Guillaume GUYARD

En résumé

Entreprises

• Danone - Head of Digital & CRM @ Danone

  Paris 2011 - maintenant Responsible for Global Danone Digital Strategy & Assets (sales & marketing assets such as website, mobile, social, Trade CRM, Drive channel & Loyalty program). Pilot & Monitor an Marketing budget of 18Mio€ / year in a 1 BLN of € business unit with 8 staff members and 25 agency members (outsourcing)
  • Create & Lead the Digital & CRM Strategy for Danone MotherBrand & Daughter Brands (10 brands: Activia, Danette, Actimel, Danonino, Danacol, Taillefine, Fjord, Gervita, Danio, Velouté)
  • Define the new European servicial & transactional CRM platform regarding Danone motherbrand in order to increase growth sales of 3% per year during 5 years in developed countries as France.
  • Identified 20% of consumers delivering 80% of sales and 90% of profits of Danone Dairy Unit Business
  • Build CRM & Big datas structure in order to maximise cost per recruitment regarding Bought Digital Media (SEM, Affiliation, Display, FBs Ads, Emailing…) and consumer knowledge (ie Purchase tracking, Web Analytics & Social Media behaviours, Socio-demographics data…)
  • Build a Data Management Platform (DMP) to capitalize on cookie information to maximise our digital audience knowledge and increase the ROI of our Marketing actions.
  • Responsible for measuring Digital & CRM performances through quantitative & qualitative surveys (Kantar & Nielsen Panel, Marketing Mix Model) in order to develop our global knowledge regarding a multi-touch points activation model.
  • Reconciliate the sell-in vision (forecast) & the sell-out vision (consumer & retailer panel) to constantly increase the precision of our Business Measurement tool
  • Responsible for Mid-Term & Long-Term Digital Innovation Pipeline including benchmarks of Technical solutions, Shopper/Customer/Client need evolutions, Connected objects and Sales channels evolution
  

• OgilvyOne - DIGITAL ACCOUNT DIRECTOR (Secondment from Nestlé)

  2009 - 2011 Recruited to assume lead agency for Canal+ Group (TV advertiser) and Nestlé Nutrition Worldwide. Create, implement & monitor Digital & CRM strategy
  • Created and deployed a new loyalty program called “Zone Avantage” for Canal+ in a multi-channels strategy to achieve better ROI regarding upsell, cross-sell & churn activation plan.
  • Set-up & roll-out a new international ecommerce platform www.babynes.com (ecommerce website, CRM & Retail strategy) to sell an innovative machine regarding Infant formulas & an 24/24h 7/7days Premium service (nutrition advice, home delivery, automatic refill…)
  • Define the most relevant channels for this product (Pharmacy & Online sales) versus traditional FMCG retailers
  • Build the global CRM strategy (acquisition, loyalty, upsell, cross-sell and churn)
  • Define & roll-out global Guidelines regarding Digital KPI’s for Paid, Owned & Earned Medias
  • Animate & lead an motley Team agency with large & expert skills as UX, Creative, Strategic planning, Technical, Datas, Web Analytics…
  • On top of this job description, Participation in New Business deals/pitches in order to gain new clients

• Nestlé Nutrition Infantile - Digital & CRM Project Manager - Nestlé Infant Nutrition

  2006 - 2009 Recruited to develop the global Infant Nutrition CRM Activity (OFFLINE & ONLINE) in order to increase Market Share & brand Equity.
  • Strategic and operational lead for « Le Club Nestlé Bébé » CRM Program to define the global value proposition of the new CRM Program (transactional, servicial & relational)
  • Define KPI’s & monitor CRM effectiveness (Kantar Panel)
  • Build the DataBase architecture (Datas Conceptual Model, Webservices definition, BI & Datamining) in order to achieve the best “know-how” about consumers in a 360° view approach.
  • Launched bebe.nestle.fr, devenirmaman.fr
  • Developped Devenir Maman & Nestle Bebe iOS / Android apps
  • Manage digital media planning & buying (SEM, displays, affiliation & partnerships…)
  • Lead to Define Digital & CRM Babyfood best practises for Worldwide Business Unit
  
  
  RESULTS: 2006-2009
  • Global Digital Audience: *3 in 3 years
  • Sales Impact: +12% each year
  • Imapct on Brand Equity : +10 pts especially on Proximity, quality, relevance items
  

• Diagnostic Communication - Chargé d'études qualitatives

  2005 - 2005

Formations

• Université Paris Dauphine

  Paris 2004 - 2005 Marketing Etudes Communication

• Université Orléans

  Orleans 2002 - 2003 Marketing Production

Réseau

• Alexandra HARS

• Bastien BARON

• Cécile ALBRECHT

• Guillaume AMET

• Gwennola PIERRE

• Joffrey ELIS

• Karima AFTIS

• Marguerite RATTEL

• Minke BERGEN

• Violaine DEGAS