Can you tell us a bit about your career path?
I’m a techie. After engineering studies in modelling and scientific computation, I began my career as a consultant at Altran. There, I worked on new messaging services for the Parisian press, called NMPP, on BI and CRM tools at the studies department. There was already a marketing focus there as well. Then, I was hired as studies and client database manager at Les Echos. But I wanted to go further and learn more about these fields, so I did a Master’s degree in marketing. Then, I joined Nexity at the marketing/digital team where I worked on marketing and CRM campaigns. I continued working in the same field when I was hired by Foncia in 2014.
Has your role changed much in two years?
Absolutely! At first, everything still remained to be done: rationalise the websites, develop the applications, create the client scenarios, work on e-reputation, and more. We revamped our client extranet, launched many sites as well as Twitter and Facebook accounts, and more generally industrialised our content marketing. My dual IT/Marketing training was very useful when we changed our organisation. At that time, we decided to create a separate Digital and Customer Relations Division (10 people currently, ed.) which deals with both end clients and in-house clients to ensure we transform our processes in a coherent way. My division is the bridge between the two worlds, as well as with the BUs that also have to adapt their processes. For example, on projects, we can act as either the contractor or the principal. We’re transversal because everything – or almost – is digital these days. There are very few areas that don’t involve us. It’s essential that we remain Agile.
What do you think of an event like ROOMn?
I discovered ROOMn in 2015 when I was still working in marketing. The event had more of an IT focus but that didn’t bother me because I also have a “tech” profile. Then, I attended again in 2016 wearing a different hat. I had broader centres of interest and was more curious about applications, mobility and security. And ROOMn was a great fit with my development, where the concept of uses comes up a great deal. There were more hybrid solutions addressing marketing as much as traditional IT.