Description

Who I am

Transforming customer insights into business growth

With over 15 years of international experience, I am a marketing and loyalty professional driven by a genuine passion for designing meaningful and impactful customer experiences. My career began in France and evolved across Africa, the Middle East, and Asia, where I held leadership roles in the hospitality and lifestyle industries, including a decade with Accor.

Throughout my journey, I’ve developed a strong expertise in brand strategy, customer engagement, and experience design, always guided by a data-driven mindset and a clear focus on meeting customer needs. I take pride in transforming insights into actions that strengthen loyalty and deliver measurable results.

What defines me is a balance of strategic thinking and hands-on execution, an ability to navigate both analytical and creative environments. Based in Dubai for the past six years, I thrive in multicultural environments and find inspiration in golf, a sport that reflects my values of humility, perseverance, and connection.

My Approach

I help brands and businesses strengthen their relationship with customers through loyalty, marketing, and customer experience strategies that are both inspiring and measurable. My approach combines strategic vision, creativity, and operational pragmatism.

Why Choose Me

I work in an industry-agnostic way, partnering with organizations across sectors, from hospitality and lifestyle to retail, sports, and services, offering fresh perspectives and transferable best practices.

I combine the rigor of large-scale corporate experience with the agility of an entrepreneur, balancing structure and creativity to ensure strategies are actionable, customer-centric, and aligned with business objectives. I adapt quickly, challenge assumptions, and deliver tangible impact for every client.

Languages

French
Native or bilingual
English
Fluent
Spanish
Conversational

Workplace preferences

Can work on-site

Dubai City (up to 50km)

ACCOR SA
VP Loyalty & Guest Experience, Asia, Africa, The Middle East
January 2023 - June 2025 (2 years and 5 months)
Dubai, United Arab Emirates
Developed and implemented loyalty and guest experience strategies for a portfolio of 700 hotels ensuring alignment with business priorities, revenue goals, and member value proposition. Provided executive-level performance reporting on loyalty KPIs and revenue to inform board-level priorities. Managed database of 11M members and maximised client membership acquisition and retention. Directed cross-regional loyalty/CX team of 5 core staff and 15 matrix reports, embedding agility and stakeholder alignment.
• Delivered EUR 20M in incremental revenue via 360° loyalty campaigns, including tactical offers, in partnership with creative/media agencies and digital teams
• Achieved +5pts of loyalty contribution to revenue through enhanced governance, processes, reporting, and KPI-led decision making.
• Enhanced Elite members' recognition and retention by organising more than 20 exclusive redemption events.
Loyalty Programs Customer Experience Customer Satisfaction Team management Budget Management
ACCOR SA
Director of Loyalty Middle East, Africa, India & Türkiye
September 2019 - December 2022 (3 years and 3 months)
Dubai, United Arab Emirates
Led, trained, and mentored loyalty team of four professionals, whilst managing a network of 400 hotels. Tracked programme performance to identify opportunities for revenue and member engagement growth. Directed customer engagement initiatives to enhance customer experience across all channels.
- Created and executed successfully robust strategies to ensure the adoption of the newly revamped loyalty programme by hotel owners, teams and customers.
- Exceeded all loyalty-related KPIs and leading hub to company's top-performer in Loyalty Contribution and Enrolment of new members through analysis-driven target setting and early adoption of new processes.
- Generated EUR 5M+ ROI through app-first CRM campaigns and digital engagement initiatives
- Launched auction and price draw redemption options, exclusive bonus oﬀers and partner campaigns to increase members satisfaction by 5pts and retention by 10pts.
- Developed digital learning channels for employees to ensure engagement and compliance during Covid
CRM Strategy Omnichannel Marketing Customer Loyalty/ Retention Operational Excellence Training
ACCOR SA
Loyalty & CRM Manager Africa & Indian Ocean
May 2017 - September 2019 (2 years and 4 months)
Casablanca, Morocco
Established and executed robust strategies to drive operational excellence. Organised large-scale events, whilst delivering compelling offers to maximise member engagement. Administered omnichannel communication to members to elevate experience.
• Led the partnership agreement with Royal Air Maroc, overseeing commercial negotiations, legal compliance, and technical integration
• Fostered loyalty culture including in newly acquired hotel brands by training a network of 90+ hotels.
• Enhanced customer knowledge at hotel level by implementing innovative CRMtool with compelling user stories.
• Elevated brand recognition by directing high-impact marketing initiatives.
CRM Strategy Strategic Partnerships Omnichannel Marketing Web Content