Ollivier Monferran

digital & media marketing director

Paris

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Secteur d'activité
  • Automobile
  • Banque & assurances
  • Conseil & audit
  • Commerce de détail
  • E-commerce
+3 autres

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  • E-mail vérifié

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Compétences (8)

Ollivier en quelques mots

Digital, Media, data/CRM and marketing Director with more than 15 years of experience in Media, brand /content strategy , digital ecosystem with a proven record of team management.

Part of consulting but also pure player and marketing services agencies for 10 years, I moved 5 years ago on the client side, mostly about digital transformation and media optimization topics. In parallel, I am also an entrepreneur (consulting, speaker and trainer)

As Digital and Data main interlocutor, my role is to speed up company digital transformation and make digital a game changer:
# Annual digital strategy: Performance (sales oriented), brand building (both paid and social networks), retail digitalization
# Mid-term digital strategy: Vision and organization, technical stack, process and solution for data structure, KPIs monitoring
# Long term vision: Prospective and evangelization

Expériences

janvier 2012 - février 2016 | Paris

Automobile

General motors

Head of digital, data, media

ROI oriented, our brand success is only based on proven record

#Business oriented: Manage lead generation program#
1°/ Improve Sales Conversion:
- Brand platforms: corporate sites, dealer webpages, social network (Facebook, youtube),
- Paid environment: SEA, display (RTB, retargeting), Affiliation Network,
- Social ecosystem: Forum exploration & engagement strategy, listening tool implementation
2°/ Decrease acquisition cost
- Development of partnerships with publishers, affiliation platform and advertising agencies
- Design and implement a new hybrid media buying model
3°/ Focus on contact/stimulation quality
- Human curation
- Drive behavioral & cross-channel marketing strategies combining creativity and data exploration (semiotic analysis)
4°/ Increase conversion rate
- Consolidate on & off user journey (vision, strategy and technical implementation)

#Data driven strategy#
Track user journey, merge data and customize dedicated clusters for our brand.
- 1st party data​: clustering and normalization
- 2nd party data​: crunching and enrichment (CRM onboarding)

#Brand visibility#
Combine creativity, targeted audience planning via our Data Management Platform
- Develop mass media partnerships (Amazon, Google, Orange, MSN…)
- Imagine and deploy Inbound marketing operations with strong publishers (l’Equipe, Yahoo, pure players…)

#Retail digitalization#
1°/ Design and support national strategy
- Improve visibility (SEO, local content, netlinking)
- Optimize PPC strategy on a national point of view
2°/ Support digital maturation in the dealership
- Training and workshop
- Local strategy co-designed with dealers

#Team management#
Directly manage a multi-expertise team of 4 people and supervise around 25 agency contractors
mars 2016 - mars 2018 | Paris

Banque & assurances

Axa- AXA

Global consumer insight director

Part of the central media team, our mandate is oriented around 3 main objectives
- Accelerate the digital and data driven media transformation
- Support the ROI of local and regional media activation
- Ensure the consistency and efficiency of Corporate communication worldwide

As Global Consumer Insights Manager, I lead innovation projects for Axa worldwide (Spain, US, Asia...), focusing on our main ambition: Build a universally consolidated view of our audiences (planning) and investment (execution) to understand efficiency and effectiveness across media, alongside a trusted attribution model, based on a consumer’s lifetime value

To achieve these objectives, we use 3 axis of development:
- Using 1st and 3rd party data, define the “stories” for all Axa targets, the right triggers and the way to active them now and in the future
- Leverage corporate campaigns and pilots as incubators of data initiatives and a way of building knowledge on our consumers
- MarTech watch (technologies/ tools and providers): DMP, DSP, database, machine learning… Source potential partners supporting us in launching and maintening our data driven strategies WW

Data evangelist, I am also involved in the group think tank on ways to leverage data for media
janvier 2018 - Aujourd'hui | Paris

Conseil & audit

O&A conseil

Founder & CEO

Digital, data, media consulting company

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