À propos de Romane
After 13 years as an employee of CAC 40 companies, I am launching myself as a freelancer on CRM and Loyalty projects.
Experienced marketing and digital manager with a solid background in the retail industry, I have been working on both operational and strategic marketing topics within Market and Product analysis, Positioning and Retail Mix processes, Studies, Data and specifically Loyalty and CRM fields. I have strong skills in Project management, International marketing and Transversal and direct management.
Français
Bilingue ou natif
Anglais
Capacité professionnelle complète
Espagnol
Capacité professionnelle limitée
Accepte de travailler sur site
Paris (jusqu’à 50 km)
Expériences
- UNIBAIL RODAMCO WESTFIELD – Commercial real estateGroup Senior CRM & Loyalty Managerjanvier 2024 - décembre 2025 (1 an et 11 mois)Paris, FranceLOYALTY▪ Revamping of current relational program into a loyalty system rewarding brand interactions to increase brand attachment, drive footfall and generate new stream of revenue through advertising▪ Development of tactical & seasonal activation plan for key retail events to drive digital acquisition through instant win games and in situ engagement through AR treasure hunts. From storytelling, game mechanisms, 360 communication to negotiation of premium deals with partnersCRM▪ Management and uplift of CRM tools by coordinating whole CRM ecosystem (17 Mn, 11 countries: EUR + US): Salesforce Marketing Cloud, Dartagnan, Batch, Captain Wallet, Iadvize. Adaptation to regions' needs, legal compliance, development of performing automated multichannel journeys, design of global campaigns▪ Definition and follow up of acquisition targets and tactics, management of retention and improvement of qualification▪ Projects: Implementation of AI in app and web BOT for all countries. Redesign of emails' templates to fit with Westfield brand and improve performancesTRANSVERSAL▪ Management of budget, contracts and invoicing▪ Management of two profiles and 6 consultants
- UNIBAIL RODAMCO WESTFIELD – Commercial real estateSenior CRM & Engagement managerjanvier 2023 - décembre 2023 (11 mois)Paris, France▪ Restructuration of whole CRM ecosystem merging 80 databases into 1▪ Adoption of Dartagnan email builder▪ Roll out of new channels such as webpush and BOT▪ Revamping of all automated cycles to fit with Westfield brand new community program content▪ Evolution of enrichment model▪ Management of one profile and 5 consultants
- UNIBAIL RODAMCO WESTFIELD – Commercial real estateCRM & Engagement manageravril 2021 - décembre 2022 (1 an et 8 mois)Paris, France▪ Review of customer phygital journey, revamping all automated personalized cycles▪ New sources of enrichment and segmentation (interests' model, advocacy, frequency, income)▪ Legal steps: merging prospects database to the global one, modification of database retention period and implementation of email confirmation▪ Drive to mall and CRM efficiency measurement▪ Launch of customers feedbacks and satisfaction collection, making NPS a new key business KPI▪ Management of one profile and 3 consultants
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Formations
- Marketing specialtyGrenoble Management School2011Marketing specialty
- Exchange programme, International IMBA ProgramShanghai Jiao Tong University2011Exchange programme, International IMBA Program