, USA, LATAM.
E-COMMERCE & DIGITAL CONTENT
Production and optimization of e-commerce content: Amazon A+, ATF/BTF, brand stores, and conversion content.
Strengthening digital presence through social content, short formats, and ready-to-deploy country kits.
Training and upskilling of markets on e-commerce requirements (assets, SEO).
MANAGEMENT & INTERNATIONAL COORDINATION
Management and upskilling of a junior content manager.
Coordination with regions, CMI, digital teams, PR, influence, and global e-commerce teams.
E-commerce Content Marketing Digital Marketing Cross-functional Management Social Media