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Laurie TERRASA

Neuilly-sur-Seine

En résumé

Retail & Consumer Goods Consultant with a strong experience in strategic marketing, customer-oriented and communications issues
15 months of international professional experience

Main skills:
Advertising,communications, CRM, consulting, marketing, strategy, retail, FMCG,sales,customer strategy

Mes compétences :
Conseil
Marketing
Retail
Consulting
CRM

Entreprises

  • Kurt Salmon - Consultant

    Neuilly-sur-Seine 2011 - maintenant Role: Accompany FMCG actors and retailers in transformation projects

    Marketing Strategy:
    Major DIY retailer : market analysis, new store concept definition, marketing mix implementation (assortment, pricing, promotion...) with a strong focus on customer experience improvement (in-store tutorials, merchandising, value-added services, sales representatives training...)


    CRM
    Louis Vuitton : customer data base analysis, KPIs definition and monitoring, marketing campaigns targeting and budget allocation for CRM initiatives
    L’Occitane en Provence : customer requests management reengineering, customer service processes and organization redesign

    Pricing
    Carrefour : creation of price calculation model based on customer sensibility, price elasticity, competitors’ price level and budget constraints
    Business Performance
    Carrefour : definition of a performance analysis and improvement methodology based on :
    mapping of all KPIs used in mass-retailing (commercial, financial, human),
    identification of corrective action levers leading to store operations excellence

    Reorganization and Transformation
    Carrefour : optimization of management controlling department ,cross-departments coordination schemes implementation
    L’Occitane en Provence: organization and processes mapping and redesign
    Galeries Lafayette : animation of leaders community around “The Future of Shopping at Galeries Lafayette Group”
    Sofitel : brand repositioning communication strategy implementation
    TF1 Publicité: change management related to roll-out of new software
    One of Big Pharma : corporate strategy deployment in response to new regulations

  • Louis Vuitton - UK & Scandinavia zone CRM Assistant

    Paris 2010 - 2010 Role: Increase customer database of the BU by 5% and top customers’ annual spend by 10% with the CRM manager
    - Developed a client relationship strategy for top clients’ pool to tailor the customer service
    - Created guest-list with prospects and top customers for the pre-opening of the new biggest Louis Vuitton store in Europe (turnover on the event: 400 000 £)
    - Tracked the CRM key performance indicators and defined annual objectives for the BU
    - Rolled-out corporate communication campaigns in the UK-Scandinavia zone (100 000 customers targeted)
    - Created and implemented a new in-store tool to track the top 200 customers of each store of the BU’s perimeter and trained staff


    Sollicitez des recommandations

  • Ubifrance,Sydney - French Trade Commission-Commercial assistant

    2009 - 2009 Role: Attract and support French companies in the beauty and fashion sector to enter the Australian market
    - Assessed export opportunities for French companies on the Australian market. Mapped all Australian distributors to identify potential new distribution channels for French companies
    - Launched an e-communication campaign for small and medium sized French companies to promote our commercial services
    - Developed business opportunities on behalf of a small-sized French producer of organic cosmetics to enter the Australian market

  • ACCOR, Sofitel Luxury Hotels - Assistant Global Communications Manager

    2008 - 2008 Role: Develop and implement communication plan to support new brand strategy of Sofitel Luxury Hotels
    - Negotiated advertising space in all major newspapers and magazines worldwide (Budget: 2 billion €)
    - Developed brand’s new visual identity guidelines (colour schemes, logo, templates) for local communication campaigns worldwide
    - Organised a public-relations trip at Evian Masters with key-journalists from five luxury travel magazines (budget: 250 000€)
    - Redesigned internal communication tools to match brand’s new identity (intranet and monthly newsletter)

Formations

  • ESSEC Business School (Cergy Pontoise)

    Cergy Pontoise 2007 - 2011 ESSEC Programme Grande École , spécialisation Marketing et Stratégie

    Marketing & Communications - Vice president of culinary association (2008)
    Member of extreme sports association (2007)
    Team leader of Essec women soccer team (2010-2011)

  • Lycée Thiers Prépa HEC

    Marseille 2005 - 2007 Classes préparatoires économiques et commerciales

Réseau

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