33 y.o., married, 2 children. Senior experience in operational and strategic marketing (8+ years). Proven successes in new brand strategy and new advertising campaign (ATL & BTL) developments, as well as new products launches. Marketing team management (up to 4 members). Strong knowledge of mass market as well as prescription (pharmacy, bars) distribution channels specificities. Recently, specialization in premium brand rejuvenation in order to recruit a younger consumer group. Experienced in adapting central strategies to local cultural specifities. Used to working with external distributors. Personal life experience abroad (8 years). Opened to senior marketing positions (Marketing Director, Marketing Manager), and regional business unit management positions (Area Manager, Export Manager).
Definition of a new global brand identity (vision, values, benefit…)
Development of a new European brand strategy to rejuvenate the brand image and recruit a new generation of 30-35 year-old consumers
End-to-end oversight of a new European advertising campaign (print & outdoor), recommendation for the local teams’ media planning
Conception of the digital strategy and tools (corporate website, digital ad, Iphone app, Facebook toolkit)
Creation of a ready-to-use bar and event experiential concept
Measurement and evaluation of local promotional campaigns
Management of 4 people : 2 brand managers, 1 PR project manager, 1 intern
Detailed Description
Key achievement : +25% European sales y.o.y in summer 2011 during the launch of the new campaign resulting in +8% annual growth (vs. 20+ years of average -3% annual sales trend)
