Claire Pasqué

Je suis Product Manager spécialisée en CRM et data marketing. J’aide les entreprises à transformer leurs données en croissance mesurable grâce à des stratégies CRM et Martech centrées sur l’expérience client. Experte dans l’exploitation de la donnée client pour stimuler la croissance et renforcer les stratégies marketing. • Maîtrise du marketing automation CRM pour améliorer l’engagement et la fidélisation client. • Stratégie de rétention, loyauté, programme de fidélité, LTV, Panier Moyen, Segmentation RFM, personnalisation • Centralisation des flux de données clients et mise en place de RCU/Customer 360, générant de nouvelles opportunités de monétisation. • Pilotage d’initiatives de transformation digitale CRM, Martech, CDP (Customer Data Platform) ayant un impact mesurable sur l’expérience et la satisfaction client. • Tech Stack: Salesforce, Marketing Cloud, Data Cloud, Klaviyo, Imagino, Hightouch, Twilio Segment, Hubspot, Adobe Campaign

Gestion d'un budget de 2,5 millions de dollars pour les médias numériques (réseaux sociaux, display et search). Croissance à deux chiffres des ventes de produits par rapport à l'année précédente. Mise en œuvre et exploitation de la plateforme de gestion des données (DMP). Définition de la stratégie de collecte, de la catégorisation et de l'unification des données provenant de sources multiples, telles que les données en ligne (sites web, médias) et hors ligne (données CRM). Collecte et gestion de la stratégie de segmentation des audiences (données de première, deuxième et troisième parties). Définition de la stratégie de ciblage et d'activation des audiences en fonction du parcours de conversion. Planification et gestion de l'activation stratégique sur différentes plateformes DSP et réseaux sociaux. Création d'un cadre de reporting et d'analyse. Identification des profils de prospection pour générer du trafic. Exemples d'implémentation : gestion de la fréquence, optimisation des médias, personnalisation du site web. Gestion des campagnes d'acquisition et de fidélisation. Développement de la stratégie, briefing des agences créatives et médias, gestion du budget, coordination et exécution de campagnes numériques intégrées et performantes. Adaptation et optimisation des activités événementielles et de partenariat. Alignement de l'audience, des messages et de la plateforme pour offrir la meilleure expérience client, du placement média à la conversion.

Build the consumer experience using acquisition, retention and upsale strategies. Deliver a global view of the consumer behavior, using all available data and trends and transform into business recommendations. Working closely with the retail, ecommerce and call center teams. Promotional Activities and Product Launches _Plan and design promotional  activities  (forecast, target,  offer,  business  case) for promotional  activities,  product  launches  and  loyalty  programs. _Produce monthly and yearly forecasting for product launching and promotional activities _Perform post analysis of the impact of those activities on the Consumer database (short & long term) _Optimize marketing activities based on consumer insights, profiling and segmentation _Recommend new or improved marketing operations based on analytical results _Present results across department Consumer Deep Dives and Adhoc Requests _Support the Sales, Marketing, and Supply Chain departments in their CRM and consumer insights & data extraction needs. _Initiate any analysis that can generate consumer insight or operational projects. _Generate reports, statistics and analysis regarding the activities relating to the existing consumer base _Develop new strategies for increasing the Nespresso In­come consumer and business customer bases Consumer Lifecycle and Best Practices _Identify key trends and criteria that influence consumer behavior like consumption and loyalty _Recommend, test and implement _Implement new measures and instruments to strengthen loyalty in the existing B2C customer base _Standardize and automate the reporting process

Define business needs and Kpis, write technical requirements, data modeling Develop frameworks. Create reports & dashboards in various domain. BI Business Analyst at MGEN (PARIS FR) - 07/2013 to 09/2014 – Health insurance company Work on health-care services, insurance fees & contract dw; Requirements gathering and workshop with business teams ; writing functional specifications; identifying kpis ; Acceptance testing ; reports and dashboards development; Project management ; SQL development ; Data Analysis Tools : Cognos ; Oracle/SQL Server ; Netezza BI Project Leader at Accor (Evry FR) - 05/2012 to 06/2013 – Worldwide hotel operator (Pullman, Sofitel…) Defining business needs ; Writing technical requirements ; Modeling Datamarts and datawarehouses ; Data feeding ; In charge of change request. Creating, updating and maintenance of Frameworks. Tools : Cognos ; Sybase ASE/IQ SAP BO/Cognos Consultant at Allianz Global Investors (Paris FR) - 2months – Insurance company Defining business needs ; Creating and maintenance reports and dashboards Tools : Cognos/SAP BO ; Oracle/Sybase BI Project Leader at Richemont (Paris FR) - 10/2011 to 02/2012 – Luxury Goods holding company (Cartier, Piaget...) Work on Retail, Marketing and Accounting datamart for its worldwide subsidiaries. Migration from C8 to C10 ; Defining business needs ; Writing technical requirements Creating and maintenance reports, dashboards and Frameworks User Acceptance Tools : Cognos ; Oracle BI Developer at L’Occitane en Provence (Manosque FR) - 10/2009 to 09/2011 - International manufacturer and retailer of skincare products Mission in the BI Team on retail, supply chain, accounting and operational datamarts In charge of TMA (Third-Party Application Maintenance) Defining business needs Writing technical requirements, technical guides Scheduling task and resources on change request Creating and maintenance reports and dashboards Writing user guides User assistance Tools : Cognos ; SQL Server

Define business needs and Kpis, write technical requirements, data modeling. SQL scripting Develop frameworks. Create reports & dashboards in various domain. GCE – Technologie (Aix en Pce FR & Bordeaux FR) - 1month – IT department for Caisse d’épargne Bank. SAP BO Consultant Mission in HR department in Bordeaux and management control department in Aix en Provence Developing reports User training EDF (Marseille FR) – 07/2009 to 10/2009 – French electricity board Functional Manager in the Accounting Department In charge of Third-Party Application Maintenance about VBA Excel application for the generation of official capital management of French nuclear sites. Updating, maintenance and correction of Excel application. User Assistance Audit of existing applications and tools Collecting user needs and financial rules Writing functional specifications to implement the new BI application CEA Centre de Cadarache (FR) – 2Months – French Atomic Energy Commission SSRS Consultant (SQL Serveur 2005 ; powerAMC 9) Mission in LMDE department (measures and evacuation of waste Laboratory) on Caribbean Project about nuclear waste management In charge of scorecard and reports development about nuclear waste management Developing stored procedures of measures and KPIs Developing MS Reporting Services reports and Deployment CMA-CGM Systems (Marseille FR) - 10/2008 to 04/2009 – Worldwide container shipping Group Project Manager (Cognos 8.2 ; PowerAMC 9/ Oracle) Mission in BI team about the overhaul of operational, financial and decisional reporting of CMA CGM. International context, project management in Marseille and outsourcing in India Audit of existing application Writing processes for Cognos framework development (best practices) Writing functional and technical specifications Management of the India Team during Framework development Developing Reports Defining Framework security and set up Documentation about: Unit test and Bug tracker Acceptance test and Unit test

Define business needs and Kpis, write technical requirements, data modeling. SQL scripting Develop frameworks. Create reports & dashboards in various domain. Virbac (Nice FR) - 2 months - Production Center for Medicinal Products for Veterinary Use Implementation of Supply Chain Reporting of the Company subsidiaries abroad: Creation and maintenance of Universes Developing reports User Administration with Supervisor Developing scorecard Reports BI Tools: Business Objects 6.5 DMBS: MS SQL Server 2000 Areva Eurodiff (Pierrelatte FR) - 4 months – Nuclear Materials Management Mission in nuclear matter management department. In charge of nuclear matter management reporting View conception Developing Crystal reports Developing BO reports BI Tools: BO XI R2, Crystal Reports XI DMBS: Oracle 10g MDP Distribution (Marseille FR) - 4 months – Paint distributor Mission in the Accounting department. Implementation of Budget Development tool: Developing MS Reporting Services reports for budget monitoring, monitoring objectives and accounting. Setting of SI safety : Defining user needs Installing a database backup server Setting up replication between production server and backup server and writing documentation. BI Tools: Microsoft Reporting Services. DMBS: MS SQL Server 2000 Softrack (Aix en Pce FR) - 1 month – Software publisher specializing in the tracking of road transport Developing BO Reports and their documentation. BI Tools: BO XI DBMS: MySQL Carlson Wagonlit (Paris FR) - 1 month - Business Travel Management Company BO Migration from 5 to XI : 2 universes, 421 BO reports BO, 25 Crystal Report BI Tools: Business Objects 5, Business Objects XI R2 DBMS: Sybase