Théodore Boillot – the digital innovator with a focus on e-commerce strategy and customer experience
From his educational and working beginnings in hospitality, Théodore Boillot transitioned to the luxury and e-commerce sectors, bringing with him a strong understanding of customer experience and digital marketing. With an MSc in Luxury Management & Marketing from emlyon business school, he reflects on how he has navigated an ever-evolving industry and made an impact through strategic e-commerce initiatives.
From what background did you arrive at emlyon business school in 2021?
“Prior to joining emlyon, I had completed two Bachelor-level degrees in International Hospitality, first at École Hôtelière de Lausanne and later at Glion Institute of Higher Education. Professionally, I gained experience at Value Retail in Barcelona, working as a Business Analyst Intern, and then transitioned into luxury at Rimowa as an EMEA Retail & Finance Manager Assistant. Both experiences sharpened my focus on customer experience, and this led me to pursue further studies in luxury management. I knew that I wanted to be part of an industry where understanding consumer behavior and leveraging digital strategies were essential.”
What motivated your choice of school and program?
“The reputation of EM Lyon’s MSc in Luxury Management & Marketing was a significant factor, along with the hands-on learning approach. One highlight was the Early Makers entrepreneurial competition within the Master’s program, where we worked on a project focused on Web3 innovation in the e-commerce experience. This project earned us the prize for the best presentation. Following this collaboration with fellow students, we went on to participate in the L’Oréal Brandstorm competition, which was a separate initiative. The program also offered excellent international opportunities and exposure to real-world challenges, which helped me develop the strategic skills needed for a career in luxury.”
How did the school prepare you for entering the luxury and e-commerce sector?
“The MSc program provided me with a solid understanding of how digital innovation is transforming luxury. My thesis focused on how technology can drive growth in the luxury sector, which has proven incredibly relevant to my current work at L’Oréal. The program equipped me with strategic thinking skills and practical knowledge, such as e-commerce strategies and digital marketing tactics, that have been key to the position that I hold at present. Working on team projects and interacting with industry professionals through the school’s network also helped prepare me for real-world challenges.”
What does your current position at L’Oréal entail?
“I’m currently working within the CDMO DACH e-commerce team in Düsseldorf, leading multi-divisional projects focused on optimizing brand performance across all divisions. My role involves collaborating with teams from various divisions to develop and implement action plans for different products, ensuring alignment with stakeholders and driving overall business growth. I’ve also been involved in retailer-focused initiatives, particularly on Amazon, where I help enhance internal processes and foster user engagement. My work centers on leveraging data-driven insights to support better decision-making and improve the performance of our products across key platforms.”
What have you learned about the luxury industry at this stage in your career?
“Working at L’Oréal has reinforced the importance of adaptability in the luxury sector. It’s an industry that is constantly evolving, and digital transformation is a key driver of this change. I’ve learned how crucial it is to balance creativity with data analysis, and to continually reassess strategies to stay ahead. My experience managing projects across different platforms has also highlighted the importance of collaboration, both internally with stakeholders and externally with partners. The ability to analyze data and turn it into actionable insights has been invaluable in shaping successful e-commerce strategies.”
What advice would you give to students considering a similar academic and professional path?
“First, have a clear understanding of your motivations and goals. This will guide you in choosing the right program and career path. Second, embrace change and challenge yourself regularly. The luxury and e-commerce industries are in constant flux, so it’s essential to stay adaptable and open to new technologies and trends. Finally, never stop learning. Whether it’s through formal education, hands-on experience, or keeping up with industry innovations, continuous learning will keep you ahead in this dynamic field.”
