• 10+ years' experience across the industries of Online Learning, Media & Research, I design digital transformation strategies that always benefit the bottom line.

     

    With creativity, problem-solving and collaboration, together we can anticipate the needs of a constantly changing market and add value to clients and customers.

    Digital Marketing | Communications & PR | Branding | Product Management

  • Brands in Lockdown

    How brands can make use of social isolation for their benefit

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  • Opinion pieces

    Topics I'm currently thinking / reading about

    The power of Marketing At its most basic, Marketing is the art of building brand awareness. Whether your business is B2C or B2B, sells products or services, is a small non-profit or a large multinational, we all share the same goal: to have a growing number of clients or customers who support our...
    22 juin 2020
    Brands hold incredible power and influence over consumers. They are not only the products we use daily, they are the images that jump front of mind when we are triggered by certain emotions or desires, the subconscious connections we make in interpreting advertising images, and the cultural...
  • My Background

    Having lived, studied and worked in international environments, I'm flexible, quick to adapt and keen to learn.

    Born in France

    To a French father and British/Swiss mother, I spent my childhood in Budapest, Hungary.

    Educated in the UK

    After attending boarding school , I returned to the UK for university in London and stayed for work.

    Worked in 3 Continents

    My first job was in Washington D.C, my recent role was in Nairobi, Kenya where I spent two exceptional years.

  • Languages

    French

    Native

    English

    Native

    Spanish

    Fluent

  • Professional experience

    Head of Marketing & Communications

    Jan 2018 - December 2019: 2 years

    Reporting to CEO

    Creation of a Marketing department from scratch to meet our ambitious sales goals. Signed 3 new key accounts, exceeding our forecast by +50%. Personally hired and managed 9 people (6 direct reports), including talent development, retention, performance tracking, etc. Established a 3-part strategy across our 5 international offices with overarching goals and specific tasks:

    1. Thought Leadership: become the point of reference for Behavioral Science in the Global South. Disseminate the findings from our research so that the Busara brand becomes synonymous with high quality Behavioral Science.
      • Content marketing & social media community building. Grew audience +40% into an active community of professionals and academics.

        • Creation of LinkedIn account and management of Twitter, audience growth 20%

        • Creation of a blog with bi-monthly posts for our non-academic findings, guest editorials from clients or partners and sub-brand "Off The Record" to share specific research findings

        • Creation of a monthly e-mail newsletter "The Behavioral Lens", sent to existing and potential clients, sign-ups via our social channels

      • Product development of an online database presenting 5 years of our research with optimized search functionality. 300 Leads generated, 14% conversion rate

      • Rebrand of the Busara brand, across all international offices and platforms, to align with our global expansion strategy (released September 2019)

      • Event management to establish thought leadership, grow brand equity and increase opportunities for collaboration

        • Securing speaking positions for senior staff at global conferences such as Women in Data Science, Social and Behavior Change Communication (SBCC) Summit, etc.

        • Annual (one-off) "Busara at 5", presenting 5 years of our work, inviting all clients and partners to date, 300 guests attended event in Nairobi

    2. Industry Partnerships: seek value-adding partnerships with strategic clients across the continent. I believe growth rarely happens in isolation, and that by combining efforts with partners we would together grow the scope of the industry at large.
      • Monthly "Think Tanks" of 60-80 academics, students, professionals to discuss current issues (e.g. "Machine Learning of the Future)
      • Launch of online and blended Education initiatives

        • "Behavioral Science in the field", in partnership with MIT

        • "Behavioral Skills for Public Policy Leadership", partnership with Strathmore University.

    3. External Endorsement: leverage other platforms, clients and communities to speak of our benefits on our behalf – this generates more trust and is more reliable than us praising ourselves, while also improving our SEO.
      • International & Local Press Relations, working with a global PR agency to target large donors, other non-profits and new clients
      • Quarterly "Press breakfast", activating local press with updates from our research findings, subsequently published in leading papers

    Senior Product Manager (Freelance)

    May 2016 - Dec 2017: 1 year 7 months

    1. "Bloom at Work" (mobile application) : Led the strategy, build, launch and implementation. Personally signed the first 5 accounts pre-launch, allowing us to be profitable within 2 months. Current user base of 20,000 employees across various prestigious companies. Responsibilities included:
      • Strategic planning & product road maps
      • Management of an expansive team of 12 developers and freelancers, 10 people remote.
      • User testing & data analysis
      • Go-to-market strategy including social media and SEO
      • Sales and CRM
      • Successful launch to market & client onboarding
    2. "Feed Me Feedback"(e-learning course):  Creation & deployment of a certifying e-learning course designed for Senior Managers. 12,000 people have completed the course to date, 1,000 average monthly sign-ups ≈ 250,000€ monthly revenue for client. Responsibilities included: 
      • Competitive analysis and selection of the learning software (360 Learning)
      • Management and centralisation of a team of 6 freelancers (illustrators, designers, educational designers and content creators)
      • Content audit & course design 
      • User testing & feedback
      • Successful launch to market & client onboarding

    Product Innovation Lead

    Jan 2014 - May 2016: 2 years 4 months
    Reporting to Senior Vice President of Global Strategy
    Lead the (then new) Hearst Innovation Team, reporting directly to the Board of Executives to facilitate the rapid implementation of new initiatives. My team was tasked with creating and testing new products, services or partnerships, to generate new sources of revenue. With a specific focus on B2B partnerships, I approached new partners for exclusive opportunities in digital product co-creation. Successful projects to date include:
    • Creation of Hearst MA Art & Design. Personally initiated, negotiated and signed £1 million revenue partnership with Cambridge Education Group to launch a Masters specialising in Fashion Journalism and Digital Marketing, blended online and in-person. Launched in 2016, it was the most successful internal project to-date on cost-revenue analysis. I put forward a proposal for the Hearst scholarship fund for students, which came to fruition after my departure, in 2019.
    • Exclusive content partnership with Pinterest UK. Personally initiated & signed partnership prioritising Hearst-brand media in users' feeds. Deployment across all Hearst UK brands over 10 months, led internally by hosting workshops, training and editorial collaborations.
    • Creation of luxury membership and loyalty programmes for Elle, Men's Health and Esquire magazine
    • Content & native advertising products for ASDA & SkyNews
    • Organisation & Hosting of monthly offsite "Strategy days" for each of our key brands, providing market research and a contextual analysis for attendees to together define our product development and growth strategy.
    • Hiring and Management, 3 people

    Selected for 6-month "High potential" talent development program, with C-level mentorship and quarterly 360° Feedback sessions.

    Press Relations Assistant

    May 2011 - Apr 2012: 1 year

    Reporting to Head of PR
    The Hermès Press Relations team oversees all marketing initiatives (there is no marketing department). My responsibilities included:
    • Communication with Media: Liason with journalists, interviews with designers, management of early "Influencer" relations

    • Launch events: Organisation of exclusive initiatives to present seasonal concepts, small dinner and events to 300-person "Annual Theme"

    • New Product Releases: Completion of seasonal international press kit, organisation of product demonstrations and fittings, management of press shoots

  • Education

    Instituto de Empresa

    Jan - Dec 2020

    International MBA

    This MBA program takes an integrative and innovative approach to business education by combining core business knowledge with customizable labs plus an elective period with 10 concentration areas in a full-time, one-year format.

     

    FIRST PRIZE WINNER OF IE VENTURE DAY

    ESCP Europe

    Jan 2013 - July 2014

    MSc in Marketing and Creativity

    An 18-month programme at ESCP's London and Paris campuses. ESCP's groundbreaking curriculum integrates traditional lectures with creative industry seminars offering a professional internship, direct experience with start-up communities and a consultancy project for a corporate client.

     

    MSc Thesis Title: "How to build trust in an e-commerce brand and the implications for the magazine publishing industry"

    Ecole Supérieure des Arts Modernes

    2011 - 2012
    Visual Communication and Graphic Design
    A full time evening and week-end course

    King's College London, U. of London

    2008 - 2011
    BA in Geography, speciality Palentology and Ecology

    United World College of the Atlantic

    2006 - 2008

    International Baccalaureate

    United World Colleges (or UWC) is an educational movement comprising 14 international schools and colleges. Students are selected from around the globe based on their merit and potential; at UWC, diversity extends to differences in socio economic background, culture, race and religion as well as nationality.

  • Branding

    Rebranding Busara Center, to allow the organisation to reach ambitious international goals

    Leading Busara's new brand identity

    A narrative of the Busara rebrand process

  • Research

    It is impossible to have a sound marketing strategy without sound data.

    Here are some tools or agencies I have worked with:

    Collects their own proprietary data, publishes consumer trends and offers best practice guides for free on their blog, as well as interviews from industry specialists.

    Provides up-to-date data on Advertising and Search, Audience Measurement, PR Monitoring and Evaluation Social Media Intelligence

    Provides the most complete and trusted view of consumers and markets worldwide. They offer free content including reports, articles, case studies, webinars, etc

    Provides social media analytics by tracking billions of conversations on blogs, news, forums, videos, reviews, image search, Facebook, Twitter, YouTube, Instagram, etc

    Provides market leading actionable intelligence on consumer trends, both general per industry and tailored upon request. Offer high quality, personalized consultancy.

    Offers accessible behavioral analysis, identifying the barriers and levers that influence consumer behavior. Rapid implementation and data collection.

    Provides global insights & best practice guides as well as hyper-localised data and a range of tools from testing to shopping insights and audience analysis.

  • Skills

    MARKETING

    SEO, Branding, E-commerce, CRM, Events planning

    MANAGEMENT

    Hiring, performance tracking, talent development and retention

    RESEARCH AND ANALYSIS

    Tools including Google Analytics, Nielsen, TGI, Mintel, Work with scientists to obatin tailored behavioral data

    TRAINING

    Create learning programs, hold workshops, ensure accountability and follow-through, develop skills

    PRESENTATION

    Script and speech writing, tools including Adobe Creative Suite CS6, Prezi, Keynote, graphic design

    INTERPERSONAL

    Conflict resolution, Negotiation, Cross-cultural communication
  • Certifications

    Yoga Teacher Training

    200 hours - registered with Yoga Alliance, certified by YogaLondon Ltd

    Finance for Non-Financial Managers

    City University, London

    Cooking for Health

    College of Naturopathic Medicine

    NaRS Pool & Beach Lifeguarding

    STA (Safety Training Association)
  • Voluntary Work

    Apps for Good

    Idea Screening Expert

    Apps for Good is a non-profit organisation which teaches the fundamentals of the digital world to students aged 10 to 18, culminating in the annual Apps for Good Awards at the end of the academic year where the top 7 student teams have their apps launched commercially. As “Expert Volunteer”, I advise student groups throughout the process to guide their product development. Weekly 2-hour Skype meetings.

  • Let's chat

    I love to discuss all things brand-marketing-communications related.

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