Aude Cochi, a graduate from Institut Lyfe and Deputy Loyalty Director at John Paul

Aude Cochi graduated in 2019 with a Bachelor’s degree in International Hospitality and Restaurant Management. After working for three years at Newrest, she joined John Paul, a subsidiary of the Accor Group and a leading provider of premium concierge services, where she is now Deputy Director of Customer Experience.

Could you tell us about your career path since leaving Institut Lyfe?

As soon as I finished my Bachelor’s degree in International Hospitality and Restaurant Management, I flew to Canada to join the Graduate Programme run by the French group Newrest. For a year, I worked between Toronto and Montreal on a wide range of projects: managing commercial relations with airlines, launching new routes, quality control, service pricing…

At the end of my year in Canada, Newrest offered me the chance to join the teams in Turkey, where we had just acquired a major player in the catering sector. I therefore built and took charge of the Digital & Operational Excellence team. The tasks here were also varied: financial and quality audits of production sites, reviewing the marketing and communications strategy, implementing new operational management tools, improving efficiency, and developing and optimising procurement…

This experience also allowed me to work more broadly across the Middle East region, where I was tasked with supporting the roll-out of the operational tool with the teams in Oman and Qatar.

After three years at Newrest, I decided to set sail for new horizons and joined John Paul, a subsidiary of the Accor Group, as a Project Manager. A year later, I was promoted to Deputy Loyalty Director, and have since been in charge of the 10-strong marketing projects team.

Tell us about John Paul and your responsibilities.

For the past 15 years, John Paul has been renowned for its high-end concierge services. We work across all sectors: banking, luxury goods, automotive, travel… However, over the years, new areas of expertise have emerged: the creation and management of loyalty programmes, the development of marketing materials and campaigns, and the organisation and management of events… In short, John Paul specialises in the customer experience within the premium and luxury markets.

My department is the loyalty (customer experience) department, and my team is responsible for co-creating loyalty programmes with the Events and Partnerships team. We are also tasked with creating, developing and rolling out various marketing strategies and associated materials.

I naturally have managerial responsibilities for the people under my supervision, but I am also responsible for the commercial development of my department (responding to tenders, setting price lists, etc.) and coordinating with the company’s various departments (digital, concierge, sales).

What are the essential skills required to perform your job?

The essential skills are primarily centred on adaptability and project management, which enable you to respond to challenges and organise your work effectively. Management skills are also key to uniting and supporting teams, as is the ability to synthesise information, which is essential for quickly analysing complex situations.

Finally, a solid strategic vision -both commercial and global- as well as strong customer relationship management are essential for steering the business and building lasting relationships.

What challenges have you faced?

Every experience has its own set of challenges, but I would say that the two biggest challenges for me have been, on the one hand, choosing the right path and, on the other, trusting my instincts. The people around us, whether in a professional or personal context, often tell us what would be best, and it is a real challenge to manage to listen only to one’s instincts and stick to one’s decisions.

What are your ambitions for the future?

We have ambitious plans for developing the marketing and events business at John Paul, but I’d like to continue exploring new sectors. I don’t have a set career path; I go where opportunities take me and where my instinct leads me. What is certain is that I have a flair for management and I like to be hands-on with the operational side: opportunities to continually develop my skills and lead my teams will be my guiding principle for the rest of my career.

What would you like to say to students who want to pursue a career in hospitality, particularly in the luxury sector?

Be resilient; the luxury industry isn’t an easy one: it’s exciting, but extremely demanding. You need to cultivate your own unique approach whilst mastering the industry’s conventions. It’s an adventure well worth taking!

Institute Lyfe: Training Future Managers

Aude Cochi’s career path perfectly illustrates how the skills developed at Institut Lyfe pave the way for progressive and inspiring careers. From understanding client expectations to managing strategic projects, her experience demonstrates the importance of vision, adaptability and leadership.

Her career progression is a fine example for those aspiring to managerial roles, where the ability to unite teams, innovate and make impactful decisions becomes a driving force for success. Through careers such as Aude Cochi’s, Institut Lyfe trains these future managers, ready to take on the challenges of a constantly evolving sector.

Find out more about the Bachelor’s in International Hospitality and Restaurant Management