Isabelle Cabasse Email & Phone Number

Port-Louis, Fr

Port-Louis, Bretagne, France

Art craftswoman in straw marquetry

Paris La Défense

True interface with the IT Department, I operate as the dedicated marketing project leader to support the company digital transformation.Operating scope:- Digital customer journey: from reservation to online check-out, including digital key to open room doors via a smartphone through our stay application, for all our brands, from budget to upscale segment.- International multibrand loyalty program strategy & conception: project definition & management, cross-functional workshops;… Show more True interface with the IT Department, I operate as the dedicated marketing project leader to support the company digital transformation.Operating scope:- Digital customer journey: from reservation to online check-out, including digital key to open room doors via a smartphone through our stay application, for all our brands, from budget to upscale segment.- International multibrand loyalty program strategy & conception: project definition & management, cross-functional workshops; KPIs, digital customer paths impact analysis, conception and implementation…- Campanile website modernisation & UX design workshops- Client Wifi Login pages redesign: look & feel, customer path reshaping to collect customer data and feed CRM databases on 2 targets (in-house guests and selling area common spaces users)- Chinese tourists experience improvement: customer service Point of Sale documents, implementation of new payment solution on websites and in-house (China Union Pay)...Other missions- Innovation competitive intelligence on a customer standpoint- Digital media campaigns for our hotels in Germany- Partnerships with sport business institutions: strategy & dedicated offer design Show less

Paris

2nd European hospitality group, top 10 worldwide leaders with more than 1100 hotels in 40 countries - Budget to upscale hotels – turnover 470 M€Bought by Jinjiang International (Group) Company Limited in February 2015Managing the Campanile brand (ie 400 hotels over 10 countries), including hospitality & restauration product lines : brand strategy, branding, media plans, promotions, merchandising and commercialisation tools (global and local), new concepts deployment, network… Show more 2nd European hospitality group, top 10 worldwide leaders with more than 1100 hotels in 40 countries - Budget to upscale hotels – turnover 470 M€Bought by Jinjiang International (Group) Company Limited in February 2015Managing the Campanile brand (ie 400 hotels over 10 countries), including hospitality & restauration product lines : brand strategy, branding, media plans, promotions, merchandising and commercialisation tools (global and local), new concepts deployment, network animation liaising with the Operations. Budget, reporting and partners relations such as the Franchisees Committee.Additional missions:2012 to 2013: accountable for BtoB communication tools for the 3 economic brands towards tourism intermediaries (CWT, Amex...)2013 to 2014: operational marketing for the budget brand Première Classe (more than 240 hotels throughout Europe) Show less

Managed the company loyalty programs, and especially worked on the launch of a new multi-brand international program (6 brands, from budget to luxury hotels)Increased customer knowledge, defined marketing segmentation and builded Client Information datamart, campaign management tool and business reportings.

Paris

Client Relationship Consulting Firm – Temporary 2 months contract• Answered a Request For Information to design and implement a pan-European Loyalty Program for a major on- & off-line Mail Order Company• Builded the Prospects & Clients database• Organized Direct Marketing actions (BtoB) to communicate on multi-channel strategic & organizational consulting on the customer value and journey• Managed Corporate Communication: corporate identity guidelines, collaterals… Show more Client Relationship Consulting Firm – Temporary 2 months contract• Answered a Request For Information to design and implement a pan-European Loyalty Program for a major on- & off-line Mail Order Company• Builded the Prospects & Clients database• Organized Direct Marketing actions (BtoB) to communicate on multi-channel strategic & organizational consulting on the customer value and journey• Managed Corporate Communication: corporate identity guidelines, collaterals, consultants’ tool box with corporate Office documents... Show less

Created a module and trained executives on professional social networking (web 2.0): Viadeo, LinkedIn, Facebook, Twitter... Occasional workshops for APEC, ALTEDIA / LEE ECHT HARRISON

CBS CorporationMedia & Space-selling organisation, Out-Of-Home Advertising – Turnover 160 M€Budget 350 K€ – Generated turnover 855 K€ / year• Created and implemented the BtoB multi-canal client marketing action plan targeting prospect and client advertisers (acquisition & loyalty) with R.O.I. follow-up: - Introduced digital marketing in the company culture : e-mailings, lead generation website & search engine management (SEM), Online marketplace official supplier… Show more CBS CorporationMedia & Space-selling organisation, Out-Of-Home Advertising – Turnover 160 M€Budget 350 K€ – Generated turnover 855 K€ / year• Created and implemented the BtoB multi-canal client marketing action plan targeting prospect and client advertisers (acquisition & loyalty) with R.O.I. follow-up: - Introduced digital marketing in the company culture : e-mailings, lead generation website & search engine management (SEM), Online marketplace official supplier (Companéo) - Built the prospect/client marketing database, BtoB external files selection and buying - Conceived and realised collaterals and sales tools, actively participated to the Sales Team animation• Managed the communication agency and the internet consulting suppliersAdditional missions, upon General Management request:• Managed the SFA (Sales Force Automation) & CRM tool development and implementation: project owner, business specialist project manager, in charge of the steering committee; from specifications to change management and nationwide training (160 sales representatives)=> Tool integrated in company culture, used by 75% of sales after 1 year, kept on progressing• Redesigned entirely the digital corporate communication: web site content strategy, copywriting, newsletter implementation and performance dashboards set-up (audience, inbound mail traffic generation), natural referencing (SEO)... Leading member in the international pitch project team (11 countries)• Represented France Marketing in the International Marketing Community team: French activities reporting, CBS Outdoor clients international illustrated database implementation Show less

AC NIELSEN Group – Turnover 55 M€Formerly NETVALUE S.A. (2000 - 2002) – Turnover 15 M€Media Research Institute: On-line Audience and Consumer Panels• Created, launched and managed web-analytics market studies lifecycle: database objects online query interface, audience report interactive Excel spreadsheet product• Participated to the Corporate Strategy definition: marketing plan, offer & product restructuration pre-studies when preparing merging projects• Operational… Show more AC NIELSEN Group – Turnover 55 M€Formerly NETVALUE S.A. (2000 - 2002) – Turnover 15 M€Media Research Institute: On-line Audience and Consumer Panels• Created, launched and managed web-analytics market studies lifecycle: database objects online query interface, audience report interactive Excel spreadsheet product• Participated to the Corporate Strategy definition: marketing plan, offer & product restructuration pre-studies when preparing merging projects• Operational digital communication: revamped and adapted the trilingual panelists recruitment website, including referencing strategy and affiliation programsPreviously Pre-Sales Manager, Consulting Department, Europe• Designed packaged studies meeting Marketing Services emerging data needs: key audience figures, internet user profiling, traffic sources, duplication analysis…• Created Custom Panels solutions in response to client tenders and formalized sales proposals (ex: UBISOFT) Show less

YOUNG & RUBICAM GroupCommunication and Marketing Services Consulting AgencyAccountable for the Agency’s second biggest budget: UNILEVER Group, 12+ M€Managed functionally 6 people (Operations, Creatives, Production, Database…)Launched and developed « Pour Tout Vous Dire » BtoC CRM multi-channel and multi-category program (circa 20 brands in Food, Home and Personal Care)- Built and managed the 3 million households database: acquisition, qualification and segmentation… Show more YOUNG & RUBICAM GroupCommunication and Marketing Services Consulting AgencyAccountable for the Agency’s second biggest budget: UNILEVER Group, 12+ M€Managed functionally 6 people (Operations, Creatives, Production, Database…)Launched and developed « Pour Tout Vous Dire » BtoC CRM multi-channel and multi-category program (circa 20 brands in Food, Home and Personal Care)- Built and managed the 3 million households database: acquisition, qualification and segmentation strategy, customer information development- Targeted communication strategy: consumer magazine editorial line, brand adaptation, personalised mailing conception including coupons, samples, sales proofs collectors, games…- Household-dedicated promotional targeting implementation: client profile customized content, variable coupons face value determined according to potentials and buying behaviour- Global performance analysis follow up (R.O.I.) through AC Nielsen Consumer Panels results, IPSOS satisfaction polls, scoring- E-crm deployment recommendation: extension of the concept in a community website, chat / forum, services exchanges…=> Profitable program for the Group from the 1st operating year, sales increase by 30 to 50% for the participating brands, still on-goingPreviously Junior then Senior Account Executive:Managed various B2C or B2B budgets, locally or internationally: Advertising & Communication, Direct Marketing, Sales Promotion, Point of Sales Animation and Sales Force Incentive Campaigns (DHL, IBIS HOTELS, ERICSSON, CAPTAIN IGLO, BONDUELLE RHF, ZENITH DATA SYSTEMS, PERMA, ANDERSEN CONSULTING...) Show less

Business Tourism Agency, specialised in Sales Force IncentivesManaged key accounts: FORD, TKM FINANCE, FIAT, N.A.V.I., KERASTASE - L’OREAL

Post Graduate

Eclairer - Art Handicraft Reconversion

Straw Marquetry

Education record