I am Stephane Keulian
Marketing & Retail Specialist
- Age 45
- Address 14, Avenue Marcel Martinie
- E-mail email@example.com
- Phone 06 29 40 05 73
Experienced with all stages of the development and management of brands in retail as well as designing store concepts.
BLEU LIBELLULE is a French leading professional hair products retailer with more than 110 stores throughout the country.
The mission consisted of re-positioning the brand and its retail concept in order to enhance the shopper experience and increase revenue. A six-month in-depth audit of the stores and the brand allowed me to identify drivers for optimization. I recommended a new store concept (new layout that sticks to the customer path, creation of new promotional areas, new signage system, upgraded look and feel). The first pilot store is scheduled April 2016.
COMPAGNIE DE PHALSBOURG is a real estate development, investment and management company, which ranks among the major players of the French real estate market.
In charge of the positioning and branding of a new premium outlet development (140 stores, 20,000 m2 GLA) located in the Lyon area and set to open in 2018. I managed the creation of the B to B leasing toolkits (corporate brochure, website, social media networks, trade fairs).
Opened in late 2013, ONE NATION PARIS is an exclusive outlet shopping center in the Paris region (24,000 m2 GLA, 100 stores) which offers 30 to 70% discount on luxury and fashion brands.
During the development process of the project, I was responsible for the positioning and branding strategy, as well as the creation of a comprehensive range of leasing marketing tools (B to B websites, leasing app, communication campaigns, PR and influence initiatives, emailing and newsletters, trade fairs). In 10 months time, 70 leases had been secured and a major competing project in the same catchment area had to be cancelled.
Once the shopping center opened, I was in charge of the B to C marketing strategy and operational execution (full digital ecosystem, events, sales promotion, loyalty program).
In 2010, CORIO was one of the major European property company specialized in retail with more than 200 shopping centers in 7 countries.
I was responsible for turning 2 major shopping centers in the Corio France portfolio into "favourite meeting places" (Corio’s corporate strategy on a European level) in order to enhance both their commercial performances and their images among retailers.
The process especially included shopping center brands re-positioning, social media investments to connect with the local communities, sales promotion, and a series of original events held on a regular basis.
These initiatives resulted in footfall increase, regular media coverage and a boost in new leasing contracts as the shopping centers showed new vitality.
Furthermore, I was regularly involved in marketing workshops on an international level to share the best marketing practices.
In charge of the re-positioning of Eurest brand, dedicated to the business and industry sector in France with nearly 1,000 restaurants, as well as the creation of new restaurant concepts (take-away options, brasserie and corporate restaurants).
To support the sales department, I was also regularly involved in calls for tenders.
To support the operation department, I set up a new trade marketing plan with some global FMCG brands to increase the restaurant revenues. It resulted in 1 million euro additional revenue.
Store Concept Director
Responsible for the "MAG3" new store concept of the French supermarket chain (2,000 stores) that provided comprehensive solutions to increase store performances.
I was responsible for defining the key elements of the concept and for ensuring its implementation among independent store owners through both in-house and external teams.
With more than 1,000 stores implemented within the first 18 months, MAG 3 resulted in a dramatic boost on sales for INTERMARCHE which market share gained 1 point.
I was responsible for the positioning and the development of private labels on several food markets through new products launches, new packaging designs, promotion and communication annual plans.
I managed a team of 15 people.
I am available and motivated to join your team in France or in The Netherlands
From the blog
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Sport : cycling and fitness.
Contemporary American Literature
Architecture and Design.