Irène N. Millar

International Growth Executive

Building Profitable Growth Systems for Global Premium Brands

Paris, France · Open to Remote

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"Growth is not about spending more. It is about creating repeatable systems that transform customer acquisition into sustainable business performance."

Executive Profile

Over a decade, Irène has built acquisition engines for D2C brands in fashion, luxury and beauty — managing eight-figure media budgets and leading teams of media, data and creative specialists.

She is accountable to the metrics that matter: CAC, ROAS, MER and LTV — not vanity impressions.

Cut Acquisition Costs

Scaled spend while holding blended CAC under $40 across a multi-million dollar portfolio.

Lift Conversion

Drove a 25% average conversion lift through cross-functional collaboration.

Future-Ready Teams

Prepared and upskilled teams of 15+ for AI and privacy-first measurement.

Career Journey

From Bordeaux to Paris — A Decade of Growth

1

2008–2013

Randstad, Bordeaux — Social Media Marketing Manager. Built editorial and paid-media frameworks. Grew national community by 25%.

2

2014–2021

Independent Consultant — Growth Marketing for international D2C brands. $2M+ budgets managed. 20% conversion lift delivered.

3

2022–Present

IN Partners, Paris — Senior Growth Manager & Founder. $5M+ annual budget. 30% revenue growth. Team of 15+ built and led.

Leadership Philosophy

Six Principles of Sustainable Growth

As practised, not prescribed.

Customer Value Before Volume

CAC targets are set against projected LTV. Acquisition that ignores retention is churn with better ad creative.

Growth Must Be Profitable

Teams are held to unit economics. Blended CAC held under $40 while ROAS improved 50% simultaneously.

Data Informs; People Provide Context

Dashboards tell you what happened. Creative teams and customers tell you why.

Brand & Performance Reinforce Each Other

In luxury, purely performance-driven acquisition erodes the brand it is meant to grow.

AI Should Augment, Not Replace

AI frees human capacity for budget arbitration and creative variants — not for replacing strategic judgment.

Clarity, Accountability, Continuous Learning

The highest-performing teams are defined by the system they operate within — not individual talent alone.

GROWTH360™ Framework

Eight Disciplines. One Integrated System.

Reverse-engineered from commercial objectives — not assembled from available channels.

1. Business Strategy

Start from the commercial objective. Every media plan is reverse-engineered from a revenue or margin target.

2. Customer Insights

Segment by behavior and LTV — not just demographics. Cohort analysis determines which customers are worth acquiring.

3. Acquisition

Multi-channel prospecting across Meta, TikTok, Google, Pinterest, YouTube and Amazon Ads — adapted by market.

4. Conversion

Funnel, landing-page and offer optimisation run jointly with creative, product and technical teams.

5. Measurement

CAC, ROAS, MER and cohort performance visible daily via pixel tracking, GA4 and Looker Studio dashboards.

6. Automation

Automated budget arbitration and reporting free the team for strategy and creative judgment.

7. Retention

CRM and lifecycle marketing via Klaviyo, Mailchimp, WhatsApp and SMS extend value beyond the first purchase.

8. Continuous Experimentation

10+ campaigns per month — creative renewal as a standing operating practice, not a reactive fix.

Case Study 1

Scaling Profitable D2C Acquisition at IN Partners

IN Partners, Paris · Senior Growth Manager · 2022–Present

The Challenge

A portfolio of D2C fashion, luxury and beauty clients needed acquisition that scaled spend without eroding profitability — across $5M+ in combined annual budget over six paid channels.

Strategic Approach

Build a single operating system across all six channels: unify measurement, automate budget arbitration, and run a continuous test-and-learn cycle on creative and audiences.

+30%

D2C Revenue Growth

Year-over-year across the client portfolio — while holding CAC.

<$40

Blended CAC

Maintained across a $5M+ annual budget portfolio.

+50%

ROAS Improvement

Driven by measurement unification and automated bid optimisation.

+25%

Avg. Conversion Lift

From cross-functional collaboration on landing pages and purchase journey.

Case Study 2 & 3

Multichannel Consulting & Editorial Growth

International D2C Consulting · 2014–2021

Designed multichannel campaigns across Meta, YouTube, Pinterest and Search — adapted market-by-market, not copy-pasted from a global template.

+20%

Conversion improvement via structured A/B testing

$2M+

Client budgets managed across international D2C brands

Randstad, Bordeaux · 2008–2013

Built editorial and paid-media frameworks that made content and influencer activity repeatable and measurable — then layered paid acquisition on top.

Online community grew 25% — the earliest proof of the brand-before-performance principle.

AI & Marketing

A Practitioner's View on AI

Marketing Automation

Automated dashboards and arbitration logic let a team run 10+ campaigns a month without reporting burden growing linearly.

Creative Variant Generation

AI accelerates variant volume in the experiment backlog. Creative direction and brand voice remain human decisions.

Campaign Operations

Prompt-based operations reduce time from strategic hypothesis to live test. Speed in experimentation is a competitive advantage.

Governance matters: clear ownership of what a model is allowed to decide unsupervised, and a standing habit of auditing automated decisions against actual business outcomes.

Executive Leadership

Building High-Performing Teams

Hiring for Range

Channel specialists who understand the full system — not siloed operators who optimise their metric in isolation.

Clear Ownership

Every team member owns a defined discipline — channel, metric or experiment track — with clear accountability.

Executive Communication

Translating channel performance into unit economics, payback period and revenue contribution — the language boards care about.

Budget Ownership

Direct management of $5M+ at IN Partners plus $2M+ across consulting — full P&L-adjacent accountability.

International Perspective

A Career Built Across Markets

Campaign structuring by market — distinct audiences, messages and budgets — has been a consistent thread from consulting through to current channel management. A campaign built for the French market will underperform in the UK if merely translated rather than adapted.

French Market Expertise

Native French speaker based in Paris. Deep fluency in French D2C, luxury consumer behaviour and media landscape.

UK Market Experience

Erasmus exchange in the UK. Advanced English (C1) and working familiarity with UK digital consumer culture.

International D2C Consulting

Seven years consulting across international D2C brands — building multicultural teams with market-adapted strategies.

90-Day Executive Plan

How Irène Approaches a New Mandate



Each phase has a distinct purpose: understand what is actually happening, demonstrate commercial credibility quickly, then install the operating system that compounds beyond day ninety.

Education

Executive MBA — Marketing Strategy, Communication & AI · ISCOD
Executive Certificate — Digital Strategies for D2C & Innovative Brands · ESSEC
Diploma — Multimedia Journalism · IUT Montaigne
Erasmus Exchange — Communication Sciences · United Kingdom

At a Glance

10+ years · D2C fashion, luxury & beauty
$7M+ total budgets managed
15+ team members built & upskilled
6 paid channels · 10+ campaigns/month
Native French · C1 English

Let's Build Something That Compounds

Irène N. Millar · International Growth Executive

Executive Role

Senior Growth Director, VP of Growth or CGO at a global premium brand in fashion, luxury or beauty.

Fractional Advisory

Strategic growth advisory — audit, system design, team upskilling or ongoing guidance without full-time commitment.

"In luxury and premium fashion, a purely performance-driven approach erodes the brand it is meant to grow. Acquisition must protect brand equity while it compounds performance."

Paris, France · Open to Remote · Available Immediately