WILLA

Willa is a startup incubator for women founders in Tech. I'm coaching entrepreneurs on the following topics: 

- Personal branding strategy
- Community creation and management 
- Social media growth: Instagram, Linkedin and Tiktok
- Content planning and coherent storytelling

Startup advisor

Ad Astra Admissions

After years of personal coaching and blogging 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.

Founder

Freelance

Strategy & digital marketing consultant

Equancy

Main projects : 

- Luxury group / hospitality brand : program management of a cross-functional project in Data & AI 
- Regional tourism office : CRM strategy definition and roadmap
- Automobile industry : digital customer journey 
- Beauty group : benchmark of new business models

Strategy consultant

Printemps

• Fidélité: participation au développement du programme et à la mise en
oeuvre du plan d’animation des clients encartés (brief création, coordination
avec les prestataires, ciblage, analyse des résultats), benchmarking

• Acquisition: participation à la mise en oeuvre du plan de recrutement de
nouveaux clients via les campagnes online et offline

• CRM Marques: réalisation et analyse des campagnes avec les marques
partenaires (print, email, SMS, réseaux sociaux), coordination interne et externe
(achats, études, agences, marques)

Chef de Projet Marketing et CRM - Apprentissage

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

Apprentice Project Manager - Beauty Buying

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

Since 2016, I helped 300+ international students get accepted to the best business schools in Europe. Based on my personal experience as ESSEC MiM alumni and excellence scholarship awardee, I help ambitious candidates from all over the world to: 
- Choose the best program for your career objectives 
- Find the scholarships and get funding for your studies 
- Tell a convincing story through your motivational letters and interviews 
- Kickstart a stellar career in Europe. 

If you want to discuss your study abroad project, your profile and admission chances, you can book a personal meeting here: https://calendly.com/ad_astra_admissions/consultation

I’m starting a podcast. In French. I’m so scared 😅

It’s been a while I’m interested in reading and creating content not only about moving abroad and education, but also about business, startups and personal branding.

Despite two blogs, two personal brand businesses and 20K international audience today, I still am in the beginning of the journey, so I’m eager to talk to other founders and leaders about their experience.

I personally learned more about business from podcasts and Youtube interviews than from business school lectures, so I wish to create this inspiration source for others; I also happen to be friends with a lot of outstanding people, and sometimes I wish I recorded our conversations!

Finally, I live and work in France, with French reality and entrepreneurs, and I decided that the show will be in French. 

I guess I will be the first French podcast host who’s not a native French speaker?😅😊 (if there’s already someone, please tag this person, we should have a coffee!) The Linkedin page will slowly turn to French too.

Despite 10 years in France and somewhat of 20 years of language practice behind, I am still not comfortable with my voice in podcast introduction.

I am not writing French posts as easily as English ones. 

I hate hearing myself making prononciation mistakes when editing.

I’ve never done interviews before.

I still have a complex about my accent.🙄

This announcement feels like a jump in cold water - but I’m probably addicted to doing things I’m scared of. 


Premier épisode lundi 29 avril🚀

Anastasia Belugina

By Mid-March, I’ve hit 50% of last year’s revenue. How ? 👇🏻

1️⃣ Putting all effort into one, most converting platform : Instagram. 

Since 2022, I’m all in for an omnichannel strategy because I learnt first-hand that my blog on any platform doesn’t belong to me and can be lost within days. So, Linkedin, Youtube, Tiktok and SEO are acquisition channels as well.

Yet, at the peak of the high admission season, when I need to maximize conversions and speak to my most engaged audience, I chose to concentrate on what works best.

👉🏻 I’ve cracked the reels’ mechanism and every 10th video hits the 100K view bar.

👉🏻 Then, I put daily effort into consistent storytelling and engaging the audience with me, my story, my values and approach: through stories, carousel posts and DM replies.


2️⃣ Then, following the demand, I increased prices by 25%. 

The conversion rate didn’t move a bit: as a result of a personal brand built brick by brick.


3️⃣ Delegating.

It took me a year to admit that I can’t manage all the admission files on my own; yet it was essential for growth. 

Now, I trust my mentors more than myself : they’re so up to date with the student life, administrative things, and new study programs.

Opening up new directions, I now also have the strongest experts in international relations and neuroscience on board.

Now that the last Rounds of admission are mostly behind us, I’ll be back to Linkedin and work on something new ✨

I had a cleaning lady since I was a student. And if you think it’s unreasonable, you’re bad at math.



As a student in France, my days were packed. Between giving GMAT classes, developing my Russian blog, growing my first business, and working for a French company, every minute counted.

I realized early the real value of my time. 💰

Initially, I charged 35 euros per hour for GMAT classes, which later increased to 70 euros for specialized coaching. Cleaning rates of 12 to 15 euros per hour. The math was clear. That's the opportunity cost I refused to pay.



⏰ Delegating isn't just about buying time; it's about clearing mental clutter to focus on what truly matters. This strategic decision allowed me to focus on things that bring the most value.


As my business grew, I delegated things such as online ads, video editing, filming, and community management on Instagram and Tiktok. So I can do what I do best: tell stories, and help my clients.

Today, my hourly work value is 150 euros; on a day that can stretch up to 15 hours long, I gladly pay for services like cleaning, laundry, and grocery delivery. Over the years, I've continued to invest in my time, energy levels, and comfort.


You will likely think I'm lucky, but the reality is I’ve built this lifestyle through deliberate choices. What about you? What is the real worth of your time? 

Let's stop glorifying being busy with the wrong things.

On average, you have 4000 weeks of life.


Of which, more than a 1000 has already passed, if you are older than 20 years old.

If you draw a table, in which every square corresponds to a week, and color every week passed, it gives you a very tangible idea of the time left. 

For example, here is my table 👇🏻. With 4 little squares left until my 31st birthday.


I find it both scary and encouraging. A great thing to look at on a Monday morning. 



What will you do with this week?

What are you going to do with 3000 weeks left? 

How will you spend 3000 Monday mornings? 3000 Friday nights?

Will you remember this week in a year, and why?

Top schools = means of social reproduction for rich kids 

This is the general idea of comments I’ve got under the previous video published on Instagram, which happens every time I speak of Grandes Écoles and prestigious education overall.

There’s a heated discussion under the last video which usually happens when I talk about top schools. 

Oh, it’s the social reproduction machine for rich kids.

But hey, I’m Ana, an immigrant who doesn’t come from a bourgeois French family and who didn’t have funds to pay for ESSEC, yet I was admitted and studied there for free.

And I’m not exceptional. 

Of course, elite education is a means of social reproduction. Yet i am a living proof of how you can crack up the system. 

I see two shortcuts done out of spite 👇🏻

1️⃣ There’s some deep, unconscious even,  inner hate for rich people in France

(That’s a whole different topic)

so, rich kid = bad person who doesn’t deserve her career or success.

2️⃣ Top schools’ students aren’t better than others, recruiting them is nothing but favoritism.

Yet, I’m sorry but it’s not enough to be rich to get into HEC, Polytechnique, Mines or Sciences Po.

Whether you like it or not, the process IS highly selective. 

What happens then? When, as a company you’re hiring a junior or an intern who has no significant work experience, how will you choose between plenty of them? The basic cut off is the academic level. It’s probably too straightforward , indeed, but that’s how it works

Of course, some brilliant students do other programs and schools , and then it’s up to them to build the network and succeed on the highly competitive job market.

Is it 100% fair? 

No. Life ain’t far. 

I am here to provide you with insights and explain the rules of the game - and how you can use them to your advantage.

The system should be , of course, improved :

🔹Adapting selection process for neurodivergent people? Yes.

🔹Being more inclusive through higher scholarships ? Yes.

🔹Making exam prep more accessible? Yes.

Complaining that top-ranked schools are for “rich kids” because you couldn’t get in? 

Hold your spite 💁🏻‍♀️

Taplio

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