DOMINO 28 : CONSULTING
DIGITAL & DOMINO EFFECTS

HERMES INTERNATIONAL

Head of omni channel digital strategy, direct link with a member of the Executive Committee. In charge of digital P&L, content, assortment, design and updating of websites, presence on social networks as well as public and in-store mobile applications.

Constructed and managed a team of 50 either department directors or functional and technical project managers. Functionally managed, trained and activated digital managers in subsidiaries (brands, countries and product divisions).

Supervised and developed 19 e-commerce websites. (Turnover of € 0.2M to € 32M in 7 years).

Monitored and analysed the digital impact on Hermes’s value and growth: up to 5% of revenue, autonomous cash flow, and internal population implications.

Implemented and activated internal groups composed of other internal departments involved in the digital development ( artistic , legal, tax , security, distribution , IT, etc. ) .

Contracted with many consulting firms, creative agencies, IT companies, freelancers, photographers, directors and contributors.

MAISON ULLENS

Member of the Executive Committee of a young Belgian brand creating and distributing luxury women’s fashion, mainly knit and leather. Private shareholder.

Writing and sharing the international digital strategy, road map and its associated means.

With a small hands-on team, set up of a complete digital ecosystem for the implementation of omni channel and agile actions in view of:
– Contributing to the development of brand awareness internationally and recruiting new customers (RTB, search, display…).
– Provide tools (CRM, clienteling…) and additional communication channel and revenues to sales forces.

Design and production of digital content to confirm the positioning of the brand in the luxury universe.

CHANEL

Responsible for digital strategy, P&L, design, content and update of chanel.com.

Directed an internal ” web agency ” composed of 20 people around the world.

Managed relationships with agencies and freelancers.

Set up and monitored visibility, traffic, recruitment and retention operations.

Produced a major brand website redesign and product launches mini sites.

Opened an e-commerce website in the USA in August 2005.

FREYWILLE

FREYWILLE, is an enamel jewellery manufacturer based in Vienna, Austria founded in 1951. The label is known for its hand-decorated designs that are based on the works of 19th and 20th century artists. Next to its headquarters in Vienna, the company operates 86 shops worldwide. Family owned and managed business.

Conducted mission in 2016-2017: DIGITAL STRATEGY & OPERATIONS CONSULTING

STEP 1: UNDERSTAND THE BRAND ASSETS AND VISION
Understand the brand values, strategy, communication assets, distribution channels and performances. 
Analyse the market trends and competition SWOT. Study customer insights.
Gather expectations for digital activity.
Deliverables from DOMINO 28
: SWOT analysis in relation to digital activity.

STEP 2: UNDERSTAND THE DIGITAL TRANSFORMATION SITUATION
Understand what has been achieved for the brand on the digital side. 
Analyse qualitative and quantitative results. Study existing processes and means availability. 
List assets, challenges and studied opportunities.
Deliverables from DOMINO 28
 : Presentation of SWOT analysis of digital situation and client experience journey.

STEP 3A: DIGITAL SALES STRATEGY ELABORATION

Propose a strategy to position FREYWILLE in the distribution digital market by providing an adapted seamless customer experience true to the brand. 
Analyse the offer strategy and the distribution channel opportunities outside of the FREYWILLE platform (ex : online multi-brand distribution, outlets, reverse supply chain distribution…).
Provide a macro list of steps (tasks) and estimated timeline.

STEP 3B: DIGITAL CONTENT & COMMUNICATION STRATEGY
Propose a strategy to enable FREYWILLE to deliver a proper understanding of the brand to its online customers, visitors, followers, and prospects web-users. 
Determine the content strategy, editorial plan including the campaigns and promotions linked with appropriate online advertising and marketing plan. Optimize needed assets for the brand digital platform composed of its proprietary channels (website, emailing…) and social media (Instagram, Facebook…). 
Study how the content strategy can nourish the sales.
Provide a macro list of steps (tasks) and estimated timeline.

Deliverables from DOMINO 28: Presentation of proposed digital distribution and communication strategy during a live in person meeting with FREYWILLE executive committee.

STEP 4: DIGITAL ROAD MAP AND MEANS ESTIMATION
Set priorities and define road map to achieve strategy implementation. Estimate needed organization (resources, processes, tools, budget) Deliverables from DOMINO 28: 
Operational road map & estimated budget.

STEP 5: FOLLOW UP
Make sure the project is on track according to strategy and plans. Following the project kick-off, set up and host a monthly project review meeting with key stakeholders.

LANCOME

Responsible for overall relationship and Internet development of Lancôme.

Coordinated, supervised 5 Project Managers and a production team of 15 people.

Daily contact for Lancôme International (editorial websites in French and English). Advised and designed relational marketing operations and product launches activities.

Daily contact for Lancôme France (personalized e-commerce website). Advised for strategy and marketing road map to promote the growth of online sales, traffic and CRM

VAN CLEEF & ARPELS

Van Cleef & Arpels is a French jewelry, watch, and perfume company founded in 1896 now owned by the Richemont group.

Conducted mission since 2016 : REGIONAL DIGITAL TRANSFORMATION STRATEGY & OPERATIONS CONSULTING

Step 1 : Understand the Group and Brand’s vision and strategy

Step 2 : Help define the regional strategy, priorities and expected results
Use of a Framework based on 7 items:
– Adopt customer’s perspective
– Maximize evolving technology
– Exploit your data
– Drive the digital mind-set
– Build future talent
– Innovate and iterate services
– Embrace new ways of working

Step 3 : Nourish and agitate to foster creativity

Step 4 : Help define road-map and projects

Step 5 : Animate seminars to ensure team understanding and involvement in the plan

Step 6 : Initiate and follow-up main projects with operational teams

DIPTYQUE

Diptyque is a Paris-based luxury goods company that produces a high-end line of scented candles, perfumes, face and body care founded in 1961. It belongs to Manzanita Capital.

Conducted mission since 2016 : SOCIAL MEDIA & DIGITAL COMMUNICATION STRATEGY AND OPERATIONS

– Define, follow and adapt objectives, KPIs and strategy for the brand and per channel.
– Optimise editorial planning and coordination with other brand departments.
– Follow market trends, test and learn from experiences.

SEPHORA (LVMH)

Various positions within the company over 4 years : Fragrances Marketing Manager for Europe, Store Manager, International development Project Manager, Visual Merchandising, Fragrance Store manager…

I started with Sephora facing real customers and managing a large sales team. I leveraged the power of merchandising and developed customer experience and satisfaction tools to increase revenue and profitability.
I was then missioned to work on the business development of Sephora (opening in the USA and Japan through training and brand concept coaching), expanding in Europe (through geo-marketing tools) and becoming worldwide best fragrance distributor (through assortment redefinition).

PUIFORCAT

Digital strategy consulting and project team management to set up the first e-commerce website and catalogue display.
In link with flagship store operations and new brand editorial and graphical guidelines.

A responsive and paralax effect website.

LUXURY DIGITAL TRANSFORMATION EXPERT

On-going requests, talks, interviews and consulting missions

Omni-channel and customer experience in the luxury industry are key. I regularly provide market insights, trend explanations and analysis on luxury adaptation to digital challenges.

JOHN LOBB

Digital strategy consulting and project team management to set up the first e-commerce website and catalogue display.

Campaign organisations and follow-up to recruit new clients and develop brand awareness.

CUSTOMER EXPERIENCE SENIOR ADVISOR

Conducted mission in 2016

MONT BLANC CONSULTING, an independent consulting firm in Santiago, Chile, asked me to help them on providing analysis and guideline to their client, a major Holding of pharmacies, beauty stores…

My input was directed towards the enhancement of in-store service, online distribution, omni-channel operations and customer experience.

The mission was handled from France and locally.

L’OREAL

Implemented and monitored operational and strategic technological platform ( .NET technology) for L’Oreal Group enabling personalization, e-commerce and Shop in Shop.

CRISTALLERIES SAINT LOUIS

Digital strategy consulting and project team management to set up the first e-commerce website and catalogue display.

Campaign organisations and follow-up to recruit new clients and develop brand awareness.

DFS

Merchandising and Concept Consultant for the launch of Sephora in the USA and in Japan.

OTHER BRANDS

Some of my clients have asked for their name not to be stated in any document.
The missions I conduct for them are equally confidential.