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coralie schaefer

Audience specialist / Strategic Planner

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coralie schaefer
Paris
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Professional Status
Employed
Available
About Me
Strategic planner specialised in targeting strategy, audience qualification and profiling, brand territory and content development
Resume created on DoYouBuzz
Experiences
  • Working closely with the research and development team on a Facebook campaign tool for marketers.
    Developing the integrated Personas library based on a "universal" way to segment Facebook audience inspired by psychographic typologies, Jung archetypes and personality tests
  • Working closely with the media and creative teams to develop Facebook campaign for clients :
    • Identify, understand and profile target audiences
    • analysing clients and prospects, consumers and buyers combining various data sources
    • identifying target audiences
    • qualifying them - socio-demo, personality, way of life, context, needs, expectations, challenges, solutions, touch points
    • developing custom personas
    • unlocking insights and providing creative guidelines
  • Strategic Planning :
    • Brand positioning
    • Communication platform
    • Brand book
    • Workshop monitoring
    • Creative briefs
    • Audience and media planning
  • Firm :
    1. Communications & commercial strategy design
    2. Content producing and communications media and tools development
    • Design and development of the website and editorial productions (Newsletter, catalog, brochure, commercial documents & pitch)
    • Development of New Moon visibility on the web
    1. Commercial development
      Prospection (online, meetings...)
  • Clients :
    Consulting services focus on strategic planning, consumer research and disruptive innovation
    1. Strategic innovation
      > References : GH Mumm, Bourjois
    • Unlock fresh insights into emerging needs, beliefs and behaviors through a combination of trends analysis and qualitative research
    • Identify innovation platforms
    • Stretching thinking to generate breakthrough ideas thanks to creative stimuli and workshops facilitation
    • Concepts writing and recommendations for implementation
    1. Forsight strategy
      > Reference : Chanel
    • Identify drivers of change on a market through a combination of future trends analysis, semiotics, experts interviews and co-creation groups
    • Define a strategic vision thanks to forsight workshops
    1. Trends activation
      > Reference : PSA
    • Detect strategic trends or communication drivers on a market
    • Bring the trends/ drivers framework to life through moodboards, qualitative and quantitative evidence
    • Identify the specific implications on a business and provide recommendations
  • Exploratory, concepts, packagings and communications surveys
    Clients : Pernod Ricard, Ferrero, Johnson&Johnson, Orangina Schweppes, Vania, Bongrain, P&G, l’Oréal, MSF, etc...
    1. Understanding of the brand issues and objectives
    • Methodology design and project writing
    1. Research management
    • Consumers recruitment
    • Online platforms, groups, interviews moderation
    1. Presentation of marketing recommendations, facilitation of the results appropriation and participation to the creative briefs
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Resume created on DoYouBuzz