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INWI
- Vice-President Mass-Market (marketing, communication and sales)
Casablanca
2009 - maintenant
Key responsibilities to:
- Create, launch and manage the 3rd global operator (internet, fix and mobile) in Morocco, in French and Arabic from 2010.
- Implement a Brand management within and outside the company
- Settle successfully a dual branding strategy: low cost brand (Bayn) and a trendy brand (inwi)
- Build and implement the yearly 360 roadmap
- Manage a team of 250 people
- Build CRM strategy and implementation
Achievements:
- Launching of the 3rd operator in March 2010. End of 2012: 12 millions of customers and 25% of SoM/35% Share of Value
- Rebranding of 500 PoS and cultural change of the company (1200 people)
- Spontaneous awareness of the new brand: 97% and Brand preference: 31%
- Contributing from a negative Ebitda to a positive one: increase of +30% in 2010 and +40% in 2011
- Avoiding the cannibalisation of the low cost brand (2 millions of customers)
- Awards: Morroco award of the best brand for services in 2010, the innovation price of Morocco in 2011, Topcom of the best advertiser in 2011, Best North Africa operator in 2013 ( Africa Telecom Awards)
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Orange
- International Brand Director including the global communication responsibilities in 2005
Paris
2003 - 2009
Key responsibilities to:
• Manage the Orange brand across all International markets within the Orange Group: 28 markets in B2C and 160 in B2B.
• Implement the evolution of the Brand strategy and tone of voice across all the Orange footprint (West and East Europe, Africa, Middle East, Americas)
• Manage the Orange mobile brand extension to a global brand (TV, internet, fix, multiplay)
• Manage the footprint strategy through countries branding, rebranding , extractions
• Deal and deliver all Orange global brand on and off-line campaigns and sponsorships
• Manage the global advertising and media agencies
• Manage a team of 20p and a direct budget of €40m, indirect budget of circa €200m per annum.
Achievements:
• Deliver the International Orange campaigns
• Build an International media backbone
• Implement through all the footprint global sponsorships deals and RSE
• Successful re-branding or branding of 10 markets: Austria, Mauritius, Jordan, Spain, Senegal, Mali, Moldova, Poland, Tunisia, Madagascar
• Settle countries Brand governance (Brand tracking, reporting quarterly reviews, yearly Brand targets, alignment dashboard, roadmaps timeframe, approval process) All not existing previously
• Help to settle and manage the agency network across the footprint
• Award: Grand prix Strategie 2009
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France Telecom
- Operational Marketing Director
1996 - 2001
Key responsibilities:
• Operational marketing of all the products and services portfolio, responsible of their P&L for the leading French mobile company
• Introduction and delivery of customer loyalty programme to reduce churn
• Management and delivery of segmented customer offers, distributed through the most appropriate channels
• Through the line communications across all brands and customer type (B2B and B2C); direct marketing, merchandising, trade communications, advertising and all sponsorship and partnership deals (settlement of: Tour de France, 5 Nations Rugby Cup, Football World Cup, partnership with football club, Loic Perron: Jules Vernes Cup), Festival de Cannes, partnership with trendy French magazines, support of young talents in fashion, design, photography, cinema).
• People management of 55
• Budget management: €150m p.a.
Achievements:
• Annual EBITDA of €1.5bn
• Reduction of acquisition costs by 12%.
• Achievement of 52% share of gross adds across the French market
• Lowest market churn
• Success in reaching Revenue and EBITDA targets: 1999, 2000, 2001
• Launches of “mobicarte” (1st prepaid offering in the French market) and “Ola” (1st mass-market bundle in the French market), spontaneous awareness of “Itineris” (post-paid brand): 81% in May 01.
• Gross adds doubled (96/97) and + 85% (97/98).
• Awards: Advertising awards: Silver Lion in Cannes, 1997, “Strategies” prize, 1997.
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France Telecom
- International Commercial Communication Manager
1993 - 1996
Key responsibilities:
• through the line communications activity for international telecom products and services whilst evolving the price-focused approach to being more proposition and customer based
• New communication strategy developed for foreign residents in France as well French expatriates living in Europe, Asia and United-States
• People management: 20
• Budget management: €15 m p.a.
Achievements:
Increasing international fixed line revenues in France Telecom; 95/94: +8%; 96/95: +10%
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Orange
- Executive Brand Director
Paris
1993 - 2001
Key responsibilities:
• Responsible for all brand and communications activity for the Orange brand in France
• Deliver the through-the line campaigns and sponsorship activity across all channels
• Manage a team of 14p, €35m annual budget and a €40m Brand launch budget
• As PMO: Deliver the re-brand of the France Telecom mobile businesses (Itineris, Ola and Mobicarte) to Orange in 2001
Achievements:
• Successful re-brand, in a four month timescale, of France Telecom’s mobile brands leader to Orange:
- Share of Market before re-brand: 47% - Share of Market after re-brand: 49%
- Delivery of marketing propositions, billing system reengineering, adaptation of the Orange brand to the French market, internal induction of 4000 employees and external (above and below the line) campaign implementation in 7000 points of sale (France Telecom owned and indirect distributors) to 19 millions customers
• Spontaneous awareness of “Itineris” (French mobile brand) France May 2001: 88%
• Spontaneous awareness of Orange France 15 months after launch: 61%, and the preferred mobile brand by French public, 2002
• 89% of Orange staff believed in the future of their company and 78% thought that the launch had a positive effect, 2002
• Award: Effipub prize, 2002 for the Orange launch in France
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French Government (Paris)
- Communication consultant in Ministry office of Postal Services and Telecoms
1992 - 1993
Key responsibilities:
• Communication strategy development and delivery for the Ministry
• PR for the Minister
• People management of 60
Achievements:
• Government communications during the postal strikes of 1992
• Communication management of Furiani Stadium disaster (May 1992)
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French Parliament (Paris)
- Press attaché to MP
1989 - 1989
In charge of managing his projects, writing his speeches, doing data research to plan his presentations.
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Journalism ( Paris )
- Freelancer
1986 - 1991
• Daily National Newspapers: Le Figaro, France Soir
• Weekly magazines: Le Figaro magazine, VSD
• TV production: reporter for National Channel 3 programme: “La Marche du Siecle”
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Cinema (Europe)
- Freelancer
1986 - 1988
• Script-girl, 1st director’s assistant, production assistant
• Shorts and films, e.g. “Bernadette” directed by J. Delannoy, “The Unbearable Lightness of Being” directed by Philip Kaufmann, “ L’ombre portee” directed by P. Barboni
• Production and direction of documentaries for French TV channels from 1988 to 1991
• Production of circa 20 advertising films per year from 1996 to 2003 (estimate costs, choice of director, such as Oliver Stone, Martin Scorsese or Hong Kar Wai, storyboard, shooting, cutting and sound mix)
• Short programmes on TV channel
