Axelle Fournier

Brand Marketing Manager @Philip Morris International

Paris, FR

Global FMCG leader worldwide, 400 BU France), U.S-based. Shifting consumption market: Transition from a transactional model to a recurring model (electronic products). National launch of omnichannel B2B2C products (2,300 POS) in a regulated retail environment. Shift from transactional to usage-based recurring model (48k CRM contacts, electronic products, consumables) Digital & omnichannel strategy in a highly regulated B2B2C environment Nationwide product launch across 2,300 retail locations: coordination of retail, e-commerce, CRM, and external partners Structuring of the digital funnel: acquisition, conversion, retention (CRM, UX, data marketing) Design and implementation of a unified workflow to ensure local execution: increased fluidity, reduced operational errors Conversion rate optimization through A/B testing, CRO, targeted campaigns, and continuous improvement of the customer journey Implementation of omnichannel KPI framework: dashboards, budget control, test & learn culture Cross-functional collaboration with local teams, legal department, and external stakeholders (stakeholder alignment) Digital strategy | Omnichannel | Performance marketing | Conversion funnel | Customer acquisition & retention | Growth | e-commerce | e-retail | CRM | KPIs | Budget | A/B testing | Customer journey | B2B2C | Product launch | Digital scalability | Subscription | Recurring model | X-as-a-Service (XaaS)| Regulated environments | International coordination | Stakeholder alignment

MIT Sloan School of Management

Artificial Intelligence for Business Strategy

EM Normandie Business School

Master's Degree In Management & Business Development

HEC Paris

Executive Master - Graduated as Valedictorian, with highest honors

Master's Degree in Communication

Master's degree in communication, Communication, General