Fabrice Bonnefoy

Management of a team of15 members, including 4 direct reports

Reporting to the marketing director

Coordination and implementation of the media strategy for all 4 brands

Development of brand and performance marketing campaigns together with our media agency

• Planning, implementation and analysis of google Ads paid (SEA) and organic (SEO) search campaigns
• Definition of the best channel (retail media, TV, social media) to address the consumers throughout the shopper journey and all along the funnel
• KPIs: VTR, CTR, Traffic, conversion rate, ROAS

CRM

• Definition and Implementation of the CRM journeys for both online and offline CRM
• Development of use cases and automation in Sales Force
• KPIs: Double Opt-in, Opening Rates, CTR, turnover

Social-Media marketing & Influencers

• Definition of the content, channels (Facebook, Instagram, TikTok, Pinterest) and Social-Media strategy
• Implementation & monitoring of influencer campaigns
• KPIs: Reach, Engagement Rate, ROAS

Content marketing

• Automatization of the basic and rich contents with agencies (Icecat, Flixmedia, Loadbee, Salsify, Demo'up) for the brand websites and e-commerce clients
• KPIs: monitoring of our content quality with the tool Profitero

Public Relation

• Work with our PR agency regarding the daily work of a press release
• Organization of PR events
• KPIs: Number of press releases, share of press releases in tier1 media

Integration of the brand WMF into Groupe SEB

• Definition of common KPIs and ways of working
• Strong involvement in the integration of WMF to the groupe SEB Values (workshops)
• Best of both worlds: find synergies between both companies and learn from each other

Transversal projects

• Responsible for the budget allocation
• Internal monthly newsletter for the whole organization
• Pitch to find our new webmaster agency
• Annual negotiation with Amazon and annual fees negotiation with the media agency
• Networking and alignment with the HQ in France
• Responsible for the visibility of the digital marketing department (internal newsletter)

Key accomplishments : built a strong network, implemented solid processes and reduced the complexity

• Digital campaigns: Adapted the digital media strategy to increase the campaigns' efficiency
• CRM: strong increase of the subscribers (from200K to800K within a year) while keeping a high opening rate of above20%
• Content: automatized most of the processes
• Influencers: built long term relationships with the right influencers
• Agencies: selected the right agencies, the right partners to help us to achieve our goals and stay up to date

• Management of a junior digital manager and of an intern
• Definition of the best media strategy (SEA, retail media, social media, digital campaigns) for4 brands and more than10 categories together with the media agency
• Setup of the right funnel approach for digital campaigns, post analysis of the media KPIs and Google Analytics KPIs, recommendation for the future campaigns
• Monitoring and relaunches of the brand websites focusing on the UX together with the HQ in France
• Key accomplishments: increased the number of sessions of +14% in2021, grew the lead rates from4pts to reach15.6%, managed to rank many important keywords on the page1 of google

• Analysis of the situation shop per shop (In Store Share) and development of a specific approach for each of them (demonstrators, trainings, appropriate POS Material, diverse investments)
• Work with agencies in order to develop appropriate POS Materials for each product launch of focus products (Shop in Shop, Walls, Displays...)
• Key accomplishments: developed a full growth plan strategy for Media-Markt – Saturn

• Implement Danone Category Vision for the next 5 years
• Integral role within the Sales team, driving thought leadership and category credentials

• Advise, consult and assist my clients Nestlé and Bacardi in optimizing their marketing strategies by providing insights and recommendations