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Work Background
Coty@CDO Global VP Content, Commerce & Communities
Sep. 2021Paris, Île-de-France, FranceSpearheading content transformation initiatives within the Chief Digital Officer team at Coty, I am driving impactful changes that optimize business outcomes. Leading a team of expert digital 360 project managers, I orchestrate seamless coordination with all brand teams and across markets (40 brands, +20 markets), enhancing the timeliness, relevance, and volume of 360 content for e-commerce and social commerce, globally boosting brand success. I set up and manage of a full in-house production team known as the "Content Hubs" in NY, Shanghai, and Paris. This team has provided a significant increase in e-business and social assets for major brands at Coty. By integrating artificial intelligence, including generative complex workflows with AI tools, we've optimized campaign creation, reducing costs, time spent, carbon footprint while maintaining high volume and quality. Implementing cutting-edge technologies places our team at the forefront of content creation technology. This is also true for distribution and adaptation of assets where my team and I have scaled and expanded the internal Content Adaptation process, providing innovative tools to automate the dynamic reworking of master assets for diverse formats across various channels. I've orchestrated distribution strategies with brands and markets and am currently optimizing tools such as automated content trackers, ensuring streamlined content distribution, further enhancing performance and cost-effectiveness at Coty. My role at Coty is a testament to my commitment to driving innovation and content excellence in the dynamic landscape of digital marketing to boost sales.
L'Oréal@CDO Global Content, Social commerce & New platforms Director
Nov. 2019 - Sep. 2021Paris, Île-de-France, FranceLeading content-commerce strategies across L'Oréal divisions, brands, and markets, I piloted innovative approaches with a keen focus on emerging social platforms and creator-based influence, both in the western markets and in China. Pioneering new paradigms in digital engagement, my role fostered brand success through cutting-edge content and social commerce strategies.
L'OréalCMO @House 99
Jun. 2018 - Nov. 2019FranceAs the Global Marketing lead for L'Oréal's innovative start-up, House 99, I orchestrated dynamic strategies and developments for global and Asia-specific markets. My role encompassed the end-to-end spectrum—from conceiving and launching new products and 360 campaigns to shaping digital business models, e-commerce profitability, and impactful communications. Agile workflows and innovation were at the heart of my approach, driving success across diverse channels.
L'OréalVP Global Digital Marketing @YSL Beauté
Jan. 2011 - Jun. 2018Paris Area, FranceIn this transformative role, I conceived and executed a multi-touchpoint strategic roadmap, establishing a full-scale "Content Factory." My achievements included: Orchestrating full digital integrated Marketing campaigns, generating thousands of assets yearly across various touchpoints.
-Launching the award-winning yslexperience.com and a new YSL e-commerce platform, driving a remarkable 20% brand TO and 27% growth.
-Implementing a groundbreaking YSL Beauty CRM program, extending its reach to the USA and China, including a Social CRM program on WeChat and generating 12% incremental additional sales. -Pioneering SEO/SEM and advertising campaign guidelines, amplifying the global impact.
Successfully piloting a global programmatic targeting strategy, collaborating with zones and countries.
-Managing an in-house studio and external agencies, fostering creative excellence.
-Spearheading a highly successful Blogger Relationship Management program and animating the YSL Beauty Instagram account for social selling.
-Overseeing exclusive online limited-edition product development. My leadership facilitated a comprehensive digital transformation across all services, streamlining integration into Marketing/Retail teams through a phased approach.
HeavenSenior Consultant/ Luxury & beauty
Jan. 2008 - Jan. 2011Consulting and project development for luxury, beauty and health brands
willing to enhance their online strategy.
Management of a team of project managers
Highly involved in luxury, fashon, cosmetic and pharmaceutical industries Expertise :
- benchmark and search marketing analyses
- web auditing and semiotic content analysis
- strategic planning
- e-CRM and services strategy
- online-offline communication plan in line with brand DNA
- prospective and trends Brands : Boucheron, Roche, Louboutin, Cartier, Van Cleef & Arpels, Club Med, LVMH, Rolex (Tudor), Puig (Comme des Garçons,Nina Ricci, Paco Rabanne, ...) etc. Links
http://www.heaven.fr/blog/2009/11/30/%C2%AB-van-cleef-and-arpels-et-heaven-remportent-le-grand-prix-strategies-luxe-dans-la-categorie-mobile-%C2%BB/
Smile Interactive Technologies GroupConsultant
Jan. 2008 - Jan. 2008Consultancy mission
Collaboration with the Smile team on the Christian Louboutin project :
- brand DNA
- website launch strategy
- analysis of US and Japanese market trends
E-MAZARINESTRATEGIC PLANNER (strategic consultancy for brand communication)
Jan. 2007 - Dec. 2008http://www.mazarine.com/ Consulting for luxury brands willing to develop their online strategy.
Benchmarking and search marketing analyses
CRM and services strategy on line
Online-offline communication plan in line with brands' DNA
Creative brief and presentation to the creative team... The brand projects I worked on:
Chanel, Agnès b, Ruinart, By Kilian, Leon de Bruxelles, Sony, Figaret, Remington, Eric Bompard, Passionata, Galleries Lafayette, YSL, Bonpoint, Nespresso, Glenmorangie, Volvo, MEDEF, Mouton Routhschild, Comptoir des cotonniers, Matelsom, Terre de charme, Starwood, VIDAL, Moet & Hennessy, Lamarthe, Plastic Omnium, Quelvest, Chateau Olivier (grand cru)
ReflexgroupStrategic planner/ project manager
Jan. 2005 - Dec. 2007http://www.reflexgroup.com/ Project management, marketing and media stratagy, consulting, branding, prospective & trends... Brands/ Prjects I worked on:
L'Oréal : Helena Rubinstein, Diesel, LCL, Bacou Dalloz, Waterman, Nickel, Cyrillus, DTC, Piaget, Nickel, La ligue contre le cancer, Dinh Van, YSL, Galeries Lafayette
L'Oreal DPLIJr product manager
Jan. 2004 - Dec. 2005Biotherm and Giorgio Armani - work experience as junior product development manager for makeup and facial care:
- Socio-cultural and marketing trends analysis (documentary research, competition monitoring, and market intelligence).
- Brand audit: image analysis, competitive benchmarking
- Innovation projects: naming, concept generation, product universe creation
- Product development: participation in briefings and packaging development, set-up and analysis of consumer tests, creation of artwork, agency translation control
- Development of POS promotion and launches: assistance in developing special promotion stands, preparation of leaflets, brochures, technical specifications
- Management of existing ranges: sales analysis, stock control, complaints monitoring, research into the competition (surveys, territories, Press monitoring).
- Assistance in organising seminars (PowerPoint presentations, samples, arrangements)
fTLDassistante ingénieur commercial international
Jan. 2001 - Dec. 2001(Summer jobs in 2001 and 2002)
AGFPEAssistante
Jun. 2000 - Sep. 2000
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