Marina PARMENTIER

Writer of articles about luxury beauty trends

Digital marketing expert | Independent consultant I help cosmetic brands to target Gen Z through an actionable and differentiating digital strategy. Comprehensive strategic audit Concrete, tailored recommendations at every stage Deployment: social media, advertising campaigns, content Ongoing optimization and data-driven management

Marque présente dans 70 pays Mission : repositionner la marque sur le segment premium et accroitre la désirabilité de la marque - Management d’une équipe franco-allemande - Analyser la perception de la marque par les consommateurs : définir l’étude, briefer le prestataire, analyser les résultats et construire la stratégie marketing - Repositionnement stratégique global de la marque au niveau international - Branding : définir la nouvelle plateforme de marque - Instaurer une politique du changement auprès des 35 partenaires licenciés - Construire & piloter les plans marketing, media et presse internationaux

- 360 ° annual marketing plan retail & wholesale: strategic definition and operational deployment. - Creation of branded content: social networks, emails, shootings, filming, catalog, POS. - Digital and social networks: declination of online animations, traffic operations with pure player (Private Sales), digital operation with women's magazines (Ms. Figaro, Elle.fr), activation influencers. - Press relations: agency management (roadmap, qualitative and quantitative objectives), creation of press kits and events. - Media plan: validation of the annual media plan on-line, off-line, operational deployment. - Management of 2 executives and in charge of the marketing budget. RESULTS: +3 points of assisted recognition in 1 year; 200 press releases a year in France

MARKETING PLAN: - Strategic elaboration and operational deployment of the animation plan - launch of collections, special operations for Valentine's Day, Mother's Day, Christmas. DIGITAL: - Animation and optimization of the website - Traffic acquisition: online contest, pink card operation with Veepee (results on request) - Online media: OPS on Elle.fr, Mme Figaro.fr, GQ magazine. fr - Programmatic campaigns co-branded with Galeries Lafayette: broadcasting on Vanity Fair, Grazia, Vogue, Marie Claire, Mme Figaro (results on request) - SEA: agency management, development of the semantic cocoon, definition of the strategy and KPI's - CRM : creation of event for VIP clients, mechanics, client segmentation, operational organization ONLINE / OFFLINE COMMUNICATION: - Media plan: strategy and operational deployment (TV sponsorship, display, native ad, digital OPS) - Press relations: agency management, definition of qualitative and quantitative KPI's. - Brand awareness : +3 points of assisted notoriety in 2 years BRAND CONTENT: - agency management for the creation of video and shooting for major launches (Rose du Marais collection with Delphine Manivet, 10 years Diamants de Rosée, Les Confidences) - briefing, project management in respect of budgets and timing AGENCIES' management: - creative: AL DENTE - CRM: PUBLICIS ETO - media: ZENITH

Global Marketing: - Brand strategy: new products recommendation, brand initiatives. - Developing the annual marketing plan and marketing activities to agreed budgets & timeframes. - Collaborate with labs, purchase departments and creative agencies to meet expectations (timing, profitability, image). - POSM: brief agency and follow-up until commercialization (leaflets, consumer’s brochure, GWP). - PR: Management agency for press coverage. - Responsible for the launch of Ella Perfect: + 15% turn-over vs objectives.

- Product developments: qualitative and quantitative analysis, strategic recommendations. - Development project management: from brief to marketing. - International operational marketing: creation cases, brochures (declensions in 12 languages), sales pitches, POS.

PRODUCTS LAUNCH : - development of a 360 plan: press kit creation, sales team incentive, pub creation with Quelle Belle Journée agency, media plan validation EXPORT MARKETING: - Creation of specific boxes for Korea and sale in TV shopping - Development of new markets with Sephora: China, Portugal and Italy RESULT: launch of the “Eye Rules”, No. 1 in Sephora France sales in July 2008

Mission : assist the Marketing Director in products development