Ă€ propos de Yanetty
Avec 15 ans d’expérience dans l’industrie pharmaceutique, notamment sur les marchés EUCAN (Europe & Canada), je conçois et pilote des stratégies marketing digital, media et omnicanales pour les professionnels de santé et le grand public, avec une approche data‑driven pour optimiser le ciblage, les parcours et le ROI.
J’interviens sur les projets digitaux, les sites web et le CRM : définition de parcours HCP et patients, optimisation SEO/GEO des contenus, segmentation des audiences et scénarios de communication pour aligner les messages aux objectifs business, en transverse avec les équipes.
Je pilote et implémente ces stratégies au quotidien (Paid média, sites web, dispositifs CRM), dans le respect des contraintes réglementaires et RGPD.
đź’Š Mon expertise :
- Stratégies marketing digital & media omnicanales (HCP et DTC).
- Projets digitaux, sites web et dispositifs CRM (parcours HCP/patients, SEO/GEO, customer journey).
- Ciblage & optimisation avancée (approche data‑driven, KPIs, ROI, performance des campagnes).
- Cette expérience des environnements très réglementés et des dispositifs omnicanaux complexes s’applique aussi à d’autres secteurs 🌍 pour des audiences B2B comme B2C.
💡 Bénéfices pour vos projets :
- Des stratégies digitales et média omnicanales personnalisées pour toucher vos vraies audiences, en ligne avec vos objectifs business.
- Des parcours omnicanaux structurés et cohérents sur l’ensemble des points de contact (media, sites web, CRM).
- Des investissements marketing mieux arbitrés entre les canaux, pour maximiser l’impact et la contribution aux résultats.
📍 Basée à Boulogne-Billancourt – Collaboration à distance ou sur site – Français / Anglais courant
Français
Bilingue ou natif
Anglais
Capacité professionnelle complète
Accepte de travailler sur site
Boulogne-Billancourt (jusqu’à 40 km)
Expériences
- AstraZeneca FranceMedia Strategy Lead (Freelance)INDUSTRIE PHARMACEUTIQUEavril 2024 - mars 2026 (1 an et 11 mois)Paris, FranceMedia Strategy & Planning:Serve as the primary media strategy contact for the French market, leading the national paid media strategy and providing guidance on in‑market campaigns (display, social, video, programmatic, webcasts), with a data‑driven approach to optimize targeting, activation and measurement (KPIs, conversion).Co‑lead, with the Global Media Strategy Director, the first global data‑led project for France in pharma, using first‑ and third‑party data to optimize targeting, activation and measurement.Define channel mix and tactics across display, social (LinkedIn, Meta), video, programmatic and webcasts, and monitor performance using KPIs such as CTR, reach, impressions, CPM and conversion rate.Agency Management & Leadership:Manage media agencies (HAVAS, CMS and Initiative Health) responsible for strategy, planning, buying and performance optimization, and collaborate with customer engagement and EUCAN teams to design integrated, omnichannel HCP and patient experiences aligned with business objectives and pharma compliance (brand safety, regulatory standards).Digital projects & social listening:Contribute to brand digital projects and websites, working with global and local teams to integrate social listening insights and adapt content, journeys and SEO/GEO tactics to HCP and patient expectations.Cross‑Functional Collaboration:Partner with the Global Media Strategy Lead and Customer Engagement teams to design omnichannel customer experience campaigns (HCP & patient) for priority brands, with exposure to multiple EUCAN markets (Europe & Canada).Media Partnerships & Oversight:Identify opportunities with key publishers and media partners, ensure adherence to brand safety and pharma compliance standards, and maintain alignment with local regulations.
- RocheProduct Manager (MS/SEP)INDUSTRIE PHARMACEUTIQUEavril 2015 - septembre 2018 (3 ans et 6 mois)Roche - Product Manager (MS/SEP)Marketing strategy & product launch:Co‑led the marketing strategy and launch of a new MS/SEP product for the French market, contributing to the brand plan, go‑to‑market positioning and performance follow‑up, in coordination with medical, sales and regulatory teams.KOL & stakeholder engagement:Managed relationships with key opinion leaders (KOLs): organised meetings, symposia and content, and integrated their insights into marketing and digital action plans.Events & omnichannel communication:Organised and coordinated marketing events (national and European neurology symposia and congresses on MS/SEP, field activities) and ensured their alignment with digital campaigns (emailing, websites, social media, webinars), managing external providers and marketing budgets while respecting the regulatory framework.Digital tools & campaigns:Used digital channels (HCP portal, social media, webinars) and worked with agencies to produce educational content and campaigns for HCPs and patients, ensuring quality, compliance and consistent brand messaging.Led and contributed to awareness and educational initiatives such as “Lumière sur la SEP”, combining events, digital content and social media to better inform patients, caregivers and HCPs.
- GipharDigital Project ManagerINDUSTRIE PHARMACEUTIQUEoctobre 2019 - octobre 2020 (1 an)Giphar - Digital Project ManagerDigital ecosystem management:Lead the pharmacy group’s digital ecosystem (Drupal websites, landing pages and patient spaces), in coordination with marketing, IT and regulatory teams, ensuring consistency of journeys and content across touchpoints.Social media & influence strategy:Define and implement the social media and influence strategy: editorial line, content creation (especially Instagram, in partnership with a healthcare influencer), organisation of shootings and assets production, social media campaigns, and performance tracking to strengthen brand visibility and engagement.Cross‑functional digital projects:Coordinate transversal digital projects: scoping business needs, planning and prioritising requests, managing external providers (agencies, developers) and supervising delivery until go‑live for websites, campaigns and tools.Performance measurement & optimisation:Track and optimise digital performance using KPIs and analytics (traffic, video views, reach, click‑through and conversion rates, engagement), analyse campaign results and turn them into clear recommendations for marketing and communication directors.
Avis
Recommandations
IM
MW
+6
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Formations
- Certification “Accompagner la transformation digitale des entreprises “ESCP
- Executive MS, Strategies marketing et communication dans un monde digitalESCP Business School2022Executive MS, Strategies marketing et communication dans un monde digital