Boston Consulting Group (BCG)

Consultant

Freelance

Selected projects: 

Leading insurance player: strategic presentation for the ExCom
- Prepared the diversification strategy and modelled business plan for 5 years

Subsidiary of a major insurance player: PMO 
- Managed seamless transition of 1 million clients to a new car insurance product in collaboration with legal, actuary, marketing and sales teams 
- Facilitated C-level meetings and Steering Committees 

Climate insurance and consulting company:
- Set up digital onboarding process for newcomers

Senior consultant | Strategy & PMO

Ad Astra Admissions

After years of personal coaching and content creation as a hobby, I created Ad Astra Admissions : a digital platform that helps ambitious students from all over the world choose the right program and get admitted into the best business schools in Europe. Results: 

- Achieved profitability within the 1st year 
- Helped more than 400 clients to accomplish their academic goals 
- Built up and coached a team of 3 mentors 
- Secured government funding through innovation grant of 30K€
- Acquired 25K audience across platforms (Instagram, Linkedin, Tiktok, Youtube)

Founder

WILLA

Willa is a startup incubator in Paris for women entrepreneurs. I advise founders on : 

- Marketing strategy 
- Personal branding strategy 
- Coherent storytelling and content creation 
- Social media growth (Instagram, Linkedin, Tiktok)

Startup advisor

Equancy

Selected projects:

Leading luxury group - Data & AI Factory:
- Fully managed an advanced IT & Data project for a hospitality brand
- Identified & framed AI use cases generating $300K uplift within 3 months through AI-powered marketing campaigns
- Led a team of 10 experts in digital marketing, data science, data analytics and technical development
- Facilitated C-level meetings and Steering Committees
- Implemented team rituals & governance

International retail group, Retail Media offer: COO Chief of Staff
- Accompanied COO in the strategic optimization of the offer

Regional tourism committee: 
- Developed the strategic vision of CRM & Data intelligence and the 3-years roadmap on CRM, data management and client lifecycle engagement

Major player in automotive industry:
- Analyzed and improved client digital experience on-site

Strategy consultant

Printemps

Loyalty program: 
- Managed client animations (creative brief, targeting, coordinating with suppliers et brands, results' analysis)

Acquisition: 
- Contributed to online & offline campaigns' setup

Marketing & CRM project manager - apprenticeship

Responsible for performance analysis of 350 beauty brands and sourcing of new beauty brands 

• Negotiations: 
- Managed a portfolio of 20 brands for Printemps Green Market
- Prepared annual negotiations with top beauty brands

• Sourcing: 
- Found, listed and accompanied 25 new suppliers for Printemps Haussmann Beautysta, Officine and Hair Room spaces

• Market studies and analysis: 
- Developed transversal Excel tools for annual, monthly and weekly analysis of commercial performance
- Prepared regular and ad hoc business analysis and market studies
- Monitored 5 biggest competitors' activity

Beauty buyer - apprenticeship

L'Oréal

Responsible for coordination of international skincare launches, market researches, sales analysis
- Developed innovative CRM strategy for skincare branch, validated by the brand direction
- Coordinated 5 international launches for 2015 and 2016 (prepared marketing materials with PR, digital, retail design, training and animation departments; coordinated  formulas and packaging development; prepared  20+ internal presentations)
- Communicated 5+ launches to L'Oreal international subsidiaries
- Created a premium skincare product concept, validated by Mr. Armani to be launched in 2017

Giorgio Armani - International Marketing Development - Assistant Brand Manager

Responsible for local marketing events and implementation of global strategy on the Russian market
- Developed and organised 5 Client Days in top-3 beauty retailers across Russia
- Proposed, developed and organised exclusive Armani Elle Beauty Box (Elle Box bestseller of 2014)
- Organised and supervised promotional events in top-3 Moscow department stores
- Analysed and presented sell-in and sell-out results of 3 axes

Operational Marketing | Giorgio Armani | Intern

Unilever

Operational Marketing | Toni&Guy, Timotei | Intern

I joined BCG Paris office as a consultant in June 2025, after 10 years of experience in various filles and functions : from corporate marketing to consulting to entrepreneurship. 

In 2022, I created Ad Astra Admissions - a company that helped more than 400 international students accomplish their academic goals and join the most prestigious European business schools. 

Since 2024, I host a French-speaking podcast Carnets d'Entrepreneurs, interviewing inspiring entrepreneurs.

Anastasia Belugina

Equanimity

I developed and launched Equanimity, a crisis management platform for communications & marketing teams. 
Our mission is to empower companies and shield their reputations in times of crisis by leveraging on tech and AI.

I also advise and accompany corporations and startups in implementing marketing, communication & PR strategies that actively contribute to business goals.

Founder  

Advising female founders from startups incubated by Willa on a range of marketing, sales and communication topics:

- Brand platform
- Growth marketing
- Communication strategy
- Editorial calendar and content marketing 
- Founder's personal brand 
- Cold outreach (LinkedIn, emailing)
- Pitch decks

Startup Advisor

INTERNATIONAL COLLEGE FOR MODELS

Introductory course into digital marketing & digital communication strategies for undergraduate students.

Guest Lecturer

The Machinery

Nous aidons les entreprises à repenser le parcours candidat à l’ère du numérique.

Notre méthode "Talent Magnet" permet aux équipes RH d'identifier et de recruter les meilleurs talents, même sur des marchés ultra-concurrentiels, tout en améliorant l'expérience candidat.

Talent Magnet associate

Nexans

Driving external communications for Nexans, a leader in advanced cables and connectivity solutions with 27,000 employees in 34 countries.  
- Designing and implementing processes to drive the Group's content pipeline;
- Developing the messaging platform for the Group;
- Driving global media relations with a network of regional agencies (incl. identifying a pool of target media in each region, organising media interviews and press events);
- Creating content for executive and technical thought leadership, as well as external and institutional communications (incl. press releases, bylines, blogs, etc.);
- Leading social media activity on the Group's accounts;
- Designing and implementing measurable KPIs and reporting routines for external communications;
- Managing crisis communications in cooperation with the Head of External Affairs;
- Writing and editing content for the Group's award-winning Integrated Report.

Global External Affairs Manager

Agence ComCorp

Working hand in hand with some of the most inspiring B2B companies in the IT and telco industries (i.e. cybersecurity, digital transformation, application performance, network optimisation, supply chain, automotive industry, etc.).
- Developed and implemented global brand and communication strategies;
- Created and localised corporate narratives;
- Drove thought leadership campaigns, established and built media relations, amplified by digital communications.

Junior Press Officer for Nexans, global leader in cabling solutions

- Organized press events in France and abroad (press trips, round tables, etc.) for a large industrial group (25000+ employees);
- Organized press interviews and provided support to spokespeople;
- Produced and edited press releases, press kits, briefing notes, etc.;
- Tracked the outputs of media relations efforts;
- Coordinated the Group’s communication network and public relations agencies;
- Handled incoming enquiries from the press;
- Assured media monitoring

Media Relations Manager

Programeter

Marketing assistant at an early-stage Business Intelligence start-up

- Built and experimented on marketing strategy;
- Developed technically-savvy content (for web, social media, newsletter, sales materials, etc.); 
- Managed customer relationships

Marketing Associate

Helping B2B companies & founders unlock business growth with Branding, Content & Thought Leadership 🚀| 10+ yrs in marketing, comms, PR (agency/in-house/startup) | Founder @Equanimity, AI-powered crisis management app 🔥

With over 10 years of experience in communication & marketing (in-house, agency, startup), I'm helping B2B companies & solopreneurs with:
⚫ building strong positioning & brand narrative, 
⚫ creating and executing business-led communication & content strategies, 
⚫ designing and implementing clear processes within teams,  
⚫ protecting reputation by anticipating & successfully managing PR & social media crises. 


Building on my HEC award-winning professional master thesis, I founded Equanimity ✨, the first digital platform for crisis communication management. By leveraging tech, research & data, Equanimity helps companies adopt the right processes and successfully anticipate & manage crises. ⛈️⏩🌤️



_________

Bio:

Ksenia Etcheverry is the founder of Equanimity, the first digital platform for crisis communication management.
Before starting Equanimity, Ksenia was managing global external affairs at an SBF120 listed company. She also worked as a consultant in a PR agency and held a marketing role in a Business Intelligence start-up in Estonia.
Ksenia has a bachelor’s degree with honors in Branding & Advertising, a master’s degree in Communication & Multimedia, and an executive master’s degree with honors in Business Development, Sales & Digital marketing from HEC Paris.

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