VIROFLAY 2008 - 2010French dairy group, world leading company in cheese & dairy categories - Major UK Brands Saint Agur, Coeur de Lion, Le Rustique
Product & Category Manager In charge of ensuring research and insight management, product development and category growth
Category Management (£180,000 annual budget)
o Develop category management expertise in the UK subsidiary
o Renegotiate data providing contract and managing relations with suppliers at UK and European level
o Develop category management range tool and key performance scorecards
o Identify risk and opportunities in the cheese category and establish recommendations
o Conduct and present category reviews to retailers
► Results achieved: listing of new products in retailers – eg Coeur de Lion Brie in Tesco, Le Rustique and Pié d’Angloys in Asda, increase in budget and team size
Cheese selection packs and hard cheese Management (£110,000 annual budget)
o Manage hard cheese promotional and communication planning
o Define and implement action plan needed to address decreasing trend in selection packs
o Conduct consumer research to understand usages & attitudes towards selection packs
o Present findings and recommendations to major retailers
► Results achieved: revamp of own label packs in M&S, Sainsbury’s and Tesco, new branded pack in Waitrose launch scheduled for Q4 2009, budget signed off for 2010 new product launch campaign
Kellogg's
- Category Manager
Noisy le grand_France2007 - 2008Customer Marketing Manager Jan 2007-May 2008
In charge of ensuring category growth, team alignment, and innovation planning, presentation and monitoring (€200,000 annual budget)
Category Management
o Drove category key performance indicators through data analysis
o Delivered and presented category reviews to sales and marketing teams every 2 months
o Developed and drove management tools to adapt price and range policy to context changes
o Analysed competing categories and identified category opportunities
o Translated market, category and brand insights into category strategy and story
► Results achieved: Kellogg’s chosen as Category Captain by Carrefour, Super U, Intermarche, Auchan - Carrefour range and layout displays done at 90% by Kellogg’s
Innovation
Led introduction of new products to the market and customer marketing activation (15 new products)
o In charge of driving alignment between innovation and brand marketing teams to build activation plans
o Data analysis using panels, shopper study, qualitative and quantitative research and test results
o Responsible for developing all Kellogg’s new product sell in presentations for the trade
o Monitored new product introduction on the market
► Results achieved: listing in all French retailers of Special K Mini Breaks, Special K Almond & Nuts, Miel Pops Cracks, Trésor, Special K Bliss Vanilla Chocolate, Special K snack bar milk chocolate, Special K Delissima snack bar
Colgate Palmolive
- Junior Customer Development Manager - Internship
Bois-Colombes2005 - 2005Analysed and participated to Auchan and Atac promotional planning, conducted customised range recommendations
Kellogg's
- Area Sales Manager
Noisy le grand_France2005 - 2007In charge of ensuring turnover growth for 70 accounts through mix-marketing optimisation in stores (5 Million € /year)
o Negotiated massive promotional activities (between €5,000 and €8,000/ operation)
o Conducted, negotiated and implemented merchandising & range recommendations
► Results achieved: Kellogg’s share of assortment and space objective exceeded, win-win customer relations, promotional objectives achieved
