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Cecile ESKENAZI

Newbury

En résumé

Senior Commercial Marketing Manager, expert in mobile and digital across a broad range of areas, including digital retailing, mobile content, software and enablers. Excels in using customer data to drive marketing operations and maximise conversion and sales. Looking for a commercial or marketing position in an innovative and customer-focused team.

• 13 years of international experience in the mobile industry (7 at Vodafone)
• Marketing operations driven by customer data, behavioural targeting and campaign management
• Strategy and business development
• End-to-end product management, from new product launch to lifecycle management
• Designed, launched and managed Vodafone’s app store in 8 markets
• Selected best-in-class recommendation engine vendor and managed partner relationship
• Collaborative approach. Enjoy leading teams, with solid lines or cross-functional virtual teams
• Innovation. Filed a patent for an innovative arbitration feature for sharing promotional spaces
• Extensive international experience, worked in 4 countries, with teams across 20+local markets
• Solid experience of stakeholder management, both internal and external


Mes compétences :
Digital
Mobile
Business development
Marketing
Stratégie

Entreprises

  • Vodafone - Principal Manager – Merchandising & Customer Insights

    Newbury 2010 - maintenant Driving Vodafone’s content strategy and marketing operations on web and mobile across 3 global channels in 8 markets, reaching over 6 million active customers

    • Created Merchandising & Customer Insights team, recruited and led up to 6 direct reports
    • Coordinated local markets to manage content and promotional campaigns on 3 global channels: Discover mobile widget, MyWeb mobile portal, AppSelect app store on web and mobile
    • Ensured content freshness by providing local markets with: business rules, marketing guidelines, governance and processes, best practice sharing, content roadmap, customer insights and analytics
    • Tracked commercial impact of each campaign, to improve customer acquisition and retention
    • Created and managed a Premium Placement Programme; implemented 480+ global campaigns
    • Benchmarked competition and defined Vodafone's strategy for retailing mobile content online
    • Improved app store look & feel by defining quality standards for content, imagery and metadata

  • Vodafone - Senior Marketing Manager – Digital Retailing

    Newbury 2008 - 2010 Launch and lifecycle management of Vodafone’s best-in-class content retailing service across converged mobile and web channels in 8 European markets

    • Created strategy, developed and successfully launched Vodafone’s global app store in 8 markets
    • Delivered a sophisticated retailing engine to maximise customer engagement via personalised recommendations, promotional campaigns, segmentation and targeting features
    • Managed relationship with external retailing engine partner Xiam (a Qualcomm company), from vendor selection via an exhaustive RFI to day-to-day operations of the platform

  • Vodafone - Product Manager then Senior Product Manager – Portal & Enablers

    Newbury 2006 - 2008 Commercial ownership for charging & payments, DRM and Broadcast Service Protection (BSP)

    • Completed governance for Vodafone Central Charging and led billing integration for Nokia Ovi
    • Led BSP product development and deployment plan in local markets launching DVB-H Mobile TV
    • Drove the execution of partnership with Yahoo! to customise and embed their mobile client (Yahoo! Go) in selected Vodafone handsets

  • Vodafone - Product Manager – Content & Service Protection

    Newbury 2006 - 2006 Strategy, design and development of a global mobile TV Broadcast Service Protection (BSP) solution

    • Drove cross-functional working group to deliver BSP strategy; gained senior management approval
    • Developed user experience specifications and prototype for BSP user testing

  • Netsize - Products & Services Manager

    Meudon 2003 - 2005 Main interface between local business units and central product development, driving product roadmap. Owner of relations with all French operators for wholesale and premium messaging contracts

    • Launched various messaging, browsing and billing offers
    • Performed presentations, demonstrations, wrote commercial proposals and answered RFPs, leading to successful sales to Jamba!, Lanetro Zed, Endemol, EuroRSCG

  • Zandan (a subdivision of Keynote Systems) - Content, Software and International Business Development Manager

    2000 - 2003 Responsible for managing Zandan’s content and software product portfolio, from requirements definition and content production to business models definition and sales

    • Launched Love Channel multimedia content service on 25 operator portals in 13 countries
    • Designed and launched 3 software products, reaching leading position for software dedicated to mobile services testing and monitoring
    • Established commercial relationship with 15 mobile operators and device manufacturers in Europe
    • Provided business support to the CEO to define the company’s business plans and strategic goals
    • Raised €3m in 2 rounds

Formations

  • ESCP Europe (Paris)

    Paris 1997 - 2001 Master in Management - Diplôme Grande école

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