Laurent LEFEVRE

Experience

• 

  AOL

  Jan 2003 - Dec 2003

  Research Executive
• 

  Harris Interactive France

  May 2004 - May 2008

  Senior Research Executive

  - Managing a wide range of business topics (barometers, U&A, consumer profiles, brand equity, advertising pre-test & post-test, satisfaction & prospective surveys)- Implementing an extensive range of qualitative and quantitative research protocols (focus groups/user tests; CAWI, CAPI, CATI programs)- Managing daily customer relationships- Leading survey production projects:* Writing-up questionnaires/qualitative guides* Managing fieldwork and data processes* Writing-up strategic and operational recommendations- Key accounts: Mistergooddeal, Cdiscount, Leroy Merlin, Expedia, Lastminute, Peugeot- Management of Research Executives and Interns Show less

• 

  GROUPE M6

  Jun 2008 - May 2013

  - Designing, implementing and maintaining new reporting tools to manage marketing strategy (market share, traffic, conversion, margins, best sellers)- Leading market research and analysis to guide strategic plans (quantitative & qualitative surveys)- Drawing up the business plans and leading project committees- Modelling and analysing the customer lifetime value- Monitoring and analysing the competition- Managing the annual market research plan and business partnerships- Defining budgets and management of 2-member team Show less

  • Category Manager White Goods - Mistergooddeal.com

    Jan 2012 - May 2013

  • Head of Market Research - Mistergooddeal.com

    Jun 2008 - Dec 2011
• 

  Mistergooddeal.com (Groupe Darty)

  Jun 2013 - Jan 2015

  Head of Strategy & Analysis

  - Preparing and driving strategic highlights (business reviews, strategic committees, budgets)- Designing new reports and advanced analytics to improve business performance (market share, pricing, sales forecasts, new suppliers)- Managing the transversal projects and analysis of KPIs to evaluate success:* Launching a new service: 90-day returns policy (white goods)* Brand equity building* Refining website product pages and checkout- Generating marketing analysis (product & service benchmarks, customer surveys, cross/up-selling, ad-hoc analysis) - Defining budgets and management of 2-member team Show less

• 

  ABILWAYS

  Feb 2015 - Jul 2017

  Strategic Marketing Director

  - Defining and executing the global development strategy for the 7 brands of the group- Managing all the innovations and transformation projects:* Building a new training video platform & mobile training application* Launching the first professional mobile MOOC in France* Implementing e-commerce activities- Managing the database and the CRM strategy (lead relationship management, segmentations, scoring)- Identifying, negotiating and driving new B2B partnerships- Key role in supporting marketing and sales teams (best practices, new processes, online and offline advertising, reporting results and analysis)- Benchmarking competitor activity- Management of 7-member team- Codir Member Show less

• 

  Bouygues Immobilier

  Feb 2018 - Aug 2024

  - Acculturating and training the various professions in the country- Defining external communication guidelines and producing sales and customer materials- Launching the new configurator (pricing strategy for options and integration in the customer journey)- Enhancement the new housing product and mananging new partnerships (water and energy solutions) - Launching the "Mon Habitat & Moi" customer community- Leading market research and feedback (customer segmentation, product/service benchmarks, mapping of customer needs)- Contributing to strategic working groups (investors, customer journey, new housing product)- Digital Makers 2019 winner: design of a digital services platform

  • Project Manager Officer - Product and Service Department

    Jul 2022 - Aug 2024

  • Head of Strategic Marketing

    Feb 2018 - Jun 2022
• 

  TF1 PUB

  Sept 2024 - now

  Project Manager Officer - Transformation Department