Omnichannel Marketing & Communication Strategy
LUXURY & HOSPITALITY MARKETING & COMMUNICATION STRATEGY CONSULTANT
Built from brand identity
In luxury, an effective marketing strategy does not start with channels. It starts with the brand. What it is, what it stands for, what experience it wants to create.
Only once that foundation is in place does it make sense to decide where to communicate, how, with what language and in what order.
A freelance luxury marketing and communication strategy consultant based between Paris and Geneva, I work with maisons, founders and leadership teams to define their omnichannel marketing strategy and build their communication plan. In French and English, for French-speaking and international markets alike.
What sets a brand strategy apart from a communication plan
A communications agency will offer you formats, content calendars and channel recommendations. That is useful, but not enough if your brand identity has not been clearly defined upstream.
A large agency will deliver a documented strategy, built by a multidisciplinary team. That is structured but often disconnected from the operational reality of a brand of human scale, and rarely conceived from the singularity of your brand universe.
My approach is different. I build your marketing strategy from your brand identity outward. Every channel recommendation, every format choice, every investment decision is part of a coherent whole and aligned with who you are, what you carry and where you want to go.
This systemic perspective, shaped by years inside the world's most demanding luxury maisons, is what underpins every strategy I design.
A brand-led strategy built in 3 phases
Depending on your context — launch, repositioning, international expansion or growth — I work across all or part of this framework.
1. ANALYSE
Understanding your market and competitive position
In-depth competitive benchmark and brand mapping, identification of sector best practices and strategic positioning opportunities. Luxury trend monitoring and micro-trend analysis across your target markets. This analytical phase informs every strategic decision that follows and ensures your positioning is grounded in market reality, not assumption.
2. DEFINE
your omnichannel marketing plan
Defining your short and long-term marketing objectives, identifying your target audiences and their decision journeys, selecting priority levers according to your resources and positioning. Building a structured omnichannel marketing plan — website, social media, press, newsletters, influencer marketing, events, retail — each channel chosen for its coherence with your brand identity and its contribution to your objectives.
3. ROLL OUT
Activating and steering your communication strategy
Defining your editorial territory, brand lexicon, tone of voice and communication calendar. Operational communication plan by channel. Content strategy designed for human audiences, search engines and AI-driven environments alike, SEO and GEO optimised. Agency and supplier supervision, and performance indicator tracking.
Justine Grosset
Luxury marketing expertise built from the inside
My understanding of luxury marketing does not come from theory alone, it comes from the field. Years of marketing, product and leadership roles within Chanel, The Kooples, IWC Schaffhausen and Chloé (Richemont Group) gave me a concrete reading of what it means to deploy a marketing strategy inside a luxury house: making decisions with constrained resources, aligning international teams, ensuring a brand identity holds at every single touchpoint.
That experience directly informs the marketing strategies I build for my clients today — independent luxury houses, lifestyle and hospitality brands, creative entrepreneurs and agencies seeking specialist sector expertise. I work in French and English, across French-speaking and anglophone markets, with a deep understanding of the cultural codes and consumer expectations that differ between them. That bilingual, bicultural perspective is a genuine differentiator for brands with international ambitions.
In the press
The Pioneers of Collaboration — Les Échos Week-end
Featured in Les Échos Week-end (January 2025), I analyse the role of brand collaborations in luxury strategy — how collabs extend brand territory, deepen desirability and open new market segments.
Featured in Forbes France
Forbes France consacre un portrait à ma vision du conseil stratégique : une approche de la marque pensée comme un système, à la croisée de l’identité, de la narration et de l’expérience.
This is for you if…
- You are launching a brand or a new product and want to build a solid marketing strategy before activating anything in France, internationally or both.
- Your communication exists but lacks coherence. Channels operate in silos, messaging varies across touchpoints, brand identity is diluting.
- You are expanding internationally and need a strategy adapted to both French-speaking and anglophone markets, designed by a bilingual consultant who understands both cultural contexts from the inside.
- You already work with agencies and freelancers but lack a strategic overview to coordinate their actions and maintain brand consistency across all outputs.
A broader brand-centric system
An omnichannel marketing & communication strategy connects naturally with the other dimensions of your brand project.
Fractional CMO
Ongoing strategic marketing direction — for brands that need senior leadership in the long term.
Brand platform
The identity foundation that precedes any strategy and makes it hold.
Editorial Direction
The conception and production of the content that deploys your strategy across every channel.
A marketing strategy worth building is one built from what makes you singular.
Share the context of your project with me — your stage of development, your target markets, the challenges of the moment. I will come back to you with an initial reading and a tailored proposal.
