Hawa Coulibaly

Led marketing strategy to develop carpool and bus usage in France by driving customer acquisition and retention in a highly competitive mobility market, while managing multi-million € budgets and a team of 7 marketers. – Drove performance improvements across acquisition funnels, optimizing CAC and conversion rates across paid and owned channels – Built and scaled integrated full-funnel marketing campaigns that increased usage of carpool and bus services in France – Owned full marketing budget allocation (multi-million € budgets), balancing brand investment and performance efficiency – Expanded marketing partnerships (Sncf.Connect, Busbud, Omio...), contributing to incremental user growth and retention – Led and developed a high-performing marketing team (7+), improving execution speed and campaign effectiveness

Defined and executed marketing strategies for key seasonal events and brand campaigns, driving park attendance and revenue growth – Led end-to-end marketing strategy for key commercial moments (Anniversaries, Halloween, Christmas), from product brief to communication rollout – Developed brand campaigns designed to drive intent to visit while strengthening emotional connection to the brand – Coordinated large-scale, multi-channel communication plans across internal teams and external agencies (briefings marketing & country teams: 150+ people) – Managed and developed a team of 2 marketing professionals, fostering ownership and high standards of execution – Built targeted campaigns and audience strategies to address specific business and customer segments

Drove brand growth and in-store performance for Häagen-Dazs, with a strong focus on retail strategy, shopper activation, and sales development – Defined and executed integrated brand plans with a strong emphasis on retail excellence, including in-store visibility, promotions, and shopper engagement – Developed and implemented retail activation strategies to drive sales performance across key channels – Led cross-functional collaboration with sales teams to align marketing initiatives with commercial priorities and maximize in-store impact – Managed product innovation, packaging, and go-to-market strategies to support category growth and premium positioning – Designed and deployed digital and social media strategies to reinforce brand desirability and drive traffic to retail – Led PR activations and partnerships to amplify brand presence during key commercial moments – Coordinated agencies and internal stakeholders to ensure consistency across all consumer touchpoints – Managed and mentored a junior team member

Led brand activation strategy across multiple Asian markets (APAC + HK + TW + Australia), driving regional consistency while adapting to local consumer behaviors – Designed and executed 360° brand activation plans and on-ground consumer experiences – Defined and deployed regional digital strategy, including social media frameworks and content activation across key platforms – Activated global brand platforms locally (evian Live Young), ensuring relevance and impact across diverse markets – Led consumer-facing activations and PR initiatives to strengthen brand visibility and engagement – Partnered closely with commercial teams to support product launches and ensure strong in-market execution – Contributed to innovation launch and packaging adaptation for Asia Pacific markets, aligning global vision with local needs

Led innovation projects supporting the development and international expansion of the evian portfolio – Managed end-to-end innovation projects, from concept development to market readiness – Coordinated with international markets to support the rollout of premium product lines across Europe – Developed packaging and design briefs in collaboration with creative and technical teams – Conducted qualitative and quantitative research to inform positioning, innovation, and competitive strategy – Contributed to brand evolution through product and visual identity development

Supported international product development for a luxury skincare brand within a highly cross-functional environment – Contributed to the development of new products, from concept to launch, in collaboration with R&D, regulatory, and supply teams – Participated in defining product mix, including formulation, packaging, and positioning – Managed packaging development for both new launches and existing products – Conducted market analysis, consumer research, and competitive benchmarking to support strategic decisions – Supported the creation of marketing and communication assets, including press materials and in-store visibility tools

Supported digital content strategy and platform development for E.Leclerc's branded media and customer engagement initiatives – Managed and developed content for the "E.Leclerc & Vous" WebTV platform, including editorial planning, video content, and promotional assets – Contributed to audience engagement through newsletter creation and content distribution strategies – Supported the redesign of the corporate website, ensuring improved user experience and content structure – Coordinated and facilitated live chat activations to enhance customer interaction and brand proximity – Contributed to editorial content for the "Club Bébé” program, supporting customer lifecycle communication