Mes compétences :
Branding
CPG
Market Research
FMCG
Entreprises
Pepsico France
Colombes cedexmaintenant
PepsiCo
- Western Europe Insights Manager, Pepsi Lipton International
2011 - maintenantLead & support the insights agenda for Lipton Ice Tea in the region to accelerate category growth in key markets. Identify knowledge gaps and create/execute learning agenda that guide/inform strategic priorities.
Lead the Insights sections/input of the Strategic Plan and Annual Operating Plan in WE:
Support the WE regional team in identification and development of business priorities, providing insights and perspectives in the development of business strategy.
Lead co-ordination of continuous & ad hoc research activities and enable the implementation of SC Global scorecards.
Identify emerging needs and potential high value opportunities and platforms innovation.
Expertly interpret/synthesize results from multiple sources an deliver actionable recommendations.
Provision of monthly business updates on share development, category dynamics and competitive insights.
Lead delivery of monthly business performance indicators.
Work closely with region and global insights to
Develop integration of Lipton brand in PI regional/ global lnsights programs.
Align regional workplan with global PLI/PI learnings insights agenda.
Ensure transfer of best practice with local customization when appropriate.
Budget Management : 1,1 MM €.
Manage insights & research agencies.
Pepsico France
- Consumer Insights Group Manager
Colombes cedex2004 - 2010Since Jan 08, Consumer Insights Group Manager In-Store and Food
Management of permanent, ad-hoc studies on Food (4 markets / 7 brands) and commercial studies for the whole PepsiCo France activities (Food & Beverages). Budget management: 2.9 M€ in 2009
From Jan 06 to Dec 07, Senior Market Research Manager Panels & In-Store Studies (7 categories)
From Feb 04 to Dec 05, Market Research Manager Panels Studies (6 categories)
Management of 2 Insights Managers since 2005 with important contribution on organization definition in 2008 or new orientation in 2010.
Contribution to the annual Strategic Plans leading Food consumers trends analysis
Implemented a strategical study for a better understanding of key aperitif moment
New Branding territory creation for Benenuts & Quaker
Coordination of 2 Food Innovations Concepts screening.
Assessment of breakthrough innovations in simulated market test including specific modules to overcome consumer claim bias.
Assessment of an in-market innovation mix performances via Shopper researches.
Lead a European New Product generation process woking closely with European R&D & European Marketing team
Lead a dramatic mindset change on Salty business: from an industrial to a consumer/shopper mindset
Expertise on loyalty cards database
Sales Force expertise acknowledged externally in 2007 via a IRI clients presentation and via Management Magazine interview and across PepsiCo Europe
Implementation in 2009 of a new Sales Reps’ individual annual objective: real performance assessment based on SOM.
Implementation and presentation to all Pepsico teams of all Customer Satisfaction Surveys. Leadership & Influence skills developped to consider customers satisfaction as a key drive of a long term performance
Successful management of 35 monthly databases – 7 consultants
Regular CPG & Consumers trends presentation to Management Team and Sales teams
Lead the Global France Business monthly Shares analysis issued for French and European Management team
Sophisticated panels methodologies implemented / Innovation performance assessment
Recommendation of a Nielsen-IRI switch (Retail): one year project - 4 months of implementation. Decision confirmed in 2010 with a renewal of the contracts for 5 additional years on a larger scope while stabilizing spends
New businesses (Quaker, Benenuts & Lipton) integration within information system
Kantar Worldpanel
- Senior Marketing Consultant
2000 - 2004Unique contact of Marketing and Category Management MARS Inc. teams (Pet Food et Human Food on Household Panel / 90% of time dedicated) : market trends analysis and brands health analysis based on consumer panel. Management of 2 Researchers.
