photo de profil d'un membre

Anne-Sophie LE PROVOST

LE PROVOST Anne-Sophie - Curriculum Vitae

Situation professionnelle

Épanoui(e) professionnellement

Résumé

Actuel : Marketing Manager Suisse - Autriche Guerlain

Ancienne VIE en marketing opérationnel et business analyse chez Guerlain en Autriche (2017).

Diplômée du Master Grande Ecole, Marketing French Excellence, de Rouen Business School, je cumule désormais plus de cinq ans d'expérience, notamment en marketing développement produit chez Chanel et L'Oréal Luxe, ainsi qu'en marketing digital chez Google et Christian Dior Parfums et en marketing opérationnel chez Guerlain .

Français, anglais, allemand.

Références sur demande.

Expériences professionnelles

Marketing manager europe skincare

PARFUMS CHRISTIAN DIOR , Neuilly sur seine - CDI

De Mars 2022 à Aujourd'hui

•BUDGET MANAGEMENT / REGION BUSINESS REVIEWS:
- Managed Marketing Budget consolidation for Europe on the skincare category ( 21 countries - +80M€ yearly ) - Axis and franchises, Sellin, Sellout , BNP.
- Contributed to European Business Reviews - R0, R1, R2 - for each market and participated to the Regional Business Reviews with top and executive management.

•FORECASTS MANAGEMENT / 3 YEARS PLAN :

- Managed category forecasts for Europe, to support the skincare 3 years innovation and business plan ( Phasing, ITO, volumes, returns ).

- Advised on category innovation plan for the region with central development teams : Product concept, assortment, price positioning, launch plan, POSM.


•REGIONAL PERFORMANCE ANALYSIS:

- Managed Weekly and Monthly performance analysis, Sellin - Sellout - Europe 5 - NPD panel- At axis, franchises and product level.

- Conducted extensive category benchmark - performance based, competition review, field feedback / market visit - to provide central teams with strategical notes for the region.

- Monitored distribution and channel performances on top markets.



•MARKETING PLAN / 360° ACTIVATIONS:

- Participated in defining the brand strategy on the skincare category for the region

- Managed the animation and promotional plan in collaboration with CRM, Retail and Commercial Team at region level.

- Coordinated the development and implementation of product launches and marketing campaigns deployment with the markets. 

- Supported & advised central marketing development teams on communication efforts and developments for Europe ( Product assortments, 360° communication assets, POSM, services ).

- Organized regional Taskforces with both European markets and central team to exchange on the category’s strategy and follow-up on central developments aligned with market needs.

- Managed with the regional commercial team the category activation plan for Europe with key retailers, like Douglas or Sephora.


•BUSINESS DEVELOPMENT - SPA & SERVICES:
- Coordinated with central teams spa, in-store services and popup events development for the region.

- Participated in the implementation of key image driving projects for the region.



• AD HOC PROJECT LEAD:
- Training & retail D2C acceleration program for Premium Skincare : Created with the European Training Director an in-house training program for 30 top skincare specialists across Europe, animated by regional seminars ( heritage, product, services trainings and strategy update ) and by regular retail and clienteling contests.

•TEAM MANAGEMENT:
-1 Marketing Coordinator Beauty Europe.
-1 Marketing Assistant Skincare Europe.

Marketing manager switzerland - austria

GUERLAIN , Zürich - CDI

De Septembre 2020 à Février 2022

• BUDGET MANAGEMENT:
- Managed all IFRS, A&P and Media budget in line with Y+2 strategy.
- Conducted Marketing Business Reviews at Regional level.

• PRODUCT MANAGEMENT:
- Managed 3 axis product and POSM forecasts.
- Developed in depth Nielsen Panel analysis: Brand and product rankings, MS, gap to leaders.

• TRADE MARKETING :
- Managed the trade marketing strategy: national retailer, eretailer and direct retail counters including flagship activations.
- Built and executed local 360° projects : VIP exceptional pieces sales, national nano donation project.

• CRM:
- Managed the CRM strategy implementing tactical activations and new data collect campaigns.
- Developed a plan of online emasterclasses, including the implementation and local development of an online booking platform.
- Centralized our customer request management with the European Customer Care, with the local rollout of Salesforce.
- Developed a CRM mobile application for client portfolio management of our flagship’s BC.

• DIGITAL MEDIA:
- Crafted a 100% digital media plan with always on campaigns - HHH orchestration.
- Conducting constant A/B testing with our media agency on tactical projects: collab ads, geolocalized campaigns.

• ERETAIL :
- Crafted powerful brand pages and enriched product pages for our top edoors, providing a full conversion funnel and elevating the brand in an eretail environment.

• PR:
- Orchestrated seedings and redactional plans, local online press events, media partnership, long leads and online with key strategic partners like Marie-Claire or Elle.
- Created a strong influence casting pool, boosting seedings, UGC.

• RETAIL:
- Supported the sales director on retail management position for 6 months.
- Conducting retail performance analysis and implementing new KPI for our BC team: IPT, AUS, data collect.

• TEAM MANAGEMENT:
-1 Senior Product Manager.
-1 Junior Product Manager.
-1 Marketing Assistant.

Senior product manager

GUERLAIN , Zürich - CDI

De Juin 2019 à Août 2020

• Product Management:
- Managed product launches on all 3 axis: Fragrance, skincare, makeup for 2nd semester 2019 and 2020.
- Conducted market analysis and assigned the creation of an internal competition newsletter.
- Forecasted product allocation and budget for 2020.

• Trade Marketing:
- Scheduled all trade activities – national and local in 2019 and 2020.
- Forecasted gifting and sampling strategies and budgets.
- Created an activity reporting dashboard and assigned the follow up to junior PM.
- Crafted a tailored trade plan for our Guerlain Parfumeur boutique.

• Eretail :
- Ensured the update and quality of product assortment.
- Developed brand pages and eshop online.
- Organized websites contractual evaluations and opened assortment by two new retailers in 2019.

• Digital Media :
- Crafted the search and social strategy in 2019 and 2020.
- Launched social media campaigns with in depth agency briefing : YouTube, Instagram, Facebook, Google Search.
- Delivered SEA campaigns internal setup using Google Ads Editor.

• CRM:
- Crafted a new CRM data collection strategy with Backoffice follow up.
- Developed loyalty programs: Main counters, boutique, spas for 2019 and 2020.
- Scheduled and created emailings campaigns in 2019 and 2020.

• Social :
- Crafted the social strategy to boost engagement by 2nd semester 2019.
- Assigned brand content and local content implementation on socials.

• PR :
- Developed KOL and journalists relationship
- Organized novelties seeding and blogger events.
- Followed up with budget 2019 and forecasted 2020.

• Leadership:
- Managing one Junior Product Manager
- ISO 14001 Certification project leader

•Key Achievements:
-Rationalized product assortment and allocation / POS potential in 2020
-Pushed Aqua Allegoria fragrance line to top 3 in June ranking women fragrance. Never seen before.
- Managed a growth of +52% FY Sell Out 18 Total Eretail vs. LY with always on digital media campaigns.
- Award of best team contribution 2019.

Trade marketing and digital manager

GUERLAIN , Zürich - CDI

De Septembre 2018 à Mai 2019

• Trade Marketing, Eretail, Digital Media and CRM manager for Guerlain Switzerland - LVMH Group
- Crafted the 2019 promotion plan for Guerlain Switzerland – online and offline - in line with BU 2019 > including gifting, sampling, beauty advisor’s motivational levers (contests) and POS brand visibility.
- Improved the on counter gifting strategy and rebranded local activities’ communication.
- Pitched, developed and then analyzed an online brand campaign (Search + True View in Stream) for the end of 2018 and the 1rst Semester 2019.
- Entirely set up the Google ads campaign, from target groups to keywords planning, to bid / budget to billing.
- Linked the brand website Guerlain.ch with the major retailer’s brand pages and product pages to create a full conversion funnel and maximize traffic and online conversions.
- Implemented new CRM digital tools on counters to sustain and modernize our loyalty program.

• Key Achievements :
- Was selected the Internal ISO 14001 certification project manager, to bring the Guerlain Swiss subsidiary to certification.
- Participated in the creation of a local media campaign, from photoshooting organisation, to layout and retouching, to media agency in depth briefing on digital campaigns
- +39% FY sell out total eretail 2018 vs. LY - thanks to eretailers' rebranding, websites openings and digital campaigns.

Junior trade marketing manager

GUERLAIN , Zürich - CDI

De Janvier 2018 à Août 2018

• Trade Marketing, Eretail and CRM manager for Guerlain Switzerland - LVMH Group
- Implemented the 2018 promotion plan for every Swiss retailers and lux counters, offline and online. ( all assets produced in DE- FR- IT )
- Maximized the brand visibility in stores and online, with fewer means, through a dynamic collaboration with multiple agencies.
- Optimized the allocation of the 2018 budget, to maximize all activities’ impact on sell out.
- Analyzed the ROI of the GWP and samples allocation for every activity. Then accordingly optimized their distribution.
- Crafted the new brand digital strategy by opening brand pages and new e-stores on all major eretailers, by referencing and sponsoring the brand on Google My Business and through AdWords campaigns and by developing a new social media content schedule on Facebook for trade activities.
- Updated the localized brand website : Guerlain.ch
- Crafted through in depth analysis the 2019 budget and promotion plan.
- Participated in the organization of PR events for product launches.

• Key Achievements :
- Optimized and rebranded trade marketing activities.
- Developped Guerlain's eretail presence.
- Implemented a new digital based CRM strategy.

Marketing and sales: marketing opérationnel et business analyst

LVMH - GUERLAIN , Wien - VIE

De Février 2017 à Novembre 2017

- Participation au développement commercial et marketing à long terme de la filiale Guerlain en Autriche.
- Analyse et développement de recommandations et implémentation des stratégies commerciales adéquates.
- Segmentation du marché par POS et tracking du Sell Out mensuel.
- Gestion des niveaux de BNP, stock et inventaires clients. Prévision de quantités produits.
- Définition du budget et des quantités 2017 et 2018.
∙ KEY ACHIEVEMENT : Création d’une base Sell In - Sell Out globale pour le marché autrichien et Grand Prix V.I.E 2017.

Assistante chef de produit, développement international haute horlogerie - marketing développement

CHANEL , Paris - Trainee

De Juillet 2016 à Décembre 2016

- Participation au développement et au lancement des nouveaux produits.
- Rédaction des Product News : inspiration créative, technique, story-telling et argumentaires.
- Participation à la création des briefs produits et préparation des réunions internationales.
- Participation au développement d’outils: catalogues, brochures, mappings et outils digitaux.
- Gestion des allers retours avec la direction artistique, les ateliers suisses et les marchés.
- Contribution aux projets digitaux Chanel.com : brief agence, coordination avec le digital, recette site et application.
- Mise à jour et rationalisation de la stratégie packaging.
∙ KEY ACHIEVEMENT : Création d’une étude sur les valeurs des campagnes de communication horlogères.

Assistante global client and agency solution pour la dmi l’oréal - conseil en stratégie digitale

GOOGLE , Paris - Trainee

De Juillet 2015 à Décembre 2015

- Analyse des campagnes et tendances digitales sur les grands lancements internationaux 2016.
- Création et présentation de decks d’insights beauté pour soutenir les concepts produits clients.
- Mise en place d’outils de suivi pour la mise en place et l’analyse des campagnes Programmatic.
- Organisation d’Hackathons, Digital Accelerators et présentation lors de workshops L’Oréal.
∙ KEY ACHIEVEMENT : Création d’un Social Media Guide Book distribué aux chefs de produits L’Oréal.

Assistante chef de produit, développement international - marketing développement (lancome )

L'Oreal Luxe , Levallois-perret - Trainee

De Janvier 2015 à Juin 2015

- Participation au lancement du plan et produits 2016 à 2018.
- Rédaction de concepts, books de lancement, fiches techniques et suivi des développements produits.
- Création de maquettes : brief agence, création 3D, retouches chromie développement prototypes.
- Analyse des performances sur l’axe ongles et lèvres sur les grands marchés internationaux.
- Interface avec les filiales internationales et suivi opérationnel des projets avec les marchés.
- Analyse des lancements passés et de la stratégie concurrentielle.
∙ KEY ACHIEVEMENTS : A contribué au développement et au lancement de Juicy Shaker et L’Absolu Rouge 2016.
A créé et fait valider de nouveaux concepts produits et de communication.

Assistante chef de projet digital international - marketing interactif

PARFUMS CHRISTIAN DIOR , Paris - Trainee

De Août 2013 à Décembre 2013

- Veille médiatique et gestion de projets digitaux : mini-sites événementiels, contenus expertise.
- Mises en avant spécifiques sur Dior.com et participation à la refonte du site.
- Suivi et update du site Backstage Makeup Mag: contenus rédactionnels, visuels, traductions, validations marchés.
- Création et suivi de l’information produit sur le site Dior.com et analyse statistique.
- Création de launch books, catalogues marketing, participations aux briefs de développement digital.
∙ KEY ACHIEVEMENT : A contribué à la refonte du nouveau Dior.com.

Assistante relations publiques

Christian Louboutin , New york city - Trainee

De Juillet 2013 à Août 2013

- Veille médiatique des produits, étude de l’environnement concurrentiel
- En charge des listes médias et des mises à jour des dossiers de presse
- Gestion des produits et des échantillons – contacts avec les fournisseurs

Assistante chef de projet formation nationale

L'Oreal Luxe , Levallois-perret - Trainee

De Janvier 2013 à Juin 2013

- Mise à jour des matériaux de formation : magazine de formation, films, e-learnings
- Traduction et rédaction de géographies produits : parfums, maquillage et soin
- Organisation des formations vendeurs et formateurs : FAR, Forevers BCs
- Collaboration avec les chefs de produits : Création graphique et rédaction
- Evènementiel : projet des Master Make-Up en partenariat avec Séphora

Formations complémentaires

Masters in Marketing French Excellence

Rouen Business School - Marketing du luxe

2011 à 2016

2011 - 2016 - ROUEN BUSINESS SCHOOL / NEOMA, MASTER GRANDE ECOLE - Majeure marketing – FRENCH EXCELLENCE.

Masters in International Entrepreuneurship and finance

Pace University - International entrepreuneurship

2014 à 2014

2014 - PACE UNIVERSITY, NEW YORK - Echange universitaire – Entrepreneuriat international – 4 mois.

Classes préparatoire littéraires

Lycée de Kerichen - LSH - Hypokhâgne, Khâgne

2009 à 2011

2009 - 2011 - CLASSE PREPARATOIRE LITTERAIRE, LYCEE DE KERICHEN -Khâgne LSH - Spécialité anglais

Associations

Agence de communication Beecom - RBS

Presidente

Liste BDE - RBS

Presidente

Parcours officiels

VIE – AUTRICHE – 2017

Langues

Français - Langue maternelle

Anglais - Courant

Allemand - Courant

Espagnol - Notions

Compétences

Analyse
Digital marketing
E-retail
Budget
Marketing
marketing opérationnel
Développement produits
Marketing & Communication
Gestion de projet
Conseil
Stratégie
Digital Marketing,
développement produit
MARKETING COMMUNICATION
Analyse marché
analyse marketing
e-commerce
Online maketing
Marketing Content
Digital Marketing - Content Marketing
Dior.com
Relation Publique
relation presse
TRAINING
Formation
Développement commercial

Centres d'intérêt

  • Professionnels : Marketing - Digital - E-retail - Developpement produit. Loisirs : Cinéma et séries télévisées – Littérature – Musées et histoire de l’art – Concerts et guitariste en herbe Voyages – Photographie– Foodie et patissière– Culture geek