Celine VUILLEQUEZ

En résumé

Entreprises

• Pixmania Group - Directrice Executive - Directrice Marketing

  2007 - maintenant Chief Marketing Officer for the 26 European countries, including: traffic acquisition, marketing & communication, webmastering & user experience of websites, CRM, and customer care. Managing 160 people with 6 direct reports
  • Improved budgeting and investment strategy in traffic across sources of acquisition. 30% growth in traffic with increased RoI
  • Developed a new European communication plan with major shift in media mix and selection of key strategic partners to implement strategy across channels. 20% increase in awareness in 10 months and strong gain in brand preference
  • Identified key priorities to improve user experience on the website and implemented strategic changes. Significantly improved conversion rate (+15%) and website performances. Conducted the development of the mobile application of the website across the 26 countries
  • Designed CRM strategy across channels and conducted implementation with the integration of a new CRM tool
  • Defined the strategic roadmap to professionalize customer care department and managed the transformation program to reach 10 points increase in customer satisfaction with customer care while significantly reducing costs
  • Accelerated growth of Pixmania stores to reach 90M€ in sales in 2010. Defined the winning business model together with the new store format and designed the financial plan for European roll-out plan. Implementation in progress
  • Implemented the regular tracking of customer satisfaction across whole touch points and crafted operating model to turn results into corrective actions
  • Redesigned the organization to create business units focused on a specific know how across regions for improved efficiency
  • Developed scorecards and monitoring processes across all departments
  

• McKinsey & Company - Engagement Manager

  PARIS 2002 - 2007 Served on team designing strategic vision for clients’ senior executive teams. Key member of the Packaged Goods and Retail Practice
  • Improved both bottom line and growth in identifying improvements in marketing spend effectiveness, pricing strategy and portfolio management for a leading Consumer Goods Company. Recommended strategic positioning for umbrella and product brands. Identified key activities to optimize channel management
  • Conducted the complete diagnostic of sales for a leading Health & Beauty retailer, with detailed recommendations on improvement levers including CRM, media & promotion, pricing, assortment and merchandizing.
  • Identified main causes of stock-outs in distribution chain and developed processes to eliminate them; supported the implementation
  • Built the repositioning strategy of a leading furniture retailer by developing the unique value proposition based on a thorough customer analysis and segmentation and improving the tools and processes to better manage the category
  • Helped shape the international development strategy for a leading Asset Manager, identifying opportunities for the client to enter foreign markets
  

• Colgate-Palmolive & Company - Chef de Produit

  1997 - 2000 Brand Manager -TAHITI Shower Gel; Market Leader
  Responsible for strategic development and operations of the largest Personal Care Equity at CP-France with sales exceeding $40MM. Managed 2 Assistant Brand Managers
  • Reversed the 3-year downward market share trend and increased brand sales and margin contribution by 12%
  • Developed Equity Growth Plan
  − Synthesized consumer insights & market analysis to define optimal brand positioning
  − Identified new market entry opportunities & developed new product concepts
  − Evaluated financial potential in terms of future sales & profit potential over 3-year period
  − Presented recommendation to & obtained approval of Senior French and European Management
  • Revitalized base business via range relaunch, including new bottle, optimized fragrances and new size & pricing strategy
  • Recommended and implemented new pricing & promotional strategy and advertising campaign
  
  Assistant Brand Manager on AJAX All Purpose Cleaners; Market Leader
  Brand sales of over $35 MM. Managed media & promotional budget of over $5 MM
  • Developed and launched two new Ajax variants, resulting in 2-point value share gain in record time
  • Initiated aggressive defense plan against Procter & Gamble counter-attack on Ajax success
  

Formations

• Harvard Business School (Boston)

  Boston 2000 - 2002 MBA

• ESCP-EAP, European School Of Management

  Paris / London / Berlin / Berlin / Turin 1993 - 1997 Vice-président de la Junior Entreprise

Réseau

• Aurelie TOYON

• Aurélie BOUDROT

• Benoit SINEAU

• Dominique TAMBORINI

• Domitille MÉHEUT

• François-Xavier OLIVEAU

• Hélène AUBOYNEAU

• Laurent AMIEL

• Lionel LOPES

• Serena DE LUCA