Mes compétences :
Management
Strategie
Marketing
CRM
Traffic managment
Brand strategy
Conversion/e mailing/Marketing
Relation client
Communication
Entreprises
Pixmania Group
- Directrice Executive - Directrice Marketing
2007 - maintenantChief 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
PARIS2002 - 2007Served 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 - 2000Brand 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
