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Valerie Kaeppelin

marketing /sales effectiveness & strategic insight

Peut se déplacer à Paris

  • 48.8638
  • 2.2766
Proposer un projet La mission ne démarrera que si vous acceptez le devis de Valerie.
Proposer un projet La mission ne démarrera que si vous acceptez le devis de Valerie.

Localisation et déplacement

Paris, France
Peut travailler dans vos locaux à
  • Paris 16e Arrondissement et 50km autour




Compétences (38)

Valerie en quelques mots

I help Global Advertisers optimizing their Marketing Effectiveness journey, as freelance consultant.
• Lead multi-country Marketing Analytics program from business issues to Marketing Budget optimization (10 to 20% Budget savings)
• Recommend appropriate Marketing approach & tool to best address Marketing ROI questions
• Help Marketing & Sales team understand which Marketing activities impact their Sales & Brand equity most in order to optimize together their strategy
• Define Media/Promotions/Sampling Global guidelines capitalizing on local multi-country insights

EXPERIENCE on both sides - advertiser & consulting
• FMCG companies (Procter & Gamble 14 yrs, Mars, Mondelez, Bel)
• Pharmaceutical industry (J&J, Bayer)
• Automotive industry (Renault, Nissan)
• Consulting & Media agency (Nielsen 5 yrs, Omnicom)

• 20+ years in Global Marketing Analytics / Sales effectiveness projects
• Analytical thinking that turns holistic data into simple actionable insights
• Proven ability to build diverse, collaborative relationships internally, externally and across countries
• Advanced experience in leading international multifunctional project teams
• Strong FMCG & Automotive business understanding

My experience covers areas as diverse as Marketing Mix Modelling (MMM), Marketing Effectiveness, ROI, Econometric modelling, Media, Price, Promotions, Brand portfolio, Media mix, synergies, Product launch & Life cycle optimization, Consumer & Shopper insights.



VLK Conseil

Marketing Analytics & Sales Effectiveness Consultant Freelance

octobre 2018 - Aujourd'hui

- BEL – Global Audit of Marketing/ Sales business performance analysis & growth opportunity detection (4 months) . Interviewed 20 GM (worldwide) & 40 Marketing/ Sales Directors (9 countries) . Recommended harmonized global reporting, analytical tools & processes - MONDELEZ - France LU Brands Media Effectiveness Program leader (5 months) . Delivered Marketing Mix Modeling analysis (14 brands) . Delivered Top Management LU Portfolio Insights & Media guidelines - J&J & Bayer - Shelf study and Promotional effectiveness analysis - NISSAN - European Media Effectiveness Program co-leader (3 months) . Delivered Marketing Mix Modeling analysis (France, UK, Germany, Spain, Russia, Italy, Neth.) . Deployed Forecast and optimization tool (design, test & training of end users : Media agency)


Renault Global Marketing Effectiveness & Insights Director

janvier 2015 - septembre 2018

~5 M$ Revenue, Automotive, 6 countries (France, UK, Germany, Turkey, Brazil, Morocco) . Led & won Renault Global RFP (engaged client & delivered pilot countries with excellence) . Led multi-country Media Insights analysis to build Global Media guidelines


Mars European Marketing Effectiveness Director

janvier 2013 - janvier 2015

~2M$ Revenue, 4 FMCG categories (Gum, Chocolate, Pet Care & Food), 5 countries (France, UK, Germany, Poland, Russia) . Developped Marketing ROI journey . Led multi-country Media & Sampling analysis, deployed in Europe

Procter & Gamble

« Shopper Based Value Creation » program Group Manager

janvier 2010 - janvier 2012

3 missions Malt

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    Recommandations externes

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