Brands in Lockdown
How brands can make use of social isolation for their benefit
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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.
June 2022 - Present
B2B Marketing: Create a pre-Sales strategy to help lead generation and relationship building with our key, priority merchants.
Event strategy: Ensure presence, participation and leadership at key retail events annually, as well as host our own B2B events.
PR & Comms: Work closely with our global PR team and PR agency regarding corporate communications around Klarna in Spain
Partnerships Management: Manage relationships with multiple long-standing relationships we have with trade organisations, media partners, etc
Digital Marketing: set the strategy for our digital marketing agency to execute always-on campaigns as well as one-off campaigns on LinkedIn, Twitter, Facebook and Instagram
June 2021 - June 2022: 1 year
Set up MarTech stack: Implementation of Salesforce and Pardot across the organisation to build a lead generation funnel and link to our sales CRM
Content Marketing Calendar: Daily content calendar organised around 4 content pillars with month-long campaigns scheduled until the end of the year, including articles, interviews, social media posts, videos and white papers
Local media support: Call for tender and selection process of local PR agency for each of our markets, coordination of activities across all of them
Budgeting & Planning: Allocation of resources across our activities and studios
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:
Content marketing & social media community building. Grew audience +40% into an active community of professionals and academics.
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
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.
May 2016 - Dec 2017: 1 year 7 months
Selected for 6-month "High potential" talent development program, with C-level mentorship and quarterly 360° Feedback sessions.
May 2011 - Apr 2012: 1 year
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
Instituto de Empresa
Jan - Dec 2020
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
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"
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.
It is impossible to have a sound marketing strategy without sound data.
Here are some tools or agencies I have worked with:
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.