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Erika FRANCHINI

ROME

En résumé

Experienced consultant in communication and marketing strategy, with particular focus on CRM. Managed projects pertaining to content, operations, marketing and commercial issues.

MBA at HEC School of Management.

Specialties:Strong relationship building, negotiation and creative problem solving skills

Mes compétences :
Luxe

Entreprises

  • Brand Advocate (Paris, London) - Directrice Conseil. Account Director

    2008 - 2013 - Carried out qualitative and quantitative analysis on brand positioning and clients profiling.

    - Advised on CRM strategy roadmap and action plans to meet markets’ ROI objectives.

    - Managed projects from their early stage (proposals’ development and quotation; contract negotiation), to their complete implementation, ensuring that project teams are fully briefed on clients’ business, project objectives and required deliverables, and contributing to smooth production processes.



    Main clients and projects:

    - Paris Saint-Germain Football: profiling of the clients' & fans' bases.

    - Lancel: brand audit.

    - Hendrick's Gin: implementation of global RM campaign.

    - Grand Vision France: customer analysis to gain insight on clients' and prospects’ consumption habits and attitudes; business audit to validate marketing objectives and prioritize actions.

    - Montblanc: design of the European CRM program, including customer life-cycle online and offline supports, and client dedicated offers. Test & learn approach based on campaign result / ROI analysis, and database monitoring.

    - Viktor & Rolf Flowerbomb (L’Oréal): design and deployment of a CRM program in Europe to attract prospects and generate additional business while maintaining an exclusive brand image; the program rewards members according to their value and interaction with the brand.

    - Aigle: conception of a loyalty program dedicated to clients of French retail network, based on customer experience analysis and aimed at helping retain existing clients (anti-churn).

    - Galeries Lafayette: research on luxury clientele and advice on VIP fidelity program.

    - 3M: issued go-to-market recommendations for a new B2C product launch.

  • Media View - Plakativ - International Advertising Coordinator

    2005 - 2006 - Managed cross-country communication projects (combined value: €1M), with responsibility of budget and timing, fully matching the needs of a wide range of clients, partners and suppliers.

    - Developed recommendations for best practices and presented them to the whole network of affiliates.

  • Bandini e Morini Editrice - Marketing Advisor and Director of Business Development

    2004 - 2005 - Designed and directed a successful strategic marketing plan for entering a new market segment.

    - Doubled the magazine’s brand awareness thanks to the aggressive partnership plan and launch campaign.

    - Developed new businesses, exceeding revenue targets by 30% and winning the initial aversion of advertisers towards the free-press media by offering a dramatically innovative value proposition.

    - Recruited, trained and supervised the sales team.

  • Grandi Stazioni - Advertising Executive

    2004 - 2006 Increased sales of out-of-home and below-the-line advertising by +25% on a portfolio of national clients.

  • Sinergie - Event Manager

    2002 - 2003 - Managed organization of events nationwide, closed sponsorship contracts, selected suppliers, organized logistics. All events have been broadcasted on national TV channels.

    - Developed and capitalized on relationships with key customers from the public sector (national Ministries, regional Councils), turning them into long-term investors.

  • La7 television - Special Project Editor; Advertising Executive

    2001 - 2002 - Gathered customer insights by analyzing the Italian market (qualitative methods).

    - Wrote 3 innovative TV programme scripts to meet selected clients’ needs, co-managed the production of the pilot films. One program was fully produced and aired (audience share: 10%).

    - Increased sales to existing clients by +20% and generated revenues from new business.

  • Ford Motor Company - Brand Manager Assistant

    Paris 2000 - 2001 - Carried out market and product analysis on own and competitors’ brands.

    - Developed the promotional material to be used by the dealers, adjusting the contents to the desired positioning (use of perceptual maps).

Formations

  • HEC

    Jouy En Josas 2006 - 2007 Marketing Track

    Master in Business Administration.


    Special activities:
    - Marketing Project at La Maison Parisienne (Luxury accessories), Paris, France: driven the brand building process (brief, market intelligence, segmentation, positioning), and defined the marketing plan for a new luxury offer.


    Activities and Societies:
    - Media & Entertainment Society.
    - Marketing Officer and Salsa Captain at MBAT 200

  • Otto-Friedrich-Universität Bamberg (Bamberg)

    Bamberg 1997 - 1998

  • Università Degli Studi Di ROMA La Sapienza (Roma)

    Roma 1994 - 2000

  • Università Degli Studi Di ROMA La Sapienza (Roma)

    Roma 1994 - 2000 Comunicazione istituzionale e d'impresa

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