florence hardouin

Structure to last, optimize to grow. I founded Flonova to support companies in their transformation, optimization, and profitable growth initiatives. I work alongside executives and operational teams on projects such as: • Organizational and operational audits • Strategic consulting • Restructuring and process improvement • Resource and cost optimization • Identification and activation of growth and profitability levers With a diverse background across large corporations, public institutions, mid-sized companies (ETIs), and SMEs, I’ve developed a deep understanding of the challenges specific to each type of organization. This experience enables me to act with agility and deliver pragmatic, actionable solutions. I’ve supported businesses across various sectors—retail (including sporting goods stores and bakeries), merchandising, and services. Regardless of the industry, my focus remains the same: to quickly understand the organization’s specific context and deliver effective, tailored, and operational solutions.

Helped position UEFA as an institutional leader • First woman elected to UEFA Executive Committee • Chairman of the UEFA Marketing and ESG Committee • Member of the UEFO Finance Committee • Improved the competitive position of French sides by increasing their number in the different levels of European competitions.

Increased the FFFs operational performance and profitability • Designed and implemented growth strategies and increased the FFFs profitability: revenues rose by 40% to €280m while operating costs decreased by 10%. • Designed and implemented strategic plans to achieve the objectives set by the FFF Executive Committee all the while promoting the sustainable development of the organisation. • Improved individual performance by implementing professionalisation and skills building programs in each of the business units, with noticeable positive effects on the overall operational effectiveness of the organisation. • Managed the FFF Steering Committee and led a team of 320 employees all the while keeping an eye on maintaining a healthy work/life balance. • Built strong working relationships with all stakeholders including sponsors, the French football team’s coaches and players, Ministry of Sports, board of directors and media.

Successfully deployed the FFFs strategy • Led budgeting and systems and spending oversight processes • Improved performance by establishing company-wide performance indicators • Launched new sales campaigns: merchandising, Clairefontaine Training Center marketing (turnover increased by +50%), and the FFFs international academy • FFF digital transformation including creating an innovation hub

Internationalise marketing rights • Established and rolled out the commercial and marketing strategy • Significant increase in revenues (+€130m) and operating margin (+20%) largely due to internationalisation and improved management of the FFFs marketing rights • Created a commercial and marketing business unit and led a 30-strong team

Created and implemented marketing strategies based on better use of PDM • Increased content services turnover by €30m / year. • Established a new CRM strategy resulting in higher customer loyalty and reduction of churn rate • Negotiated strategic partnerships with content editors, providers and other rights holders: FFF, Ferrari, UEFA Champions League and others.

Developed web revenue channels • Established loyalty programs, coupled with data analysis to more systematically convert users into buyers • Implemented cross-selling programs to increase the average basket value Developed web revenue channels • Established loyalty programs, coupled with data analysis to more systematically convert users into buyers • Implemented cross-selling programs to increase the average basket value

Responsible for defining and rollout of the sponsoring strategy • Negotiated and managed partnership and sponsorship contracts

Creativity, management and commercial development • Managed an on-site profit centre during the construction of the Stade de France • Actual commercial results outperformed objectives by over €1m • Created and developed B2B services: site visits, events and brand merchandising • Led a team of 20 persons