EDHEC Business School

Paris-Pantheon-Assas University

Director of Influencer strategy and International coordination chez CHANEL

Skills: Développement organisationnel · Adaptabilité · Entretiens

CHANEL

Director of Influencer strategy and International coordination

Public Relations :
- Developed the Global PR Strategy and roadmap (print & on-line)for all product launches and brand initiatives.
- Oversaw the creation of impactful and inspiring PR tool kits (15/year) & assets working closely cross functionally with key stakeholders (i.e. Product Marketing, Digital, Visual Merchandising, Strategic Marketing…) to ensure consistent and compelling communication messages.
- Mentored PR leaders from all key markets from Asia, Europe, Americas and Middle East by hosting monthly workshops to align on Global vision, share best practices and brainstorm ideas.
- Created and activated the Global Strategy of our Global Spokesforce (Co-Founders Daughters, Global Brow Expert, SVP Product Development) to maximize Brand awareness and product sales.
- Collaborated with Crisis Response Team to manage issues and crisis situations (direct experience managing product recall).

Events & Experiences:
- Defined and led the Global Event & Experience strategy and communication timeline for press, influencers and other Key Opinion Leaders.
- Collaborated cross functionally (Education, Digital, Product Marketing, Art, Visual Merchandising ...) to ensure an integrated 360 communication strategy, accurate brand messaging & visuals and initiatives to strengthen events.
- Defined and oversaw Influencers outreach (sends and events) for Global PR launches to win in social media in partnership with the Global Digital Marketing team.
- Drove event guidelines to ensure “best-in-class” local executions and consistent brand image.
- Conducted post mortem recaps and ROI analysis to define best practices and actionable takeaways.

Talent Management:
- Lead team of 7 individuals: managed our 2 Global Brand Spokespersons, 1 Global Brow Spokesperson & expert, the PR and Event teams (4) and transversal management of all local PR managers (25 globally).
- Built the department from scratch.

Benefit Cosmetics

Senior Director, Global PR & Communications

Oversaw the International Business Development Département, the main conduit between the Global Corporate Office and the 50+ international markets, providing global business guidance to markets while ensuring flawless communication and execution of the brand identity, corporate directives and global business & marketing strategies across the Americas, EMEA and APAC regions .

Management :
- Managed and developed team of 6 direct reports.
- Transversal management of regional and key local marketing managers (25 globally)

Marketing 360:
- Drove retail sales growth in new and existing markets by creating and deploying new brand and marketing assets.
- Managed operational marketing of +50 markets across the Americas, EMEA and APAC regions.
- Drove global marketing calendars and international assortments.
- Oversaw pricing analysis across markets and recommended price positioning for ask new products.
- Published monthly global retail sales report.

Project Management:
- Lead cross functional projects that secured the execution of global marketing strategies, including creation of market specific assets and promotional activities.
- Drove and implemented large scale technology projet ( on-line library pf +50K digital assets serving +5K users globally).

Budget:
- Responsible for the department P&L
- Drove global budget planning in collaboration with Finance and defined marketing spending budget guidelines.

Director, International Business Development

Marketing:
- Developed & implemented regional marketing strategy (coordinated 5 markets: HK & Macau, China, Singapore & Malaysia, Korea and Taiwan): 
   o Defined strategic plan for all segments (marketing action plan for AP, sales & com budget for BU, LE, pushed regional/ local projects, channel Headquarters).
   o Coordinated business reviews, generated marketing analysis & recommendations
   o Reviewed price index (positioning, exchange rates evolution) per markets and segments
   o Managed & animated the product mix (4 P’s) to achieve business targets in liaison with retail department (CRM, Training …), subsidiaries and sharing of best practices.
   o Tracked competition with the support of Market Intelligence Service & Countries.
   o In charge of HK & Macau marketing: product launches, merchandising, daily requests.

Communication:
Elaborated, monitored & followed up APA communication budget (Advertising, PR, POS…)

Customer Service:
- Defined regional customer service policy for both watches and jewellery in coordination with Headquarters. 
- Implemented customer service policy (set up price policy, defined lead times, monitored house performance …).

Visual Merchandising:
- Developed regional Visual Merchandising strategy with Headquarters.
- Responsible for planning, organizing seasonal/ promotional/ in-store events.
- Elaborated, monitored & followed up APA Visual Merchandising budget (direct monitoring of HK).
- Defined merchandising recommendation (product assortment) per boutique, per window.

Merchandising:
- Defined Model Stock order, boutique assortment for new product lines.
- Co-defined sales forecast per references, model stock per boutique (over 15 boutiques) with supply chain.

Management :
Lead marketing department and managed a team of 6. Made staffing and hiring decisions, built & developed team, managed day to day activities (defined priorities...) and supervised monthly reporting .

Van Cleef & Arpels

Regional Marketing Manager Asia Pacific

Coordinator between head Office in France and subsidiaries in Asia Pacific ( China, Korea, Taiwan, Singapore... excluding Japan).
- Led the development and the launch of new projects (products, POS items, advertising, communication tools,etc.)with internal departments (Production, Logistics, ....), external partners (agencies, suppliers, etc.) and Region/ Country teams.
- Constant contact with the retail team to assist with projects, define needs and help them with corporate communication
- Defined and implemented Asia Pacific Brand Plans (Budget) in order to achieve business targets, in line with brand DNA and positioning (Responsible for planning and organizing seasonal/ promotional/ in-store events)
- Tracked the evolution of the environment (consumers, markets, competition, trade, etc.)and the brand performance with the support of the Business Development team, Market Intelligence Service and Regions/ Countries.

Elise Roux