Fleur Touchard
Current Title: Ecommerce & Marketing Director, Christofle
Location: New York, United States
LinkedIn: [Fleur Touchard](http://www.linkedin.com/in/fleurto)
Executive Summary
Fleur Touchard is the Ecommerce & Marketing Director for Christofle USA, reporting to Pierre-Antoine Bollet (General Manager, Americas). With over two decades of experience in the digital and ecommerce sectors—15 years of which were spent in France with leading brands and agencies—she has a proven track record in leading omnichannel transformation, overseeing digital operations, and scaling ecommerce growth within the luxury goods domain. Fleur relocated to New York in 2015 and has since held senior roles in both French and American luxury brands, with key prior experience at Bonpoint.
At Christofle, she has spent upwards of three years driving both strategic digital adaptation and global marketing initiatives, notably raising the brand's omnichannel presence and tailoring its global digital approach to the specificities of the American market.
Detailed Professional Profile
Current Role and Responsibilities
As Ecommerce & Marketing Director at Christofle USA, Fleur Touchard is responsible for:
- Adapting and implementing the global digital strategy for the US market: coordinating closely with Paris-based digital teams, ensuring the technical platform, product catalog, and content are aligned with US consumer expectations.
- Localizing digital marketing and merchandising: Customizing content and campaigns for major US occasions and holidays (e.g., Thanksgiving), ensuring all digital promotions are synchronized with physical stores.
- Sustaining and accelerating digital growth: Maintaining and building on significant digital growth over recent years, especially in categories such as decor and "art de la table" (tableware)—trends that accelerated during the COVID-19 pandemic as consumers prioritized home investments and gifting.
- Driving eMarketing initiatives: Building brand awareness through cross-platform digital campaigns (Google, Instagram, Facebook, Pinterest), and strategic customer engagement/fidelity programs. Christofle’s digital strategy emphasizes a service-oriented, omnichannel approach, with a focus on seamless integration between online and offline experiences.
- Championing innovation and best practices globally: Actively shares US digital learnings and successful practices with Christofle’s headquarters for potential deployment in Europe or globally.
- Prioritizing first-touch excellence: Ensuring that the customer’s first interaction with Christofle in the US market exceeds expectations, critical in a market with limited historic brand awareness relative to France.
Business and Market Insights
- Christofle’s US Positioning: The brand, with nearly 200 years of heritage, remains lesser-known in the US luxury sector compared to its profile in France. The US market requires active education and engagement to position Christofle’s history, craftsmanship, and product range.
- Competitor Landscape: While Tiffany & Co. is cited as a principal competitor in America (notably in jewelry and decorative segments), Christofle distinguishes itself by being the comprehensive luxury provider in art de la table, decor, giftware, and exceptional French savoir-faire.
- Consumer Behavior Trends: There is a clear post-pandemic shift towards more considered online purchases and spontaneous in-store acquisitions for immediate gifting needs. 60% of Christofle’s digital traffic and purchases come via mobile devices, signaling the critical importance of mobile-first strategies both online and in physical retail integration.
- Omnichannel Services: Christofle USA implements services such as ordering online for in-boutique pickup and processing ecommerce returns in-store. The central tenet is continuity of customer care across all channels; Christofle’s customer service is presented as a mark of luxury, with longstanding team members offering deep institutional knowledge.
Innovation and Technology Focus
- Mobile and Digital Integration: Fleur Touchard underscores the rise of mobile commerce, both in browsing and transactional behaviors. Christofle has adapted to these trends by emphasizing mobile-enabled experiences in-store and online, integrating features such as QR code scanning, mobile payment, and digital product info access.
- Pragmatic Retail Tech: She has a proactive stance towards adopting pragmatic, scalable technological solutions—such as back-in-stock alerts, which have proven effective in driving conversion and enhancing the customer experience.
- Foresight in Social and AR: Fleur keeps up with emerging trends on social media, recognizing it as a prime channel for traffic and trend origination. She highlights future plans for augmented reality to enable digital product visualization in customers’ real-world settings.
Experience & Background
- Industry Tenure: Over 20 years in digital, ecommerce, and marketing roles, spanning France and the US.
- Track Record: Leadership roles at Bonpoint (Director of Digital & Ecommerce, USA) prior to joining Christofle.
- Education: Academic background includes French language teaching, printing & publishing, history, and English literature, supporting her multicultural, content-driven approach to brand articulation.
Management Style & Organizational Context
- Reporting Structure: Directly manages US digital strategy and teams, works closely with Paris-based global teams, and is a key member of the US management cohort under GM Pierre-Antoine Bollet.
- Team Interaction: Collaborates with roles including E-business & Digital Operations (Ingrid Busvêtre) and IT Ecommerce expert (Minh Tri Truong).
- Knowledge Transfer: Known for integrating cross-channel perspectives and reducing silos, fostering a culture of omni-channel alignment.
Notable Public Engagements & Thought Leadership
- Conference Speaker: Featured at digital marketing conferences such as #DMWF Expo North America, sharing best practices in social, CRM, customer experience, and AI-driven marketing.
- Podcast & Interviews: Regularly interviewed in retail/tech media; recognized for her “helicopter view” on digital transformation and pragmatic tech deployment within luxury retail.
Christofle Company Snapshot
- Industry: Luxury Tableware & Art Objects
- Headquarters: Neuilly-sur-Seine, France
- US Office: Madison Avenue, Manhattan, New York
- Workforce: 501–1,000 employees
- Brand Positioning: Heritage meets contemporary design, collaborating with modern designers alongside in-house creations.
- Notable Leadership: Emilie Metge Viargues (CEO), Pierre-Antoine Bollet (GM Americas).
Actionable Insights
- US Market Expansion: Fleur is a gatekeeper for digital and marketing innovation, with a strong emphasis on adapting solutions to the nuances of the US luxury consumer and retail ecosystem.
- Technology and Partnership Relevance: She is receptive to tech innovations that reinforce customer experience, omni-channel capabilities, and mobile engagement—areas likely to align with solution-oriented B2B partnerships.
- Brand-Building and Market Education: As the brand works to bridge the gap in US awareness versus France, there is an active focus on storytelling, service excellence, and digital education-driven strategies for client acquisition and loyalty.
Contact Details and further digital presence can be found via her [LinkedIn profile](http://www.linkedin.com/in/fleurto) and through Christofle corporate communication channels.
