Marketing and Communication Coordinator

Category :

Interim management

Context

A leading group in the Luxury industry in France is looking to establish its e-business division through a new direction and the integration of the e-commerce team for wines and spirits into the division. The mission involves creating the team, processes, and e-D2C (direct-to-consumer) strategy. The e-D2C wines and spirits team, previously primarily centralized with mini-teams at the market level, needs to undergo transformation. The group aims to globalize its offering and elevate the e-commerce site in terms of quality. The group has enlisted the services of OMS to take on the role of Chief Marketing Officer (CMO) in the implementation of the new strategy.

Approach and methodology

Audit of the current state and risks,
Consideration of short and long-term goals at all levels (central (branding) and market (business)),
Creation of synergies with other departments, implementation of processes and tools, short and long-term strategies.

Branding: Utilization of the Value Proposition Design method.
Quantitative and qualitative studies to define marketing personas.

Objective

Recruit a central team
Establish an e-D2C strategy
Review the value proposition of the e-commerce site, its marketing targets, and identity elements (branding)
Change partners: Call for tenders for media agency and social media & influencer agency.
Implement a media and acquisition strategy.
Create the year-end campaign: Call for tenders and production of the strategy and content.
Develop processes and tools: Budget monitoring, purchasing, legal processes, content creation, media management.
Contribute to the team transformation: From a centralized model to a decentralized model (job description revisions, process writing, and new organization).

Results obtained

Media: Increased ROAS (Return on Advertising Spend). Full-funnel campaigns have been launched.

Acquisition of new targets and growth of the customer base, as well as an increase in qualified traffic to the websites.

Rise in social media communities and engagement.

Exploration of new relevant social media networks for marketing personas.

Increased traffic and revenue from marketing channels (media, CRM, SEO, affiliation).

Expansion of partnerships with group houses.

Interim management

Marketing and Communication Coordinator

Marketing and Communication Coordinator

M&A Manager

Chief Executive Officer of a private equity fund