Irène DE LAMARZELLE

Strategic Thinker | Branding Expert | Experienced Digital Marketer | Startup Developer

Innovative CMO Driving Brand Transformation & Growth and Elevating brands to new heights through strategic vision and dynamic execution

Dynamic CMO with a proven track record of spearheading brand transformations, driving strategic growth, and orchestrating successful e-commerce launches. Leveraging expertise in branding, digital marketing, and startup development, I am passionate about crafting compelling strategies to elevate brand desirability and fuel business expansion.

Key Achievements:
Transformed the Droit de Regard brand, enhancing desirability across all touchpoints by refining brand platforms, optimizing in-store experiences, and crafting engaging editorial charters.
Orchestrated successful store openings in Toulon (December 2022) and Le Havre (February 2023), driving geographic expansion and market penetration.
Led the launch of a new e-commerce platform in July 2023, seamlessly blending creativity and strategy to drive exponential growth in online sales.

Area of expertise:
Brand Transformation & Positioning
Strategic Marketing & Communication
Digital Marketing & E-commerce
Customer Experience Enhancement
Startup Development & Growth Strategy
Community Engagement & Relationship Building

Strategic Business Development Expert | Digital Marketing Leader | Product Marketing Director

Proven track record leading strategic, operational, and digital marketing initiatives for global consumer products in France, spanning diverse sectors including food, non-food, publishing products, and complementary services such as catering and thalasso. Demonstrated success in driving sales growth and brand transformation across various channels, including meetings, e-commerce platforms, and retail outlets through direct sales and strategic licensing partnerships.

Key Achievements:
Spearheaded the global brand transformation from Weight Watchers to WW for consumer products in France, aligning marketing strategies with evolving consumer preferences and market trends.
Orchestrated a fourfold increase in online sales within a span of four years, leveraging digital marketing strategies and e-commerce optimization techniques.
Led comprehensive sales and business development efforts, forging strategic partnerships and expanding market reach to drive revenue growth and enhance brand visibility.
Implemented innovative marketing campaigns that effectively communicated brand value propositions and resonated with target audiences, resulting in increased customer engagement and loyalty.

Areas of Expertise:
Brand Transformation and Positioning
Strategic Marketing Planning and Execution
Business Development and Partnerships
Digital Marketing Strategy and Implementation
E-commerce Optimization and Growth
Cross-Functional Leadership and Team Management

Founder & Business Strategist | ReconstituO - Innovative Natural Medicines Center

Pioneered the development of a groundbreaking business concept aimed at revolutionizing the healthcare and wellness industry.
Conducted comprehensive market research and crafted a strategic business plan for the creation of the first-of-its-kind tailor-made restorative program.
Conceptualized and designed a holistic approach to health and wellness, integrating the expertise of five specialized practitioners to address both physical and mental well-being.
The customized treatment protocols aimed at relieving stress, boosting energy levels, and promoting long-term health and vitality.

Areas of Expertise:
Business Planning and Strategy Development
Market Research and Analysis
Healthcare and Wellness Industry Trends
Holistic Health and Natural Medicine
Entrepreneurial Leadership and Vision

Principale mission : Faire renaître les marques ethniques du groupe.
CA marques ethniques : 300M€ + 11% en 2013. Budget marketing : 9M€.
Equipe : 3 personnes en direct + 2 hubs de développement et équipes locales.
Axes : soin, hygiène et hommes.
Résultat : Retour à la croissance (+8%) en 2012 après 12 ans de décroissance.

Strategic Marketing Director | FMCG Expert | Brand Revitalization Specialist

Innovative marketing leader with a proven track record in driving sustainable growth and revitalizing brands within the fast-moving consumer goods (FMCG) sector.
Specialized in skincare, hygiene, and men's grooming products, with a focus on ethnic brands on diverse consumer markets and channels.

Led strategic marketing initiatives for a diverse portfolio of skincare, hygiene, and men's grooming products at L'Oréal, with a specific focus on revitalizing ethnic brands.
Developed and executed comprehensive marketing strategies to reactivate ethnic brands, leveraging consumer insights and market trends to drive brand relevance and engagement.

Collaborated closely with cross-functional teams to optimize product offerings, packaging, and marketing communications to resonate with diverse consumer segments.

Achieved sustainable growth in business volume and market share, delivering impressive results of +8% in 2012 and +11% in 2013 after a 12-year period of decline.

Key Achievements:
Successfully reactivated ethnic brands within the L'Oréal FMCG portfolio, positioning them for long-term success and profitability.
Implemented innovative marketing campaigns and product innovations that resonated with multicultural consumers, driving increased brand awareness and loyalty.
Established strategic BtoB partnerships to enhance brand visibility and reach within multicultural communities, driving market penetration and sales growth.
Garnered recognition for driving positive business results and contributing to the overall growth and success of L'Oréal's FMCG division.

Areas of Expertise:
Strategic Marketing Planning and Execution
Brand Revitalization and Portfolio Management
Consumer Insights and Market Research
Product Development and Innovation
Multicultural Marketing and Diversity Strategy
Cross-Functional Leadership and Collaboration

Strategic Product Manager | Beauty Industry Innovator | Results-Driven Leader

Dynamic product management professional with a demonstrated history of success in the fast-moving consumer goods (FMCG) industry, specializing in makeup, skincare, and perfume categories.
Proven track record in driving product recovery, launching successful new ranges, and achieving substantial revenue growth.

Managed product development and marketing strategies for makeup, skincare, and perfume categories under the agnès b. brand at L'Oréal FMCG.
Successfully recovered the lips and nail segments through targeted product initiatives, leveraging consumer insights and market trends to drive growth and profitability.
Developed and launched the highly successful skincare range "à la rose," conceptualizing product features, formulations, and marketing campaigns to resonate with target consumers.
Achieved remarkable results, including a 25% increase in the lip segment and a 41% increase in the nail segment, demonstrating effective product management and marketing strategies.
Secured significant market adoption for the new skincare range, with inclusion in 30% of customer orders, highlighting its strong appeal and market demand.

Key Achievements:
Led the recovery of underperforming product segments, driving substantial revenue growth and market share expansion.
Successfully launched innovative new product ranges, delivering impressive sales results and strengthening brand positioning within the competitive beauty industry.
Implemented strategic marketing initiatives and promotional campaigns to drive consumer engagement and brand loyalty, resulting in increased market penetration and customer retention.

Areas of Expertise:
Product Development and Management
Market Analysis and Consumer Insights
New Product Launches and Brand Building
Revenue Growth and Market Share Expansion
Cross-Functional Collaboration and Team Leadership
Strategic Planning and Execution

Strategic Product Manager | FMCG Expert | Brand Development Leader

Led product development and marketing strategies for the face care segment at Mixa, a key brand within the L'Oréal FMCG portfolio.

Successfully developed Mixa as a leading brand in the face care segment, driving product innovation and brand differentiation to meet evolving consumer needs.

Mixa has been prioritized as the #1 priority for Lascad in 2009, demonstrating the brand's strategic importance and growth potential within the organization.

Achieved remarkable results with the launch of Mixa face care products, outperforming competitors such as Garnier in the highly competitive face care market.

Key Achievements:
Established Mixa as a dominant player in the face care segment, driving significant market share growth and brand recognition.
Led successful product launches and marketing campaigns, effectively communicating Mixa's unique value proposition and resonating with target consumers.
Implemented strategic pricing and promotional strategies to drive product adoption and increase market penetration, resulting in sustained sales growth and profitability.

Areas of Expertise:
Product Development and Management
Brand Development and Differentiation
Market Analysis and Consumer Insights
New Product Launches and Marketing Campaigns
Competitive Strategy and Market Positioning
Cross-Functional Collaboration and Team Leadership

Strategic Product Manager | Perfume Industry Innovator | Brand Development Expert

Led the development and launch of Love for Love by Vanderbilt, a new fragrance line aimed at rejuvenating the target consumer demographic for the Vanderbilt brand.

Successfully positioned Love for Love as the #2 fragrance line after the historical leader of Vanderbilt, achieving strong sales performance and market penetration.

Implemented strategic marketing initiatives and product innovations to appeal to a younger consumer demographic while maintaining brand integrity and heritage.

Achieved impressive revenue growth, with Love for Love contributing €20 million in revenue and a 7% increase in sales by the end of 2006.

Key Achievements:
Successfully launched Love for Love by Vanderbilt, establishing it as a top performer within the Vanderbilt fragrance portfolio and contributing significant revenue to the L'Oréal FMCG division.
Developed effective marketing campaigns and promotional strategies to drive consumer engagement and brand awareness, resulting in increased market share and brand loyalty.
Collaborated closely with cross-functional teams to ensure seamless product development, launch execution, and ongoing marketing support, maximizing brand impact and profitability.
Received recognition for exceeding sales targets and driving positive business results, contributing to the overall success and growth of the L'Oréal FMCG perfume division.

Areas of Expertise:
Product Development and Management
Brand Positioning and Marketing Strategy
Consumer Demographics and Market Analysis
New Product Launches and Brand Extensions
Revenue Growth and Sales Performance
Cross-Functional Collaboration and Team Leadership