Frederick Routier Email & Phone Number

Meyrin, Ch, Ch

In charge of the international coordination of Creative Communications at CartierEnsure the proper roll-out of the creative communication strategy respecting local specificities in collaboration with all stakeholders (strategy, creative, editorial, digital, media, pr ...)Support each regions & markets in the implementation and application of the Maison strategyValidate the relevance of local needs in terms of content, making sure they respect the strategy, messages and branding of the HouseContribute to the communication strategy and strategic planning with local insightsIn charge of fluidity and agility of HQ/market collaboration in the field of creative strategy.Team of 4 Project Managers

Minato-Ku, Tokyo, Jp

Responsible for Paid, Owned, Earned - including international media coordination and Brand Ecosystem developments (digital production, social, content factory, influence, events, public relations).BRIDGE BETWEEN BRANDS, FASHION HOUSES AND REGIONS (EMEA, AMERICAS, APAC)Narciso Rodriguez, Issey Miyake, Serge Lutens, Zadig & VoltaireLEAD 360 COMMUNICATIONS STRATEGIES AND GUIDELINESManage a team of 8 experts, developing a 3YP roadmap and its short term annual integrated guidelines,Ensure excellence in local markets executions through monitoring of key performance indicators, Consolidate and share best practices with internal and external stakeholders.DEVELOPMENT OF CONTENT STRATEGIES TO BOOST INSTITUTIONAL COMMUNICATIONS AND FEED OWNED ECOSYSTEMSOrchestrate factory content for social usage (IG) and regional specificities (APAC Lazada & TMall),Lead paid brand content with publishers and influencer global partnerships (25 brand ambassadors),Accelerate digital consumer experiences (activations, sampling) to support KCPs and effectively deliver results, and ROI.PURSUE AND PROMOTE INNOVATION THROUGH COHERENT ECOSYSTEMSPartner with transversal teams and Fashion houses to build & launch new websites that help deepen brands awareness, engagement, and loyalty with consumers.

Minato-Ku, Tokyo, Jp

GLOBAL STRATEGY AND MEDIA COORDINATIONFragrances Brands : Narciso Rodriguez, Issey Miyake, Serge Lutens, Elie Saab, Zadig & Voltaire

Hospitalet De Llobregat, Barcelona, Es

OMNIMEDIA STRATEGYDefine and orchestrate the global media strategy (budget process, guidelines, reporting, productivity): coordinate plans and operations in 34 markets worth €85m - Evaluate local tactics to ensure business objectives are met – actions integrated with PR/Trade/Etailing, and in line with brand imageLEADERSHIP & COOPERATIONMedia point of reference – bridge between markets/brands/licenses/distributors – rule agencies’ processes to ensure smooth collaborationsDIGITAL TRANSFORMATIONLead new digital developments incl. Social (Instagram, Facebook, YouTube, WeChat), Programmatic, Influencing, Native Advertising and branded content developments with publishers (CondeNast, Hearst), and digital pure players (Refinery29 …)BUSINESS DEVELOPMENTMonitor and define KPI, tracking of all campaigns results - Support brands and markets with research, white papers, studies, and best practices. Continuous monitoring of key competitive tactics (i.e. L’Oréal Digitalization) and new media opportunities (i.e. The Chinese Traveler)achievements→ Built strong trusted relationships that helped propel growth of our partnerships with PRADA, VALENTINO and JPG→ Actively participated in the design and deployment of a new premium integrated communication framework (on/off) involving Advertising, Communication, Media, Digital and Retail – In 5 years, +70M€ NR and +6# worldwide→ Act as global bridge leader and director between licenses (x7 media/image/communication directors/managers), markets (x34 brand managers) and brands (x6 DM/GPM) for the definition of the premium media strategy

London, Gb

Clients include: PSA, COTY, Caudalie, Estée Lauder, Clinique, Longchamp, Faconnable, Havaianas- Lead the development and execution of national and international media strategies across 24 markets- Coordination of clients’ services and media experts- Manage Global Competitive deep dive, Consumer analyses (TGI) and best-practices (on/off)ACHIEVEMENTS- Development of long term pan-European Word-of-Mouth influencing and sampling programs to boost trial and recruitment of Millennials- Built innovative strategies and special operations that helped spread Caudalie´s core values through branded content in print and digital- Organized global workshops & seminars and encouraged best practices' sharing that participated to knowledge enhancement over the networks

London, Gb

Clients include: Ministry of Economic Development and Trade of Ontario, Canada Tourism, Maxxium Canada (Jagermeister, ABSOLUT, Cruzan, Remy Martin), Dial, Rossignol, Shred IT, Crime Stoppers.ACHIEVEMENTS- Creation of an international media coordination team in charge of international strategies coordination and local media planning & buying implementations- Development of successful cross-media partnerships with The Economist Intelligence Unit that helped raise Ontario’s business attractiveness with the production of thought leadership branded content and the sponsorship of C Suite international conferences- Professional acknowledgment at the Communication Innovation Awards (Canada, 2007): Best Media Strategist for Jägermeister Influencer Program

Clients include: Invest Ontario, City of Toronto, Interac.

New York, Ny, Us

Clients include : L’Oréal Paris, Cereal Partners Worldwide (General Mills & Nestlé Cereals), NPPC, Nespresso, Delphi, Pechiney (Cebal, Techpack), UPS, Burgundy Wines.ACHIEVEMENTS- Successfully assisted International Media Director in business development of the Unit- Co-created innovative sponsorships programs between Maybelline and MTV Asia, Nespresso and CNN Europe- Coordination and development of “Ensemble” (Adquest Millenium Proprietary Tool), the 1st International Cosmetic Media Expenditures database for L’Oréal across 13 markets (Europe 9, USA, Japan, Brazil, and Mexico)

Digital Marketing : Customer Engagement, Social Media, Planning & Analytics, Marketing

Education record

Master Hautes Etudes Internationales, Option Asie-Pacifique, Sciences Politiques Et Gouvernement

Master Of Arts - Ma, Japanese Studies