Florine
ZHAO

Senior Digital & AI Transformation Consultant — Luxury, Fashion & International Market

16 Years of expertise
+25 Markets deployed
3 Languages
+100 Students trained

Based in Paris — available for consulting engagements, executive training, and guest lectures in French, English or Mandarin Chinese.

Discover more
About

Fashion & luxury digital expertise,
e-commerce specialist

Senior consultant with 16 years of digital transformation experience for some of the world's most prestigious prestigious groups such as LVMH, Hermès and Petit Bateau.

My work sits at the intersection of e-commerce strategy, AI integration, and UX performance. I help executive teams navigate digital complexity: from omnichannel roadmaps and marketplace strategy to AI-augmented workflows and data-driven decision making.

Alongside consulting, I teach Luxury Digital Marketing & Retailing at Audencia Business School (MSc level) and have delivered guest lectures at the University of Cambridge.

Trilingual in French, English and Mandarin Chinese, I bring a rare combination of European luxury heritage expertise and deep knowledge of the Chinese digital ecosystem — WeChat, RedNote, Douyin and beyond.

Impact

Results that matter

0
International marketsDigital projects rolled out across Europe, Asia and beyond
0
SEO traffic growthAI-augmented strategy tripling qualified organic traffic for the IPE's official website
0
China e-commerce launchesHermès and Petit Bateau's Chinese digital operations
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Students trainedMSc-level teaching and professional training
Career

16 years at the forefront
of digital transformation

  1. 2024 — Present Audencia Business School
    Adjunct Lecturer — MSc Sustainable Luxury Management
    Freelance · Part-time
    Gen AISEO / GEOLuxury Digital MarketingCROData AnalyticsCRMChinese MarketESGE-merchandisingUI/UX
  2. 2017 — 2026 Synchrone
    Senior Digital Strategy Consultant
    Paris
    Digital TransformationAI StrategyExecutive AdvisoryDigital AuditPerformance Optimisation
  3. 2023 — 2025 Institut de Psychoéducation
    Senior Digital Project Manager
    Paris · consulting via Synchrone
    WordPressSEOAI AppliedUX/UIGoogle AnalyticsLooker StudioData-DrivenE-MarketingTeam Training
  4. 2021 — 2022 Moët Hennessy · LVMH
    Senior Assortment & E-merchandising Consultant
    Paris · consulting via Synchrone
    E-merchandisingPricing StrategyInternational MarketplaceAI EnhancedReportingManagementLVMH
  5. 2017 — 2021 Hermès
    Proxy Product Owner, Digital Projects
    Paris · consulting via Synchrone
    UX/UICROA/B TestingChina MarketE-commerce LaunchAgile ScrumDigital ContentManagement
  6. 2012 — 2016 Petit Bateau
    International E-merchandising Manager
    Paris
    E-merchandisingAutomationDigital ContentGoogle AnalyticsChina MarketGlobal E-shopsManagement
  7. 2010 — 2011 Christian Dior Couture
    International E-commerce Project Manager
    Paris
    Project ManagementE-shop ContentWeb AnalyticsE-marketingChinese MarketSite Redesign
  8. 2009 Louis Vuitton
    E-merchandiser
    Paris
    E-merchandisingInternational E-commerceContent ManagementProcess DesignProduct Launch
Expertise

Skills & tools

Artificial Intelligence
  • ChatGPT · Claude · Gemini
  • Perplexity · DeepSeek
  • Doubao · Codex · Midjourney
  • Lovable · Cursor
Data & Analytics
  • Google Analytics 4
  • Looker Studio · Tableau
  • Google Data Studio
  • QlikView · Excel
CMS & Digital
  • Salesforce Commerce Cloud
  • Magento · WordPress · Drupal
  • Target2Sell · RichRelevance
  • Meta Business Suite
  • WeChat · RedNote · Douyin
Project Management
  • Agile Scrum
  • Jira · Confluence · Notion
  • Redmine · Trello · Asana
Demo
Languages
  • French: Native
  • Mandarin Chinese: Native
  • English: Fluent (TOEIC 950 / 990)
References

What colleagues say

Hélène Personnic
International E-commerce Director · Hermès

I had the pleasure of working with Florine from 2018 to 2020, when she joined our e-commerce team as a functional consultant and Chinese market expert. Florine contributed to the launch of our hermes.cn website in China. I valued her in-depth knowledge of the Chinese digital market, her precision, her high standards, her discretion, and her overall flair for e-commerce and the online customer journey. She showed great perseverance in seeing new features through from start to finish. She is a real pleasure to work with.

Sébastien Bellecourt
Digital Manager · Hermès

I had the pleasure of working with Florine for three years at Hermès, collaborating on several projects including the challenging launch of our e-commerce website in China. Florine has strong knowledge of e-commerce best-practices, UX and of course Chinese market. She has the ability to handle complex projects effortlessly. Florine earns my highest recommendation.

Brice Dieulot
e-Business Commercial Director · Moët Hennessy

I had the pleasure of working with Florine for over a year in my commercial department within LVMH's e-Business division. Florine is rigorous, technically minded and curious. Always willing to take on new projects and topics, she carried out every task I entrusted to her with diligence and enthusiasm, and brought a great deal to the team - many thanks to her!

Christel Hennion
Marketing & Digital Director · Petit Bateau

Throughout her time with us, Florine ZHAO demonstrated rigour, autonomy, versatility and excellent time and project management skills.

Credentials

Education &
certifications

  1. 2025Microsoft × LinkedIn
    AI for Business Leaders
  2. 2023Ministère du Travail
    Professional Trainer Certification
  3. 2023LVMH
    Inside LVMH Certificate
  4. 2022Moët Hennessy
    Sustainability Certificate
  5. 2022Académie des Vins et Spiritueux
    WSET Level 2 Award in Wines
  6. 2006 — 2010Audencia Nantes School of Management
    Master in Management