Benoit Mercier is a customer centric expert, brand builder, a results driven international multichannel and digital expert, with over 10 years’ of multi-channel experience across both FTSE 100, SMEs businesses with strong ecommerce and digital aspirations. Worked successfully in the private equity sector as part of MBO or MBI. Entrepreneur at heart, Benoit Mercier launched his own online retail business but decided to put it on hold as it grew too fast to become just a hobby. Benoit Mercier has worked within retail, home shopping and sports industries and consider myself a quick learner, easily adapting to different trading environments. Benoit Mercier has got very strong analytical skills and  a keen interest in developing multichannel strategies in emerging markets, as well as, maximising International revenue.

Benoit Mercier specialties include: CRM, Customer segmentation and profiling, Brand repositioning, Businesses turn around, New website concepts, build and launch, end-to-end project management and delivery, online usability, accessability and customer experience, management of web analytics tools, international strategy, emerging markets business development, Online marketing including email marketing, affiliate marketing, PPC, SEO, display, online PR and use of web 2.0 and social marketing, Budget management, management of organisational change.

For full profile please see Linkedin

Customer Director

Weird Fish Ltd – Fashion retailer with over 50 stores and concessions in the UK
November 2019 to date

Key responsibilities include:
• Business strategy and planning
• Brand and Marketing development
• Customer-centric transformation and consumer experience
• Digital transformation
• Retail and eCommerce P&L

Nominated for both Drapers Rising Star and Women Brand of the Year in 2021


Head of eCommerce/Acting eCommerce Director
White Stuff Ltd – Fashion retailer with over 100 stores in the UK
July 2014 to October 2019

Key responsibilities include:
• Managing the eCommerce strategy from creation and execution to optimisation
• Analysis of the site performance to ensure maximum consumer response
• Ensuring that the visual content engages effectively with the customer
• Maintenance and support of the functional aspects of the ecommerce site. Managing all technical third parties.
• Working closely with the customer management team to drive consumer loyalty and acquisition
• Managing the eCommerce P&L
• Leading in new product development catered to the needs of the consumer
• Leading the online delivery proposition
• Leading the international ecommerce strategy and operations development
• Creation of financial modelling specific to eCommerce


Head of International eCommerce
Kitbag – Leading European provider of outsourced retail services to major sports organisations, part of Findel PLC
July 2012 to June 2014

Key responsibilities include:
• Developing the International eCommerce strategy
• Launching localised websites in mature and emerging markets (including Korea, Japan, China, France, Spain, Italy, Nordics, USA, Australia). Create a blue print
• Developing an International eCommerce reporting suite
• P&L resonsibility
• Brands include: Man Utd, Barcelona, Real Madrid, NBA, NFL, Olympique de marseille, Formula 1 and others


International eCommerce Marketing Manager
JD Sports PLC-  is a leading multichannel retailer of sports fashion and outdoor brands in the UK and Europe
October 2011 to June 2012

Key responsibilities include:
• Responsible for the International P&L
• Responsible for developing the International strategy
• Responsible for maximising the International revenue on our UK websites
• Responsible for launching localised websites
• Responsible for helping our acquisitions to develop their ecommerce business
• Responsible for developing an International Group online report


Online Sales Manager
NBrown PLC –  is a leading internet and catalogue home shopping company
June 2008 to September 2011

Key responsibilities include:
• Planning and execution of trade calendars for 11 key brands working closely with Brand and Merchandising teams
• Responsible of the design of 11 key brands
• Part of the team responsible for the implementation of Coremetrics

A fantastic business to work for and to learn from during my time. Also very people driven, which is rare for a business of this size. Fantastic experience all around.


Vertbaudet/La Redoute eCommerce Manager
Redcats PLC –  is a leading French internet and catalogue home shopping company
May 2007 to June 2008

Key responsibilities include:
• Report online trends
• Responsible for the E-Commerce Commercial Plan
• Supervising the Web content management operation and the launch of a new platform
• Responsible for a budget of £5 million pounds for online advertising
• Manage our search agencies with the main aim to increase our web penetration (traffic) and acquire new customers at a setup cost.


Acting Marketing Manager
Adventure Centre Ltd –  outdoor retailer
November 2005 to May 2007

Key responsibilities include:
• Full overview of the ecommerce strategy and operations of English and French websites
• Created and launched walk and ramble website aimed at the grey market
• Design of the print ads


Marketing Assistant – work placement
Everton FC Ltd – Football Club
January 2005 to October 2005

Key responsibilities include:
• Brand development
• Offline brand and advertising collateral
• Project leader of the Women FA Cup Final



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