I work as a freelance with brands' teams to optimize and improve their digital transformation.
BRAND STRATEGIES IN A DIGITAL WORLD
There should not be digital strategies, but strategies which include digital.
I work with brands to adapt their vision and strategies to their market’s and customer’s realities.
By understanding their objectives and studying their existing means, I advise on how to and when to position digital tools, processes and organisations.
LUXURY vs DIGITAL : A WIN-WIN SITUATION
For the past 15 years I have been discussing this topic with brand executives.
From the screen size to the channel competitions, I have heard all kind of arguments to resist.
At the end, it’s the customers who decides… and they have massively adapted digital in their daily gestures.
Brands have succeeded to adapt without loosing their key luxury characteristics.
Why consider e-commerce as a competitor (or dream solution) to brick and mortar distribution?
I work with brands to propose the most seamless buying experience to their clients. Brands propose many purchase points (their own stores, multi-brands, e-commerce, mobile app, social selling…) which need to be connected to propose a reliable and relevant customer journey.
CUSTOMER EXPERIENCE MARKETING
“We should have a mobile app!” “We should not be on Facebook!” I don’t think it is the right approach.
I work with brands to be more customer focus or customer centric and design a better experience for them. Designing a marketing strategy, an editorial and campaign calendar is an effective way to be more coordinated and focused.
RECRUITMENT, ENGAGEMENT & CRM
Working on the customer lifetime value is a good way to increase profitably.
I help brands define objectives, set targets, define KPIs and scorecards. I work with executives and teams to balance the “on-line” and “off-line” actions, balance their budget mix and review the metrics.
With appropriate tools and personalized messages per segment, results are noticeable.
ROAD MAP, PLANNING, RESOURCES
Sometimes you know where you want to go BUT you know how to get there…
I help brand set priorities, define a road-map which is sustainable and realistic. My project management experience, technical and functional understanding enable me to list the needed ressources, organisation and budgets.
A good plan is often the safest and cheapest route.
E-COMMERCE SET-UP & LOGISTICS
From on-line merchandising to parcel delivery, there are so many tasks to get right!
I have been in charge of building and running e-commerce website for the past 15 years. I know strategies, back-office tools, content production processes, conversion tips and tricks, legal needs, logistics requirements, supply chain transformations…
I work with brands to design, produce and service an e-commerce experience their customers expect.
BRAND POSITIONNING & AWARENESS
Is our core target on Social Media? What share of our budget should be attributed to digital?
I work with brands to express their values and products on the appropriate channels with the relevant and added value contents.
I help brand set up campaigns to reach and attract the right audience.
OTHER MISSIONS AND TASKS
Here are some of the digital missions I have been asked or could respond to :
- luxury online distribution strategy
- campaign activation with digital media and influencers
- social media strategy
- multi-channel communication
- strategy and optimisation client omni-channel experience
- client digital interactions and engagement
- brand positioning and awareness through digital
- digital teams organisation and management
- digital budget reviews and cost optimisation
People who know me say that I am :
down to earth
expert in digital
a bit of a geek
20 years experience
15 years experience
First experience in 2000
ENGLISH & FRENCH
After having been Chief Digital Officer and Director of Internet within global corporate organisation,
I made the choice to work as a free-lance to work on a variety of topics with many contacts.
MY BACKGROUND :
Close to 20 years experience in retail and digital environments, all in premium and luxury industry, in an international context.
Global projects and multi-cultural teams involved manager, French and English fully bilingual professional, customer centric, data and performance driven, results orientated.
High strategic and operational skills, at ease in omni channel context and transverse topics.
Areas of expertise: digital strategy, digital branding, digital marketing, innovation, external communication, e-commerce, multi-channel retailing, omni-channel retailing, customer experience and services, data analytics
Lecturer in sector (luxury) or topic (digital) conferences as well as in business schools.
MY EDUCATION :
I spent my school years between France and England.
I then studied in a Business School in Reims and London to graduate in European Business Administration (BA Hons) in 1996.
In 2014 I was certified with INSEAD for Transition to General Management.
MY MOTTO :
"Learn from yesterday, live for today, hope for tomorrow. The important thing is not to stop questioning." Albert Einstein
I AM ALSO :
A wife, a mum of 2, a Parisian, a horse rider, quite a good cook ...
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