Selim Decoufled

Experience

• 

  L'Oréal

  Jul 2010 - Jul 2010

  Assistant marketing studies manager - Biotherm

  Within Biotherm brand from the Luxury Product Division of L'Oreal: Market research for the launch of a new product in Asia :• Creation of a satisfaction survey sent in 10 asian countries. • Translation of questionnaries (French to English).• Participation in the creation of visual supports for the merchandising.

• 

  Twenga Solutions

  Apr 2011 - Aug 2011

  Assistant Product Manager

  • Creation and dashboards update (Excel ; SAS ; MySQL ; Google Analytics).• Data retrieval (Google Analytics to Excel - MySQL to Excel).• Monitoring and analysis of the web marketing campaigns.• Recommendation for the website optimization.Other missions : UX / Community management

• 

  Microsoft

  Sept 2011 - Sept 2012

  Assistant Web Analytics

  • In charge of the tracking and performances analysis of the Microsoft campaigns (BtoC & BtoB) on Microsoft web sites.• Running of the optimization project of the Newsletter France.• Analyze and optimization of the SEM campaigns.

• 

  AT Internet

  Sept 2012 - Jun 2016

  • Collect and analysis of customers needs• Development of Tagging Plans (web / mobile / tablet / intranet)• Support:o technical: to help our customers to implement the solutiono functional: to help the user to gain in skills on the solution • Realisation of basic and advanced trainings, for our customers• Pre sales • Sharing of the work experience, met during the projects with the technical department • Work with additional solutions according to the customer needs: emailing solutions, Adwords, A/B testing solutions... Show less

  • Senior Digital Analytics Consultant

    Jan 2016 - Jun 2016

  • Senior Digital Analytics Consultant

    Feb 2015 - Dec 2015

  • Digital Analytics Consultant

    Sept 2012 - Feb 2015
• 

  SEPHORA

  Jun 2016 - Aug 2018

  Senior Web Analyst & Tracking Expert - EME

  Within the EME CDO (Chief Digital Officer) Team headed by Anne Véronique Baylac in charge of eCommerce growth in the Zone :• Leading Analytics migration program from Adobe Analytics / GA free to GA 360 (.fr .pl .it .es .cz)• Leading Analytics migration program to SalesForce Commerce Cloud (previously Demandware)• Leading Analytics rollout on 4 Euro. Countries (.de .pt .se .dk ) 5 Middle East (.ae .bh .kw .sa .om )• Leading 3rd party setup through TagCo (TMS) for EME Countries: media, testing, emerch. ...• Leading Mobile App tracking for new Sephora app with 1st Firebase Analytics project at LVMH• Heading first CRO methodology (with AB Tasty) with UX/UI Lead• Integration of the catalog & product data into SFCC through a bridge with the PIM• Upskilling Sephora digital community on GA (creation in house of a training program)• Integration of Analytics data into the datalake to build Sephora Intelligence (data sharing platform to Partners) > Dashboarding Show less

• 

  L'Oréal

  Sept 2018 - Feb 2023

  Within the CDMO FR team, as Consumer Data Analyst for FR brands (17 brands), I've a large perimeter from the monitoring of the data quality/consistency to its usage through Dashboards to enable simple & fast tracking of performance (CLV, retention...). In the emerging Cookieless world, Im leading a third big concern: CRM 1P data activation to Media platforms (Meta, DV360, Youtube, Google Ads, Amazon)• Leading CRM Onboarding (1P to media) WW pilot for FR through Liveramp (12 brands - 4 divisions)• Acceleration of CRM 1P recruitment from media campaigns with new ad format on Meta, Gads...• Acceleration of CRM 1P recruitment from Digital Services (online diagnosis...)• Enrichment of the "Beauty profile" of our contacts with Digital Services linked to our CRM database • Acceleration of synergies between CRM and Google Analytics, through data reconciliation• Heading CRM data Dashboard & Reports (+ Adhoc Analysis) powered by Big Query queries • Ongoing monitoring with IT teams to ensure a high level of data hygiene• Leading FR CRM IT roadmap, coordinating and helping to prioritise Show less Within the Global CDO (Chief Digital Officer) Team headed by Lubomira Rochet in charge of driving Digital excellence in execution; across a complex structure of a large organization, all countries (+60) & all brands (+70): Management of 4/5 persons• Leading Analytics transformation through 3 pillars: Data collection > Analysis > Optimization• Acceleration of Tagging compliancy (GA + GTM) for all of L'Oréal's markets (+1000 websites)• Acceleration of AR Service Guidelines & Tagging with Modiface (Virtual Try-On, SkinDr...)• Heading tagging automation project to reduce time consuming on manual tasks (25% saving)• Analysis Framework to upskill & drive key stakeholders decisions (from C-Levels to experts)• Heading Regional Agencies RFP: rationalize (from 35 to 4 agencies), AVG cost efficiency (-20%) • Heading the 1st L'Oréal UTM Builder (decrease of the WW unqualified traffic by x2.4)• Supporting Beauty Tech department for O+O performance analysis (QR code)• Media guidelines optimization (Facebook / Floodlight) or creation (Snapchat / Amazon)• Creation and heading the Analytics Committee +30 Analytics experts (WW)• Creation and heading the Optimization Committee +50 Analytics & CRO experts (WW)• Partnering with Google to create JBP for impactful and innovative global projects Show less

  • CRM Data Analyst - L’Oréal France

    Sept 2021 - Feb 2023

  • Global Analytics Director - L'Oréal Global

    Sept 2018 - Sept 2021
• 

  OSSOAP

  Nov 2021 - now

  Founder
• 

  Unilever

  Mar 2023 - Oct 2024

  Head of Data Audiences Measurement & CRM - Unilever Europe
• 

  Ekimetrics

  Aug 2024 - now

  Senior Manager - Strategy & Data Science