Laurence Boris
Senior Product Manager
Main skills:
• Products and offers development: Develop and drive several strategic and core values web and mobile services for consumers and business customers (storage, share and remote access offers). Specialized for marketing aspects, designing conception and launch of these offers : Market analysis and studies, competition benchmarks, external and internal positioning, offer structure and pricing definition, distribution plan, financial and legal aspects, opportunity and feasibility studies, product conception (with project, technical and design teams), specification documentation. Product life management: definition of functional requirements, roadmap and budgets follow up. Definition of KPIs and customer care tools requirements.
• Operational marketing: Definition of the launch plan to develop and keep existing users and increase traffic. Definition of the communication plan : on & off line animations, direct marketing campaigns, events, natural and paying referencing on search engines, affiliation campaigns, advertising campaigns …
• Partnerships development : Management of relationships with printing vendors, engagement of varied partners on a B to B portal (23 new partners recruited in 1 year)
25 contactsORANGE (1st broad band internet and voice on IP provider in Europe, 3rd mobile operator in Europe, 2nd operator WW for voice on IP – 172 million customers WW)
Management of “My Content on Line” and “Photo Service”: 2 convergent offers available on the web and thru mobile Orange portals to store and share personal contents
- Photo service: 1, 2 million users, revenue growth: +40% YoY.
- “My Content on line” : 1,2 millions users targeted in 2009
- Launch of “My Content on Line” offer planned on the 26th August 08 (soft launch since the 16th July 08): ( http://mesdonnees.orange.fr ), to visit Photo service : http://photos.orange.fr )
- Definition of services and their evolutions with the Corporate Marketing team, design agencies and with project and development technical teams
- Optimization of the customer experience : use cases and business rules, definition of functional requirements and specifications
Management of commercial animations for the services:
- Definition of operational marketing plans : direct marketing campaigns (on & off line), on and off line events, internal communication campaigns, web and mobile referencing (natural and paying), affiliation campaigns
- Scoring of targeted customers, marketing briefs definitions, contents validation, results analysis
- Promotion, definition and negotiation with commercial partners and providers
Business Management :
- P&L modelling and follow up, budget update , results analysis
Market analysis and customers needs studies:
- Qualitative and quantitative studies pre and post launch
- Customer care and assistance follow up
- Business intelligence
Management of a marketing assistant
2003 - 2004Launch of a new conference call offer and management of an existing service
Offers definition and development
- Definition of the product evolution needs, functional specification writing
- Developments follow up with project and technical teams
Business Management
- Business model definition
- P&L modelling and follow up,
Communication – Marketing
- External and internal communication plans definition
- Development of communication campaigns on and off line
Consumer Partnership Management – 6 partners recruited within 6 months
- Usages and targets identification
- Definition of distribution and business models to partners
- Sourcing , prospecting and negotiating conditions
- Development of web interface to integrate partners web site. Functional definition and project follow up
2001 - 2003FRANCE TELECOM – Transpac - bizao: Professional services internet portal to ease access to for small & medium businesses
Product Marketing
- Study and identification of needs in terms of web services: qualitative studies (focus groups and one to one) and market analysis.
- Definition of the strategic marketing plan
- Active member in the project team defining of functional evolutions to optimise usages, increase the audience and the revenue
Partnership development (23 partnerships engaged in 2002)
- Offer definition on the target human resources, finance, general management, purchases, logistics. Potential partners benchmark, prospection and negotiation of web integration conditions
- Project management, piloting evolution and maintenance of the services with technical teams
Responsible for the optimization, the integration and maintenance processes
- Piloting partners integration and maintenance costs reduction (costs divided by 4 in 2002)
- Piloting revenue reporting and contracts optimization : reporting, invoicing, fees payments, contracts templates
Management of 2 partnerships managers and 1 marketing studies responsible
- Support and help on technical, methodological and organizational points of view
- Follow up, results controlling and adjustment of actions plans