Imene Sediri

As part of the Customer Relationship Marketing Mailing tribe of Accor group, I serve as Scrum Master for a multidisciplinary team focused on enhancing customer engagement, loyalty, and personalization across all brand touchpoints. Our scope encompasses activation campaigns (transactional and relational), loyalty and partnership programs, and personalized customer journeys powered by Salesforce Interaction Studio. These initiatives aim to drive conversion through targeted recommendations, retargeting strategies, and upsell/cross-sell opportunities, while also increasing traffic and re-engaging dormant customers via optimized media and contextual push messaging.

The team is composed of: 2 Product Managers, 7 Product Owners, 3 Technical Leads (MC & MCIS), 16 Developers (onshore and offshore),2 QA Engineers, 3 Salesforce Experts

Spark is a multi-tenant e-commerce platform, trailblazing in the B2B world. It powers over 20 e-commerce websites and mobile apps—and the number keeps growing. Built by top talent from around the globe, it continues to redefine digital commerce. As Scrum Master, I support up to 3 international teams in parallel, operating in a multicultural and cross-functional environment (≈10 members per team, varying availability, diverse reporting lines, and agile maturity levels). English is our shared working language. I guide local OpCo Scrum Masters toward autonomy in facilitating agile ceremonies, and assume full ownership of the role when needed. I ensure seamless integration across teams, with a strong focus on post-go live activities and stakeholder alignment. I foster collaboration between Digital Factory Feature Teams and Architecture streams, and actively contribute to the Spark Agile Community of Practice. I also support the continuous improvement of the integration industrialization framework.

I led two agile teams within the AIAC project, a strategic platform built from scratch for Orange to centralize consumer feedback and support legacy client needs. The LandC team focused on IT infrastructure setup and deployment The BAAS team handled transversal needs, including onboarding new requirements and supporting existing Orange clients I contributed to the launch of AIAC, a strategic platform built from scratch for Orange, designed to centralize and streamline consumer feedback and insights.

As Scrum Master, I supported a cross-functional team throughout the full product lifecycle—from initial setup to delivery,ensuring agile practices were embedded from day one. I facilitated ceremonies, coached team members, and helped align stakeholders around a shared product vision. This greenfield project involved close collaboration with Product Owners, QA, developers, and business stakeholders to deliver a scalable, high-impact solution tailored to Orange's customer engagement strategy.