Geneviève Fourneron

As CRM Manager and Product Owner for the APAC region, I led key initiatives to align group strategy with local market needs: - Backlog management and CRM tools: Prioritized business requests and deployed strategic tools, including a campaign manager in Hong Kong and a loyalty engine in Taiwan. - Analysis and reporting: Built regional dashboards to track KPIs, analyzed performance, and provided insights based on market and competitor trends. - Relational strategies and loyalty: Implemented campaigns to increase second purchase rates and improve CLV. Managed a regional community to share best practices. - Innovation: Introduced new communication channels (WhatsApp, Line) to enhance customer engagement. What this experience taught me: I learned to adapt to the unique cultural and business dynamics of each market while innovating to keep pace with rapidly evolving trends. This experience also strengthened my ability to quickly implement initial tests in an Agile mindset, fostering a Growth Hacking approach.

As a Product Owner, I led the design and enhancement of the "My Account" section of the website, providing users with personalized access to their customer data: - Product roadmap management: Prioritized "My Account" enhancements, focusing on order history, product preferences, and loyalty data. - User story creation: Translated user needs into clear specifications, ensuring a seamless and intuitive experience. - Sprint management: Coordinated Agile ceremonies to deliver regular updates aligned with user expectations. - Performance tracking: Monitored the customer portal’s KPIs to identify improvement opportunities and optimize user engagement. What this experience taught me: It allowed me to develop expertise in managing user-centric digital products while strengthening my Agile practices to efficiently drive complex projects.

As part of the Central team, I led the international CRM strategy, aligning group objectives with local market needs: - Adobe Campaign Management: Defined requirements, prioritized developments, and deployed the tool in Russia, Hong Kong, and Taiwan. - Data flow management: Integrated data across retail, e-commerce, and CRM systems; implemented quality (deduplication) and security rules, including GDPR compliance. - Loyalty strategy: Launched the loyalty program in France and Spain, defining loyalty rules and executing relational marketing campaigns. - Optimization through machine learning: Developed algorithms to refine customer segmentation based on CLV and buyer profiles. - Agile transformation: Introduced the group’s first Agile squad, implementing frameworks to enhance collaboration and efficiency. What this experience taught me: It helped me gain expertise in managing complex data flows and embrace Agile methodology, enhancing flexibility and project impact.

During this internship, I contributed to client development by focusing on several strategic areas: - Activity synthesis: Defined best practices and developed methods to analyze emotional return on investment. - Performance analysis: Assessed the effectiveness of direct and digital marketing campaigns, providing strategic recommendations for future initiatives. - Client knowledge sharing: Delivered key insights to Regional Managers to support local business efforts and enhance customer engagement. What this experience taught me: I developed strong expertise in marketing data analysis and learned how to translate customer insights into actionable strategies for field teams.

In this role, I had the opportunity to support very important clients (VIC) by providing them with tailor-made experiences in Paris: - Organizing personalized experiences: Designed and executed exclusive activities for high-end clients. - Performance analysis: Prepared concise reports for top management to evaluate the impact of initiatives. - Technical skills: Utilized Office 365 for data management and the creation of strategic presentations. What this experience taught me: It helped me develop a strong sense of customer service and personalization, while enhancing my analytical skills and ability to collaborate with senior management.