Resume

VP Marketing, e-commerce & Communications North America, Air France KLM; New York, NY

March 2014 - Present

• Executive Board member responsible for generating strategy for Air France KLM North America.

• Lead 4 Department Directors, manage a team of 20, and work with several external agencies, including a PR firm.

• Define strategy, manage a $12M budget, monitor KPIs to reach $2.5b revenues, and implement appropriate actions on:

- e-commerce, digital campaign, website management, emailing, social media

- Offline and online advertising, marketing stunts, and 360 experiential branded events

- Loyalty program development, partnerships and sponsorships activations

- Trade shows, sales support, communications and training, collateral creation, familiarization trips and hubs visits

- Marketing studies, customers satisfaction monitoring, surveys and feedback loop activation

- VVIP clients relationship, servicing, ticketing, and customized customer care

- External communication: media coverage, PR agency management, press events, and local crisis communication

- Internal communication: annual staff conference, quarterly seminars, newsletter and info sessions

Key achievements

• To tackle Air France and KLM challenges in North America, advocated for a new organization, creating 5 new roles.

• Conducted a brand perception study resulting in a 3 year strategic plan.

• To position and raise awareness of Air France and KLM brands in the USA, led branded campaigns, with a 360 degree approach: experiential onsite activation, with a digital echo and a hook for US media coverage - leading to:

- 3 points increase in brand preference for Air France, since 2013

- Increased KLM spontaneous brand awareness by 2 points in 3 years

• To increase sales on Air France and KLM out of the USA, defined effective programs, supporting a global 20% increase of the revenues over 3 years:

-  Optimized digital presence, leveraging e-acquisition, web mastering, creating campaigns to extend and better qualify audience, achieving +30% fans, a 110 engagement index, a 135 website visit index, and resulting in +20% direct online bookings YoY in 2016

-  Developed Frequent Flyer program, partnering with Citi, Chase and American Express, to build conversion campaigns which generated 10% extra revenues month over month

-  Extended by 20% the VVIP clients’ portfolio with an average yearly spent of $90K, prospecting in events and encouraging referrals from current clients

-  Defined Trade and Corporate strategy, ensuring meaningful presence at trade shows and fairs, participating in a 3 points share gap increase on these channels which represent 70% of the total revenues

Business Development Director, Americas, Air France KLM; New York, NY

September 2012 - February 2014

• Defined the mid / long term vision on commercial development and airlines partnership strategy for Air France and KLM in North and South Americas, creating specific business cases.

• In charge of new routes opening, steering and monitoring project implementation with different stakeholders, acting as the entry point for Alliances, Network, Regional Delegations, local Governments and Tourism Boards.

Key achievements

• To strengthen Air France and KLM’s presence in South America, directed the opening of 4 routes: Paris-Montevideo, Paris-Panama, Amsterdam-Santiago de Chile, Paris-Brasilia, increasing the revenues in these regions by 10%.

Executive Advisor to the SVP Americas, Air France KLM; Paris, France and New York, NY

January 2011 - February 2014

• Member of the Executive Committee, assisting the SVP in his mission, facilitating decision making, creating a consolidated and global overview of sensitive cases.

• Led the creation and implementation of the yearly Business Plan, communicated the strategy to stakeholders, internally and externally, and monitored all cross-functional projects with responsible entities.

Key achievements

• To enhance Air France KLM competitiveness, launched, monitored and implemented a $20M cost reduction plan.

• To reduce time to market and be more agile, oversaw the set up of a new organization, merging North and South America and USA teams, creating synergies, synchronizing our efforts and leading to $5M in savings.

Long-Haul Premium Economy Project Director, Air France KLM; Paris, France

June 2007 - December 2010

• Accountable for the definition, the development and the implementation of a new cabin, managing the various project teams: ground, on board, in-flight services, pricing, sales, distribution, communication, seat and cabin engineering, maintenance, IT.

• Oversaw product roll-out, within budget and on-time, while analyzing P&L and customer satisfaction to adjust product and services accordingly.

Key achievements

• To generate more revenue from the growing demographic traveling in Economy who are willing to pay more for more comfort, but who can’t afford Business class, proposed the creation of a new cabin between Economy and Business.

• Created business case and P&L, presented them to the Air France KLM Group Executive Committee for approval.

• Adapting to the economic downturn, deployed the product faster, to be ready to offer a better alternative to the Business Class travelers who were starting to fly Economy.

• Profitability achieved after just one year, with a higher revenue margin than the Economy cabin.

Customer Experience and Product Manager, Long-Haul Economy Cabin, Air France; Paris, France

December 2005 - May 2007

• Responsible for strategic developments and product communications for the long haul Economy cabin in order to optimize the profitability and the customer preference using business expertise, economic data and customer studies.

Key achievements

• To increase the profitability of the Economy product, while maintaining the clients’ overall satisfaction, conducted the development of a new seat to densify the cabin while still offering more legroom and individual screens. After a pilot test, the product has been deployed on all Air France and KLM Boeing 777’s, adding 5% extra capacity to sell.

Head of Reporting, Air France; Paris, France

June 2002 - November 2005

• Led a team of 4 specialists in charge of writing specifications, managing IT developments, and training yield managers and pricers.

Key achievements

• To optimize pricing strategy, initiated and supervised the creation of a new tool merging different databases, enabling the evaluation of the effect of price changes on purchase behaviors and the impact on demand and revenue.

Information Manager, Air France; Paris, France

November 2000 - May 2002

• Responsible for functional specifications, tests and user training for revenue management tools.

Key achievements

• To better optimize revenues, implemented a more efficient algorithm, taking into consideration the full network instead of looking at each route independently, improving by 30% the extra revenues generated by the yield management.

Yield Manager, Air France; Paris, France

November 1998 - October 2000

• In charge of optimizing revenues on the France-UK routes: determining overbooking level and price availability depending on the forecasted demand.

Key achievements

• To compete with the new Eurostar train service between Paris and London, leveraged and developed new traffic flows from long-haul markets, maintaining the route profitability.

Education

•Post Graduated in Mathematics - Optimization, Games Theory and Economic Modeling - (1998)

- High Honors - Université Paris 6 Pierre et Marie Curie, ENSAE and Ecole Polytechnique; Paris, France.

•Master’s degree - Fundamental Mathematics - (1997)

- Highest Honors- Université Paris 6 Pierre et Marie Curie; Paris, France.

Software

•Power Point, Word, Excel

•Access

•Business Object

Awards

• 2017, Silver Ex Award for KLM - Pop Up Experience, Category: Best Pop Up or In Store Retail Event.

• 2016, Gold Magellan Award for KLM - Pack Your Backs, Category: Advertising/Marketing Campaign.

• 2015, Silver Magellan Award for Air France - Travel Resolutions, Category: Advertising/Marketing.

• 2015, Gold Magellan Award for KLM - The Thank You Note, Category: Web Marketing/Advertising.

• 2015, Skifties Editor’s choice for KLM - The smartest Travel Brand on Social Media.

• 2014, Platinum HSMAI Adrian Award for Holland. The Original Cool.

Others experiences

• 2015-present, Co-chairman of the Atout France advisory board in the USA.

• 2015-present, French Founders member.

• 2015-present, NYC Cares volunteer.

• 2012-present, Member of the French American Chamber of Commerce of New York.

• 1999-2002, Revenue Management and Pricing professor at Université Paris 10 Nanterre, for Master Degree students.

• 1992-1998, Mathematics teacher for Middle school and College students.

• 1992-1998, Seasonal Baggage handler at CDG - Paris Charles de Gaulle Airport.

• 1992-1993, Summer camp counselor for children and teenagers 5-17 years old.