Description

I am a Brand and Content Project Leader specialized in international beauty and luxury brands, combining strategic vision with strong operational execution.

After beginning my career in Fine Arts, I developed a strong aesthetic sensitivity and storytelling approach that now informs my work in brand image and content development. I later specialised in luxury and beauty, working with L’Oréal Luxe, Parfums Christian Dior and Guerlain on global brand activations, content rollouts and multi-market campaigns.

I have extensive experience coordinating the development of brand assets (visuals, videos, toolkits), working closely with creative agencies, internal teams and international markets. I regularly lead brand governance projects including brand books, creative guidelines and global campaign deployment, ensuring both consistency and local relevance.

Alongside my freelance activity, I founded EDGEWAYS, a strategy and brand design consultancy supporting premium and niche beauty and wellness brands on positioning, brand storytelling and brand experience.

My approach combines strong aesthetic sensibility, structured project management and an international brand culture.

Domaines d’expertise

Langues

Anglais
Bilingue ou natif
Français
Bilingue ou natif

Préférences en matière de lieu de travail

Accepte de travailler sur site

Paris (jusqu’à 50 km)

Edgeways
Founder (Strategy & Brand Design Agency)
septembre 2025 - Aujourd'hui (9 mois)
As the Founder of EDGEWAYS, I lead a strategy and brand design agency dedicated to helping beauty, wellness and lifestyle brands elevate their positioning, clarify their vision and accelerate their growth.

My role combines strategic consulting, brand building and creative direction, with a holistic understanding of consumer behaviour, digital performance and market dynamics.

Key Responsibilities

Strategic Leadership
Define the agency’s strategic vision and methodology, build frameworks, and guide brands through high-impact decision-making processes.

Brand Strategy & Positioning
Craft brand platforms, value propositions, messaging architectures and differentiation strategies for beauty and wellness companies.

Marketing & Digital Strategy
Analyse digital footprints, consumer behaviours and performance KPIs to design actionable marketing roadmaps across CRM, acquisition, e-retail and content.

Creative Direction
Supervise visual identity, brand systems, moodboards and storytelling assets to ensure aesthetic coherence and desirability.

Client Advisory & Coaching
Support founders and marketing teams, structure their priorities, and help them overcome strategic blind spots.

Project Leadership
Manage end-to-end brand and strategy projects, coordinate designers, copywriters, and external partners for seamless delivery.

Business Development
Build relationships with premium and niche beauty brands, luxury groups, start-ups and entrepreneurs.
Lead proposals, pitches and strategic conversations.

Thought Leadership
Create strategic content, frameworks, insights and educational resources to support the agency’s growth and reputation.
Business development Marketing digital Analyse des données marketing Content marketing Branding
Parfums Christian Dior/LVMH,
E-Commerce E-Retail Strategy Associate
janvier 2025 - Aujourd'hui (1 an et 5 mois)
France
• Rolled out activations across Dior's global e-retail network, coordinating product launches, seasonal campaigns, and exclusive online initiatives.
• Adapted brand storytelling and product messaging to fit platform-specific formats and consumer expectations across key retailers.
• Oversaw creation and deployment of enriched digital content: PDPs, banners, mood packs, and videos to maximize conversion and brand consistency.
• Acted as the key liaison between global markets, central marketing, and design teams to ensure timely delivery and alignment of all assets.
• Tracked KPIs, optimized campaign performance, and localized activations to support sales growth and uphold Dior's brand image.
L'Oréal Luxe,
International Marketing Direction Project Manager
janvier 2024 - décembre 2024 (11 mois)
France
• Elaborated 360° marketing plan for Angel perfume 2025/26 launches.
• Collaborated on a new fragrance line for Mugler, from market research, competitor analysis to concept ideation and creation.
• Managed creation and rollout of digital assets across global markets, campaign 2025.
• Coordinated cross-functional teams (marketing, product, design, IT).
• Developed and delivered global e-retail toolkits and campaign materials.