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Karen BRUNOT

Rueil-Malmaison

En résumé

+15 years experience in Marketing & Loyalty for Retail industry & financial services, in international environment & matrix organization. Strong knowledge of premium segments.
Results driven with a focus on excellence in customer experience. Robust analytical background & proven success in managing projects across business units, engaging various internal and external partners/talents.

Key expertise :
- Marketing strategy : strategic partnerships with large companies (Air France, Hertz...), loyaly program profitability, product development
- Customer knowledge, Data management, CRM analytics
- Growing customer value : CRM & cross selling programs, 360° multi channel experience, digital marketing
- Excellence in customer experience, satisfaction & quality of service
- Project management across various business units : marketing information system & database building, new product/services development, new capabilities
- Team management : ~10 marketing managers/executives & data experts

Mes compétences :
Gestion de projet
Marketing relationnel
CRM analytique
Data mining
Études marketing
Marketing
Fidélisation client
ECRM
Rétention
Digital Asset Management
Expérience utilisateur

Entreprises

  • Arval France - Marketing Director/ Directeur marketing France

    Rueil-Malmaison 2016 - maintenant In a context of market transformation impacted by changes in mobility practices, strong increase of data available, growing digital usage, and increased focus on end user, I manage a 15 member team to accelerate Arval position as the market leader.

    For mid Market & large account segments, we are driving :
    * Business intelligence
    * New products development (car sharing, telematic, packs according to segment profile...)
    * Digital services & media (BtoB & BtoC mobile & on line services, web content strategy, SEO...)
    * Social media management (Facebook, twitter, LinkedIn, YouTube)
    * Operational marketing (car manufacturers & maintenance network promotion, revenue generation campaigns...)
    * Customer life cycle (BtoC & BtoB welcome & engagement programs)

    I work closely with corporate teams in charge of cross countries programs (product & digital experience), and am a member of the Communication board of the SNLVLD (vehicle leasers union).

  • American Express - Marketing Director / Directeur Marketing

    RUEIL MALMAISON 2013 - maintenant Direct reporting to the Country Manager

    Strategic partnership : AIR FRANCE KLM / Flying Blue partnership management for consumers co branded cards (partners relationship, portfolio development, product line value, advertising & media planning)

    Portfolio digitalization : accelerate E-commerce, grow digital experience & services

    Marketing analytics and data management : pockets of growth, share of wallet opportunities, high value customers retention, campaigns targeting
    Center of expertise for Marketing performance tracking

  • American Express - Senior manager marketing

    RUEIL MALMAISON 2008 - 2012 CRM - Customer Relationship management & customer experience for core & premium portfolios: life cycle programs, spend stimulation & cross selling, retention strategy, customer satisfaction, Top customers touch points management

    Project management : launching new product (super premium segment) & services, product line re-engineering, insurances offer rationalisation across products
    Signing new partnerships to grow product value proposition (Hertz, Accor, Printemps...)

    Social media strategy, brand advertising & media plan
    Communication agency management

  • Fnac - Research Director /Directrice Etudes Marketing

    IVRY SUR SEINE 1998 - 2008 Develop customer knowledge and marketing performance tools to support decision making and quality management.
    - Customer satisfaction & quality of service
    - Data management & CRM analytics : customer segmentation, targeting, ROI measurement and optimization
    - Research : brand image, click&mortar cust. behaviour, industry diversification

    Manage projects to optimize Fnac loyalty program (Carte One) and to build database & decisional marketing information system

Formations

Réseau

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