Charlotte Lor

Interbrand is a leading brand consultancy, part of the Omnicom Group, and the publisher of the highly influential Best Global Brands ranking. Interbrand believes that a brand is a living business asset which, if properly managed, creates identification, differentiation and value.

As in-house Senior Marketing Manager, I am responsible for developing and implementing an integrated marketing strategy focusing on content, data and collaboration to help the agency stay relevant in a fast-changing world, increase consideration and generate leads.

I also develop and implement brand activation programs to support clients' business and brand strategy.

As in-house Marketing Manager, I was part of the executive committee, reporting directly to the CEO and managing the Sales & Marketing Coordinator.

> Insight
Conducted a strategic analysis of the marketplace – SWOT
Segmented the market and identified target audiences – brand owners, agencies, media outlets, consumers
Built the business case for the rebranding and repositioning of the agency

> Strategy
Defined the new Fifth Story brand identity – vision, mission, values, positioning, messaging
Developed the long-term marketing strategy and annual action plans to drive brand awareness, customer engagement and lead generation
Gathered meaningful insights from various sources, shared actionable insights across the agency and made recommendations for the development of new offerings

> Activation
Launched the new Fifth Story brand through a multi-channel campaign, including a new website and a launch event
Implemented the long-term marketing strategy and annual action plans, leveraging:
• Paid media channels – digital and social media advertising, partnerships/sponsorships
• Earned media channels – public relations, media relations, event management
• Owned and shared media channels – website/SEO, blog, social media, email marketing, CRM
Managed internal communications and engagement

Developed, implemented and evaluated marketing and communications strategies and tactics including advertising, public relations, digital marketing, social media marketing and direct marketing that achieved audience and revenue goals for the agency’s key accounts

Lead the team work in a fast paced environment with tight deadlines and changing priorities

> Insight
Conducted a strategic analysis of the primary care market – SWOT
Segmented the market and identified target audiences – healthcare professionals, patients

> Strategy
Developed the long-term business strategy, annual action plans and product positioning strategies to meet audiences’ needs, differentiate from competitors and drive sales

> Activation
Worked closely with the marketing and sales teams to ensure consistency and success
Worked closely with the agencies to create compelling content and execute go-to-market strategies
Successfully planned and launched a cardiovascular disease screening campaign
• Created a new product packaging to penetrate the pharmacy market
• Partnered with the largest association in the pharmacy market
• Obtained the award for the most innovative campaign at a pharmacy event
• Significantly increased sales
Supported the sales force to help win new businesses
Developed and implemented sales stimulation programs

> Print communications
Assisted in the creation of the annual product catalogue, quarterly consumer magazine “10 000 BIO”, corporate and product brochures and ads for the specialized press

> Event management
Organized professional development sessions for biologists at the International Biology Days in Paris, France
Organized a theme evening for 250 persons at an internal seminar

> Sponsorship marketing
Published the book “Les couleurs de Jeanne” for children potentially suffering from a genetic disease
Produced videos to inform, educate and entertain patients in medical waiting rooms