Claire-Hélène MACCHI

– Development of the global strategic and operational hub for 15 Kering brands (Gucci, Saint Laurent, Balenciaga, Bottega Veneta, Boucheron, etc.) in 48 markets, group support in their digital transformation – Set up of group negotiations and JBP with key media partners (Google, Meta, Condé Nast, Tencent, Weibo, Douyin, Red, Baidu, JCDecaux, TikTok, Snapchat, Twitter, Kakao, Naver, Line, Yahoo, etc.) – Revamp of the group tool stack (GMP, Trafficking, Viewability & Brand Safety tools, CAPI, Media Management System, etc.) – Lead of the global group media agency pitch and transition (from Publicis Media to iProspect) – Support in Marketing Mix Modelling projects to measure ROI on all Marketing, CRM & Retail activations on brand awareness, sales and new customer acquisition – Creation of the sustainability strategy in media, development of an internal carbon footprint calculator

– Build a Global Consumer & BtoB Marketing Leadership for the group and Wari Rebranding – Set-up of the digital marketing platform (websites, apps, SEO, ASO, Social Media), process & tracking tools, deeply integrated with the products (Mobile Applications & WhatsApp bot to make payments, buy phone credit, etc.) – Implementation of Performance marketing (SEA, Social Ads, Display Programmatic), from customer acquisition to retention – Development of social media creative assets & educational material (tutorial videos, etc.) intended for the end-consumers – Set-up and management of relational marketing infrastructure and channels (including community management) – Budget and vendor management, recruitment and management of 3 direct reports

– Sales Objective (range from 3 to 5M€) in France & Italy – Management of the CRM & Media Consulting activities and a team of 7 direct reports: – Structure and develop a team of 7 consultants reaching revenue and profitability targets – Develop CRM & Media program strategy & execution for FMCG retailers (Carrefour, etc.) and suppliers (Unilever, Coca Cola) – Industrialization of an omnichannel loyalty program for Carrefour targeting 9M customers, increasing their retention by 30% and generating 2% of additional sales on total sales – Business development and market research

Definition of Montblanc Media & Digital Strategy: – Strategy across 3 channels (Digital, Print, OOH), 4 product categories and 25 markets – Steering of the Global Media Agency (Publicis Media), development of global media briefings and guidelines – Digitalization of the communication via Display & Video Ads, Programmatic, Mobile & Social Ads (Facebook, Instagram, Youtube, LinkedIn, WeChat, Sina Weibo), SEA (Google, Baidu, Naver, Yandex) – New consumers acquisition for E-commerce (North America, Europe, China, Japan) with PAN media – Represented Montblanc in the Richemont global media agency pitch Global Media Coordination: – Monitoring the global media budget, media spends by market and by channel, campaign performances & ROI – Steering of 25 markets, including E-commerce and Licensing media (Fragrance & Eyewear) – Digital training and Expertise sharing with the markets and the group

Main responsibilities: – Setting-up of a global CRM strategy and steering of markets CRM activities – Development of Customer Service/Contact Centers in EMEA, APAC, USA (call, email, social media) – Definition of the CRM Segmentation, Customer Insights, Reporting – Creation of quantitative and qualitative reports on the customers with CRM & Retail KPIs – Design of the Customer Journey and Customized CRM programs: – Development of Gifts, CRM materials and communication dedicated to clients – Retail Activation: dev. of specific actions/events for each customer segment – Mystery Shopping: implementation, optimization and follow-up for Retail and Wholesale (90 stores), 4 waves/year – International Retail Program: experiment new protocols in brand's flagship stores as pilots to leverage cross & up-selling (boutique immersions in Europe, Middle East, Japan) – Supervision of 1 direct report and 4 customer representatives

Main responsibilities: – Management of the operational projects with a budget of 4M€ – Supervision of 2 direct reports – Conducting the CRM, Digital & E-Commerce activations for the French Market: – Development of the market strategy, plan and budget in CRM/Digital (incl. Social media)/eCom – Deployment of multi-channel loyalty program for Retail & E-commerce – CRM programs in Coop with Wholesalers (Sephora, Marionnaud, Douglas, Nocibé) – Implementation of the CRM system: pilot market for the tests and implementation – Creation of CRM dashboards: customer insights and monitoring of CRM campaigns performance – Revamp of the Brand Magazine: editor in chief of the magazine "I Love Dior" – E-commerce: responsible of traffic and online sales for the Dior e-boutique and e-retailers (sephora.fr, etc.)

Main responsibilities: – Creation of a loyalty program for the French Market: – For 400 independent perfume shops, including commercial actions, market analysis, sell out stimulation, promotion, business training, CRM campaigns – Development of communication materials: website, catalogues, newsletters – Business reporting on the loyalty program for the top management – Trade Marketing (Events & CRM for Wholesale) for Biotherm – Merchandiser (sales forecasts and buying) for Shu Uemura & Kiehl's Retail boutiques

– Project manager in Industrialization of bacterial vaccines (process engineering) - 8 months – Project manager in Industrialization - Equipment engineering - 4 months