Building a trajectory of sustainable growth and engaging teams around operational transformation lies at the core of my expertise in retail and fashion. I have developed my scope of action around three pillars: brand strategy, management of commercial and economic performance, as well as omnichannel operations. I have worked within both the French and international contexts, notably in China from 2015 to 2019, within strong companies and brands: Unilever, Dim, H&M, and Etam. My experience in China has transformed my approach to retail, digital marketing, and customer experience. This led me to create the Omnichannel Retail Direction for the Jules brand, bringing together the Network and E-commerce/Digital Marketing Directions within the same team. Convinced that we can and should do business differently, I also spearheaded a CSR initiative with the executive committee: Jules became a Mission-Driven Company in May 2023. Coaching, daring, and cultivating excellence are my levers for driving change.
€500 million revenue - France, Belgium, Overseas Territories, Maghreb, Africa - 2,700 employees Scope: P&L responsibility - Retail Operations (500 stores), E-Commerce, Controlling Team: 50 headquarter staff / 2,300 field staff - Direct Reports: 7 Challenge : commit the company into the transformation of its model - Embed omnichannel into the growth plan of the company : acculturation, digital growth, customer journeys diversification, integration of new tech & data solution - Revitalize retail dynamics: structural evolution, skills development (product, merchandising, CSR), operational excellence focus - Enhance shopper experience: customer support, style expertise, omni services Results : - Successfully transitioned Jules into a mission-driven enterprise in May 2023 - Achieved leadership conquest in 2021: #1 Men's Fashion Chain in France - NPS Growth: Store 60 to 85, E-Shop 60 to 75 - Digital Growth: +50%, €15 to €23 million
Duhno is a start up connected to the FrenchTech Shanghai. Creative and strategic agency specialized in brand digital footprint development in China through story-telling, fan bases engagement and social selling. Mission: support the founder in the scale up of the company Results: - Implementation of new accounting, projects and customers management tools - HR development - Strategic planning skills improvement and new talents recruitment
Scope : 5m€ TO - 15 POS inc. TMall e-shop - 50 people Mission: build the foundations to relaunch the brand in China Management of P&L, marketing, sales, network, expansion, buying and merchandising Results: - Re-branding based on the international platform « The French way to be sexy » - Reframing of offline retail : closure of 30 corners in department stores, opening of 2 stores - Successful relaunch of TMall flagship e-store - +50% TO within 1 year - Local fitting : 30% of collection, activity plan, launch of CRM program and WeChat account
Drive stock performance and in-store commercial impact
Scope : 1,4Bn€ TO - 190 stores - 4 people Mission: develop trafic, awareness, image and fanbase Lead of 360 off and online strategy : media, digital, social, events, in-store Results: - Fanbase and awareness growth: Twitter X2, Facebook +15%, TOM up to +15pts. Development of local content focused on customer experience and engagement: « H&M loves Paris Fashion week », « H&M loves art X Jeff Koons », Designer capsules - E-shop launchplan with a focus on acquisition : CRM base + 40% within 6 months - Creation of « Power of branding » training to develop stores team operational excellence
DIM is a French brand, super leader of legwear category, leader of mass-market underwear. It is present in Spain, Italy, Belgium, expanding in Russia and China. Scope : legwear #1 category - 110m€ TO - 4 people Mission: strengthen historic leader position, facing a growing competition on a mature market Local sales and marketing strategy, go-to-market and media plans, performance monitoring Results: +7% TO, Value SOM +3pts - Massive media comeback and vendors engagement
Scope : underwear category - 145m€ TO - 4 people - Global offer strategy and development lead, concepts creation, skus and GM management Mission: strengthen brand value proposal on innovation, femininity and fashion Results: +15% TO - Creation of Beauty lift innovation, still a star product after 10 years
FMCG Food business - Ice cream and frozen food - Product manager 3 years - Consumer research manager 1 year - Salespeople 1 year