Thomas CHARLES

– Independent consulting practice. Long-term and short-term missions for first-tier agencies, advertisers, media sales houses, and content publishers. – Scope of work: media strategy, media buying and optimization, digital advertising audits, performance measurement, campaign analytics, data collection strategy, and marketing plan design. – Key engagements: CHANEL (7+ yrs), Wavemaker/Paramount Pictures (3+ yrs), Mindshare/WPP, PSA, Europcar, Groupe SeLoger. – In parallel, trained thousands of professionals and business school students through several training organizations. Topics: digital media strategy, media buying, campaign performance analysis, performance marketing, and AI applied to media.

– Short-term mission to reinforce Mindshare's strategic output. Produced digital communication strategies and media buying recommendations for clients including Dyson, Sanofi, Seb, and Haribo. – Worked alongside media buying teams, strategic planning, and WPP subsidiaries to build combined approaches leveraging the group's expertise in data, CRM, and creative.

– Audited the sales house's advertising product portfolio and revenue streams across SeLoger and its group properties (Logic-Immo, Belles Demeures, among others). Identified new revenue opportunities: product ideas, partnership models, and ad format innovations. – Worked closely with editors and UX teams to find the right balance between monetization and editorial experience. Produced revenue projections for new product proposals. Also ran training sessions for the sales team on media industry fundamentals.

– Led the digital media strategy for Paramount Pictures' theatrical releases in France: Mission Impossible 6, The Big Short, Terminator Genesis, Zoolander 2. Managed the client relationship with the General Manager, Marketing Director, and film-level media leads. – Built the digital communication strategies in coordination with strategic planning and offline media teams. Set up and managed the in-house media buying approach across YouTube, direct deals, programmatic, and social. Supervised a buying team of 2-3 people. – Put in place the performance tracking infrastructure: clean data collection, naming conventions, and automated reporting to correlate digital campaign results with box office performance.

– Supported the international rollout of digital campaigns for Peugeot, Citroën, and DS. Managed the migration to Google Analytics across all markets and contributed to the global DMP deployment project. – Produced weekly campaign performance reports for senior management at international level. Coordinated media buys across markets.

– Coordinated international display acquisition campaigns across markets. – Managed the media agency relationship, defined campaign guidelines, and ensured consistent application across all local markets. Facilitated best practice sharing between countries. – Audited and optimized the affiliate program: renegotiated partnerships with travel industry players and improved profitability. – Wrote the media agency RFP for display and led the pitch process.

– Managed key account communications and events to strengthen partnerships with the group's top clients. Designed new cross-subsidiary advertising packages combining the reach of PagesJaunes, Mappy, and other group properties to generate incremental revenue for key accounts. – In parallel, led the Salesforce CRM implementation project for the group: workshops, specifications, vendor selection, training plan, and rollout support for the sales team.

– Ran marketing and communications for a digital ad sales house representing premium publishers (Wikipedia, Comment ça marche, among others). Managed a team of 4-5 people. – Defined the marketing and pricing strategy, pitched new publishers, and led the full brand identity overhaul. Managed press relations and organized client events and seminars.

– Developed digital media strategies for a portfolio of major advertisers: E.Leclerc, Sony, Peugeot, McDonald's, BlackBerry, Axa, Gaumont. Managed a team of 3 account managers. Led new business pitches and agency RFPs to win new accounts. – Scope: media planning, media buying, campaign strategy, performance optimization.

– Built and executed digital media plans across all channels: display, paid search, emailing, CRM, and social. Led publisher negotiations and managed campaign performance optimization. Where it all started.

– First professional experience. Managed databases and back office operations. Built automated data processing workflows. An early taste of data management that turned out to be useful twenty years later.