During the Professional Integration Week running from November 2 to 6, 2026, IAE FRANCE is launching a brand-new series of alumni portraits. The initiative aims to highlight individuals who passed through the university’s management schools to share their professional paths, experiences, and career evolutions.

To inaugurate this series, we look at the trajectory of Jade, an alumna of IAE Montpellier. Her professional evolution showcases how combining academic theory with hands-on work experience builds a solid foundation for specialized careers in digital marketing and CRM.

Transitioning from Chemistry to E-Marketing

Jade joined IAE Montpellier in the third year of her bachelor’s degree (Licence 3) after completing a university diploma in chemistry. Driven by a desire to explore business operations comprehensively, she chose to pursue a master’s degree in e-marketing through a work-study format.

Her first year of professional apprenticeship took place within a startup. This initial immersion allowed her to develop a 360-degree perspective on marketing, understanding how different corporate departments interact with one another.

For her second master’s year, Jade joined SNCF Voyageurs as a web and emailing assistant. This role sharpened her expertise in customer journeys, client relationships, and communication campaigns, notably collaborating with the Occitanie region to revamp email templates.

Building Expertise in International CRM

Today, Jade works as an international CRM project manager at Fnac, part of the Fnac-Darty group. Her responsibilities include managing, coordinating, and tracking CRM campaigns, newsletters, and automated triggers for Belgium and Switzerland.

Before joining Fnac, she served as a CRM manager at Boticinal, a parapharmacy group. This first permanent contract (CDI) enabled her to consolidate her core competencies, gain operational autonomy, and handle strategic marketing challenges.

Moving to Fnac Darty marked a deliberate step toward an international working environment equipped with advanced digital tools. This evolution reflects her long-term goal of scaling up her expertise within large retail structures.

The Impact of IAE Training on Professional Growth

Reflecting on her academic years, Jade highlights several core benefits provided by IAE Montpellier:

• Solid Foundations: Acquiring comprehensive marketing knowledge applicable across SEO, customer journey mapping, and cross-channel CRM.
• Soft Skills Development: Mastering teamwork, navigating differing viewpoints, and resolving professional disagreements through group projects.
• High-Profile Opportunities: Participating in major events such as the Consumer Electronics Show (CES) in Las Vegas and the DigiWorld Summit.
• Professional Networking: Building a valuable network and leveraging a recognized university brand during recruitment processes.

Ultimately, her time at the institution provided the necessary strategic groundwork to evolve progressively into high-responsibility roles within digital marketing.

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