Top 25 eCommerce leaders 2022: Boris Bataille

Boris Bataille (pictured) has more than 15 years of experience in digital marketing and business development. Currently serving as the eCommerce director for Southeast Asia at Sephora, he is responsible for driving the company’s online sales growth in the region. His role involves developing and executing Sephora’s eCommerce strategy, identifying new business opportunities and building strong partnerships with key stakeholders.

His department’s core business objectives include growing online sales revenue, increasing customer loyalty, and enhancing the customer experience across all touch-points. He has been with Sephora for over five years, working across markets such as the Philippines and Hong Kong.

Before Sephora, he was with ZEN Rooms, which is powered by Rocket Internet, for more than two years. The brand was one of the number one hotel networks in Asia during Bataille’s time, where he worked primarily on the Southeast Asia and Brazil markets. He led the marketing team in paid channels, CRM, email lead collection, app download campaigns, SEO, social media, on-site content and content strategy, among many other things.

Meanwhile at Videdressing, in France, he honed his skills in SEM, re-targeting, Facebook and Twitter advertising, and direct partnerships, along with leading the co-ordination with other channels and evaluating and forecasting business potential.

Sephora as a brand has undoubtedly come out on top for successfully building a wide base of loyal customers through its multi-channel customer-centric approach.

Loyalty is at the heart of its strategy, and insight drives much of its initiatives regardless of the channels used.

According to a case study on the brand written on the Salesforce blog, the company is constantly working to bring innovations to Asia Pacific, powered by data, to wow its customers. Meanwhile, the company also has a seamless online to offline strategy where it offers consumers expert advice and increasingly personalised support.

Seeing the growth in eCommerce, Sephora also actively analyses the last-mile experience for customers placing orders online to ensure an elevated experience for them. This requires the various functions across Sephora – from the supply chain to marketing – to work in tandem to keep the customer experience at the forefront of all its marketing efforts.

While marketers are now often seen as being a key player on customer acquisition, and driving revenue, it is ultimately the customer experience that will offer a competitive advantage for companies. It is safe to say that Bataille and his team are repositioning Sephora as a disrupter in the cluttered eCommerce space.