Frédéric Heuangthep

- Managing a team of 3 e-commerce specialists to foster collaboration and development. - Leading strategic projects (Loyalty, PSP, Omnibus, etc.) to drive market growth. - Optimizing digital operations: processes, quality, and customer experience. - Continuous improvement: automation, innovation, and performance reporting. - Budget management.

4 month mission within the Luxe Fragrance Brands DMI (Direction Marketing International) team for Atelier Cologne Paris. - Oversaw the production of packshots (shooting) for key digital platforms (e-retail: TMALL, Notino, etc.) and the editorial website, ensuring visual consistency in line with the brand's visual identity and optimizing content across all digital touchpoints. - Strategic redesign of the editorial website: Led the conception and implementation of a design that was both SEO-friendly and user-centric (UX), enhancing the brand’s online visibility and customer engagement. - Brand content development: agency briefs (translations and content creation) in close collaboration with marketing teams, delivering engaging and market-relevant assets tailored to international audiences.

Responsible for coordinating between IT teams and local business units for the deployment of e-commerce solutions across 125+ websites (20 brands / 25 markets) in the Europe zone. My role is to accelerate the D2C growth of the group's brands by implementing strategic e-commerce projects, optimizing processes, and ensuring website performance. ROLL-OUT PROJECT MANAGER ROLE - Roll-out / migration / new websites deployment and risk management (3 types of e-commerce model: standalone, semi-centralised and centralised) - Coordinate the different stakeholders involved in the project (IT, Business teams, DMI, Supply, third parties, agencies, etc.). PROJECT MANAGER ROLE - Project management (Run and Build): framing and supporting local teams, drafting the functional specifications, from the analysis and collection of the needs of each brand / country to the UAT, deployment and the hypercare phase (e.g. Loyalty, Cart v2, Engraving, Gift Message) - Steering and supporting countries in the deployment of the e-services and AI roadmap (sampling platform, shade finder, e-youth finder, face architect, virtual try-on, engraving, Kit builder, Gift box, SkinDr, etc.) SFCC E-COMMERCE PLATFORM PROJECT MANAGER ROLE - Maintain & communicate e-boutique best-practices & craft excellence playbooks to support local markets eD2C acceleration (e.g. user guide for Engraving, Gift Message, AB Tasty) - Expert role on the SalesForce Commerce Cloud platform and training of local teams on its use

As part of the e-commerce D2C Centralized Europe team, my role is to define the animation plan strategy and to deploy e-commerce solutions based on the SFCC platform to enable the DtoC acceleration of our Giorgio Armani and Valentino brands. PROJECT MANAGEMENT • Roll-out / deployment projects and risk management (2 brands, 25 websites launched in 11 countries) • Migration / roll-out projects of existing sites to a new SFCC application layer (4 websites migrated in 4 countries) • Run & Maintenance: UX / UI improvements, implementation of platform improvements and new features support in collaboration with IT EMEA (business needs and requirements, drafting of functional specifications, coordination, UATs testing and regression) • TMA management: definition of user stories and prioritization of the backlog • Management and implementation of A / B tests roadmap • Projects: Bazaarvoice customer reviews, personalization, engraving, product sets, modiface, 1 to 1 teleconsultation with e-BAs, Face Maestro etc. • Animation plan strategy: 38% growth on Giorgio Armani and 20% on Valentino WEBMASTERING • Manage and implement animations and activation plans with excellence in execution: hallmarks, launches, promotions, etc. • Responsible for website content integration (e-merchandising) and optimizations, including localization • Coordination with E-business, E-retail, E-payments, E-customer care, Supply Chain, Media and CRM EMEA teams • Management of a Webmaster CONTINUOUS IMPROVEMENT • Audit: Perform and collaborate on audits on existing websites, covering a wide range of topics: Digital standards, GDPR compliancy, Platform features checklist, search, SEO, performance, content, etc. • Expert role on the Salesforce Commerce Cloud platform and carrying out in-house training aimed at training digital teams on its use ➔ Tools: Salesforce Commerce Cloud (CMS), Google Analytics, Confluence, Jira, Photoshop, AB Tasty, Trello, Notion, HTML, CSS, JSON and JavaScript (basics)

In the luxe division, my missions at Yves Saint Laurent Beauty DMI (Direction Marketing International) include: E-BUSINESS • Creation of E-Business and CRM marketing books (Hallmarks, Make-up, Perfume and Skincare) in order to define the global strategy and guidelines for the markets (search, banners, appearance, samples and activation strategies) • Online activation of new marketing campaigns following the e-boutique roadmap • Update of the product catalog for markets / e-retailers (PIM-DAM) and the Master site (SFCC) • Focus on Chinese market for TMALL, e-Boutique, WeChat activations (520 I love you day, Chinese Valentine's Day, 11.11, etc.) CONTENT • Production and development of creative content to support 360 ° activations / product launches of e-boutique / e-retailers sites in collaboration with marketing teams • Follow-up and retouching with the creative agency • Development of media banners according to country requests SITE • Creation of landing pages and follow-up with agencies (creative and integration) • Implementation of localization kits and recommendations of SEO friendly description • Monitoring asset rights and country use • Testing and implementation of new features and innovations (personalization, engraving, kit builder, landing page and product page of the new Pure Shots skincare range) • Writing of functional specifications DATA ANALYSIS • Global performance analysis of e-Boutiques and e-Retailers sites and online activities • Data analysis and potential opportunities • Analyze the offers and content of key competitors (brands and retailers) • Monthly reporting CRM • Data analysis of email performance • Adoption of new templates for countries • Monthly performance reporting with quantified analysis ➔ Tools: Salesforce Commerce Cloud (CMS), Google Analytics, Google Data Studio, Confluence, Jira, Teamweek, Basecamp, Redmine, HTML, CSS

For my Master Thesis, I did a Consulting Project for Parfums Givenchy dealing with the following theme: The influence of the muses in the purchasing behavior of social network users related to the perfumes and cosmetics industry. Thanks to a qualitative and quantitative analysis, my study has highlighted the brand's development axes and provided recommendations to enable them to establish a long-term sustainable influence strategy (muses and influencers). Analysis of the results carried out using NVivo and SPSS software. Grade: 16/20

Part of the Inside LVMH community (40 talents selected out of 6 500 interns / students). First and highly selective talent program launched by LVMH Group in 2018 to detect high potential candidates to join the Group Maisons.

• Redesign of the website givenchybeauty.com in 7 languages (FR, UK, IT, ES, RU, CH, JP): contribution, testing, HTML integration, etc. • Website management according to an editorial and marketing calendar • Development of digital contents (visuals and texts) for the website givenchybeauty.com and for e-retailers: briefs, development in collaboration with agencies, follow-up corporate marketing guidelines • Creation of guidelines for the markets (e.g. creation of a Salesforce user guide) • Management of operational demands e-retailers and markets • Preparation, catalog shoot and shoot guidelines for e-commerce website and e-retail • Benchmark and competitive intelligence ➔ Tools: Salesforce Commerce Cloud (CMS), Photoshop, Slack, Confluence, Jira, Wezen, HTML, CSS ➔ Soft Skills: project management, teamwork, communication and writing skills, self-confidence, proactive, analysis, organization, business and results oriented, ability to work under pressure with tight deadlines ➔ Hard Skills: e-commerce, e-retail, digital marketing ➔ Working methodology: AGILE (Scrum / Kanban)

Hanesbrands Inc. is the leading manufacturer and distributor of women's and men's underwear in the world. The group holds, among others, the brands Dim, Playtex, Shock Absorber and Wonderbra (formerly DBApparel). • Manage and animate the e-commerce platform: optimization of the internal search engine, merchandising optimization, cross selling, set up of A/B tests, creation and configuration of discount coupons, organization of game contest, publishing of the collection for each category, writing descriptions of the product sheets • Brand content: writing briefs to enrich the content pages of the website including the DIM blog • Webmarketing: improve online traffic and increase conversion rate (KPIs analysis, trigger emailings, integration of newsletters in collaboration with agency, SEO) • Project management: set up of various projects to improve the customer experience on desktop, mobile and tablet (customizable panties, integration of the module customer reviews BazaarVoice) • Competitive intelligence and benchmarks (newsletters, features, content, promotions, pricing) • Participation and follow-up of the animation plan and commercial actions • Photo shooting preparation and supervision for the Fall-Winter 2017 collection and the Spring-Summer 2018 collection • After sales service management via the Facebook page ➔ Tools: Salesforce Commerce Cloud (CMS), Google Analytics, Mapp, AB Tasty, Cegid, Pinterest, Facebook ➔ Soft Skills: teamwork, communication and writing skills, self-confidence, analysis, organization, business and results oriented ➔ Hard Skills: e-commerce, digital marketing, marketing, social media

• Updating the customer database (200 clients) • Mailing and phoning • Ensure order processing to billing and delivery • Developing business strategy • E-commerce : order processing and product referencing on Amazon and Price Minister • Management of the website berserker-gaming.com on WordPress CMS (creation of product sheets, categories, etc.) • Resize of visuals on Photoshop • After sales service

Part-time job • Welcoming local and international customers • Inventory management (restocking, inventory, etc.) • Merchandising • Building customer loyalty through adapted and personalized advice • Developing turnover of the store • Promote the brand image by offering exemplary service • Cash management

• Welcoming local and international customers • Inventory management (restocking, inventory, etc.) • Merchandising • Building customer loyalty through adapted and personalized advice • Developing turnover of the store • Promote the brand image by offering exemplary service

• Sales • Advice • Computer repair and maintenance

• Welcoming customers, advice and sales • Receiving deliveries and tallying the goods • Inventory management • Merchandising • Build customer loyalty • Developing turnover of the store • Cash management