Role held by Julien Tassy, before or outside PMF
Pan-European consumer loyalty platform for a Hollywood studio brand, run for six years: CRM, first-party data, fan engagement.
Run a consumer loyalty programme for a Hollywood studio brand, at European scale, for six years. myWarner was the first direct relationship — named, opt-in, durable — between the brand and its fans in Europe, at a time when the majors still routed audiences through exhibitors and distributors. Not a campaign site, not a corporate site: a consumer CRM platform, built to live between releases, capture first-party data and keep the brand alive year-round. *Public context (not attributed to PMF)*: across the 2010-2020 decade, every major Hollywood studio shifted from a 100% theatrical model to direct-to-consumer, CRM and fan-engagement strategies — a turn long documented by Variety and The Hollywood Reporter and amplified from 2015 onward with the rise of streaming.
Build a consumer loyalty platform at European scale for a brand whose audience historically reached it through exhibitors and distributors — without cannibalising partners, without diluting the brand, and getting a CRM logic accepted inside a culture historically oriented toward box-office.
myWarner gave the studio brand something it had never really had: a direct, named, durable relationship with its fans in Europe. It wasn't a marketing stunt — it was the audience infrastructure of the pre-streaming era, built at a moment when most majors were still hesitating. Six years later, those same mechanics have become the industry standard. No visionary slide deck: just a programme delivered, operated, and held at European scale for six years.