Abdellah Mellouk Email & Phone Number

New York, New York, United States

In my role as VP of Integrated Marketing, I lead the development and execution of comprehensive marketing strategies that drive brand awareness, engagement, and conversion. Overseeing a talented team of marketing professionals, I ensure the seamless execution of 360 campaigns across digital, social media, PR, and experiential marketing channels, aligning with business objectives.Key responsibilities include:- Integrated Marketing Strategy: Develop and implement brand positioning and audience engagement strategies, driving customer acquisition and retention through targeted campaigns.- 360 Campaign Management: Lead cross-channel marketing efforts across digital, traditional, and social platforms, ensuring cohesive brand messaging and measurable outcomes.- Paid Media: Guide media strategy and optimization, managing media budgets and partnerships to maximize ROI and brand impact.- Social Media & Content Strategy: Advance David Yurman’s social media presence by driving content innovation and community management to fuel growth and engagement.- Brand Partnerships & Events: Identify and execute elevated brand partnerships and events that enhance brand relevance and growth in earned media.- PR & Communications: Develop strategic press and earned media initiatives to grow brand awareness and familiarity across key luxury and fashion spaces.- Leadership & Mentorship: Lead a high-performing marketing team, fostering a collaborative and innovative environment that drives exceptional results.My role allows me to stay at the forefront of marketing trends, blending strategic oversight with data-driven decision-making to elevate the David Yurman brand.

New York City Metropolitan Area

Lead Origins' Global Brand Storytelling and Consumer Experiences for MarketingFunctional oversight: Go-To-Market, Brand Communications, Social Media, Earned Media, Paid Media, Digital Marketing, Education & Field Training, Retail Marketing, Event Marketing, Sustainability Messaging and Philanthropy

New York City Metropolitan Area

New York City Metropolitan Area

Responsible for Global Digital Consumer Engagement for Origins

Paris, Île-De-France, France

Lead development of the brand marketing ecosystem for the EMEA region: • Build a consumer engagement strategy that creates a synchronous marketing ecosystem.• Work with VP of MAC EMEAI to maximize the contribution of social/digital marketing to the MAC ecosystem.• Work with affiliates to understand engagement and content requirements to maximize and optimize go-to-market performance.• Leverage social/digital data to measure and manage channel, content and media performance.• Work with Affiliates to optimize spend across media.• Drive the development of innovative 360 global marketing programs.Build Revenue and Market Share: • Develop innovative and high ROI consumer engagement and go-to-market strategies.• Optimize the use of earned, paid and owned media to drive full-funnel marketing.• Create, develop and apply innovative marketing, content and brand strategies. • Oversee and monitor the advertising budget across 18 affiliates.Measurement & Analytics: • Leverage digital analytics to drive marketing relevance.• Understand changing trends in the industry.• Translate data into key goals and revenue targets.• Evaluate the performance data of all channels. Pivot strategy to match what consumer needs.People Leadership:• Manage a team of 4 people • Partner closely with Human Resources to evaluate talent strategy across the affiliates. • Identify key skills that are teachable and those that must be brought in by discipline experts within or outside of the Beauty Industry. • Identify the skills that will move the Brand to be a leader in consumer engagement across all platforms. Process Improvement and Alignment: • Build and align goals to ensure everyone is working to increase efficiencies. • Act and decide when it’s common knowledge that something is not working. Identify the root cause of the problem and negotiate a solution with key partners.

Paris, Île-De-France, France

E-Commerce Management: • Develop the e-Commerce strategy for the brand and provide tool kits to 3 owned eBoutiques (US, UK & China)• Collaborate with agencies and internal IT teams to develop the new e-com flagship site on Demandware platform3rd Party Retailers management:• Ensure the brand standards are met amongst all markets by online marketing efforts among 87 3rd party retailer sites.• Work with Studio and regional teams to provide guidelines ensuring a coherent & global presence on key 3rd party sites. • Manage Brand corner opening for specific regions (Sephora.com US)Data Analysis and Benchmarks: • Gather & Analyse data including sites KPIs & sales performance for both eBoutiques and eRetailers sites. • Measure content & site design performances through Facebook/YouTube Insights and Google Analytics tools Content and Campaign Management:• Fragrance: Head Acqua Di Giò new digital platform including DOOH activation in partnership with Boots UK. • Beauty: Introduce a new make-up category via a multi-devices activation (site & mobile) including Shazam mechanism & interactive before/after tool + exclusive film/tutorial: http://bit.ly/1ziBeNE 500 000 unique visitors on siteTeam Management and Evangelization: • Management of 1 project manager & multiple agencies• Digital mentoring of executives• Budget ownership with controller & finance

Paris, Île-De-France, France

Website Management:• Led the development of the new Armanibeauty.com, from site design to maintenance & roll-out in 8 regions• Liaised with digital agency for the technical development of site design optimizations, new features and functionalities Content Management: • Created +250 contents (photos, videos, sites) for +25 campaigns a year on 3 lines: fragrances – makeup -skincare• Supported regional teams on global com/digital plan implementation and regional content development• Produced tailored made social media content for live coverage during Fashion shows: http://bit.ly/1CeNMaiCampaign Management:• Created online media-planning in line with branding and priority marketing launches• Produced and delivered 360° strategies working with creative partners, copywriters, external agencies & fashion team• Identified market trends in relation to content, multi-screen and social activations• Beauty : Raised awareness via the creation/broadcasting of a disruptive film: http://bit.ly/1ymuZZ3 6 M views in 8 regions• Fragrance: Enriched storytelling via full activation centred on a digital film: http://bit.ly/1sW7xS9 10 M views in 10 regionsSocial Media Management: • Created Armani Beauty social media international strategy on Facebook and Youtube with regional implementation • Launched Armani Beauty YouTube custom channel: http://bit.ly/1xt681O 48 Million views since launch in 9 regions• Launched Armani Beauty Facebook Global page: http://on.fb.me/1yGPYXc 1.4 Million fans - 14 regions & average 10% engagement rate per postSearch (SEO/SEA): • Worked with agency to pilot the purchase of keywords in select regions to promote content pages and key products • Established the foundation of the brand’s search strategy via SEO pilot study (UK) including e-boutiques & e-retailersInfluencers and PR: • Managed key international influencers events & partnerships

Paris, Île-De-France, France

Digital Project Management:• Managed overall maintenance of intl. brand site through regular update of entire product catalogue, rich content,including preparation of all source packages for global webmastering• Managed localizations of digital activations in 25 markets • Developed digital content & tools : micro-sites, mobile applications (iOS), video tutorials• Consolidated lorealparis.com insights for +30 sites and 25 Facebook pages

Paris, Île-De-France, France

• Managed, developed, and updated contents & projects for the website’s MP3 section • Identified promotional areas on the site to maximize return from e-trade angles and features such as online competition, promotional bundle etc.. • Liaise with marketing departments, and identify opportunities to develop and increase exposure of MP3 section and build the offer.

Paris, Île-De-France, France

• Developed a new online loyalty program (Le Cercle), direct mailings (Rewards, Initiation, and regular mailings) • Customer Service - eblasts: manage Thierry Mugler eblasts from briefing to targeting based on Marketing calendar and major events • Social Media: update of the Thierry Mugler Facebook and Twitter accounts, programs on Youtube - • Coordinate online programs with subsidiaries and provide them with content.

Luxembourg

CONTENT CREATION• Creation of content (articles, photographs) for Nico Magazine (interviews & fashion, international award winning Luxembourg trend magazine with worldwide distribution).

Estee Lauder Leadership Program

Master'S Degree, Communication, Général

Bachelor'S Degree, Business/Commerce, General

Master Degree, Marketing/Project Management, Marketing

Bachelor’S Degree In Communication, Communication Organisationnelle, Général