Directeur marketing, Transformation digitale, stratégie de positionnement, Growth marketing (acquisition et rétention client) -

CIAM Cloud Vendor leader in Retail

From 0 to 24% of leads generation vs 100% of the pipeline within 4 months - covering 100% of the ICPs - implement the content strategy

Report to the CEO and in relation with the investors

Definition, implementation, and management of the growth strategy (inbound & ABM) for the entire transformation funnel (AARRR) in 5 geographical areas (France/Luxembourg/Belgium - UK & Nordics - Germany/Switzerland/Austria - Italy - Spain) .

• Brand Management: redefine the identity (ICP – Buyer personas –Values – positioning -..) – creation of the multichannel content strategy both corporate, technical and business) – Management with local PR agencies within 9 European locations
• Digital Management: create vertical acquisition program cross media from awareness to advocacy through the acquisition/lead generation (content, landing pages, affiliations, acquisition management, lead management + marketing automation, social selling & outbound)
• Media Management: 1 st focus on (1) dedicated media and (2) Linkedin & Twitter with a content strategy both corporate and employee and the outbound & social selling program for BDRs & Sales
• Data Management & stack: in-real time customized dashboard creation to drive and adapt continuously the operations and bring a transparent and clear activity report to stakeholders, improved operations, and engage people. Manage the CRM, and implement the maturity life cycle (scoring process)
• Partnerships and indirect sales development: Definition, launch and management of global & vertical comarketing operations and pipeline follow-up (Google, I-Tracing, Microsoft, Paypal, Accenture, Arenametrix). Co Definition of a certification & training program for partners
• Management of the Analysts & Influencers

Loose weight online coaching

+500% lead (+120k); +72% premium coaching sales; +150% average basket; +110% LTV; +90% community members and engagement.

Report to the CEO and in relation with the investors

Management of the business unit: driving the creation of the methodology, optimizing the UX of the application, developing the coaching networks and value proposition - the sales journey and customer satisfaction: scalable value proposition - adoption and daily usage - customer service - loyalty and motivation program among peers and support from healthcare professionals - strategic partnerships - personalized content strategy - rationalization of processes, tools and data management - publics and sales management - Street marketing - Branding & acquisition program by segmentation.

Customer Experience Cloud Vendor

Territory: Europe

Report to the CEO and in relation with the investors

• 2017 – 2019: Marketing & Alliances Director
• 2016 – 2017: Partnerships Director

Implemented effective strategies for strategic demand generation, acquisition / customer advocacy strategy development, and customer experience program / community management. Developed the marketing and customer experience department. Delivered exceptional performance in planning and executing omnichannel marketing strategy and roadmap to achieve desired outcomes. Established brand strategy, awareness, and reputation as well as created services customer and partners platform to reinforce the adoption, the knowledge, customer growth, and retention across customer organization. Developed and managed the partnership and alliances strategy.

• Brand Management : refund of the naming, the identity, the branding strategy to move from feedback management to customer experience. (Brand platform co created with stakeholders, refund with agencies of the digital set and the content strategy/SEO management, copywriting and acquisition individual campaigns)
• Multi-channel Marketing: definition of acquisition plan (corporate and recuring acquisition event both physical & digital, content, podcast series, emailing, individual social selling, sales enablement, closing strategy, pipeline management)
• Generated +237% high quality MQL/SQL by managing the CRM strategy and development, the field marketing campaigns, and the SDR activity.
• Achieved 92% customer satisfaction by leading, training, and minoring cross-functional teams.
• Attained +30% sales via partners. Generated key accounts by driving the entire lifecycle sales process and building partnerships and alliances strategy and roadmap with vendors, consulting firms, contact centers, and market study organizations (Nespresso, Air France, Devialet...).
• Received recognition from Gartner, Forrester, Markess, Adetem, CX-Paris, CX-Awards, TechIn, AFRC, and Agora Customer Experience.
• Accelerated and boosted market opportunities by creating a dedicated community business ecosystem.

Territory: France (French and/or international project)

Provided excellent consultancy services for transforming economic models, finding new levers of development, developing employee engagement, improving the digital strategy, and managing the front-end. Performed the customer success management, sales, marketing, and project management for startups with a keen focus on managing growth and achieving desired objectives.

Create a maturity customer experience program. An assessment to quickly evaluate the operations that had to be done.

Report: depending of the customers (CEO for startups, Unit and/or vertical dpt for brands)

Key Projects:

• Orange : Premium professional services platform for SMBs, artisans & commerce, the Cloud Pro: project management (collaborative part), GTM, customer onboarding and adoption program o
• TalkSpirit: Business and value proposition transformation from a blog professional platform to a collaborative platform. COO (transition management for 2 years) in charge of the sales, marketing, and customer success.
• Société Générale : Customer and employee ide+ation platform to improve the mobile application offer and develop the adoption.
• L'Agefi: Editorial expansion capabilities and lecturer retention by implementing and launching the collaborative and content cocreation digital service.

Focus on a SaaS Vendor: TalkSpirit, collaborative solutions vendors:

• +60 certified partners (23% du CA); churn reduction from 38% to 13%; +30% cross selling; exceed initial sales objectives of +17%
• Transformation of the economic model; GTM; development of direct and indirect sales (with certification and management); Customer Success Management (direct & partners) - Rebranding & messaging.

Territory: International

Defining the branding strategy - Building the partners strategy, indirect sales management, and customer service - Rationalizing and driving the marketing strategy and operations - Management of the digital transformation project and customer culture.

Report: reporting to the CEO

+787% lead generation +21% average customer acquisition rate; 97% customer satisfaction; 88% employee engagement.

Devised and deployed robust plans for the development of SMB Market (distributor business model, contract, online services & collaborative platform, support, training, certification, sales animation, comarketing) as well as acquisition of Key Accounts. Coordinated with cross-functional teams for strategic rebranding, awareness development, and market recognition (analysts, associations, media, schools, organizations).

Brand Changing Management : (from a French local actor to a global actor - transformation process)

• Define and manage the change management program. Built workshops engaging all departments to define the identity – the values – the leadership fundamentals - the better way to work together …
• Define the vision, the ICP & buyer personas - the guideline – the timeline – the stack – the operational mode – the training session – the collaborative operations & tools, the organization …
• Refund the interaction strategy with the global and local market (70/30)
• Define the marketing & communications operations global and local
• Build the wiki knowledge management and the training department
• Implement a centralized branding communication with a max 30% of local impact
• Built the customer journey • Analyze the best practices and built the kickoff plan
• Built the in-real time dashboard management • Built the continuous improvement program
• Co-Built the global & local action plan

Cross-channel Management:

• Refund of the websites, rationalization of the linkedin pages
• Define and implement the social media awareness and acquisition program
• Develop the affiliation and influent program
• Create a recuring event program global and local
• Homogenized the global and partnerships program

Data management:

• Build the contextualized data management (data & insights)
• Delivered exceptional performance in planning and executing the cross-channel Demand Strategy through the entire customer journey (CRM implementation, practices, adoption and management, transformation of the digital set, content & event management and nurturing, customer advocacy, and satisfaction program).
  • Coordinated change and improvement management program (cross-functional committees, exchange platform for continuous improvement process, customer culture).
  • Optimized direct and indirect customer service (wiki education and content management, case studies, and transversal committees to improve adoption, practices of excellence and cross-selling strategy).
  • Transformed trends / market studies and managed a feedback marketing process for Innovation; part of the value proposition innovation committee, in charge of providing quantified and contextualized reports; Role of the committee: turn the on-promise platform into a SaaS platform, which became Kyriba.

E-Business Division

Territory: Europe

7 new solutions built: web-shop setup, expenses management... + 2 M€

• Building turnkey e-business solutions- Market analyses
• Technical & business partnerships coordination
• Marketing program, adoption program, support, services, and sales management.

Expertise (the relational marketing subsidiary of BBDO Corporate)

Territory : France

• Subsidiary launching - Sales development and 2 key accounts management (Renault et Ericsson).
• Average deal from 150 k€ to 300 k€; +10 new references

Automation component company

• 1992 – 1998 : Southern Europe indirect marketing & sales manager
• 1991 – 1992 : North America marketing project manager – product launching