Mélanie Rousseau Email & Phone Number

Paris

5 restaurants (incl. 1 franchisee), 2 kiosks in food courts- Builds, implements and evaluates marketing and communication annual plan (incl. content, PR, events, influence…)- Leads brand visual identity revamping : agency brief, graphic chain management (incl new sustainable packagings, POS, apparel…), creation of a brand book - Develops and executes digital strategy : presence management, paid social, website (CMS Webflow), SEO/SEA, loyalty…- Manages portfolio : rationalization of existing offer (organo and profitability), launch of limited editions/co-brandings- Sets pricing, promo and media strategies on all channels (on-site, delivery, take-away, click & collect) - Supports new restaurant openings : onboarding of franchisee/partner, PR, events, specific offers and POS- Day-to-day : recruits and manages 2 talents, builds and monitors budget, manages and challenges agencies/freelancers

Time for the Planet est une entreprise à mission qui souhaite rassembler 1 milliard d'euros pour déployer 100 innovations luttant contre le réchauffement climatique. Il est possible de devenir actionnaire à partir d'un euro investi. Si vous souhaitez savoir comment vous engager, c’est par ici : https://www.time-planet.com/fr

Montreuil, Île-De-France, France

World cuisine catering company employing refugees Scope : B2B, B2C and B2B2C- Builds, implements and evaluates marketing and communication annual plan (incl. paid social, PR, events, OOH…)- Conducts in-depth data analysis and runs consumer surveys to narrow segmentation and create buyer personae- Develops and executes digital strategy : launch of the eshop (CMS Shopify), inbound marketing (identification of buying personae, SEO-oriented articles for blogs, lead magnet and emailings - automation and newsletters)- Delivers product roadmap and launches new recipes (market study, focus group, R&D brief, P&L, selling tools…)- Leads crowdfunding for the launch of the cooking school : more than 100K€ raised, in Ulule top #3 NGO campaigns- Day-to-day : recruits and manages 2 talents, builds and monitors budget, board member

Paris Area, France

Global brand manager – evian Scope : Central team / International (140 countries)- Delivers new visual brand identity in collaboration with design agencies, factory and printers: top stakeholders alignment, graphic chain management, P&L monitoring, creation of a launch kit (selling story, merch and optimized e-comm visuals)- Defines and implements the evian x Kusmi Tea Christmas 2019 360° activation plan: digital, PR, press and retail- Day-to-day : manages 2 talents, builds and monitors budget

Paris Area, France

Senior Brand manager - Confectionary Scope : France (37M€offtakes)‐ Builds strategic marketing plans‐ Launches innovations in coordination with R&D, Factory and Sales Teams : product/packaging development, consumer studies, P&L projection, POSM and selling tools development‐ Defines, develops and monitors media plan : TV/VOL (copy rework), digital (canvas and carousel), OOH, PR‐ Leads, implements and evaluates 360°brand activation plans : tastings in retail, sampling, events & partnerships‐ Manages an assistant brand manager and an intern‐ Day-to-day : builds and monitors A&CP budget (6M€), analysis (monthly reports France & International, Business Reviews)

United Arab Emirates

Brand activation manager - evian, Volvic & BadoitScope: Middle East (12 countries - 27M€offtakes)- Leads, implements and evaluates BTL brand activation plans: tastings Retail/CHR, sampling, experiential, digital, PR- Animates evian and Badoit Facebook Middle East communities and delivers digital marketing plans- Manages PR sponsored events (B2B/B2C) and strengthens relationship with Brand Ambassador and KOLs- Develops POSM, follows-up production, defines and tracks KPIs to ensure excellence in execution- Leads communication with Sales Team : presentation of innovations, trainings, optimization of selling tools…- Responsible for A&P budget: sources suppliers, day-to-day follow-up, secures annual landing- Monitors inno/reno packaging projects: graphic chain and regulatory compliance

Vélizy-Villacoublay

Assistant brand manager - Milka barsScope : France (140M€ offtakes)- Leads, implements and evaluates Trade cross-promotional activations: development of promo packs and POSM, leaflets/vouchers, shop-in-shops, contests…- Tracks and analyzes market & brand performances: Nielsen and Kantar WorldPanel panels study, dashboards renovation, strategic recommendations- Manages A&P budget: sources suppliers, follows-up on SAP, secures annual landing - Monitors reno packaging projects : liaises with creative agencies, quality control from brief to print- Internal communication : develops newsletters, shares best-practices and organizes corporate events (10K€ budget)

Région De Paris , France

Marketing analyst - BraunProcesses a quantitative survey on Braun Silk-épil range:- Methodology- Elaboration and conduction of survey- Data processing and analysis- Recommendations

Région De Paris, France

Assistant international marketing manager - evianScope : International (140 countries)• Limited Edition 2012 evian by Courrèges - 3M€ - Drives cross-functional resources (Legal, MRCI, Finance, R&D, Supply) & external partners (IPSOS, BTL Agencies, Suppliers) to ensure best product and packaging quality- Builds and delivers 360° activation plan to be roll-outed worldwide: BTL, Digital, Print & Retail- Creates PR kits and coordinates international PR events :Vogue Fashion Night Paris and New York, partnership with Colette France- Tracks and analyzes Business, PR and web performances: defines KPIs and releases a monthly scorecard • evian new ID launch – full switch 140 countries- Co-leads SKUs reduction project/new clusterisation- Interacts with CBU’s Legal and Regulatory departments to ensure local legislation and industry codes compliance- Implements the new ID : set-up of graphical guidelines, quality control until BAT, delivery of a launch kit (brand guidelines, key visuals, moodshots and video reveal)

Région De Paris, France

Major clients/Prospects : Gemey Maybelline, Johnson & Johnson, PMU, JC de Castelbajac- Participates to CRM and digital tenders : briefs developers and creative staff, ensures deliverables (apps, CRM programs, newsletters…) are on time, within budget and meet clients’ expectations- Processes exhaustive market surveys and competitive analysis- Launches new corporate website: zoning, arborescence, content creation and optimized UX

Région De Bruxelles , Belgique

Food departmentMajor clients : Cracotte, Tirlemont, Balade- Briefs media and creative staff and assists with the formulation of marketing strategies- Is the Day-to-Day contact for client, providing regular campaign updates and proactively managing client expectations

M2 In Global Communication & Mba In Economics And Finance, Mba Ecofi

M2 Marketing & Stratégie

One-Year Exchange Program – Asian Business & Economics

Education record