Béatrice Ettedgui
Marketing & Communications Director
Saint Maur (94100) France
Professional Status
Employed
Open to opportunities
About Me
- Experienced in driving 360° brand strategies in the international travel and hospitality industry.
- Lead corporate communications, tactical and global campaigns.
- Strong expertise in sponsorship and events
Senior Brand, Marketing & Communications Executive
EMIRATES AIRLINE
Since June 2022
- Head of CCMB Corporate Comms Marketing & Brand in France, directly reporting to Central HQ, Dubai
- Strategic & Tactical Leadership
• Develop and execute marketing plans aligned with global commercial priorities.
• Lead all French market campaigns, global, regional, tactical, across cross-media, social, ATL/BTL.
• Act as brand ambassador and internal comms lead to ensure messaging alignment. - Sponsorship & Event Management
• Manage end-to-end sponsorships for major events (Football, Roland Garros, ATP, NBA, Golf, Cycling, Sailing, Rugby World Cup...)
• Design and execute VIP hospitality, loyalty activations, and brand experiences.
• Lead flagship events including route anniversaries, aircraft launches, trade and PR. - Brand Communication & CRM
• Oversee all brand and tactical campaign rollouts in France with global consistency.
• Deploy targeted CRM campaigns (email, loyalty programs) with performance tracking.
• Lead PR agency executions in France and vet FR language comms for all FR speaking markets (Europe, Africa, Canada...) - Partnerships & Budget Management
• Lead co-branded campaigns with airports and trade partners.
• Coordinate budgets with HQ oversight, ensuring ROI.
• Maintain loyal customer relationships and managed marketing funds with airport and tourism partners. - Achievements
• Consistently meet KPIs, driving year-over-year sales and brand growth.
• Deliver 15+ high-impact marketing and digital campaigns annually.
• Manage 20+ sponsorships and events yearly, engaging over 6,000+ guests.
Corporate Communication, Marketing & Brand Officer
EMIRATES AIRLINE
2014
to 2022
- Executed marketing campaigns, brand activations, and comms for Emirates in the French market.
- Managed local events, sports sponsorships, and customer engagement activations.
- Collaborated with sales team to drive commercial goals and boost brand visibility.
- Launched targeted CRM and digital campaigns to boost customer loyalty and engagement.
- Coordinated marketing budgets and coordinated agencies to optimize campaigns delivery.
- Oversaw PR and French communications review.
Marketing & Communications Senior Executive
CATHAY PACIFIC AIRWAYS
2011
to 2014
- Developed and executed marketing strategies to grow brand awareness and revenue in the French market.
- Led B2C/B2B e-commerce initiatives with SEO/SEM optimization.
- Managed social media and community engagement.
- Launched tactical campaigns, trade promotions, and co-branded partnerships.
- Oversaw budget planning and optimization.
- Coordinated PR agencies and maintained key relations with tourism boards, media, and trade partners.
- Achieved marketing objectives within budget and expanded strategic partnerships from 4 to 15 annually.
E-Commerce Marketing and Database Coordinator
CATHAY PACIFIC AIRWAYS
2007
to 2011
- Executed digital marketing and e-direct mail campaigns to grow online traffic and sales.
- Developed partnerships with hotel chains, OTAs, and credit card firms.
- Improved SEO to boost visibility and bookings.
- Monitored sales channels and exceeded 10% online revenue target by 2010.
Loyalty Marketing Senior Officer
CATHAY PACIFIC AIRWAYS
1997
to 2006
- Expanded French loyalty member base and FFP enrolment plan at airport.
- Launched database comms, organized loyalty events to boost brand engagement.
- Delivered 25% revenue growth and 70% member increase in 1 year.
Marketing & Comms Assistant
AMERICAN AIRLINES
1996
Temporary Work
- • Supported marketing with route launch campaigns, sponsorships, charity, and loyalty events.
- • Organized FFP focus group with AAdvantage Platinum members and executed Paris-Boston route launch plan.
- Corporate Communications
- Advertising
- Sponsorship
- Event Management
- Digital marketing
- Brand/product management
- Public relations
- Partnerships
- Webmastering software Adobe
- BI platform CBI
- Coremetrics, Google Analytics
- SharePoint, Empower
- CRM Salesforce
- CMS Wordserver, Wordpress
- Evenium Event Management
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Expert
-
Expert
-
Expert
Master 2 Degree Marketing & Product Management
Negocia -ACI EAP Paris Chamber of Commerce Business School
1994
to 1996
