Discover the testimony of Agathe Morin, (alumna GEM MSc 2018 - GEM PGE 2017), Digital Marketing Executive at Hermès. She joined the team for the first time as an intern at Hermès Parfums in the Operational Marketing department. After an incredible experience at Cartier Miami, she moved to London and came back to Hermès Parfums where she rose through the ranks to become Digital Marketing Executive. Find out more about her daily missions and her tips on how to work in this exciting industry!
First, what has been your career path?
I guess I always knew I wanted to work in the luxury industry, maybe because my family on my mother’s side was one of the first leather trunk maker in Paris with Goyard and Louis Vuitton as competitors… So, I entered the luxury world as an intern at Cartier Parfums, in the training department, which enabled me to discover the highly competitive perfume industry.
Then, I did a second internship at Hermès Parfums in the Operational Marketing department. These six months were decisive as they confirmed my willingness to continue working in Marketing and more particularly on its operational side.
I also wanted to start my career abroad and got the chance of returning to Cartier Parfums in Miami with a VIE as Product Manager for 18 months.
At the end of this incredible experience, I moved to London where I came back to Hermès Parfums as Marketing Coordinator and then Digital Marketing Executive.
Can you briefly introduce the company you are currently working for?
Founded in 1837, la Maison Hermès started as a saddler maker, hence the horse carriage on its famous logo. The development and success of the company were led by visionary CEOs whilst staying true to their founding values: create elegant, timeless and useful objects through historic craftsmanships. La Maison Hermès now has 16 Métiers (crafts); Perfume and Beauty being 2 of them. Although the 1st perfume was created in 1951 (L’Eau d’Hermès), Beauty was launched in 2020 with a collection of lipsticks first and has been growing ever since.
How is it different to work in the marketing business, within the luxury industry? Are there any specificities?
Excellence and brand image are two important aspects of working in marketing within the luxury industry. Although we have targets to achieve, making the clients dream remains a priority, especially in the luxury cosmetics industry. Indeed, our business model is different to the other luxury categories as we do not only sell our products in our own boutiques but also in department stores or chain perfumeries. Working in marketing for luxury perfumes and beauty products means knowing your market perfectly well so you can target your communications towards the right consumers.
What exactly does your job involve? What are your daily missions and main challenges?
Each day is of course different but my main mission is to implement the best marketing strategy in the UK market in order to launch new products. We are three in the marketing team and our role is to negotiate the best visibilities in stores and online with our clients (from Harrods to Boots) for all product launches.
On the other hand, I also have a role of making sure the brand looks good on all the websites it is present (Harrods, Selfridges…) on a daily basis. This comes with its challenges as we all know how technology can sometimes play tricks!
I am also involved in the strategy to grow the UK business as I take part in all new online openings, planning with the client in advance to make sure the brand image is respected at launch.
Why did you choose a career in the marketing business?
When I arrived at GEM, I did not really know what to do, just like most of us. I was hesitating between HR, Marketing and Finance, quite « classic » paths but ones that have not much in common. After internships and all the classes, I quickly figured out that marketing was a business I could see myself working and evolving in. Especially operational marketing as it requires some rigour, organisation and strategic thinking in order to handle different projects at the same time.
What advice would you give to a candidate who wants to start a career in Marketing?
Just go for it! Although it might not be for everyone, as least it gives you a good view of how a company works, what are its values and its ways of working. The marketing business is one of the drivers in a company. Especially when working in a subsidiary abroad just like I do, my team and I receive all the marketing presentations from HQ. We are then presenting them to our local team and selecting the tools that will resonate best with the UK market.
In your opinion, what are the 3 main skills and qualities you must have to succeed in your position?
Flexibility, organisation and team spirit. Since Covid time, reviewing marketing plans and making last minute changes have almost become a new normal. Our ways of working have changed, and for the better! We now always have a back up plan and everyday can bring new surprises. Therefore, being a team player is important as we all rely onto one another to find solutions and establish the best marketing plans.
What is your motto or philosophy?
In French it is, « Rendre chaque jour un service à quelqu’un ». This could translate to « Make sure to help somebody out at least once per day ». I learned this when I was younger and this has helped me being much more open and curious towards the world. And it can apply to my private and professional life: always be curious, always ask questions and go out of your comfort zone!
Reach Agathe Morin on Linkedin
