About Marie-Noëlle
Structurer la croissance. Aligner les équipes. Accompagner la transformation.
Depuis 20 ans, j'accompagne des dirigeants sur des enjeux de développement business.
Avec une expérience Marketing - Sales acquise en PME (John Paul, Lumiplan) comme en grand groupe (Accor, Keolis...), en environnements BtoC, BtoB et BtoBtoC, j'interviens en mission de transition ou en conseil autour de quatre enjeux clés :
- Stratégie marketing & croissance — plan stratégique et business plans à 3-5 ans, identification de relais de croissance, veille stratégique et études de marché
- Structuration & lancement d'offre — stratégie de go-to-market (GTM): proposition de valeur, branding, pricing, acquisition, communication
- Pilotage & optimisation de la performance commerciale — développement de partenariats, alignement marketing/vente, management d’équipes commerciales et pilotage des KPIs
- Expérience & fidélisation client — diagnostic parcours, suivi de la satisfaction, stratégie de fidélisation, transformation CRM
De la stratégie à l'exécution, je veille à ce que la transformation soit portée par des équipes engagées et pilotée par des indicateurs de succès clairs.
Ma singularité : une double lecture business et comportementale, nourrie par une formation universitaire en psychologie et une attention aux enjeux de l'IA.
Secteurs de référence
Transport · Services · Tourisme, Hôtellerie, Loisirs · France & International
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 50km)
Experience
- ACCORGlobal Director – Marketing and Commercial PerformanceTRAVEL AND TOURISMJuly 2023 - January 2026 (2 years and 6 months)Issy-les-Moulineaux, FranceWithin Accor's E-Commerce, CRM & Loyalty division, I built and led a Marketing & Sales Performance unit, coordinating with 5 regional hubs and 40+ brands across all segments (Economy to Luxury), with as core objectives:Increasing customer lifetime value via marketing campaigns & offers:
- Designed a ROI-driven framework to measure offers performance and steer hub marketing budgets
- Delivered ongoing analysis and actionable guidelines to support local teams in their 360 campaign decisions (digital, mobile, in-hotel)
Increasing loyalty in the Corporate segment: +1.9Pts/Year- Identified and championed a whitespace opportunity in B2B loyalty: built the business case from scratch, including a market study with an external consultancy, and secured buy-in from 50+ stakeholders across departments and regions. Led the strategy through Comex endorsement as a key pillar of the Group's long-term growth plan, built around a dedicated booking platform for SMEs linked to a corporate loyalty program.
- Developed tactical offers for key Corporate clients
- Designed a ROI-driven incentive policy for travel agencies and supported the sales team in the negotiation process
Enhancing customer experience and satisfaction: stabilized and reduced by 0.15Pts the complaint rate, despite a 3-year on-the-rise trendI set up a multichannel voice-of-customer process, a real-time complaint monitoring dashboard for regional teams (with alerting on spikes and group-level best-in-class benchmarking), and drove improvements to the web and app complaint journey (content and UX)Led a team of 5 Marketing managers. - ACCORGlobal Director – Loyalty Marketing & Business DevelopmentTRAVEL AND TOURISMJanuary 2019 - January 2023 (4 years)Issy-les-Moulineaux, FranceWithin Accor's E-Commerce, CRM & Loyalty division, I developed the paid loyalty business globally (ALL PLUS) — building the business case, designing the strategy and driving its go-to-market — delivering a +110% annual EBITDA growth.
- Value proposition & business case: Led the opportunity study, defined the business case, redefined the ALL PLUS proposition end-to-end (offer, branding, pricing, positioning, partners)
- Stakeholder buy-in: Secured validation from internal and external stakeholders including Accor's franchisee association (AFA) — notoriously difficult to align — through an upstream working group that brought them into the process early
- Sales performance: Grew BtoC & BtoB revenue; raised corporate prices by +45% with zero client attrition; achieved +100% revenue in 12 months with 2 fewer FTEs through a pricing-up strategy and new commercial tracking processes; managed a team of sales reps
- Acquisition & activation: Defined the multichannel plan across hotel, web, app and customer service touchpoints; managed media agencies; set-up new partnerships (SNCF)
- JOHN PAULContent DirectorENTERTAINMENT AND LEISUREJanuary 2018 - January 2019 (1 year)Paris, FranceJohn Paul operates white-label relational programmes on behalf of Premium and Luxury brands (Visa Infinite, Dior, DS…), providing concierge services, the creation of money-can't-buy experiences and events, and the design and management of loyalty marketing programs.With a global footprint, it supports brands in deepening client engagement and elevating their customer experience.I led a team of 5 Content Managers, delivering end-to-end loyalty marketing programmes:
- Designed editorial plans aligned with each brand's universe and content strategy
- Launched marketing campaigns showcasing exclusive partner events and deals, distributed across email, app and quarterly print catalogues
- Tracked campaign ROI and concierge service usage — the core revenue driver and key proof point of client engagement with the programme
I also took the marketing lead on the group's CRM & CMS migration to Salesforce:- Gathered business requirements
- Wrote the functional specifications
- Liaised with the IT department throughout the implementation process.
Recommendations
Be the first to recommend Marie-Noëlle
Help this freelancer shine by sharing your experience working together.
These freelancer profiles also match your criteria
Agatha Frydrych
Backend Java Software Engineer
4.7
(3)
2
Baptiste Duhen
Fullstack developer
4.6
(4)
5
Amed Hamou
Senior Lead Developer
4
(2)
7
Audrey Champion
Web developer
4.3
(3)
4
Education
- Bachelor's Degree in PsychologyUniversity of ParisBachelor's Degree
- Master of International BusinessUniversity of Paris-Dauphine2007Master of International Business