Anouchka BALA

Appointed to lead the strategic transformation of Accor's regional marketing and communications ecosystem across 30+ markets - consolidating agency scope, establishing governance and unifying five integrated functions (Brand, PR & Social; Digital, Media & eCommerce; CRM; Loyalty; SEO) under a single ICP operating model. Transversal bridge between global strategy and local execution, galvanising 100+ stakeholders against a shared 360° roadmap. Total ecosystem €75M+, direct P&L €60M. Team of five. • Onboarded and governed the Publicis One ENA partnership from selection through operational delivery - establishing ways of working, briefing templates, SLAs and investment guardrails across international markets. • Executed the 2025 ICP plan on arrival while simultaneously building the structural foundations for transformation. • Co-led the 2026 360° ICP plan - full-funnel, per-brand framework developed with McKinsey and Ekimetrics, validated by the Executive Team and delivered ready for January 2026 execution. • Led strategic planning and production of all key ENA omnichannel campaigns with Publicis Conseil across ALL Accor, Pullman, Mercure, Novotel and wider portfolio. • Unified CRM, loyalty and lifecycle teams around shared regional objectives - governing every consumer touchpoint from acquisition through retention under a single coherent ENA strategy. • Established performance governance across ROAS, CAC and CLTV - optimising €60M+ through MMM, incrementality testing and multi-touch attribution. • Delivered +2.1% YoY web revenue, +13.5% bookings uplift and app growth to 27.4%, outperforming RGI and MPI benchmarks.

Appointed during a key transformation phase to strengthen brand equity, integrate creative and media planning, and modernise global activation strategy across heritage, art, and innovation pillars. Actions: - Orchestrated global paid, owned and earned brand strategy, activations and partnerships, including Dom Ruinart 2010, EOY, Countdown (Nils-Udo), Carte Blanche (Jeppe Hein & Eva Jospin), Maison 1729, Les Journées Particulières and Ruinart’s first NFT drop. - Led global agency search and appointment with Procurement; defined scope, briefed creative and media partners, and negotiated retainers and time-and-materials agreements. - Defined personas and connection audiences; directed data-driven, trend-informed media strategy and investment with Publicis Media Luxe to drive desirability and recruit new audiences. Results: - Delivered record performance: NFT sold out in 30 seconds, and priority cuvées were fully allocated across retail, trade and private-client channels (pre-eCommerce). - Strengthened cross-functional alignment between Maison teams and global partners, establishing a scalable model for future campaigns.

Joined the Western European Executive Team overseeing operations, business growth, client services, creative excellence and culture across France, Germany, Spain, Italy and Portugal (€500K–€10M revenue). Appointed to elevate the French and German agencies to world-class standards, mirroring the success of LOLA MullenLowe Spain, by leveraging global best practices and regional talent. Actions: -Co-developed and implemented a 3-year regional plan to strengthen global prospecting, client strategy and growth. - Managed cross-functional teams of up to 25 people, ensuring alignment between strategy, creative, commercial and operational goals. - Led and coordinated high-profile global, European and local pitches, driving consistency and excellence across multi-market teams: • Global: Siemens Home Appliances, Veuve Clicquot, Amazon Prime, Moët Hennessy Lab 78 • Europe: Bosch, Ferrero, Gardena, Moët Hennessy, BMW, Amazon Alexa • France: La Sécurité Routière, Škoda (CRM), Audi (CRM), Agence de la Biomédecine, CNP Assurances, Fortuneo • Germany: Tesa, Neff • Acted as Communications Director for France across French trade and consumer press, overseeing translations, localisations, and materials. Results: - Strengthened cross-market collaboration, operational, strategic and creative excellence, contributing to sustained regional growth and enhanced visibility for the Western European network. - Positioned France and Germany as key contributors within MullenLowe’s global growth strategy. Awards: At the 2018 Cannes International Festival of Creativity, MullenLowe Group brought home a total of 32 Lions. From 78 shortlisted entries, we punched above our weight to be awarded 32 Lions including 1 Grand Prix, 6 Gold, 14 Silver and 11 Bronze. LOLA MullenLowe took home almost half of them, with a grand total of 15!

Designers: NATASHA ZINKO, MAX FOWLES, SMITH/GREY, TOSCA DELFINO, TATJANA ANIKA, MAURICIO STEIN, BY MALINA, HELLEN VAN REES (...) Founded and led a curated e-commerce platform championing independent luxury fashion designers and niche labels, pioneering an early multi-brand digital model that merged creative curation with scalable business strategy. Actions: Business Strategy & Development: Conceptualised, developed and launched a global platform; defined strategy, implemented a drop-ship model, and oversaw planning, creation and launch. Partnerships: Secured strategic designer collaborations by leading all procurement meetings at London and Paris Fashion Weeks, building a portfolio of emerging and established brands. Creative Direction, Design & Build: Developed brand and digital strategy; authored creative briefs; collaborated with a multi-disciplinary design studio to oversee branding, prototyping, website architecture, UX, UI, checkout flow, payment gateway, eCRM templates and shipping integration. Marketing & Communications: Drove awareness, consideration and conversion through a full-funnel, multi-channel strategy: • Owned: Content creation, SEO, community management, CRM • Paid: SEM (PPC, retargeting, display), affiliate marketing • Social: Campaigns across Facebook and emerging channels • Earned: PR, influencer outreach and designer collaborations, including exclusive capsule collections. Operational & Legal Management: Drafted Seller Agreements, Terms & Conditions, Privacy Policy and FAQs with legal counsel (UK law). Negotiated a 60% annual rate card discount with TNT for Europe–US deliveries. Financial Oversight: Managed fiscal planning, monitored cash flow and ensured targets were delivered on time and within budget. Results: - Built a pioneering, design-led e-commerce platform that elevated independent brands and established a scalable business model combining creativity, technology and commerce.

Clients: Estée Lauder Group (Tommy Hilfiger & Michael Kors), Cartier, Chivas, Harry Winston, Citroën, Marquis Vodka, Blue Label, Kofi Annan Foundation & Hearst Appointed to redefine the agency’s operating model, strengthen its creative reputation and accelerate international growth across luxury, lifestyle and fashion accounts. Actions: Business Transformation: Redefined the agency model into a streamlined in-house/out-house full-service structure by leveraging network capabilities, proprietary tools and cross-functional talent - improving efficiency, client alignment and new business conversion. Marketing: Elevated visibility through a new website, showreel, credentials suite, case studies and PR coverage. Represented the agency at major global industry events including MIDEM, Cannes Lions, Cannes Film Festival, Basel, FIAC and Frieze. New Business & Growth: Leveraged personal network to engage Stella McCartney, Chanel, Paul Smith, W Hotels, Bacardi, Orange and Emirates. Secured international 360° influencer-led partnership campaigns including The Ting Tings x Tommy Hilfiger, Air x Cartier and Dan Black x Citroën. Strengthened proposals for Citroën, Jaguar, Peugeot, Diageo, Chivas and Blue Label, fostering cross-agency collaboration and expanding multi-market scope. Leadership & Team Management: Reported directly to the CEO, managing and developing a cross-functional team, embedding a collaborative, growth-oriented culture and ensuring excellence across delivery and client relations. Results: - Strengthened agency reputation, improved pitch conversion and elevated global visibility through high-profile collaborations and industry presence. - Drove operational efficiency, creative consistency and long-term client growth.

Client: BACARDI In 2008 we created, negotiated and managed the groundbreaking partnership between BACARDI and Groove Armada. Exiting their Sony Music deal, Groove Armada chose to sign with BACARDI for 1 year in a multi-faceted partnership that would see them become Global Music Curators of BACARDI's music programme B-LIVE responsible for programming and performing at live events around the world, producing radio shows and releasing new music with BACARDI. − Activated music and talent elements for groundbreaking 360 degree Global Artist partnership deal between Bacardi & Groove Armada − Identified, booked talent and curated music for the B-LIVE Global music program w/ relevant labels, publishers and their management − Unified and activated Global Music Strategy across 25 countries and co-managed a Steering Committee [12 International Markets] − Created amplification tools & asset managed; exclusive branded content for all media platforms [copy, moving image, visuals, editorial, banners, radio program, VOD...] − Streamlined and managed content for digital and social platforms − Planning / scheduling of global ATL campaign w/ Y&R and subsequent adaptations − CD release packaging and design [incl. on pack prototype], newsletter copywriting and toolkits − Responsible for rolling out new global brand identity across all platforms Client: ORANGE UK − Implementation of experiential music partnership at Glastonbury 2008 − Curated music for digital campaign & booked talent to perform live at Orange tent inline w/ brief

Clients: Y&R, McCANN, DDB, BBDO, OGILVY, TBWA, PUBLICIS, JWT, LEO BURNETT, HAVAS WORLDWIDE, SAATCHI & SAATCHI, WIEDEN & KENNEDY, BBH, AKQA, BBC, ITV, CHANNEL 4, FIVE, SKY, TURNER BROADCASTING, DISCOVERY (…) Roster: Massive Attack, Quincy Jones, Digweed, Snoop Dog, Xzibit, Dweezil Zappa, Amon Tobin, Hans Zimmer & Klaus Badelt to name but a few Brought in to drive B2B growth, elevate brand positioning and expand international partnerships during a period of digital transformation in the music and entertainment industry. Actions: Business Development & Marketing: Co-devised and executed a 3-year B2B growth, marketing and communications plan across multiple international markets, significantly increasing revenue and visibility among agencies, production houses and media networks. New Product Development: Designed and launched an award-winning, industry-first pure-player music platform, pioneering a new digital model for content access and licensing — later acquired by Viacom and Sony for a record-breaking sum. Client Relations, Account Management & Music Supervision: Curated bespoke music and advised Creative Directors and Producers to enhance creative output and music synchronisation quality across advertising, film and TV. Organised client showcases and industry events to build advocacy, drive engagement and accelerate uptake of new releases. Results: - Strengthened global recognition of the brand as an innovator in production music. - Delivered substantial revenue growth and secured high-value partnerships. - Reinforced client loyalty and positioned the platform as a creative industry benchmark.