BRAND STRATEGY | RETAIL MARKETING | COMMUNICATION
4+ years of professional experience exploring different field of Marketing – Product Development, Communication, E-commerce and Retail Marketing – in
leading luxury fashion houses and beauty brands
Worked successfully in a variety of business context: brand launch & expansion, brand development in sanitary crisis and political conflict, Franchise &
Wholesale seasonal changeover
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(--Based in Dubai, UAE
French Passport
Can-do spirit
Creative strategist
Flexible to changes
Clienteling mindset
Strong emotional intelligence
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Omnichannel Marketing Executive - GCC
SHISEIDO GROUP | Dubai
• Planned and executed full year strategy for prestige fragrances (5 brands - 9 countries) in collaboration with external
partners and internal teams (Commercial, PR, Supply Chain, Training)
- Development of B2B trade animations (podium, gondola, in-store exposure, masterclass – total 131 animations)
- Planogram and visual merchandising guidelines for 9 retailers
- Performance reporting on 6 novelty launch
- PR events coordination (2 major gathering)
- Development of digital assets : newsletter, social media content, e-retailer banner
- Presentations for retailer meetings
• Identified opportunities for brand exposure and monitored competitors’ best practices (offline / online trade activities)
• Undertook daily administrative tasks such as PO raising (using SAP) and budget overview
Regional Marketing and CRM Specialist - GCC
FENDI | Dubai
University of California Los Angeles
Marketing Certificate
2019
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Marketing Principles and practice
Strategic Marketing
Data Analytics
Social Media Marketing
Customer Relationship Management
Kedge Business School
Master in Management
Msc Marketing and Brand Management
2017 - 2021
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Culture, Consumption and Marketing
Communication and Creative Strategy
Experiential Marketing
Sustainable Marketing
Tribal marketing and Brand Communities
Image and Creative Services Coordinator - EMEA
PRADA GROUP | Milan
Native Language
2021
1 year – Internship
• Co-managed brand activations and store openings events (15 full price stores, 35 outlets, 50 wholesale partners,
10 franchises, scope: 500 K€)
- Management of suppliers from concept development to installation
- Brief and supervision of marketing collaterals (11 printed collaterals, 25 POS materials, 8 GWPs)
- Selection of models & influencers to support the animation and create online visibility
• Organized the seasonal changeover of all WHS partners : collection stylebook, marketing assets, SUMMIT
• Hosted weekly and monthly reporting of marketing initiatives (3 reports per month: marketing, WHS and PR)
• Assessed competition performance and elaborated the seasonal marketing plan
Fluent – C2 Proficiency
Samia LESHAF
CRM & Marketing Manager, FENDI-
2022
1 year – Temp Contract
• Guided the production of advertising campaigns and social media content in collaboration with external creative
agencies (4 main campaigns, 2 digital projects, coverage of 15M followers worldwide, scope: 4 M€)
- Creation of briefs and guidelines for all stakeholders (models, photographers, stylists, production team)
- Management of samples traffic with the help of all departments (PR, Showroom, Retail, Production, Warehouses)
- Post-production control of deliverables (3 retouching rounds, main PoC with service providers)
- Identification of production needs with other regions to align on brand strategy
- Development of concept ideas on upcoming campaigns in support of the internal Art Director
• Shaped the media plan allocation: digital, print, billboards (4 regions: America, Asia, Europe, Middle East)
• Participated in the FW22 MIU MIU runaway in Paris
KARL LAGERFELD | Amsterdam
MS office
Canva
Qlik
Pictoadsapp
Squarespace
CEGID
Coding Skills (HTML/CSS)
2023
1 year – Temp Contract
• Analyzed the CRM activity on a weekly and monthly basis using Salesforce, Power BI and Data Warehouse
(5 countries, 18 boutiques)
• Defined the annual clienteling and event calendar to enhance the client experience and maximize sales
- Coordination of regional in-store moment (191 per year) in collaboration with external suppliers and boutiques
- Creation of marketing collaterals & campaigns
- VIC treatments : gifting, private dinners, external appointments
- International clienteling events : logistics support for World of Fendi & Milan/Paris fashion shows (6 shows per year)
• Cost controlled all the activities
Retail Marketing Associate – Global
French
English
May 2024 – Present
Temp Contract
Product Manager Assistant – Shoe Department
LOEWE | Paris
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2020
6 months – Internship
Prepared weekly fittings for Jonathan W. Anderson (product display in the showroom, products overview sheet)
Assisted stylists during design meetings (e. g. material bible, color sketches using Photoshop — 400 sketches)
Referenced 700 products information on PLM (e.g. price, weight, composition, color code)
Monitored shoes stock of 1200 references (Men’s, Women’s — pre-fall, show, holiday season)
Participated in the FW21 campaign collection shooting
