PMU appoints Malecaze-Doublet to lead critical marketing drive

Seeking to revive French racing prospects, Pari-Mutuel Urbain (PMU) has confirmed the appointment of Emmanuelle Malecaze-Doublet as Group Marketing Director.

A key member of PMU’s new executive team formed under the leadership of CEO Cyril Linette, Malecaze-Doublet had formerly served as PMU CFO having joined the French legacy operator from US management consultancy firm McKinsey-&-Company last September.

Malecaze-Doublet takes charge of PMU’s marketing strategy at a critical point for the French racing operator currently transitioning its operations under a group-wide ‘revitalisation programme’.

Last April, French racing authorities France Galop and Le Trot, the government bodies overseeing the management of the PMU approved Cyril Linette’s ‘operating roadmap’ – launching a €25-30 million cost-savings plan.

As key directives, Linette seeks to modernise the PMU’s retail network, improving customer loyalty programs and further launching a new ‘Quinté +’ racing pools service revitalising engagement with racing punters.

Furthermore, significant group savings will be allocated to a PMU marketing drive, which will see the operator launch new nationwide advertising campaigns reintroducing the PMU’s heritage brand and racing directives to the French general public.

Updating stakeholders, Linette underlined Malecaze-Doublet’s track record having worked on large-scale marketing transition projects within luxury, apparel and consumer goods industries.

‘The experience of Emmanuelle Malecaze-Doublet who has worked on many topics marketing and digital transformation as well as his very detailed knowledge of the PMU and the strategic issues of the company will be very valuable assets to continue the momentum of recovery,” he said.

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