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.
Head of Brand Experience Planning
Emakina
Since January 2016
- Leading the strategy for Luxury, Retail, and Beauty clients. Acted as the trusted partner for C-level executives, translating brand heritage into high-performance digital ecosystems and phygital customer journeys.
- Luxury Brand Stewardship: Defined the digital and experiential strategy for iconic houses like Boucheron, Chopard, Pierre Hardy, Remy Martin. ... Ensured every touchpoint—from e-commerce to in-store activation—reflected the brand's emotional codes while driving commercial growth.
- E-Commerce & Conversion Excellence: Directed the redesign of flagship luxury e-commerce platforms, for iconic houses like Courrèges, Longchamp, Agnès b., balancing high-end brand storytelling with rigorous UX optimization (mobile-first, social commerce), resulting in increased engagement and conversion rates.
- Innovation & Design Sprints: Launched and facilitated strategic innovation workshops (Design Sprints) for executive clients to accelerate product launches, resolve complex blockers, and prototype new customer experiences rapidly.
- Team Leadership: Managed and mentored a team of strategists and planners, fostering a culture of creative excellence and client-centricity. Ensured seamless collaboration with creative, tech, and account teams to deliver integrated campaigns.