Operational Marketing Manager / Retail development

Références

Operational Marketing & Merchandising Manager - Travel Retail Europe March 2020 - Present (3 years) - La Samaritaine, 75001 Paris
Guerlain, Groupe LVMH

Area : Travel Rateil Europe
Key Accounts (retailers):
- Dufry : 1 year - 24% SO TR Europe
- Lagardère : 2 years – 44% SO TR Europe

> Fragrance & High Perfumery marketing manager on TR Europe area :
- Build & adapt the global marketing strategy to TR Europe markets specificities and operational implementation: Building & timing of the annual activation plan, budget for each franchise, and action plan to win rankings
- Product Launches : Development of the omnichannel plan (digital, media, animations, merchandising, training, sales incentives, development of marketing support). Presentation & Onboarding of commercial team for each launch (40 pers) & retailers.
- Pilot the development of trade tools (supplier brief, negotiation of quotation, shipments to different countries, field team brief)
- Trend analysis, benchmark and internal reports
- KPIs follow up and Sell Out performances reports, implementation of an action plan
- Sales forecasts of N+2 launches
- Build & pilot the marketing budget. Preparation of the budget presentation to TR WW on ppt (3 presentations per year)

> Deployment of marketing strategy within a retailer network :
- Preparation of negotiation, implementation of Commercial & Marketing strategy : Action Plan elaboration, adjustment to the needs & capacities, find a common agreement
- Merchandising : Responsible for the brand image and for the perfect merchandising execution in all point of sales of the perimeter (50 POS with 15 flagships)
- Management of the 360° for all trade activation (70 podiums by year, between 15 and 30m2): Elaboration of yearly trade plan, commercial brief team, brief and follow up of the decoration and installation, target elaboration, vendors brief, budget follow up and development of trade tools (incentive, GWP, grooming, showcards)
- Marketing presentation of activation plan (in English and in French), for sales force (seminar – 250 people), retailers and sales teams (40 people)


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Sales - Travel Retail - April 2016 - February 2020 (3 years 11 months) La Samaritaine, 75001 Paris
Guerlain, Groupe LVMH

> Management of a point-of-sale perimeter within Travel Retail Europe | 2018 - 2020 :
Area : Turkey (16% of TR Europe SO in 2019, 10 POS with 2 flagships, management of 14 Beauty Advisors)

- Negotiation of business opportunity (additional visibility, trade...)
- Investment monitoring and operational follow-up
- Developing business relationship with local agent
- Coordination of new points of sales opening: Brand strategy implementation in local (Brand identity, team training, merchandising, operational follow-up) : Istanbul New Airport: Opened on April 19
Moscow New Terminal: Opened on January 20

> Coordination of a retailer’s portfolio on Travel Retail | 2016 - 2020 :
Key retailer: Heinemann - SO: 5,4M € (29% SO TR Europe) - 5 Flagships - 80 Beauty Advisors - From 2019 to 2021 : #1 Client in TR Europe

- Preparation of Business Negotiation with the Key Account Manager
- Product listing & assortment optimization
- Sell In placement recommendation & orders monitoring
- Sales forecast of N+2 launches
- Budget follow up
- Forecasting Sell Out & Sell In targets, follow up (Monthly reporting on % achievement of targets)
- Analysis and internal reporting


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Beauty Consultant ... Lafayette Haussmann Paris, France December 2015 - April 2016 (5 months)
The Estée Lauder Companies Inc.

- Development of sales techniques
- Management of a corner shop
- Perfect merchandising execution


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Sales Coordinator - May 2015 - November 2015 (7 months) Paris Area, France
The Estée Lauder Companies Inc.

Area: France
Key Accounts: Galeries Lafayette; Printemps; Bon Marché; BHV; Sephora; Marionnaud; Nocibe

> Management, animation and optimization of sales forces in shops (70 people):

1. Monitoring sales:
- Follow up & internal reporting on % achievement of annual objectives - Point of Sales KPIs follow up

2. Bridge between HQ and Field team :
- Transmit information to ensure the good implementation of action plans - Collaboration with management of field teams
- Coaching and development of their business skills
- Support to ensure the right visual image of the brand in the field

3. Organization of business meetings, seminars and call-conferences


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Account Manager - January 2014 - June 2014 (6 months) Paris Area, France
Lemon Curve

Management of a Portfolio: 40 Brands.
Key Accounts: Wolf Group - Perele Group - Wacoal Group.

> Development and management of a portfolio of underwear brands on a sales website:

1. Category Monitoring:
- Definition of the assortment on the site - Re-order Strategy

2. Development of new collections on website (Data sheets, content, shooting products)

3. Optimization of the website content, SEO.
- Tracking traffic acquisition indicators
- Product content creation

4. Development of the Trade plan:
- Negotiation of business operations
- Promotion coordination

5. Growth the business of the brand on the website:
- Negotiation of the sales conditions
- Recommendation for strategic solutions to growth brand results on the site
- Sales monitoring

6. Optimization, logistics and inventory management, anticipating needs.

Etudes

EDHEC - Master of Science International Business