Anne-Marie Gaultier

Anne-Marie Gaultier

resident and Partner at DatakaLab
PARIS, France

A propos

After more than 15 years in advertising agencies building brands, I moved from CEO OF Saatchi France to CMO/CCO of iconic brands such as Club Med, Bouygues Telecom, Galeries Lafayette or Bally.

I led the repositioning and digital transformation of these brands through team reorganization, new process and a strong focus on client intelligence and client experience improvement.

Was part of IBM CMO advisory board in NYC.

Marketing professor at Sciences Po Paris teaching brand repositioning and transformation strategy for the master students.

Expérience par secteurs


January 2017 - Actuellement ici (3 ans 8 mois)
Datakalab is a start up which measure emotions via neuro sciences tools to enrich client intelligence and help companies and brands in their transformation and innovation strategies.
Vice-President, Global Marketing and communications
March 2014 - February 2016 (1 an 11 mois)
Managing a team of 40 people and the turn around of the brand via a new brand platform and the elevation of all touch points. Responsible for all online communication and digital activities for the web site. Re electrified the brand via the multiplication of videos and engaging brand content. Developed Collaborations with digital influencers and musicians (Singtank, J Cole). Launched an editorial site dedicated to shoe expertise and caring with user generated content: « Shoepedia by Bally ». Doubled social network fans and followers in less than 2 years.Opened our first flagship store in 20 years in 2014 in London. Introduced and managed a shoe concierge service in London. Launched a travelling exhibition of a Jean Prouvé Modernist house at Art Basel, Miami Art Basel, and Shanghai Design week.Handled all celebrities, VIP endorsements and events with talents such as Lupita Nyong’o, Benedict Cumberbatch, Dakota Johnson and Rita Ora.Drove innovation in CRM by improving the data catching, the content relevancy, the integration with other customer touch points.
Chief Marketing and Communication Officer for Galeries Lafayette and BHV/Marais
Groupe Galeries Lafayette
2008 - 2014 (6 ans)
Managed a team of 110 people and the marketing and communication activities for 66 Galeries Lafayette stores, 6 BHV stores and the web sites.In particular, developed the Galeries Lafayette brand platform and clarified the private labels portfolio. Repositioned and re branded the BHV Marais. Evolved the logo, the advertising and the look and feel of the stores. Re-launched in 2009 and grew the business from 1.5 to 6 ME by 2011. Full responsibility for the P&L of the e-commerce web site until 2011. Managed social and digital strategies to improve presence, reputation and transformation.Worked closely with Jean-Paul Goude for the advertising. Managed the creative and production of 15 catalogues per year.Completely transformed the loyalty scheme in to one comprehensive program to trace up to 70% of the turnover. Analysed the data and identified behavioural clusters to drive the CRM strategy and help the company to be more client centric.Managed the creation and production of all window displays, POS material for the 66 storesCrafted numerous partnerships with luxury and fashion brands: Louis Vuitton, YSL, Urban Outfitters…Launched the largest fashion show in the world (Guinness World record in 2011 and 2012), organised major concerts on the store’s roof top and in its windows. Organised the opening of the Dubai, Casablanca, Jakarta and Beijing stores.
Brand and Communication Director
Bouygues Telecom
2003 - 2008 (5 ans)
Managed a team of 70 people and the communication for the brand and the 540 Club Bouygues Telecom.Redefined the brand platform and successfully launched the first all-inclusive plan: Neo which became the lead offer.Launched new plans and innovations every 3 months. Managed a media budget of over 90 ME. Developed all communication and anti-churn strategies towards prospects and clients.Developed and managed all point of sales materials including product catalogues, leaflets and window displays.Managed the Bouygues Telecom team in cycling during the Tour de France and other major cycling races. Sponsored major sailing cups. Launched our own golf tournaments for key clients. Launched the first basketball tournament across major cities in France with Tony Parker and the NBA.
Chief Marketing Officer
Club Med
2001 - 2003 (2 ans)
Managed a team of 60 people including the advertising, digital,CRM, events and press team.Defined the positioning and the activities for each village based on client analysis and trends. Managed the marketing teams around the world.Managed the e-commerce web site and all traffic drivers.Managed the opening of new villages such as Serre Chevalier, Marrakech, Napitia. Managed the crisis following September 11th including press and client issues.
Chief Executive Officer
Suresnes, France
1996 - 2001 (5 ans)
Co-managed a team of 120. Responsible for key international clients such as Procter and Gamble, Visa, Sony. Drove the new business strategy and was 2nd agency of the year in 1998 and 1999 for new business acquisitions. Won major new accounts such as Carrefour, Visa, Lejaby.
Senior Account Director
Paris, France
1995 - 1996 (1 an)
Managed the Belin portfolio, 3 Suisses, and the Laboratoire Upsa.Scout agencies in Russia, Poland and Romania to co-manage the launch of the Laboratoire Upsa products.Bronze Lion for the Chipster campaign.
Account Director
Boulogne-Billancourt, France
1992 - 1995 (3 ans)
Responsible for the Colgate-Palmolive portfolio and food and beverage accounts such as Danette and Pur’ Soup.
Group Account Executive/ Account Director
1988 - 1992 (4 ans)
Launched the monkeys campaign for OMO which won many awards including the EFFIE decade campaign.
Account executive
Chicago, Etats-Unis
1986 - 1988 (2 ans)
In charge of Kraft new products.
Account executive
Chicago, Etats-Unis
1984 - 1986 (2 ans)
In charge of Wrigley chewing gum and the Quaker Oats cereals


Executive master in collaboration with the Bouygues Group

2005 - 2006 (1 an)

Master of Arts (M.A.)

1983 - 1984 (1 an)

Bachelor of Applied Science (B.A.Sc.)

1980 - 1983 (3 ans)

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