Insight (HD)
Nicolas GAKRELIDZ France http://nicolasgakrelidz.free.fr
Service Orientation (D) Curiosity (HD) Courage (D) Results focus (D) Initiative (HD)
11 Birthdate : April 12th 1978
Innovation & renovation (HD) Pro active cooperation (HD) Impact and convince others (D) Lead people (D) Develop people (D) Practice what i preach (HD) Professionnal Knowledge and skills (HD) Know Himself (HD) (S standard, D developed, HD Highly Developped)
PROFILE
Marketing Development Director Europe, double skills marketing / analytics, 7 years experienced in business oriented environment (Internet providing, ebusiness, on line loyalty program and direct marketing). High interest in challenge and business objectives.
PROFESSIONNAL BACKGROUND Responsibilities and achievements
>Confidential (Aix en Provence / France) Since July 2009 – Marketing development Director Europe European leader in mountain holidays. 13 brands / 7 languages
SEM / SEO / Affiliation / Email recruitment CRM (Loyalty program, Customer lifecycle specs and management,…) and Datamining Brand positionning, European development Pricing Website development : Content, SMO, ergonomy, software integration : search and merchandizing software
Webanalytics Direct team : 8 projects managers and assistants
> VENTE-PRIVEE.COM (La Plaine Saint Denis / France) December 2006 to July 2010 – Europe Datamining manager at vente-privee.com (European private-sales’ leader : France, Deutschland, Spain, Italy, UK)
Datamining project Director : CRM Analytics deployment
Benchmark, POC and solution’s choice : SPSS Clementine, Textmining, Predictive Enterprise Services SPSS Solution now in production Datamining’s database specifications : indicators, aggregates, data enhancement from surveys
Analyses, reporting and datamining modeling:
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Scoring, segmentation, survey analysis, data extraction and query development Regular establishment of KPI describing the customer behavior and CRM performance. Customer dashboard designing, ROI measures,...
Marketing / CRM: − − − −
CRM planning co-writer and deployment Emailing commercial pressure Customer Life Time Value building and Analysis Analytic assessment of marketing campaigns (loyalty and recruitment) to optimize marketing costs (SEM , …)
Recruitment and management of a dataminer Contributor on other projects according to datamining:
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Campaign management tool deployment ( NEOLANE) as Marketing project manager in charge of data, targeting and commercial pressure Products categorization for datamining and reporting
>Tmis-consultants (ALTRAN Group – Paris / France) November 2004 to December 2006 – datamining and direct marketing direct consultant at
Orange Internet France (2 years) – developing datamining and targeting models for campaign management activity Résults : significative growing of rentability in direct marketing campaigns Targeting: -
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Development and production of 25 scoring models, development of a specifical methodology Topics : churn, up sell and cross sell Channels : call center, emailing, mailing and offices Markets : B2C and B2B advanced indicators building: Threshold, backtesting and sampling Datamining Automation (under the ETL Amadea) Development of indicators and data quality for the datamining database
Customer insight : Analysis : VOIP, Messenger, B2B Customers,… Development of a specific segmentation to optimize commercial pressure Recommendations for marketing planning
Participation on pre-sales projects and datamining knowledge management
>MAXIMILES Group (Paris / France) January to October 2004 – Datamining and maketing production Benchmark and choice of the solution : Kxen Datamining : scoring and segmentations marketing : definitions of actions per segments, campaign management Marketing campaign assessment and performance reporting to brands Miscellaneous: adress treatment, legal aspect of direct marketing,… Réalisations : Banque Populaire / Natexis, Prodirest, BRED, maximiles.com, royal finance,… Résults : improving campaign results by 4.
>Novalis (Lille / France) May to October 2003 – Dataminer
Scoring for marketing campaigns Survey analysis Benchmark of datamining solutions
EDUCATION 2004 – PG + 6 – M S in Direct Marketing and e-business
Business school in Lille (France - Ecole Supérieure de Commerce) Professional thesis : data analysis and impact of loyalty programs on consumers
2003 – PG + 5 in CRM Analytics
University of Montpellier (France)
2002 – PG + 4 in Econometrics
University of Montpellier (France)
PROFESSIONAL SKILLS Editing and Office software : MS Office Datamining :
SPSS (Base – Clementine, SPSS Training, Predictive Enterprise Services) KXEN (KXEN Training - certified), SAS V8 (Stat - Enterprise Guide - SAS Enterprise Miner v4 SAS Training – certified), SPAD Reporting : Business Objects (Reporter), Report Smith and Excel 2007 Datamanagement : SQL, SAS, Amadea Studio (Isoft Training) Internet : Fireworks, Dreamweaver, Joomla Technical langages : SAS, SQL (SQL Server), VBA (basic knowledge)
langages: English , working language
