Morgane LAY

En résumé

Entreprises

• MAC COSMETICS, ESTEE LAUDER COMPANIES, HONG KONG - Senior Manager, Creative Strategy and 360 Marketing

  2014 - maintenant As Senior Manager, Creative Strategy and 360 Marketing at MAC Cosmetics, I provide strategic direction in development and implementation of multi-platform plans, ensuring a cohesive customer journey across all touch points., I direct successful execution of integrated 360 marketing programs for 13 markets in APAC region from inception to final market. I envision and implement annual ‘Big Bet’ campaigns, ensuring attainment of set marketing objectives. I produce creative content for all platforms through co-ordination with APAC affiliates and global/regional creative. I establish a brand storefront on Tmall to strengthen MAC’s competitive positioning in China. I hold profit and loss accountability for an APAC budget > $2.0M. I plan, design, and deliver innovative brand awareness initiatives including the first Lazada Super Brand. I devise influencer marketing strategies for the Brand, including MAC x Lin Yun, resulting in 485 stories, $1.5M media value, and 2,300+ regrams for a $150K investment. I participate in development and execution of multi-platform plans, ensuring a cohesive customer journey across all touch points. I create seamless engagement between digital and products by piloting a new retail experience in Shanghai that blends interactive design, touch screens, and mobile interfaces.
  
  Following are my key achievements:
  • Sold Mac exclusive products to consumers by designing innovative brand awareness initiatives.
  • Spearheaded development and execution of retail strategy to increase traffic and sales.
  • Built and maintained relationships with key local and regional channel partners including Sephora.
  • Developed productive culture by coaching talents among the regional brand marketing organisation.

• UNIPLAN, HK - Luxury Unit Leader

  2013 - 2014 I joined Uniplan in 2013 and I positioned company as a leading creative agency for luxury brands by creating and executing a business strategy to disrupt the current market offerings. As Luxury Unit Leader, I held accountability for building a new luxury business unity for the agency. I trained a high-achieving team of four project managers, two producers, and two designers to create an innovative/commercially valuable business unit focussed on the luxury sector.
  
  Following is my key achievement that I attained:
  • Accomplished 30% over unit target through collaboration with key clients.

• Villadalésia & Co - Business Unit Leader and Key Account Director

  2012 - 2013 During this tenure, I directed and supported a highly skilled team of creative directors, producers and designers to streamline day-to-day operations. I oversaw agency’s key account as well as managed wide range of flagship store operations by devising quarterly showroom exhibitions, concepts, and interactive experiences.
  
  Following is my key achievement / contribution:
  • Negotiated and won 4-years collaboration contract between the agency and the automotive brand.

• GL Events - Shanghai World Expo Operation Director

  Paris 2010 - 2012 I headed a team of five project managers and 100 staff to direct events for 1.0M visitors in six months. I steered all strategic and operational aspects of the Rhone-Alps Pavilion during the Shanghai World Expo 2010.
  
  Key Events included: Pavilion Opening Ceremony, weekly conference program, institutional events, Hermes event programming, cocktails, and G7 Nanjing.
  
  Selected Contribution:
  • Devised event team for China Market and won the first pitch of the events department with approximately budget worth €150K).

• GL Events - Project Director

  Paris 2007 - 2009 I grew from a junior to a leading position in the agency. Leading teams & projects to successful realizations.
  Selected contribution:
  • Major Banking Corporate Conventions: creating unique content & format (from webinar to musicals)
  • Consumer-facing 360 activation for SNCF (French railway)
  • Beauty Brand Event: L’Oréal 100th-Year Anniversary

• IMM - Advertising Sales Manager

  2007 - 2007

• Morgane Lay - Maman

  2006 - maintenant Missions:
  - élaborer des stratégies de développement physique et intellectuel
  - Gestion budgétaire
  - Conception, mise en place et suivi d'événements: évéil, promotion de la vie, apport éducatif
  - Coordination et organisation des journées, des semaines, des mois...

• Architecture Studio - International Project Coordinator

  Orsay 2004 - 2005

• Reflex Event - Project Manager

  2003 - 2004 Fashion & Luxury Events

Formations

• Université La Rochelle

  La Rochelle 2002 - 2005 Asie- Pacifique
  
  Master 1&2

Réseau

• Alexandre CRESSOT

• Anne-Claire LORCY

• François THIRION

• Frederic BEREDER

• Guillaume DELLA SCHIAVA

• Mickaël DUBUCQ

• Pat GUERLETIN

• Philippe CORREIA

• Philippe SAMBAIN

• Sybil NGUYEN