Laure Raynaud: Professional Overview
Current Role:
International Marketing & Communication Director at Christofle (since January 2022)
Location:
Paris, France
Industry Focus:
Luxury Goods, Premium Brands, Art de la Table, Heritage Brands
Laure Raynaud possesses significant expertise in marketing and communications within the luxury sector, particularly with heritage and premium brands. Her career demonstrates a strong commitment to maintaining and revitalizing brand image and heritage, with a clear focus on French craftsmanship and international recognition.
Professional Experience
- Christofle (Neuilly-sur-Seine, France; 501–1,000 employees)
- International Marketing & Communication Director (Jan 2022–present)
- International Marketing & Communication Manager
- International Trade Marketing Manager
At Christofle, Laure Raynaud has played a crucial leadership role, reporting into the executive committee. She leads an eight-person international marketing, communications, and brand management organization, comprising specialties such as digital marketing, PR, brand management, and social media. Her scope includes steering global marketing strategy, brand repositioning, partnerships, high-profile PR initiatives, and creative direction for product launches and collaborations.
- Key professional drivers: Passion for enduring luxury brands with storied history, expert in aligning marketing strategy with heritage, and seasoned at engaging new markets while preserving brand integrity.
- Christian Dior Couture (2010–2018)
- Retail & Trade Marketing Europe Manager – Horlogerie
- Chef de Projet Trade Marketing International – Horlogerie Joaillerie
At Christian Dior Couture, Laure was responsible for pan-European retail and trade marketing activities in the watches and jewelry division, as well as leading international trade marketing projects. This emphasizes her extensive experience in the high-jewelry and luxury accessories sector.
- LVMH Watches & Jewelry
- Responsable Trade Marketing (France, Switzerland, Benelux, Germany, Italy)
- Responsable Commerciale
Her earlier career at LVMH provided pan-European exposure to commercial strategy within the luxury watch and jewelry market, further cementing her skills in managing multi-national marketing and sales operations for elite luxury brands.
Education
- ISC Paris (2000–2003)
Master 2, Industrie du Luxe
Laure Raynaud’s academic background in luxury industry management from ISC Paris underpins her approach to the luxury sector and her deep understanding of market and consumer dynamics for heritage brands.
Christofle: Company Position & Recent Strategic Direction
- Heritage: Founded in 1830, Christofle is recognized as an iconic French silversmith and a global reference for l’art de la table (the art of the table).
- Ownership: Part of the Chalhoub family group, with strong Franco-Syrian roots and extensive history in European luxury distribution.
- Headquarters: Neuilly-sur-Seine, France
- Production: 60% of manufacturing is based in Normandy (Yainville), employing 270 specialists in traditional French silversmithing techniques.
- Workforce Development: Christofle is addressing a generational gap in silversmithing skills by actively recruiting and internally training talent, including bringing retired artisans to mentor new staff.
Recent Company Performance and Strategic Initiatives
- Under the direction of CEO Émilie Viargues Metge since 2021, Christofle has executed a modernization and brand revitalization strategy, with sustained investment of 10% of annual turnover into recruitment and industrial upgrades.
- The company has witnessed 52% growth over the past two years as of October 2023, attributed to renewed consumer interest post-COVID in luxury home goods and a reinvigorated brand strategy.
- Christofle is foregrounding its Made in France craftsmanship, emphasizing family values, generational transmission of skills, and a near-zero turnover rate in manufacturing roles.
- The marketing and communication team, under Laure Raynaud’s leadership, is pivotal in relaunching historical collections, engaging the arts and design community, and leveraging Christofle’s high-profile collaborations.
Internal Organization & Leadership
- The Marketing & Communication Department, headed by Laure Raynaud, includes functions such as PR & Influence, Social Media, Digital Marketing, Brand, and Regional Marketing.
- Her direct reports and key colleagues include:
- Fleur Touchard (Ecommerce & Marketing Director)
- Céline Chevalier (VIP Account Manager)
- Wenyun Dai (Social Media Project Manager)
- Huan Wu (Digital Marketing & Communications Manager)
- Ines Olivares (PR & Influence Manager)
- Kiana Jalali (Brand Manager)
- Maïlys T. (International Marketing Manager)
- Salma El Mernissi (Marketing Manager EMEAR)
- Valérie Cohen-Selmon (Marketing Offer Manager)
This structure demonstrates a highly collaborative, multi-specialist approach to marketing and communications aligned with luxury industry best practices.
Digital & Social Presence
- Instagram: [@holirom](https://www.instagram.com/holirom/)
Content focuses on luxury brand passion, international marketing, creativity, contemporary art and design, and the culture of Christofle and the luxury industry at large.
Laure Raynaud maintains an active and visually-driven digital presence which reinforces Christofle’s luxury credentials and commitment to contemporary and heritage-focused storytelling.
Key Takeaways for Engagement
- Decision-maker: Laure Raynaud is the primary decision-maker for Christofle’s global marketing and communications activities, with influence on partnerships and brand positioning.
- Focus on Heritage and Renewal: Her strategy integrates Christofle’s French artisanal heritage with modern luxury consumer expectations, global brand visibility, and digital engagement.
- Growth Trajectory: Christofle is in a phase of vigorous brand renewal, underpinned by significant financial investment and a focus on transmitting artisanal skills, broadening relevance for younger luxury consumers.
- Network & Influence: Well-connected within the luxury sector, with a robust team spanning multiple competencies and a proven track record in brand revitalization and international market development.
In summary: Laure Raynaud represents the contemporary face of Christofle’s marketing and international brand strategy. Her extensive luxury sector experience, leadership of a multidimensional marketing team, and pivotal role in Christofle’s turnaround and growth position her as a high-value contact for partnership discussions, collaborations, and initiatives related to global luxury branding and French craft heritage.
