Alexandre Lecler Email & Phone Number

London, Greater London, Gb

- Build, lead and grow the local marketing team with a culture of safety, trust, collaboration and transparency.- Create Regional Marketing strategic plans, including but are not limited to setting the product positioning, competitive analysis, messaging, marketing collateral/assets, use of owned online/digital channels, social & community plans, PR & influencer relations plans, media buy & advertising plans, especially performance marketing measured by CPA and ultimately by RoAS.- Define the Territory objectives & communicate measurable goals for achieving them, to drive new acquisition, winback and ultimately conversions to the overall business.- Develop and execute territory data-driven marketing plans, based on KPIs defined beforehand.- Work with internal stakeholders (business intelligence team, development studios in Japan) in setting the business forecast and P&L for the Regional markets, recommending business model / pricing strategy and continually drive toward meeting the necessary business goals. - Build a detailed understanding of the product and be able to deliver high-impact programs with relevant partners to foster players from the community.- Manage marketing budgets within agreed FY levels and track budget spending.- Work closely with international stakeholders and build trustful connections to share best practices and influence decision-making for the benefit of the players, the project and the teams.- Ensure that the Territory Go-To-Market plans are aligned to the Western & Regional Strategy plans. Lead regular market check-ins with Western Strategy/Regional Project Leads to drive campaign adjustment and results.

London, Greater London, Gb

- Responsible of the MMO Business unit for France and Benelux territories.- Created and executed Marketing Strategy Plans in collaboration with the International FINAL FANTASY XIV Brand Team to drive new acquisition, return and retention of players.- Accountable for the vision and the digital strategy of media buying, for both branding and performance (Facebook, Programmatic/RTB…) in relation with media agencies, advertising networks and trading desks.- Developed innovative digital content to increase the share of voice and the reach in all digital channels, including streaming and brand content in partnership with key influencers.- Defined KPIs and sales forecasting for the online store and retail.- Managed marketing budgets.- Creation of advertising assets for all European countries to drive players acquisition and maximized social engagement of active and lapsed players.- Supervision of local events (PGW, Japan Expo) and key stakeholder for international events (FFXIV Fan Festival).- Reported directly to the US/EU Executive Director and managing approval of all plans directly with HQ in Japan.- Management and recruitment of a marketing team.

London, Greater London, Gb

- Managed all key activities in business and development of strategic vision in short to mid term.- Created Business Plan, sought funding and fundraising.- Defined the Product around game sharing economy, the Marketing Strategy, the Business Model and KPIs.- Led and optimized customer acquisition journey through all digital channels: SEM, SMA, SEO, eCRM and Affiliation.- Conducted Business Intelligence, benchmarking and data analysis from reporting tools created to improve the product, user experience, registration funnel and customer satisfaction.

London, Greater London, Gb

- Defined, led and coordinated the Marketing Strategy in France/Benelux regions for the biggest brand of the group (more than 100 million units of Final Fantasy games sold worldwide) in collaboration with headquarters.- Managed marketing budget. - Improved significantly the Cost per Acquisition to increase registrations to FFXIV beta (+500%) and replicated in all European countries, while optimizing ROI permanently (Best Practice Europe).- Created and set up TV, Online and Print advertising campaigns with media and agencies.- Built an evangelization plan to promote products in stores with Sales and Trade Marketing teams.

Osaka, Jp

- Created, implemented and reported marketing plans for all biggest Capcom franchises (Resident Evil, Street Fighter...).- Developed and managed digital marketing strategy to reinforce Capcom presence in online and social media, improved customer satisfaction and foster communities (Best practice in Europe).- Accountable for social media and online marketing investments with efficiency and consistency.- Worked closely with local and US/EMEA PR managers to get best of PR strategies, to adapt them locally and to gain media & YouTubers attention.- Conceived and implemented trade marketing promotions in conjunction with Sales Team and to maximize pre-orders and sales.- Execution of market study, sales analysis and competition benchmarking.- Managed a team of 2 Community Managers.

Redmond, Washington, Us

- Responsible for digital marketing strategy to support GTM’s and all Xbox products and services launches.- Recommendation of Xbox online media & advertising plans (Display, SEM) and negotiation of additional free coverage with media to maximize ROI.- Managed 4M€ of online marketing budget.- Built new monetization strategy to create value and to negotiate extra visibility in physical/online stores and with strategic partners Samsung, Peugeot & Warner (500K€ in counterparts).- Development of innovative CRM programs to recruit 200K leads to broaden the audience (EMEA best practice).- Accountable for all digital activities (viral marketing, social networking, official sites, community management, search) to maintain an ongoing dialogue with audience and to excite communities.- Key contact for media, web and community agencies.

Lyon, Auvergne-Rhône-Alpes, Fr

- Responsible for products launches and allocation strategy while minimizing production costs and stocks to have the best ROI for the business.- Marketing mix optimization (new price positioning and product line depth).- Managed partnerships to get more visibility and to increase media plan performances with Atari and TF1 video.- Creation of leaflets showing new & back catalog of Dragon Ball and Saint Seiya products to generate incremental sales.

Redmond, Washington, Us

- Follow-up of online/CRM content & schedules on Xbox channels and websites.- Organization of Xbox exhibitions in major specialized and mainstream events (3M contacts).- Managed brand strategic sponsorships to build Xbox legitimacy close to racing and soccer communities.- Negotiation of visibility in promotions on 1M packs with FMCG’s company.