A multilingual marketing director with an international experience in both phamaceutical & food industries, a know-how in innovation leadership & a background in food & life science.
€25 m turnover - Managing a team up to 14 people, in charge of consumer marketing, trade-marketing & health marketing. Member of management board.
Detailed Description
Results: Profitably accelerated consumer sales in 2013 (+10% in consumer sales, +11% in EBITA) Contributed to profit maintenance in a tough 2014 year (-19% in consumer sales, -3% in EBITA) and turn-around in 2015 (-2% in consumer sales, +5% in EBITA)
Actions: o Completed marketing team, developed its competencies and remodeled it to reduce its costs. o Recommended & implemented changes in ways of working within Company (Planning, Innovation management, Marketing & Trade focus & initiative preparation, Cross-departmental work) o Strengthened strategic planning process and increased new product development pipeline. o Audited agencies & pitched new ones when relevant (in particular media pitch). o Optimized brand portfolio and set back in-licensed brands portfolio to growth. o Supervised also health and trade-marketing. o Built the case for new medical sales force and implemented team from scratch. o Recommended a Merger & Acquisition case and was part of acquisition project team. o Contributed to integration with Cederroth
€38m turnover (20% of USP) - 7 brands (5 active) - €7m budget - Managed: 6 people + 21 person category unit.
Gastro-intestinal Category Manager & acting Vitamins Category Manager for 1 year in parallel
Detailed Description
Results:
o Set back the GI portfolio on track of sustainable organic growth, strengthening market share & profitability.
Actions: o Clarified portfolio strategy and brands positioning based on in-depth consumers & market understanding. Focused spending on core business, increased price where possible, cut unnecessary flankers.
Developed synergies between brands activities. Build a 5 years NPD pipeline. o Accelerated Stoperan (anti-diarrhea) & Xenna (natural constipation relief) development through superior communication, in-trade excellence and launch of new Xenna Fiber, first umbrelization example in USP. o Stoperan and Xenna reached record market shares several times in 2011 and 2012. o Designed Verdin (digestion enhancement) turnaround and Manti (anti-acid) reinvestment with new disruptive positioning & new communication platforms. > Verdin shares increased from 5,2% to 8,2%. Self-funded Manti relaunch plan kicked-off in Nov 2012. o Consolidated & developed GI and Vitamin marketing teams. Lead them through organization changes. > 2 team members promoted, no regretted turnover. o Advocated for my categories across the organization and enhanced cross-departmental cooperation behind them. Managed the crisis due to shortage of a core item.
(€110m turnover, 3rd brand of portfolio, €6,5m budget, managed: 2 people + 10 people brand acceleration team)
Detailed Description
Results:
o Performed better than Danone & maintained steady volume despite crisis and fierce PLs competition and prepared a full re-launch plan.
Actions: o Boosted promotion impact via successful partnership with Disneyland, effective web-centric mechanisms & top scoring internet campaigns (1 million unique visitors, holds BU’s record). o Optimised media spending, testing & implementing a new media model based on TV+internet. o Prepared complete brand turn-around plan with new sharper positioning, new creative platform, new packaging, new formula and an innovation concept validated by excellent test results.
Results: o+30% in volume and + 5% in profits. Drove category growth, market share (+12 pts), penetration & intensity. Danio became a “local jewel” inspiring other countries.
Actions: o Cut price drastically and optimised production costs without impact on value for consumers. o Strengthened Danio value perception and image as best solution for between meal hunger: - In-depth consumer research on small hunger, - Outstanding TV copy development with excellent pre-tests and in-market results, - Exploration of new media with 1st successful viral campaign of Danone Group, - Optimisation of promotions toward more benefit oriented campaigns. > Danio became 1st solution against small hunger across categories with great TOM awareness (50% +20pts). o Developed portfolio: cut non strategic flankers, launched successful innovations fitting brand benefit.
(In parallel to assignment in Poland. €20m turnover, €3m budget, managed 3 people)
Detailed Description
Results: o+70% in 2006 and +30% in 2007 in volume through Actimel further development & Activia boom.
Actions: o Coached local team in implementation of tracking& testing tools for better understanding, in sharper communication & promotion development & in better strategic planning with insightful & focused plans. > Best marketing plan presented in 2007 by local team & team members promoted.
(from 0 to €25m turnover, €4m budget, managed: 1 person)
New brand launch, management and development as a blockbuster.
Detailed Description
Results: o Year 1: Activia volumes 50% above plans, profitable brand as from 1st year Activia Polish launch best practice worldwide aftercontrasting with 2 previous Activia launch failures in Poland. o Year 2: +140% in volume.
Actions: o Designed and validated winning Activia brand mix (focus on transit regulation benefit despite problem intimacy, top scoring formula, and revolutionary 2 packs in single cup market). o Prepared powerful launch plan including TV launch copy (best persuasion score Danone Poland), press campaign, PR program, lobbying & medical marketing, sales and customers mobilisation plan. o Promoted brand throughout organisation & networked with other countries. o Managed brand after launch with strong organic growth from constant 360° communication effort (new “talking bellies” TV campaign, successful 14 day challenge and effective word of mouth activation), and successful innovation (Activia drinkable and Activia cheese developed in Poland).
Results: qualified and launched 3 marketing mixes of drinkables& beverages: Danonki flavoured milk, Danviva natural vitality drinkable made of juice & yogurt and Danao. Managed Danviva & Danao brands after launch.
Devised process installation plans (process, packaging, energy supplies, waste water treatment), negotiated purchasing agreements, supervised contract implementation in one of largest Danone factories.
