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Digicash Payments
- Head of Marketing / Communication
2016 - maintenant
Digicash is the mobile payment solution proposed by 4 main retail banks in Luxembourg ( BCEE, POST, BIL, BGL BNP Paribas ). Digicash is designed to be consumer centric, that’s why Digicash is an easy to use, fast, efficient and convenient payment solution to buyers and merchants.
In 2016, next to the technical development of the App, DIGICASH PAYMENTS was appointed by the Bank partners to create and implement all communication and promotion activities to promote the product in Luxembourg
STRATEGY:
• Brand awareness, recruitment, conversion campaigns
• Marketing plan definition
• Management of the marketing budget
• Set up of consumer profiles & segmentation, focus groups, brand perception research ( TNS – QUEST )
• Statistical follow up of the campaigns and conversion rates
COMMUNICATION B2C :
• Digital & mass media advertising – results evaluation and benchmarking
• Facebook communication strategy, community management
• Content marketing campaign ( Paperjam, L’Essentiel, Janette magazine )
• Media plan and media buying
• Recruitment and daily management of advertising agencies, purchases negotiation, technical follow-up
• Street Marketing awareness and recruitment actions during Christmas market in Luxembourg City
• Creation of dedicated landing page, including tutorial videos
• Launch campaigns for new partnerships ( Total, ... )
• Direct marketing projects ( marketing automation, welcome packs, newsletters )
• Maintain relationship with trade press and press releases
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International FMCG Company ( 2 brands in the worldwide top 5 )
- Program Development Manager - Marketing & Communication
2011 - 2014
STRATEGY:
• Brand & product management ( brand awareness, recruitment, conversion and acquisition )
• Strategic plan definition
• Management of the marketing budget
• Development of promotions
• Project management
• Collaboration with analysts to setup consumer profiles,segmentation, brand perception
• Set up of a “Verbalisation” or “Content Marketing” platform to establish a coherent way of talking about a brand
COMMUNICATION B2C :
• 360° advertising campaigns and execution from a to z ( very good knowledge of POSM )
• Media plan and media buying
• Product launch campaigns including event and promotional aspects. Go-to-market strategy
• Peer-to-peer campaigns, trendsetters loyalty events
• Recruitment and daily management of advertising agencies, purchases negotiation, technical follow-up
COMMUNICATION B2B :
• Catalogues and product information, sales presentation, mailings
• Incentive plans, selling-out and activation programmes
• Events organisation, road shows, temporary exhibitions
• Launch of a private internet forum (based on the social media model)
• Maintain relationship with trade press and writing press releases
CORPORATE COMMUNICATION:
• Information and mailings to different target groups; development of original processes to increase retailers’ awareness on specific topics
• Brochure and documents for the press and authorities
• Internal communication campaigns
• Events for the company staff
• Corporate magazine and business TV, intranet
MERCHANDISING:
• Management of products placement in the linear in function of the strategic choices and the analysis of consumers’ behaviour
• Training of the sales team on merchandising
• Development of store furnishing showcases for Belgian and Luxembourg shops (independent stores, Press Shop/ Relay, Total, Q8, Cora)
PACKAGING :
• Packaging for local products
• Adaptations of international products for local market, modernisation of existing products
• Limited Edition Products
• Technical supervision
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International FMCG Company ( 2 brands in the worldwide top 5 )
- Merchandising & Communication manager
2005 - 2011
COMMUNICATION B2C :
• 360° advertising campaigns and execution from a to z ( very good knowledge of POSM )
• Media plan and media buying
• Product launch campaigns including event and promotional aspects
• Recruitment and daily management of advertising agencies, purchases negotiation, technical follow-up
COMMUNICATION B2B :
• Catalogues and product information, sales presentation, mailings
• Incentive plans, selling-out and activation programmes
• Events organisation, road shows, temporary exhibitions
• Maintain relationship with trade press and writing press releases
CORPORATE COMMUNICATION:
• Information and mailings to different target groups; development of original processes to increase retailers’ awareness on specific topics
• Brochure and documents for the press and authorities
• Internal communication campaigns
• Events for the company staff
MERCHANDISING:
• Management of products placement in the linear in function of the strategic choices and the analysis of consumers’ behaviour
• Training of the sales team on merchandising
• Development of store furnishing showcases for Belgian and Luxembourg shops (independent stores, Press Shop/ Relay, Total, Q8, Cora)
PACKAGING :
• Packaging for local products
• Adaptations of international products for local market, modernisation of existing products
• Limited Edition Products
• Technical supervision
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International FMCG Company ( 2 brands in the worldwide top 5 )
- Sales support associate
2002 - 2004
• Management of the communication campaigns for the Belgian and Luxembourg markets (POSM development, adaptation of international advertising campaigns, designing the campaigns for local products, events, product launches, incentives B2B ...)
• Daily management of advertising agencies
• Development of innovative, alternative and creative means of communication using new technology to differentiate products ( the Belgian branch has been a « worldwide best practice » in this field for several years)
• Development of store concepts for Belgian and Luxembourg markets
• Development of packaging for local products and adaptations of international products
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AGENCE DE PUBLICITé
- ACCOUNT MANAGER
1999 - 2002
Account management for Benelux clients such as Chanel , Guerlain, Givenchy , Shiseido , Scholtes and a dozen other clients in a variety of areas
Taking briefings and strategic thinking
Supervision and organization of production of various works
Client portfolio development
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Merloni Elettrodomestici - Meurice
- Marketing, Communication & advertising executive
1996 - 1999
Account management for Benelux clients such as Chanel , Guerlain, Givenchy , Shiseido , Scholtes and a dozen other clients in a variety of areas
Taking briefings and strategic thinking
Supervision and organization of production of various works
Client portfolio development
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Merloni Elettrodomestici - Meurice
- Assistant to the Managing Director
1994 - 1996
•Supporting and assisting the general manager in various tasks (accounting, personnel management, insurance, ...)
