Paris, Île-de-France, France
Led a team of 10+ people across 4 countries, managing paid media planning for €100M+ in budgets across 8 brands in 10+ markets (Mars Pet Nutrition Europe). Delivered €1.2M in media cost savings in 2024 by optimizing budget allocation through historical performance analysis, audience insights, and AI-driven strategies. Increased NSV ROI by 20% by refining targeting strategies, enhancing media mix modeling, and implementing performance-based budget shifts. Developed automated, integrated processes to streamline media planning workflows, introducing KPI dashboards and enforcing SLAs across internal and external stakeholders. Implemented AI-driven workload automation, utilizing predictive analytics and machine learning to forecast resource allocation needs, improving efficiency and reducing bottlenecks. Increased client satisfaction score by 25% by leading structured feedback loops, organizing quarterly roadshows, and embedding client insights into media planning frameworks. Established golden media guidelines based on data-driven insights, standardizing best practices and optimizing budget efficiency across European markets.
Managed a portfolio of clients (Reckitt EMEA, SNCF), defining cross-channel media strategies tailored to business goals and market conditions. Led TV, print, display, OLV, social, search, OOH, and e-commerce campaigns, ensuring optimal channel synergies and budget efficiency. Optimized media investments by analyzing audience segmentation and engagement patterns, improving cross-channel frequency to 2-3 and reducing audience overlap by 50%, leading to a 65% decrease in CPM. Designed and delivered client training workshops on cross-channel attribution modeling and media optimization strategies, increasing adoption rates across marketing teams.
Developed and executed digital media plans for Lenovo and Kering, applying data-driven optimization tactics to enhance campaign effectiveness. Managed partner negotiations, cost analysis, and media buying models, leveraging auction-based insights and performance benchmarks for cost-efficient investments. Designed incremental reach strategies using audience overlap analysis, increasing overall campaign reach by 10 points while reducing CPM by 40%. Spearheaded financial control processes, ensuring billing accuracy, budget pacing, and resolution of campaign disputes. Mentored and trained an intern, creating structured training programs on performance analytics, campaign setup, and optimization methodologies.
- Développer et gérer les relations avec les agences et trading desks. - Assurer la relation client de la réception d’un brief au bilan final de campagne. - Gérer la relation technique sur les développements produits, les bugs et points bloquants avec les différents outils et technologies. - Établir un reporting et en analyser les performances pour développer le chiffre d’affaires. - Veille sectorielle et partage des informations : innovations, nouveaux produits, offres concurrentielles.