Maison Louis Roederer
Shaping the Digital Growth of a Maison Rooted in Heritage & Time
Industry
Luxury Wines & Spirits
Scope
Social Media Strategy · Paid Media Orchestration · Content Creation · Performance Marketing - SEA / SMA
Context
Louis Roederer, one of the last great family-owned Champagne houses, stands for craftsmanship, heritage, and a deep commitment to nature. The HQ Marketing & Communications teamentrusted us with a long-term mission: amplify its social presence and activate digital as a true driver of brand equity and business performance. The challenge was clear:
Sustain the Maison’s leadership in the competitive luxury wine space
Grow visibility, engagement and conversion across global markets, with a strong focus on the US, UK, France, Italy and Switzerland
Translate the poetic platform “Tutoyer la Nature” into a cohesive, high-performing digital ecosystem
My Role
I led the strategic planning and operational orchestration across social media, paid media and performance marketing. My scope of action:
Define and pilot the global social media strategy, aligning editorial planning with the Maison’s positioning and priorities
Oversee paid media orchestration with Mazarine Performance, ensuring a full-funnel approach across awareness, engagement, traffic and conversion
Coordinate content production and asset planning to meet both brand storytelling needs and media specifications
Optimize audience segmentation and targeting per market for greater precision and cost efficiency
Lead the US acceleration roadmap, focusing on high-potential states (California, New York, Texas, Florida, Illinois)
Monitor KPIs and performance reporting, driving iterative optimization for every campaign wave
What I delievered
I architected and orchestrated a digital strategy where editorial elegance meets media precision. By uniting content, media and performance within a structured, scalable system, I ensured Roederer’s voice carried impact — across every platform, every campaign, every market.
Luxury digital isn’t about being loud — it’s about being exact, everywhere that matters.
Selected Campaigns
Brand and product campaigns: Cristal, Camille, Brut Nature, Collection 243, Late Release, Vinothèque
Trade campaigns: Vivino, Reserve Bar, Millésima, designed to drive online sales through targeted paid activations
LinkedIn repositioning: from passive corporate presence to a strategic platform for terroir, craft and Maison expertise
First steps on Little Red Book, to initiate brand presence in China, targeting an emerging Gen Z luxury audience
Deliverables
A global and scalable social + paid media strategic framework
Over 100 paid campaigns across Meta, Pinterest, LinkedIn, YouTube, Google SEA & Shopping
Proprietary asset production methodology feeding the paid and organic ecosystem
Market-specific media activations and optimizations, especially for the US market
Full-funnel KPI tracking, reporting, and optimization cycles
Results
Reach x4 in 4 years, from 6M to 25M users annually
Engagement multiplied by 4, with consistently high engagement rates
24M+ video views, 46K+ clicks, 879K ad recalls in 2024
CPM reduced by 65% between 2020 and 2024
34% of media budgets reallocated to trade activations, driving direct conversions
