Elodie

International short term assignment in Cape Town until end of July 2024.

WHAT I AM DOING:
Interpreting PESTLE and competition data to design relevant marketing strategies ensuring differentiation and building brand equity. In charge of artistic collaboration, from artists selection to managing partnership and creating limited edition products and experiences.

WHAT I LEARNED:
How to adapt the marketing strategies to strong legal constraints while remaining culturally relevant and coherent to a strong brand DNA and more than 260 years of heritage.

WHAT I DID:
Designing new retail concept for permanent stores in terms of positioning, customer experience, merchandising, digital in store, trademix ; and managing construction and opening with markets team.

WHAT I LEARNED:
How to adapt the retail experience to different countries. How to find synergies between Artistic Directions goals and global and local business goals.

WHAT I DID:
Designing future malls in terms of positioning, concept, customer experience, trademix ; and managing international and luxury brands collaborations for leasing, pop up.

WHAT I LEARNED:
How to adapt the marketing strategies to different cities in China. How to find synergies between luxury brands basing their strategies on exisiting demand and a company following a governmentally half planned market strategy.

WHAT I DID: Developed the international luxury/designers brands portfolio (prospection, negotiation, buying). Designed the online and offline customer experience.

WHAT I LEARNED:
How to build an online to offline concept store in China. Understand Chinese consumers , trends and digital ecosystem . How to navigate in a start up company created by a HK conglomerate.

WHAT I DID:
Designed 360° brand events to develop brand equity through customer experience. Managed international skincare sets catalog, 30% of skincare turnover.

WHAT I LEARNED:
How to redefine brand DNA and start building coherent brand equity through customer experience . How to develop business through quick wins customized for each market needs

WHAT I DID:
Coordinated international marketing services to provide subsidiaries with relevant 360°operational platforms for make-up launches and animations.

WHAT I LEARNED:
How to develop business thanks to an international marketing strategy emphasizing brand DNA and brand equity, and adapt it to local characteristics, in a matrix and cross-functionnal environment.

WHAT I DID:
Analyzed market evolutions to design and implement customer marketing strategies, from marketing plans through segmentations and loyalty programs to personalized customer journeys.

WHAT I LEARNED:
How to manage clients’ lifecycles , how to design segmentation, CRM, loyalty program and customer experience , how to attract , develop and retain clients.

WHAT I DID:
Analyzed tools and assets available, as well as implement new one, on a global and local level to support strategies aiming to optimize and enrich the CRM in order to design a better customer experience.

WHAT I LEARNED:
How information system are connecting data in an international company, from cashiers to headquarters. How to structure these datas to develop business through customer experience.

WHAT I DID:
Interpreted qualitative and quantitative market datas to design marketing plan and mix marketing in a 360 approach.

WHAT I LEARNED:
How to launch a new range of product in an existing brand. How to talk to men about skincare