1. ALEXIA MICHEL
 9 years experience in: Digital strategy and consulting, Social Media & Influence Marketing,
Communication & PR, E- commerce, Tech (SAAS, CMS …),
 3 fields of expertise and interest : lifestyle, well being, sustainability,
 6 ½ years in Asia and especially in China,
 3 agencies served in Marketing, Communication / PR, Big Data / Monitoring,
 2 entrepreneurship experiences,
 +6,5 M users and influencers engaged,
 +30 collaborators in total that I led and I hope inspired,
 1 professional network still growing everyday,
EQUANCY, DIGITAL MANAGER,
Consultancy firm specialized in Marketing and Digital
Paris, October 2016 – December 2016
 Managed a team of 15 consultants in total for a unique client (Nissan Europe) at an European scale,
 Was responsible for the quality and consistency of the deliverables,
 Supervised the client’s requests, optimize the firm’s assets and ensure a good collaboration with
the partners and third party to offer the best answer to the client’s needs via :
• Digital, Media and Social Media analytics, performance tracking and analysis,
• Tactical and strategical recommendations,
• Business Intelligence and Innovation (DMP for example),
VECOOS, FOUNDER & PARTNER,
E-commerce Chinese Start-up specialized in sustainable lifestyle, covers
6 categories : food & beverage, travel, fashion, home, sport, wellbeing.
Shanghai, August 2014 – August 2016
BUSINESS DEVELOPMENT & EVANGELIZATION :
 Started from scratch a new business unit in an existing Chinese holding,
HUMAN RESOURCES:
 Recruited, trained and managed a team of 8 people,
DISTRIBUTION CHANNELS (Wechat, Mobile App, Concept Store)
 Was in charged for the cross channel strategy and deployment,
• Design of the mobile user experience on Wechat,
• Creation of the e-commerce shop,
• Development of the mobile app roadmap in collaboration with a local mobile agency,
• Find the right location for the concept store, work on the user customer journey and interior design,
BRANDING & MARKETING
 Created the brand, its marketing strategy and action plan, ran the kick off events,
• +3K lifestyle bloggers found and monitored,
• +500 articles produced and released,
• +1,7 K users generated via inbound marleting only,
REVENUES (E-commerce, Services, Ad)
 Built the business model and plan and make sure that it’s viable and profitable,
• 3 tactics to generate revenues tested (direct sales, ,m-commerce boxes and traditional m-commerce)
PARTNERSHIPS
 Developed trading and strategical partnerships in China and in Europe,
• Example of UN Women with He For She that helped us to find the right NGO for our Women’s Day campaign,
• +500 people participated to this campaign in one day!
Analytics
Consulting
M-commerce
Acquisition
Business Devlpt
LINKFLUENCE, INFLUENCE MARKETING DIRECTOR,
Company that offers monitoring and influence solutions to
put the big data at the heart of an efficient conversion.
Shanghai, October 2013 – August 2014
 Led the influence department and a team of 8 people,
 Was responsible for the product development (plateform roadmap),
 Insured the ongoing and campaign engagement of a cimmunity of +3M influencers,
 Was for the client and prospect proposal delivery,
 Supported the team during the project execution phase and was the one who did the client facing,
 Controled the cost management side,
Clients: Barilla, DSM Philippines, Lincoln, Griffins, Quechua, Yves Rocher, Belly Armor, Decathlon,
Agencies: Omnicom Group, Blue Hive, Ogilvy, JWT, TBWA
La campagne Barilla en chiffres: https://www.youtube.com/watch?v=Nzpa9w2ZfXk
• Acquisition: 1 000 influencers,
• Reach: 142 000 000 views,
• Social Media conversion: +100% fans on Weibo,
• Earned media conversion: 220 000 USD,
• Sales conversion: 500 tones of Barilla pasta sold,
UX / Roadmap
Influence
Acquisition/
Engagement
Cap & Cime, LIFESTYLE PROJECT MANAGER,
Agency specialized in PR, social medias & e-reputation,
communication and content, event.
Shanghai, December 2012 – July 2013
 Defined the go to market strategy for Pure Circle (Wordlwide leader of Stevia) in China,
 Co-supervised the first PR event,
 Started from scratch an e-commerce project focused on European imported products (hand made, artisans,
small and medium productions, tailor made)
PR
E-commerce
CONTACT
alexia.drion.michel@gmail.com
Tel: 06 60 82 00 87
Address: 50, rue Servan 75011
Skype : alexia-cactus
linkedin.com/in/alexia-michel
twitter.com/alexiamichel
facebook.com/alexia.michel2
Social Networks
Master Degree
Art & Digital Media (M1)
BA Degree
Information & Communication
Paris Sorbonne University
Education
French: mother tongue,
English: fluent,
Chinese: beginner,
Hebrew: beginner,
Languages
Hobbies
Alternative medecine,
Painting,
Yoga,
Cooking,
Development Evangelization Social & Digital International Lifestyle

2. ANXA / Aujourdhui.com, COMMUNITY MANAGER FRANCE,
Anxa provides wellness solutions for the 21st century,
offering people all over the world the opportunity to eat healthier,
live longer, and love better.
Paris and Asia, September 2009 – February 2013
 Managed a team of 12 community manager based in Paris, Montpellier and Manilla,
 Thought and set up the overall community management strategy for a community of +3M active users and clients,
 Took part actively into the platform development (CMS, Gamification, SAAS),
 Impulsed a real online <-> offline engagement through influencer events and PR,
 Was especially responsible for the Jean Michel Cohen program and community as a strategic product,
 Supported and enhance his notoriety (TV, press, online media),
 Built and launched the program ‘Savoir réduire son cholestérol’ with Danacol (community manager training, skills
transfer, follow up)
• Volume of coaching program’s users: +500 000
• 5 000 000 comments and 79036 discussions on hot topics only have been created!
• Volume of visitors: 1,5 millions
UX / CMS
Acquisition /
Engagement
E-PR
3eme Acte Communication, DIGITAL PROJECT MANAGER,
Communication and event agency that put handicap at the
heart of its DNA,
Paris, June 2007-June 2009
 Built the Digital department,
 Produced the business development materials for this new service,
 Managed the clients and prospects requests,
 Supported the team when it’s necessarly on other business fields,
This experience started with an internship of 6 months
Event
BU Devlpt
Ethic
IFAC 84, SERVICE CIVIL VOLONTAIRE,
The institute for training, animation and consulting is a national
non-profit association, with an educational, social and territorial
vocation
Avignon, September 2007-June 2007
 Supported the Communication actions among a student audience,
 Produced communication materials,
Communication
Civic Engagement
Colette & Margaux, FOUNDER,
Consultancy firm specialized in digital and social media marketing and
focused on Wine and Lifestyle industires,
Shanghai, April 2012 – January 2013
 Created the company,
 Structured its activity and partnerships,
 Built the first client’s proposals
 Sold the company to a Wine trading firm,
Clients: ANXA, Decathlon, Escarelle, Sopexa, INS consulting
Partners: Kairos Agency, Wildfire Asia, Army Of Frogs
Colette &
Margaux
Business Devlpt
Lifestyle
Entrepreneurship