MARIE DOBBELS

Managed 16 Retail Managers and daily liaised with General Managers to boost the performance of 100 stores, optimize customer experience and set a dynamic and luxury retail environment.

- Retail performance and P&L management: definition and review of sales KPIs; market reviews, boutiques targets set-up and improvement plans; incentives program and commission scheme; input on boutiques P&L to grow net sales.

- Staffing strategy and recruitment: Core competencies matrix for Boutique Managers and Sales advisors; recruitment of Boutique Managers.

- Retail operations management: creation of all operating procedures including the Retail Book; 360° boutiques assessment and monitoring of operational guidelines execution; coordination of stores opening/relocation and pre-opening activities; management of worldwide Mystery Shopping program.

- Clienteling strategy: follow-up of CRM & clienteling KPIs and activations on contactable clients; high potential clients targeting for new product launches; implementation of customer satisfactions surveys (NPS) and monitoring of customers' feedback; best practices sharing.

- Training and coaching of boutiques staff: trained the boutique staff on all the operating procedures and Clienteling guidelines to improve operational efficiency and customer experience.

- Retail digital transformation: project management for the launch of Salesforce Clienteling app’, CEGID POS system, new payment methods, omnichannel services, automated traffic counting system, and Simplifield app’. Defined business requirements and customer journey, managed design, and provided documentation.

Created and structured the operational marketing and communication strategy for a pioneering French medical imaging company (annual budget of 1M€).

- Sales promotional support tools: sales brochures, e-mailing, promotional objects, Olea Medical magazine, key opinion leaders’ testimonials, educational content on benefits of key features.

- Media & digital investments: website revamp, advertising (press, digital displays), Google AdWords, social medias content and community management.

- Events and press relations: management of Olea Medical’s attendance at 18 international congresses & workshops per year; organization of medical imaging conferences with key influencers; press releases content.

Managed the full revamp of INTERVAL brand (market leader), the introduction of MARLBORO GOLD and the redesign of MARLBORO RED packaging on the fine-cut tobacco segment.

- Market trends, customer insights, turnover and competitive analyses to identify business opportunities

- Preparation of strategic presentations and business reviews for CODIR

- Product development: collection performance analysis; creative brief for new products launch; technical and financial study; consumer panels

- Definition of a customized sales strategy per type of retailer based on end-customers’ profile: identification of sales priorities, forecasts planification and sales reporting.

- Sales support: development of trade marketing and merchandising tools; conducted sales staff training and brand presentations

Managed the sales development for 4 tobacco brands (incl. Marlboro) among 100 tobacconists in Paris region, reaching the set growth targets. Ranked best sales performer exceeding target by 30% in volume.

- Sell-in boost: forecast definition and business negotiation with tobacconists

- Strong customer relationships development by partnering with them and understanding growth opportunities

- Sell-out growth: Frequent network’s follow-up and staff coaching

- Sales reporting vs budget and previous years

- Competitive intelligence: in charge of collecting field insights for frequent reporting to headquarter