Julie Desvaux

A listed company, investors and entrepreneurs since 1835, operating in the hospitality, healthcare, wellness, and investment sectors. o Hospitality: Development and marketing and communication strategy for Hôtels & Demeures Esprit de France. Digital strategy, communication, press relations, network development, customer experience. o Thermal spas: Development and strategy for the Sources d'Equilibre brand, which includes the Thermes d'Allevard and Thermes de Brides-les-Bains spas and the RespiRelax+ mobile app for breathing and cardiac coherence. o Creation of the brand for the PMI [Paluel Marmont Investissement] investment strategy platform. o Corporate communications and public affairs for Compagnie Lebon.

o Outsourced marketing and communications management, marketing strategy consulting, digital marketing and communications, positioning, brand identity. Support in implementing the marketing plan. o Clients: software publishers, recruitment and coaching firms, hoteliers and restaurateurs. o Main achievements: launch of the Casa Barbara brand for Korian. Redesign of the brand identity and strategy for software publisher Krialys.

o Creation of the marketing and communications department to support the development of the LOV Hotel Collection group (7 five-star/luxury hotels) and the Airelles luxury hotel brand. Recruitment and management of a team of six people. o Marketing launch of the Airelles Mademoiselle hotel in Val d'Isère and Le Grand Contrôle at the Palace of Versailles: launch strategy, press relations, communication materials, digital visibility. o Digital vision for the Airelles brand: Creation of a brand content/inbound marketing platform [inside.airelles.com] and an online store [boutique.airelles.com] Development of a new website [airelles.com], social media strategy. Development of traffic acquisition. o Definition of a CRM strategy (segmentation, data, content, communication plan). o Repositioning of the Airelles brand and definition of the associated customer experience.

o Strategic marketing: - development of a strategic vision for the MICE (seminars and conferences), wellness (thalassotherapy, spas, thermal baths), golf, and restaurants, as well as a strategy for conquering international markets (Asia, UK, US, PMO) - Development of a lead acquisition strategy (digital tracking, database management) o Product marketing: - Management of the project to revamp MICE (seminars) and wellness (spas, thalassotherapy) products to attract new customers. (Focus groups, internal and external analysis). Creation of a comprehensive and consistent customer experience and journey: service standards and design, adaptation of in-store spaces, product offering. - Work on the product, customer offering, and positioning in the context of new establishment openings. o Digital: - Creation and management of the WeChat account to increase the brand's visibility in the Chinese market. - Development of a B2B iPad application for sales teams, enabling the customization of sales materials according to customer profiles. - Creation of a module dedicated to seminars on the Hôtels Barrière mobile application, improving information and the experience of participants at hotel events. - Management of the creation of a unique digital tool enabling customers to measure the effects of their wellness stay and make it last over time thanks to personalized follow-up with wellness experts. o CRM and Data: - Work on customer data and segmentation. - Development of a contact plan based on B2B and B2C targets. o Communication and media: - Agency briefings and creation of national and international offline and online communication plans (media plan, SEA, display, sales materials). - Support for marketing managers and operators in resorts to adapt their systems. o Management of 2 people and cross-functional project teams of 10 to 20 people.

o Digital marketing: - development of social networks, implementation of e-commerce and mobility projects, SEA campaigns. o CRM and customer loyalty: - creation of targeted offers and loyalty campaigns as part of the Group's loyalty program (mailings, e-mailings, customer events), implementation of the BtoB (Business) and BtoC (Leisure) customer loyalty strategy at the resort. o Customer acquisition: - creation of events and customer acquisition campaigns, management of the communication plan. o Product development: - benchmarking, strategic analysis, repositioning of new products – e.g. beauty bar, new restaurant, medical spa. - production of a biannual trend book, listing innovations in hospitality, wellness, catering, and golf, and analyzing possible concrete applications for the Group's establishments. o Marketing budget management

o Strategic marketing: - Development of product ranges in collaboration with the Purchasing and R&D departments, from analyzing customer expectations to marketing the product. o Operational marketing: - Implementation of the B2C marketing and communication plan for France and B2B (distributors) for export: CIS countries, Europe, Asia. - Creation, in conjunction with area managers, of a promotional calendar taking into account the specific characteristics of prospective and existing markets (gifts in exchange for purchases, point-of-sale promotions, POS advertising, brochures, PR). o Digital: - Overseeing the creation of the website: - drawing up specifications, liaising with agencies. o Trade marketing: advising distributors on how to promote products and the brand at points of sale. o International development: - creating sales support tools tailored to the specific characteristics of each market. Training distributors and local sales teams on the brand's products. - ensuring compliance with the brand image.

o Brand image management: coordination of communication activities and visual consistency within foreign subsidiaries (signage, communication materials, etc.); creation of an information and tool platform to coordinate communication activities between headquarters and subsidiaries o Creation of advertising campaigns (slogans, visuals, style guide, graphic chain management, etc.) o Production of commercial and institutional tools (brochures, leaflets, flyers, etc.). Press relations