Sébastien Benferhat

Data & Media : • Reporting automation : Harmonize the media reporting strategy for complex international organizations & work with data engineering teams to deploy automated reporting dashboards • Complex audience building : Work hand in hand with data science and data engineering teams to build & activate complex audiences (user scorings) on digital channels • Marketing Mix Modeling : modelize marketing channels profitability with past activity data • Geo-testing : creation of control & treatment groups for media activations impact measurement Data & UX : • Continuous user experience optimization : Identify product optimization through qualitative and quantitative insights and deploy an optimization roadmap coordinating UX, UI, development and tracking teams Innovation & commercial : • Identify & prioritize emerging challenges in a fast-pace changing environment (privacy, online to offline,..) • Design & pitch new commercial offers to address upcoming challenges

Main missions : 1. Definition and implementation of media activation strategy for B2C and B2B2C advertisers : - Defintion of retail media activation protocole & identification of best practices - Definition of optimisation guidelines on Display, Social Media and SEA levers - Definition of budget allocation guidelines - Roll out of media activation strategies across 10+ local BUs and definition of a central-local coordination organisation 2. Definition of a data strategic vision for a B2B company : - Understanding of the different business lines and data generated by each activity - Understanding of markets current tech infrastructures for data collection, processing and activation - Prioritisation of use cases based on their business potential and tech feasibility 3. Definition of tech infrastructure vision for B2C advertisers : - Audit of advertisers business needs and digital maturity - Benchmark of DMP / DMP-like solutions ("GAP as a DMP") - Roll out of technical tool in 10+ markets

Project manager on three main projects: 1. Travel Cancellation Protection Partnership with an insurance broker and insurance company to develop a protection on travel purchases for PayPal users. Tasks: - Follow-up on partner pitch, negotiations and product definition - Product integration and user experience optimisation - Launch of 3 consumer oriented campaigns (development of marketing assets, internal and external media planning, results analysis,...) on CRM and Display channels 2. FX Management project: Deep-dive on currency conversion related issues both for consumers and merchants. Tasks: - Internal and external audit of currency related issues and conversion pricing (both merchant and consumer side) - Pricing optimisation pilot conception on the French and Russian BU (both merchant and consumer side) - Action plan and key stakeholder identification - Business plan conception and internal pitch - Development of merchant pitch material 3. B2B Marketing Development of a localized website in all Western Europe, Israel and Poland to promote international trade and enable merchants to grow their businesses abroad Task: - Development of Merchant marketing material for PayPal EMEA merchants - Collaboration at the country level to optimize local relevancy of the content - Post campaign analysis and mapping of merchants "readiness" for cross-border sales

1.Marketing Manager of the first ZALORA PH digital pop-up store: Concept: "click-and-mortar" point of sale with a physical shopping experience and an online paying experience. Customer acquiring project aiming at introducing prospects to online shopping. Tasks: - End-to-end planning and implementation for ZALORA PH's first ever digital pop-up store - Work with architect and construction contractors on the development of the point of sale - Development of a seamless customer journey for an exceptional customer experience - Management of the communication strategy (Partnerships, ATL, Social Media, SEA ) - Management and training of staff - Negotiation and coordination with external stakeholders 2. Revamping of the website's Outlet section strategy : - Benchmark of existing online outlet and private sales business model to fuel strategic brainstormings - Visual identity guidelines and recommandations - Launch of early "private sales" campaigns

Support on pitch development for industry leaders : - Travel (LHW, Air France) - Fashion (Richemont, Lacoste, Ash) - Cosmetic (Guerlain) - Spirits (Martell)