Ludovic Mao: Visionary of CHANEL’s Digital Transformation in Fragrance, Beauty, and Fine Jewellery

Ludovic Mao, class of 2003, holds an MBA from EMLV. As Head of Digital Operations for Creation x Fragrance & Beauty, Watches & Fine Jewellery at CHANEL, Ludovic shares his expertise in driving digital innovation and elevating brand experiences through creative digital solutions.

With a tech background and a Master’s degree in AI and databases, he has carved out a career in digital marketing and e-commerce.

A Professional Path Built on Technology

I am Ludovic Mao, a Chinese-French professional born and raised in Paris. I’ve always been fascinated by technology and its limitless possibilities.

This passion led me to pursue a Master’s in Computer Science, specializing in Databases and Artificial Intelligence, at Pierre and Marie Curie University, where I studied from 1998 to 2002. Afterwards, I earned an MBA from De Vinci Higher Education in 2003.

Along the way, I’ve continued to push myself to grow, obtaining a Prince2 project management certification in 2016.

Placing Marketing and E-commerce at the Heart of a Professional Career

Technology, advertising, user experience, and project management deeply resonate. They aren’t just part of my job—they’re passions that fuel my everyday work. I’ve always loved creating and managing effective organizational structures, finding solutions, and improving processes.

This combination of interests has been instrumental in helping me navigate and excel in the fast-paced world of digital marketing and e-commerce. I’m proud to be part of CHANEL, where I’ve spent the past six years. I joined initially as a Digital Operations Director, and now I serve as the Design and Digital Experiences Director within the Global Artistic Direction for the Fragrances and Beauty Division.

My role is dynamic. I oversee a digital team of 30 project managers and a creative department of 70 individuals. Together, we deliver exceptional digital experiences that elevate the CHANEL brand.

My days typically start early, at 8:30 AM, with a quiet moment to enjoy coffee and gather my thoughts. By 10 AM, I’m immersed in meetings, project scoping, and issue resolution, all while ensuring that the creative and digital projects we’re working on are moving forward smoothly.

The EMLV Academic Experience

Pursuing an MBA at EMLV was one of the best decisions I’ve made in my career. EMLV was one of the first institutions to offer a digital-focused MBA program. The faculty was composed of professionals and founders of prominent pure-play internet companies, providing me with valuable insights into the digital world.

EMLV gave me the knowledge and mindset to stay competitive in the ever-evolving digital landscape. It taught me the importance of continuous learning and embracing new challenges, which has been vital in my career.

This experience has been a cornerstone of my professional journey, allowing me to stay ahead in digital innovation and AI in the luxury sector. 

Looking Ahead: A Vision for the Future at CHANEL

Now, I am stepping into a new chapter as Director of Design and Digital Experiences at CHANEL.

I will focus on UX/UI projects, phygital experiences, and AI-driven innovation within the Global Artistic Direction in this role. I aim to enhance our creative capabilities, keep up with technological advancements, and lead the charge.

I am also excited about the future, especially about leveraging AI to push the boundaries of creativity and scale innovation. I thrive at the intersection of technology and creativity and am eager to continue exploring how we can make the most of it.

An Advice to Future Leaders

If I could give one piece of advice to those aspiring to build a similar career, it would be to pursue a path that aligns with their passions.

When you love what you do, it will naturally drive you to excel. Keep the fire of curiosity and enthusiasm burning, and never stop learning. The digital world constantly evolves, and staying ahead of the curve is crucial. More importantly, it makes the journey all the more fulfilling.

My journey from studying in Paris to leading digital transformation at CHANEL has been one of constant growth, learning, and innovation.

Learn more about EMLVs MBA