Laurène STURM
Global Guest & Brand Experience Director Ex-BCG X |Ex-Rosa Paris
Emotional Journeys x Digital Transformation x AI Building x Team Empowerment
Professional Status
Employed
Available
About Me
Emotions Drive Business. Technology Scales Them. People Deliver Them.
With 15 years of experience at the intersection of Luxury Strategy, Guest Experience, and Deep Tech, I help organizations create seamless, high-touch journeys that feel human but run on smart, scalable systems. My unique value? Translating complex business goals into emotional realities, powered by digital innovation and AI tools, and delivered by empowered teams.
I specialize in sectors where the user experience is critical: Luxury, Retail, Hospitality, Health, and Tech. I orchestrate 360° ecosystems and innovative experiences for iconic houses like Boucheron, Chopard, Pierre Hardy, Longchamp, L'Oréal, Accor, and more.
Experience & Innovation: From reimagining the guest flow of a 2-Michelin-star restaurant to launching immersive concepts from scratch
(Jayu, 14/20 Gault&Millau).
Digital & AI: Leading digital transformations and facilitating strategic AI workshops to identify high-impact use cases.
My focus: implementing AI where it truly serves the business and employees, ensuring technology amplifies human potential
Leadership & Mentoring: Scaling high-performance creative teams, fostering cultures of psychological safety, rapid iteration, and excellence.
Thought Leadership: Keynote speaker at Grandes Tables du Monde 2024 ('Make Your Guest Cry') on mastering emotional peaks in hospitality.
My obsession: Operational Excellence fueled by Emotion. My goal: To create efficient, responsible, and genuinely human experiences. No fluff, just tangible impact.
With 15 years of experience at the intersection of Luxury Strategy, Guest Experience, and Deep Tech, I help organizations create seamless, high-touch journeys that feel human but run on smart, scalable systems. My unique value? Translating complex business goals into emotional realities, powered by digital innovation and AI tools, and delivered by empowered teams.
I specialize in sectors where the user experience is critical: Luxury, Retail, Hospitality, Health, and Tech. I orchestrate 360° ecosystems and innovative experiences for iconic houses like Boucheron, Chopard, Pierre Hardy, Longchamp, L'Oréal, Accor, and more.
Experience & Innovation: From reimagining the guest flow of a 2-Michelin-star restaurant to launching immersive concepts from scratch
(Jayu, 14/20 Gault&Millau).
Digital & AI: Leading digital transformations and facilitating strategic AI workshops to identify high-impact use cases.
My focus: implementing AI where it truly serves the business and employees, ensuring technology amplifies human potential
Leadership & Mentoring: Scaling high-performance creative teams, fostering cultures of psychological safety, rapid iteration, and excellence.
Thought Leadership: Keynote speaker at Grandes Tables du Monde 2024 ('Make Your Guest Cry') on mastering emotional peaks in hospitality.
My obsession: Operational Excellence fueled by Emotion. My goal: To create efficient, responsible, and genuinely human experiences. No fluff, just tangible impact.
Design Principal - Europe Middle East South America
Boston Consulting Group
June 2019
to November 2024
- Leading the Experience & Strategic Design team, delivering high-impact transformations across key sectors including Public Sector, Deep Tech, Finance, and Healthcare. Acted as the bridge between C-suite strategy and human-centric execution for complex, regulated environments.
- Orchestrating Complex Journeys: Redesigned end-to-end service flows for major public institutions and financial entities, transforming rigid regulatory constraints into seamless, accessible, and emotional user experiences.Deep Tech & Beauty Innovation: Reinvented the innovation process for a global Beauty leader, integrating deep-tech capabilities to accelerate concept development and enhance consumer engagement.
- Social Impact & CSR: Designed humanitarian digital tools for NGOs and CSR programs, focusing on accessibility for vulnerable populations and driving ethical responsibility through innovative social programs.
- Team Scaling & Culture: Grew the local design practice from 2 to 10+ experts, establishing Paris/Casablanca as a key delivery hub. Fostered a culture of psychological safety, mentoring juniors into senior roles (5+ promotions).
- Change Management: Guided large organizations through operational shifts, ensuring frontline adoption of new digital tools by aligning internal stakeholders from C-level to operations.