Florent Thomas Guedon

Responsible for leading international MarCom initiatives through the development of hybrid (online / offline) customer-centric strategies to drive Sony Business profitability.

Responsible for leading global digital brand engagement, customer experience and acquisition strategies across EMEA, NA, LATAM, APAC and China. - Oversee the creation of customer experience strategies which embeds both onsite and offsite touch points leveraging customer insights and marketing automation to maximise customer engagement and drive sales. - Orchestrate the creation, planning and execution of brand and performance marketing campaigns across a broad range of media channels to meet regional objectives and global business KPI targets. - Own and lead global content strategy, planning and distribution across Sony websites and digital media: paid media, social media, earned media and owned media. - Manage global media agency relationships (MSA & SoW) and align the overall communication strategy with key business stakeholders in Europe, US and Japan HQ. - Liaise continuously with local marketing (PR, Events, CRM) and sales teams to align digital and traditional tactics and gather market insights. - Develop and maintain global digital brand and marketing campaign guidelines for best in class digital practices across all regional Sony entities. - Line manage a team of international digital project managers, acquisition, social and insights specialists.

Responsible for leading analytics projects, customer insights and digital acquisition strategies across EMEA, NA, LATAM, APAC and China. - Define and lead digital acquisition activities to ensure Sony Professional business to achieve its commercial objectives and KPI targets through digital channels. - Manage multiple business units’ budgets, planning and forecasting all digital marketing activities to support stakeholder’s product pipeline and objectives. - Manage relationships with SEM, SEO and Analytics Agencies enabling team synergies, setting best practice and ensuring campaign performance. - Utilise qualitative and quantitative data: CDB, user behaviour, market research, competitor analysis, to improve the customer journey and define target audiences. - Drive value through identifying strategic opportunities and providing actionable insights to Sony Pro regions globally and business units. - Ensure global digital alignment through the development of Digital Best Practices and Guidelines across SEO content, campaign assets creation and CRO. - Line manage, train and develop a team of global acquisition and insights specialists.

Responsible for managing paid digital media strategies and implementation on a £10M account portfolio over 20 countries. • Line managed and lead global team with responsibilities for the definition, management and execution of paid media strategy, including paid search, display, social media advertising and content marketing. • Established the overall strategic paid media approach for clients by demonstrating creative thinking based on consumer, business information and an extensive understanding of the brand positioning and clients’ objectives. • Defined account management processes and best practice principles ensuring continuous track of performance against KPI targets. • Kept day-to-day client relationship ensuring paid media activities alignment with the clients’ wider strategic goals and clients’ satisfaction through service delivery. • Recruited, developed and line managed a team of analysts and executives, followed up with performance reviews and individual development plan. • Continuously improved efficiency by providing regular internal training across the company as well as external training for clients. • Identified new paid media opportunities that offer a strategic advantage to existing clients and establish Greenlight leadership in securing client value. • Developed new business proposals and worked closely with the sales team to secure new clients for the company.