Juliette Arulanantham

Vestiaire Collective, a leader in pre-loved fashion, sought to strengthen brand visibility and promote sustainability in the fashion industry during a time of global change. I was tasked with defining and executing a global brand strategy, driving high-impact marketing initiatives, and leading cross-functional teams to increase global brand awareness and ROI. - Led the full project for a brand rebranding, including a new identity, brand film, and media planning, managing the process from creative concept to shooting and media execution. - Delivered an influencer program and optimized creative factory productivity. - Drove key initiatives such as Taskforce sponsorship and Diversity Rules sponsorship to further brand advocacy. Successfully positioned Vestiaire Collective as a leader in sustainable fashion, achieving strong ROI through global campaigns. The brand film drove a 5-point increase in brand awareness, reinforcing the new brand direction and positioning.

Objective : challenged to build a department from scratch to drive customer engagement on the App through onsite & CRM commercial animation plan Management: 3 FTE + 3 interns Onsite Animation - Leading the global onsite animation strategy on App & Web to increase CTR% of the Homepage (campaigns animation, use of channels, development of new cards etc.) - Build brand new process on onsite campaigns animation : calendar process, content creation process - Build an internal CMS tool to allow homepage content management in collaboration with Product and Tech teams - Enroll Regional, Supply & Commercial teams on the new content strategy (e.g. organizaton of regular trainings, summits in Paris HQ etc). - Challenging Country Performance on their local campaigns and share best practices (weekly, monthly and quarterly) CRM Animation - Owning the global CRM animation strategy and calendar - Increasing traffic coming from CRM on the platform while maintaining low level of Opt-Out (AB testing with reactive scoring, personalization…) 360 Campaigns - 360 Campaigns are key moments for VC growth ambitions allowing to reach new milestones and break records. Successfully built this role from scratch and led Vestiaire Collective first 360 campaign for its 10th Birthday.

Mission: in a brand new department, building and leading global promotional activity, sales, merchandising and personalisation strategy Responsible for executing the global website trading strategy, website merchandising and manage seasonal promotions and activity calendars; all the while taking into account the buyer and seller customer journey. Promotion planning - Owning the seasonal and activity calendars, setting the discount and promotional strategy for the year, partnering with editorial & marketing Onsite merchandising - Developing new on-site merchandising tools to facilitate an improved user experience and ultimately improve sales Personalisation / UX - Maximizing Buyer & Seller conversion across the website through insight, optimization and improvement of the on-site customer experience - Leading and developing site conversion optimization strategy from a content and product marketing perspective - Project managing the onboarding and integration of Qubit personalisation tool in collaboration with Business, Product & Tech teams - Own and lead a roadmap of personalized experiences to be launched on Web & Webmobile with Qubit

Mission: For the French & Belgium marketing, responsible for executing the local brand marketing and promotional activities, reporting directly into the Country Manager. Brand marketing & event activities execution - Building the annual marketing calendar with the Marketing & Business teams, containing the full activation plan and associated budget - Setting campaign objectives and performance targets for each major campaign, with rationale, anticipation of results and ROI - Leading and executing local campaigns & events : project managed the opening of a 1 day pop up, a permanent pop-up (4 months at Rue St-Roch) - Analysing and reporting performance of marketing activities and the impact on in-app KPIs : brand awareness and MAU Promotional activities execution - Launching and coordinating the promotional activity on all paid and non-paid channels; managing the budget against set KPIs - Managing the French newsletter and promotional calendar and optimizing in line with business KPIs Local e-reputation management - Acting as the main point of contact for any ad hoc customer enquiries and issues; managing the FR online e-Reputation through direct customer liaison and third-party review sites