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Anouck WEISS

Massy

En résumé

Avec des études commerciales en France et en Italie en poche et le goût de l’aventure, je débute ma carrière aux Etats-Unis en créant ma propre agence d’événementiel à New-York.

Je rentre en France pour décrocher une maîtrise au CELSA, la branche Communication de l’Université de la Sorbonne.

A la croisée du tourisme et de la communication, je rejoint en 1998 le Groupe Hôtelier Accor à la Direction de la Communication Corporate. J'y développe les identités graphiques des partenariats stratégiques comme Air France et le Club Med et pilote le lancement des campagnes de Publicité du Groupe.

Le groupe me confie ensuite la Direction de la Communication de Sofitel, marque d’hôtellerie haut de gamme pour redéfinir l’ensemble des composantes de l’image de marque et mettre en œuvre son repositionnement international.

En quête de nouveaux horizons et de nouveaux enjeux de communication je contribue à la stratégie de Communication d'autres grandes entreprises et institutions comme le Club Med, Décathlon, Burson-Marsteller, la ville de Chamonix, Japan Tobacco et aujourd'hui à celle de la foncière du N° 2 Mondial de la distribution.

Mes compétences :
Communication
Communication - Marketing
Identité Visuelle
Marketing
Presse
Relations Presse
Relations publiques
Stratégie
Stratégie de communication

Entreprises

  • Carrefour Property - Directeur de la Communication

    Massy 2009 - maintenant Construction de la stratégie, du plan et de l’équipe de Communication pour accompagner la création de la division et son image auprès des investisseurs, partenaires et collectivités.

    Communication Externe (Relations Presse et Publiques, interventions DG, DGO, Salons, Evénements).

    Communication Interne (Newsletter, Intranet, Evénements…)

    Coordination Internationale pour assurer la cohérence des actions de communication.
  • Brand Reputation - Communication Consutant

    2008 - 2009 Independent consultancy for businesses in various activity sectors including :
    QUECHUA (Decathlon group branch dedicated to mountain sports garments and gear): recommandation on the brand portfolio strategy and brand positionning towards competitors.
    BURSON-MARSTELLER (International Communication Agency): Strategic guidance on Club Med repositionning in Switzerland.
    CHAMONIX MONT-BLANC (International Ski Resort) : Communication tools around the 17th International Alpinist Event.
  • Sofitel - Directeur de la Communication Internationale

    Malabo 2006 - 2008 (Accor Group International Upscale Brand, 200 Hotels worldwide – Strategic Marketing Department)
    Drove team definition, hiring process and provided leadership to a team of 5.
    Designed and implemented a worldwide integrated communication strategy, plan and budget in a luxury repositionning brand context in 4 key domains :

    Press, Public Relations and Events
    Structured and implemented a dedicated Press and Public Relations relaunch plan.
    Reorganized the international PR network around new tools and coordination processes conference calls, PR guidelines, Eroom with on-line tool library).
    Elaborated agency briefs and objectives.
    Led agency pitching process, selection and contract negotiation.
    Orchestrated high end media, patronage and sponsorship events to promote brand repositioning (Evian Masters, French Actors Association, Press Conferences and Trips).
    Ensured alignment with corporate communication strategies and initiatives.

    Brand Visual Identity
    Led agency pitching process, selection and contract negotiation.
    Drove the design of new upscale brand logo and graphic brand territory with over 100 applications.
    Developed audience insights through international qualitative studies.
    Recommended, managed branding platform, from concept to execution of on-line guidelines.

    Advertising
    Led agency pitch and contract negotiation.
    Liaised with sales and distribution teams to ensure advertising speech alignment.

    Internal Communication
    Designed and implemented innovative international internal tools (e-newsletter, intranet…).
  • Accor - Responsable Publicité

    Paris 1998 - 2006 3rd Worldwide Hotel Group – Corporate Communication Direction)
    From Communication Project Manager to Advertising Manager
    Responsible for driving a team of 2.

    Advertising
    Managed advertising budget.
    Coordinated and implemented mutli-media (Press, TV, Radio, Internet…),
    corporate and HR advertising campaigns towards international opinion leaders.
    Developed communication specific messages with departments.
    Directed and managed daily communication agencies and partners.
    Prepared and managed advertising plan launches.
    Measured investment effectiveness through quantitative and qualitative studies.

    Visual Identity and Brand portfolio strategy
    Drove the design of cross visual identities with strategic partners (Air France, Club Med…).
    Delivered strategic inputs on Accor international brand portfolio visual identity system.
    Provided support and tools to internal network to ensure brand image international consistency (Communication Workshops, Brand Graphic Guidelines…).

    Publishing
    Produced from brief to print, several on and off-line multilingual communication tools(publications, graphic and advertising guidelines…).

    Patronage and Partnerships
    Designed and led internal and external communication plan with International NGO dedicated to the patronage of underpriviledged children.
    Coordinated cross visibility commercial actions with partners (Club Med, Air France).

Formations

  • Université Paris 4 Paris Sorbonne (Neuilly Sur Seine)

    Neuilly Sur Seine 1997 - 1998 Communication Institutionnelle

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