Raphaël Metter-Rothan
Media Director | Lead | Digital marketing and media | Intrapreneur | Marketing transformation ninja
Professional Status
Employed
Open to opportunities
About Me
Solutions-oriented digital marketing & media leader with over 10 years of experience helping brands maximize the impact of their digital marketing bottom line.
Seasoned at working with C-Level executives to ideate and execute digital programs such as in-house media buying.
Catalyst for change, experienced in leading teams towards upskilling in media specialty and embracing innovative work methodologies. Expertise in coaching growing talents in the organization.
Seasoned at working with C-Level executives to ideate and execute digital programs such as in-house media buying.
Catalyst for change, experienced in leading teams towards upskilling in media specialty and embracing innovative work methodologies. Expertise in coaching growing talents in the organization.
Media Director
Desjardins
Since June 2019
- Manage a cross-skilled team of 35 senior to intermediate paid media and social media experts
- Pancanadian media lead
- Develop on-going audits and roadmaps to improve paid media, social media and marketing science best practices based on the highest industry standards
- Responsible of the in-house media buying project
- Build the strategic vision of an in-house media buying and data-driven initiative and oversee its rollout, as well as the evangelization of omnichannel media specialty within the organization
- Build a robust ROI framework for the trading desk, insuring its profitability
- Responsible of redefining operational and human ressources workflows
- Support HR and headhunt of seasoned media talent
Lead, Omnichannel media
Desjardins
Since November 2017
Full-time
Montréal
Canada - Québec
- Build the strategic vision of an in-house media buying and data-driven initiative and oversee its rollout, as well as the evangelization of omnichannel media specialty within the organization.
- Responsible of the in-house media buying project
- Build a robust ROI framework for the trading desk, insuring its profitability
- Mentor a cross-skilled team of 10 senior to intermediate media experts (programmatic, social, SEM, offline)
- Develop on-going audits and roadmaps to improve digital media best practices based on the highest industry standards
- Act as strategic advisor by redefining operational and human ressources workflows
- Support HR and headhunt of seasoned media talent
Senior digital media strategist
Desjardins
February 2017
to November 2017
Full-time
Montréal
Canada - Québec
- Created a robust business plan of an in-house media buying department within the marketing line of business and oversaw its execution.
- Lead digital media audits
- Built and pitched internalization business plan to C-Level executives
- Created the in-house trading desk team
- Defined & implemented the marketing technology architecture
- Developed the media digital training program
- Acted as strategic advisor by redefining operational and human ressources workflows
- Support HR and headhunt of seasoned media talent
Director of Business Development & Digital marketing Strategist
Black Angus Inc, a programmatic media agency
November 2014
to December 2016
Full-time
Montréal
Canada - Québec
- In charge of setting up and developing the brand new french company Black Angus in North America
- Ecommerce strategy development and implementation
Detailed Description
Upgrading professional expertise & Professional project
/
July 2014
to November 2014
Montpellier
France
- Upgrading professional expertise
- Intensive « English Business » training (from july to december). BULATS Certification, Cambridge University, level CEFR - C1.
- Self e-learning: focus on e-marketing & brand strategy
Project – Developing a professional project
- Step 1 : Active work exploration and visa application in order to relocate to Canada
- Step 2 : In charge of setting up the brand new french company Black Angus in North America - mission surrounding various market analysis, prospection basis -
- Intensive « English Business » training (from july to december). BULATS Certification, Cambridge University, level CEFR - C1.
Brand Strategist and Operations Director
Sens Inédit, a national advertising and communication agency. France
January 2011
to July 2014
Full-time
Montpellier
France
- Member of the executive board. Contributing to the firm's strategic decisions
- Management and development of all customer portfolios. Profit margin: €4-5 million pa
- Communication strategy development and implementation
- Management, supervision and coordination of a team of six
- Built an efficient professional relationship with the creative team
- Project coordination and follow-up
- Creating new project management processes
- Answering customer requests
Detailed Description
- Main customers:
Montpellier Urban Conglomeration (http://www.montpellier-agglo.com)
Regional Council (http://www.laregion.fr)
Food, wine and touristic brand "Sud de France" (http://www.sud-de-france.com)
French Railways (http://www.rff.fr/en/)
Winegrowers Cooperative "Vins Pays d'Oc IGP" (http://www.paysdoc-wines.com/en/consumers)
Achievements
I. Launching and developing Montpellier as a regional brand – Montpellier Urban Conglomeration
- Analysis of the customer’s vision, benchmarking of international regional brands, field study of Montpellier’s business community
- Developing brand communication strategy
- Multimedia promotional campaign (print, social media, website, online influencer community, public relation, brand events…)
- Supervision of communication: website, brand magazine, brand social network, brand events
- Management of all projects and teams (strategic, creative, executive and sale’s team)
Result: 600 business ambassadors in 3 months, 4000 guests at the launching event, many national press impact
http://www.montpellier-unlimited.com/en
http://www.sensinedit.fr/index.php/experiences/projet/86/montpellier-unlimited-le-magazine-montpellier-agglomration
II. Launching a national advertising campaign to improve the image of “Vins Pays d’Oc” and to promote their wines – Winegrowers cooperative “Pays d’Oc IGP”
http://sensinedit.fr/index.php/experiences/projet/30/campagne-t-2011-interprofession-des-vins-du-pays-doc
Result : communication reward at the "Trophées de la Communication 2011" - Analysis of the customer’s vision, benchmarking of international regional brands, field study of Montpellier’s business community
- I joined the company as Senior Account Executive then I was promoted to Account Director
Company Description
Paris and Montpellier agencies, France.
Lisalou Groupe (http://www.lisalougroupe.fr/)
Since july 2014, Sens Inédit agency has been rename as "Ivoire" agency (http://www.ivoireconseil.fr/).
Lisalou Groupe (http://www.lisalougroupe.fr/)
Since july 2014, Sens Inédit agency has been rename as "Ivoire" agency (http://www.ivoireconseil.fr/).
Company website
Account Director
Publicis, an international advertising and communication group. France
March 2007
to January 2011
Full-time
Strasbourg
France
- Management of corporate accounts. Profit margin: €600K pa
- Communication strategy development and implementation
- Answering customer requests
- Invoicing
Detailed Description
- I joined the company as Assistant Account Manager and was later recruited as Senior Account Executive – March to August 2007
- Main customers:
Supra wood-fired steels and electric heating (http://www.supra.fr)
Hager electric products (http://www.hager.fr)
Feyel Foie Gras (http://www.feyel.com/en/)
Wolfberger wines (http://www.wolfberger.com/)
Meteor brewery (http://www.brasserie-meteor.fr/en)
Alsace Lait dairy products (http://www.alsace-lait.com/EN/)
Achievements
1/ Launching national and regional advertising campaigns to improve brand image and sales
2/ Communication strategy development and implementation
3/ Development of brand identities (brand architecture, logo, wrapping, retail architecture)
http://www.feyel.com/en/foie-gras/fresh-foie-gras
http://www.wolfberger.com/vins-et-spiritueux/vins-appellation-alsace.html
http://www.brasserie-meteor.fr/en/#pils
Company website
Assistant Account Manager
Reymann communication, a regional advertising and communication agency. France
September 2007
to January 2008
Full-time
Strasbourg
France
- Answering customer requests
- In charge of customer and supplier relations
Detailed Description
- Main customers:
Luz Group (http://www.luz.fr/)
Cora hypermarket (http://www.cora.fr/)
Company website
Others jobs
Different firms
June 2002
to August 2007
Full-time
France
France
- Training-course :
> Servitec : sales and communication team, 2005-2006 - http://www.servitec-sa.com/eng
> Plakar Concept, 2004-2005 : sales team - http://www.plakar.fr
Others jobs :
> receptionist in an hotel
> retail sales assistant in a sports shop
> project manager to promote a new software
> barman
> building worker
> delivery man
