Matthieu Chatelain

Content Project Manager @Decathlon

Lille, FR

9 Countries. 30 Months. Turning complexity into a scalable content engine. Since late 2023, I’ve been actively involved in the Revamp Project rollout for Decathlon United. What is the \"Revamp\"? It is a massive overhaul of Decathlon\'s e-commerce websites to deliver a brand-new, enriched customer experience. The goal is simple: move from standard product listings to an inspiring, content-rich journey, from the Homepage all the way to the Product Detail Pages (PDPs). This means clearer navigation, higher-quality visuals, and localized storytelling that truly guides our customers.From the first pilot country to our latest strategic launch in France, the challenge was immense: managing high volumes of assets and manual workflows across diverse markets. The Rollout Roadmap: UK • NL • IT • DE • ES • PT • BE • CH • FR Moving from manual execution to industrial impact:• Massive Enrichment: Orchestrated the creation then localization of content pieces and optimized product packshot pictures across all markets, turning a heavy operational load into a streamlined flow.• €7.6M incremental revenue proven via A/B testing on our new visual navigation and €3.8M by enriching our PDPs.• Process Excellence: Reduced technical bugs by 70% between rollouts by implementing a strict \"post-mortem\" culture and standardized Playbooks.• Efficiency first: Integrated AI workflows to save ~3 weeks of manual work per country and cost reductions.Contributing to deploying a new standard across 9 markets isn\'t just about \"updating pictures.\" It\'s about structuring the complexity to build a scalable, efficient content machine.Huge shoutout to the Content Production Community and the whole team for this journey!Next stop? 6 additional countries to rollout by the end of the year 2026

ESARC Toulouse

2003, Marketing et communication

IFAG Toulouse

2007, Management Gestion Marketing