Charlotte Cumin
Are you looking for a Branding and marketing expert ? I help you design strategies and campaigns to your image, by combining my skills in marketing and communication, as well as ethics and consumer psychology. In each of my project, creativity, respect and ethos are at the heart of each of my reflections, in order to offer activations in total agreement with your values! My areas of expertise : - Marketing campaign: USP, big idea, 5 pillars of any campaign (communication, PR, SM, e-commerce, in-store) - Project management : ideation, partner contact, implementation of activations, operational... - Market research : analysis of trends, competitors, brand positioning, insights... - Marketing strategy : market analysis, consumer psychology, offer definition, pricing...
En charge du développement des zones : - LATAM - Amérique du Nord - Europe du Nord - Europe du Sud
Leadership & Psychology - Strengthen leadership of female entrepreneurs in their early stages - Use psychology to decode the unspoken & motivate - Create personalized mentoring programs Consumer & Market Research - Conduct consumer & market research to guide marketing campaigns - Analyze data to guide the strategy - Collaborate with customers to create customized marketing plans Marketing Strategy - Develop marketing campaigns from brief to distribution - Define marketing strategies & brand identity - Conduct brand audits to identify opportunities Social Media Management - Create engaging content & animate an online community - Use organic growth strategies to increase the reach
Product Development - Improve product ratings (3.5 to 4.8) on Yuka & INCI - Renovate formulas for more ethical products - Manage +20 products launches - Design product concepts based on market research, competitors & social listening Marketing Strategy - Transform brand image into a "love brand" - Study the market to target customers and ensure fit - Design 3-year marketing plans with various activations - Identify business opportunities & create innovative product concepts - Develop a global marketing strategy Communication & PR - Launch 360° customer-centered campaigns - Manage relations with press agencies, designers and partners - Create multi-channel content to reinforce brand awareness and attract new customers Project Management - Collaborate with laboratory with specific guidelines (blacklist & wanted ingredients) - Implement a QR code to track ingredients & sourcing Launches : intimate gel, organic range, hair range...
Marketing Strategy - Adjust the global marketing strategy for local market - Plan & orchestrate targeted marketing activations - Use data from consumer studies (Kantar, Google) to fine-tune strategies - Set up a specific shopping path for Chinese Traveler Consumers (CTC) on Black Friday (#1 selling brand) Trade Marketing & Merchandising - Define the assortment per POS based on typical customers & performance analyses - Manage merchandising implementation & ensure daily follow-up to guarantee quality and luxury service Customer Experience - Develop ultra-luxury customer experiences (store to home) - Provide a 360° service to immerse customers in the brand's universe from the very first contact - Build customer loyalty in collaboration with the CRM team Performance Analysis - Monitor customer feedback for instant integration - Analyze daily store performance (SAP) & M.O.B. (mix of business) - Support teams by providing translations, tools and managing orders Launches : Regenerating Serum, Neck Concentrate, Holidays... La Mer podium at Sephora Champs Elysées Arrival of La Samaritaine: how to implement the brand?
Event Management - Design and develop themed events on 12 POS - Organize events within budget and objectives & negotiate - Evaluate the impact & effectiveness of organized events Animation & B2B partnerships - Anticipate customer needs for events through animation - Manage B2B partnerships to increase traffic - Write creative briefs for communications agencies
Content Management - Design 360° concepts for bold marketing campaigns - Produce press kits coordinating various teams - Define content, centralize strategic info, and oversee high-impact international mailings Project Coordination - Manage tight deadlines & lead up to 5 projects - Act as a privileged interlocutor (HQ, markets & providers) Communication - Design innovative PR boxes, captivating universes that sublimate the products - Animate the website with content (banners, product sheets...) & integrate back-office elements for markets Strategic Intelligence - Develop newsletters highlighting market best practices - Create insightful reports to guide product launches - Maintain a constant watch to keep abreast of market trends and best practices, anticipating future challenges
Paris Fashion Week - Host meetings in our showroom to deliver exceptional customer experiences ( C. Coutinho, Nicki Minaj, Kat Graham) - Organize 3 fashion shows (briefs, logistic) Media Monitoring - Keep abreast of the fashion press to stay ahead of trends - Sending out press publications for brand's awareness - Manage the database, updating its fundamental elements Partnership Management - Orchestrate shopping experiences on a daily basis (contact with journalists, stylists & influencers) - Create & maintain partnerships with leading influencers - Create unique private events to strenghten relationships
Strategy Marketing - Design marketing strategies for the Spanish market - Organize memorable events (Girona Flors, Carnival...) - Analyze retail results vs objectives, maximize average basket size & build subscriber loyalty (+23.4%) PR & Influence - Establish PR by sending garments for photoshoots (El Corte Inglés) - Develop influential partnerships to reinforce brand awareness Communication - Create & manage marketing tools (collection books, product sheets...) - Supervise Spanish website, translate & update - Send marketing tools & products to partners Strategic Intelligence - Monitor best practices & competitive intelligence on Spanish market and globally - Write informative newsletters on those best practices for the global team