Anouchka Bala

Appointed to lead the strategic transformation of Accor's regional marketing ecosystem - consolidating agency scope, establishing governance frameworks and unifying five integrated functions (Brand, PR & Social; Digital, Media & eCommerce; CRM; Loyalty; SEO) under a single ICP operating model across 30+ markets. Transversal bridge between global strategy and local execution, galvanising 100+ cross-functional stakeholders. Total ecosystem oversight of €75M+, direct P&L ownership of €60M. Team of five.

▪ Onboarded and governed the Publicis One ENA partnership end-to-end - establishing ways of working, briefing templates, SLAs and investment guardrails across international markets.

▪ Assumed ownership of the 2025 ICP plan on arrival, delivering against an inherited roadmap while building the structural foundations for transformation.

▪ Co-led the 2026 360° ICP plan with leadership peers, McKinsey and Ekimetrics - validated by the Executive Team and delivered ready for January 2026 execution.

▪ Led strategic planning, creative ideation and production of all key ENA omnichannel campaigns across ALL Accor, Pullman, Mercure, Novotel and the wider portfolio.

▪ Unified CRM, loyalty and lifecycle teams around shared regional objectives — governing every consumer touchpoint from acquisition through retention under a single ENA strategy.

▪ Optimised €60M+ through MMM, incrementality testing and multi-touch attribution — delivering +2.1% YoY web revenue, +13.5% bookings uplift and app growth to 27.4%, outperforming RGI and MPI benchmarks.

Owned the global consumer engagement strategy across Europe, North America and Asia - defining brand positioning, messaging architecture and culturally resonant platforms across paid, earned and owned to drive desirability, acquisition and commercial performance. Inherited a division of 15 and existing roadmap, executing on arrival while co-developing the following year's strategy with leadership peers. Led experts across PR, Social Media, Influencer & Advocacy, CRM, eCommerce, SEO, Digital and Media, working cross-functionally with Brand, Content, Experience & Partnerships and VIP Clienteling.

▪ Led 360° omnichannel GTM execution integrating heritage storytelling, innovation and sustainability - including Carte Blanche x Eva Jospin, Countdown x Nils Udo and Share More Than a Gift - strengthening brand equity across all touchpoints.

▪ Oversaw PR, advocacy and influencer strategy through a senior PR Manager and team of three - ensuring media relations, brand reputation and consumer sentiment was aligned

▪ Reviewed, challenged and validated output - grounding strategy in consumer and audience insights that directly informed the Publicis Media Luxe onboarding, audience architecture and attribution frameworks.

▪ Led agency search, brief and onboarding of frog (Capgemini) for the Maison's first DTC ecommerce platform - launched during tenure - subsequently reviewing content strategy.

▪ Reworked the Maison's global pricing and portfolio strategy - improving profitability, coherence and long-term client value.

▪ Partnered directly with the President to launch the Maison's first NFT - sold out in 30 seconds.

Oversaw up to €12M global creative pitches, directing 25-person multi-market cross-functional teams

▪ Designed and delivered a three-year expansion roadmap focused on new business, partnerships and client farming.

▪ Directed global and EMEA pitches including Amazon Prime, Siemens, Veuve Clicquot and Moët Hennessy.

▪ Initiated winning partnerships with LVMH, Richemont, Siemens, Volkswagen and L'Oréal.

▪ Managed five direct reports - contributing to output and credentials that supported 32 Lions at Cannes 2018, including 1 Grand Prix, 6 Gold, 14 Silver and 11 Bronze.