Francois

François MARE

20, rue Louise Besquel – 94 300 Vincennes France
+33 6 46 72 61 94 / fmare@yahoo.com

www.linkedin.com/in/francoismare
Married – International & National Mobility

PUT IDEAS AND PEOPLE IN MOTION TO CREATE BUSINESS VALUE

Omni Channel / International Profile

MBA ESSEC, more than 20 years of experience in B2C, B2B2C, Distribution, Hospitality and Luxury sectors  Strategic analysis, operational & change management, business development and management of omni channel Business Units. Digital & e.business expert, omnichanel marketing, e.commerce director, head of multi brands portfolio, products and services innovations: e.marketing, media, social media, mobile apps, DMP. Design of Organisation. P&L management.  Management of international and multidisciplinary teams (up to 250 people)  Success stories:

 Heading the integrations of Merge and Acquisitions on Business, Customers and Digital for Accor Group: Fairmont, Raffles, Swissôtel – 2,6 Mds€, Mövenpick, Mantra, 21c.
 Creation of the luxury segment through integration (90.000 rooms) . International Change management.
 Digital and E.commerce expert. Management & Optimisation of e.acquisition Investments (search, metasearch, affiliation, social media, display, relational marketing + 18 % of growth on the turnover on a turnover of 1,8 Mds€
 Brand positioning; La Redoute Nordic (PPR / Kering subsidiary) development of the e.commerce + 3,5pts of market share in 4 years,


PROFESSIONNAL CARREER



2014– Today. ACCOR Group – Paris (75)
One of the world leaders in the hospitality industry. € 5.6bn turnover, 95 countries and 190,000 people.

2017-… Vice President of Integration of acquisitions Business, Customer and Digital
Direct Report to the Chief Digital Officer Accorhotels.
 Management of the merger of the Luxury Group FRHI (Fairmont, Raffles, Swissôtel) + Mövenpick + Mantra Group within Accor
 In charge of Synergies for Business, Guests, Digital, Data BI, IT
 Top line incremental revenue and fees (+60 m€)
 Governance + information monitored by COMEX, Investment (€ 70m)
 Creation of the new luxury brand digital value proposition
 Management of business and IT teams (250);
 International Change & crisis management (business rules, systems, processes, organisation)

Outcomes: Integration of 9 international brands, more than 400 luxury and upscales properties and 90 000 rooms. Management of all streams linked to Distributions, Guests and Digital: RM, Pricing, Sales, IT, Digital, Loyalty, Data, Business Intelligence, Sales. New organisation design. Synergies and top line results on requests


2016 – 2017 Vice President e.commerce Lux Group
Mission: Management of P & L e.commerce Luxury segment (Raffles, Sofitel, Legend, So, MGallery, Fairmont, Swissôtel, Pullman, Grand Mercure). Turnover: € 875 million
 Creation of the Luxury segment and offer
 Definition of the Digital ecosystem for the luxury brands
 E.marketing and commercial strategies for the luxury segments


2015 – 2016 Vice President Business Performance e.commerce Group
Mission: Organise and pilot group e.commerce performance
 Budget definition and commercial forecast
 Validate and follow up e.marketing investments
 Business plan for new projects on services, functionalities, offers…
 Take over and reorganization of the NCAC e.commerce direction (USA, Canada, Central America)

Outcomes: ROI improvement (+10%), new commercial strategy based on flows of customers, mediatisation of commercial spaces on accorhotels.com.

2014 – 2015 Vice President Marketing e.commerce Group
Mission: head of e.marketing and acquisition for all brands of Accorhotels and the distribution platform accorhotels.com
 Budget management (30 M€) and optimisation on all e.marketing and acquisition levers including search, metasearch, relationship marketing and e.merchandising.
 Key player in the roll out of the digital plan of the group.
 Industrialisation of the e.marketing investment on Mobile.
 Commercial and marketing strategic plan

Outcomes: Revenue Increase of +18% Traffic on mobile x3.

2008– 2014 GROUPE PIERRE & VACANCES CENTER PARCS – Paris (75)
European leader of Proximity tourism Turnover 1,45Mds€, 9 000 emp.
2012 – 2014 Marketing Director.
Mission: Strategic repositioning of brands and labels, Piloting of marketing and commercial activities (20 people).
 Rejuvenate Marketing Department (roles, missions, organisation, budget and KPIs)
 Evolution of marketing approach from product to service based on a “Client Centric” approach.
 Creation of the Reputation department and set up of internal processes of alert management on 300 residences.

Outcomes: Restructuring of on-off line marketing plans into 360 marketing strategy, including social media. Launch of new products and services on dedicated targets. Launch of the new brand platform.

2010 – 2012 Group CRM Director.
 Creation of the position Group CRM Director (Tourism, Real estate).
 Implementation of new CRM strategy based on Customer Life Time Value
 Development of relationship marketing programs on the group Database (from customer acquisition, reactivation and loyalty)
 Application of norms and standards to the group Data base
 Implementation of e. CRM and social CRM

Outcomes: design and roll out of a complete new CRM structure from Database to campaign tool (budget on request). New segmentations based on Customer Value management and Cross Channel. New scoring rules increasing response rate by 14%. Reputation strategy.

2008 – 2010 Mission Director
 Development and brand Strategies.
 Full Audit of investments and e.commerce organisation: identify new growth levers. Optimisation of internal processes and business. Development of multi-channel via the creation of European e.commerce platform.

Outcomes: restructure of brand portfolio (6). Rationalization of the internationalization of a brand. Investment > 2M€, estimated turnover within 2 years: 141 M€.

2003 – 2008 LA REDOUTE NORDIC - PPR REDCATS / KERING – Boras (Sweden)
Fashion, households and personal goods 4,3Mds€ of revenue (Europe, USA, Russia, Asia).

Managing Director
 Strategic, operational and financial strategies. P&L owner
 Implementation of e.commerce and multi-channel business model.
 Brand expansion and sales development.
 Management of brand capital, communication and awareness.
 Management and development of the teams.

Outcomes: Growth of 40% of La Redoute Nordic over 3 years. Modernisation of Business Model. Reach of 65 % of revenue through e.commerce (best performance of the group) Launch of the Norwegian subsidiary, profitable after 2 years.


2002 – 2003 PPR REDCATS / KERING – Paris (75)
Head of Customers Research and market shares
Direct Report to Vice President Strategy, Marketing Development Group.
 High contribution to the reorganisation of the complete brand portfolio
 Market research on large sizes, young, men and purchasing behaviours on the net for fashion.
 Assessment of US and Nordic Markets.

TRAINING


2001 – 2003 ESSEC – Executive MBA
CONTINUE 2020 HEC - Data for Manager Certificate
2016 Programmes PPR University – (for high potentials) Management and Marketing
2000 HEC – Management (Internet and marketing strategy)
1994 Lille University – Master Marketing and Communication


ADDITIONAL INFORMATION


LANGUAGE English – Fluent in both Professional and private environments
Spanish – Quickly perfectible
Swedish – Notions
SOFTWARE Google Analytics, Omniture, Kenshoo, Tableau, Cognos,
M office (Word, Excel, PowerPoint, Access)

HOBBIES Cooking, Moto, Teas, Bonsais, Shopping, marathon. Co-manager of Essec Club Digital