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.
€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.
