Nathalie Alves

Nathalie Alves

Directrice du Pôle Digital at Babel
Paris, France

About me

A 18-year experience in digital marketing and communications strategy for international and high profile consumer-oriented brands (Henkel, Coty, Lancel, International Olympic Committee, ING Direct, Reebok Global, Nissan Europe, PlayStation).

- Digital Strategic Vision, including Branding, Marketing and Communications Expertise
- New Business Development
- Management of a digital Business Unit composed of multi skilled teams

Fluent in English, French and Portuguese. 

Sector Experience


Directrice du Pôle Digital
Paris, France
January 2014 - Present (6 years 10 months)
Définition de l'offre digitale de Babel, un pôle hybridé et enrichi des autres expertises de l'agence : consulting stratégique, contenus, engagement et live.
Management et formation des équipes digitales (consultants, création, production).
Création et mise en place d'un pool de partenaires stratégiques (SEO, UX, Data, Media, Technique).
Formation digitale de l'ensemble des équipes Babel.
Appels d'offre et prospection.
Consulting et supervision des comptes clients de l'agence : Henkel, Korian, Icade, Crédit Agricole, Total, Sodexo, Fondation Hermès, Eco-mobilier, Urbact, SNCF Réseau, Houra, Michelin MTP, Groupe BEL...
Client Partner
Santarelli and C.O.
2011 - October 2013 (2 years 9 months)
New Business Development and Strategic Digital Consulting for luxury brands including Coty Prestige, Coty Beauty, United Nude, Only The Brave Foundation and Lancel.

Management of the project management and production teams (internally & outsourcing).

- Digital worldwide launch & visibility for Coty Fragrances and Beauty Products, including: David Beckham Classic, See By Chloé, philosophy, Joop! Homme Fragrances.

- Acquisition and content strategy, redesign, e-com funnel optimisation and KPIs tracking of the United Nude e-com website and social platforms:

- Strategic digital approach for the Only The Brave Foundation (Diesel, Maison Martin Margiela, Marni...)

- Strategic digital consulting for Lancel, including the definition and implementation of the social strategy (EU, Russia, China), of the e-com objectives and key implementation steps.

- Worldwide launch of the Daligramme collection for Lancel (2011) including fully responsive website, bloggers outreach and social campaign.
Senior Account Director
Paris, France
April 2006 - August 2011 (5 years 4 months)
ING Direct - 1 year

Acquisition strategy for the media communications team, including monthly digital campaigns, new site functionalities and user experience redesign.

International Olympic Committee - 2 years

Business development from the pitch to the relaunch of
Consultancy and strategy for the new site vision and objectives, switching from a corporate to a general-public oriented and editorial website. A 1-year project until the relaunch of the new site, leading a 7 people dedicated team internally + an external technical supplier (8 people).

Strategic Consulting for the Office of the Director General to help redefining the objectives and strategy of digital media for the IOC from a B2C and B2B perspective.

Definition and development of the activation strategy leveraging social media partners, assets and 3rd parties to maximize visibility outside of the platform.

New digital model definition and implementation for the Youth Olympic Games.

Nissan Europe - 2 years

In charge of operating and developing the Nissan Europe account (21 countries, 27 websites) at Duke along with another client director.

Management of a dedicated team of up to 15 people (account managers, project managers, technical project managers, content managers).

Re-engineering of all the Nissan Europe digital processes, leading to a 100% centralized model.

Strategic recommendations and overview of new product launches (campaigns).

PlayStation - 1 year

Operating CRM platform including evolutions and weekly promotions
Senior Account Manager
MRM Partners - Mc Cann Paris
2002 - 2006 (4 years)
Lead and business development from an European to a Global account.
Strategic recommendations for the Reebok brand in terms of digital objectives, positioning and creative.
Coordination and overview of global and european digital campaigns (I Am What I Am, Whodnit, Pump, Shakira...)
Set up and implementation of a European platform and then for the global markets (North America, Asia, EMEA).
Leading an internal dedicated team of 7 persons (recruitment, training, evolutions, management)
Account & Project Manager
Paris, France
1999 - 2002 (3 years)
In charge of the client relationship, project management and team leadership for several websites:
- Novethic (sustainable development media expert)
- HSBC / LCL Entreprises (Banking)
- Fondation pour la Recherche Médicale (Medical Research)
- Bienvenue à la ferme (tourism)
- VediorBis / Temp-one (temps industry)
- Orange HR (Telecommunications)
- L-line (lingerie digital market place)

Commercial proposals, UX and functional specifications, benchmarks and analytics.
Responsible for client satisfaction, project profitability and respect of the planning.
Chargée de Projets
IDM - Ingenierie Diffusion Multimedia
1998 - 1999 (1 year)
Chargée de projets au sein d'une SSII spécialisée dans la publication (Encyclopédie Universalis) et le développement de logiciels sur mesure pour la gestion de larges données.
Marketing Manager at Matthews France
Matthews International
January 1996 - December 1998 (2 years 11 months)
Definition of yearly marketing plans
Media planning and communications initiatives supervision
Promotion and direct marketing activities
Commercial activity follow-up and reporting
Commercial teams support and training


MBA Marketing & Information Systems

1992 - 1995 (3 years)

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