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Caroline KIEFFER

Paris

En résumé

➢ Dual competency profile: graduated food science engineer with a specialization in marketing
➢ Junior marketer with 4 years experience in FMCG food & beverage marketing
➢ Skilled in brand marketing, innovation development and product launch, market analysis, digital marketing, strategic partnership, promotional strategy


Email: caroline.kieff@gmail.com // Tel: +852 6443 0565 (Hong Kong)

Mes compétences :
Brand marketing
Market trends analysis
Sensory analysis
Innovation development
Product launch
Digital media
Market research
Consumer surveys
Management
Media (TV, web, press)
strategic partnerships

Entreprises

  • Danone - Brand Manager Asie Pacific

    Paris 2015 - maintenant
  • Intersnack - Junior Brand Manager, brand Curly

    2012 - 2014 'Curly' is a french national brand in full growth, leader of the savoury snacks market: +3% of sales value within 12 months, 17% market share.

    . Strategy: developed and executed the Brand Annual Plan to achieve brand objectives

    . Innovation: 5 new products launched. Assessed market trends and consumers insights to identify market opportunities, elaborated new concept, coordinated and managed product formulation with R&D department, conducted consumers surveys, defined and implemented product launching strategies on time/on budget

    . Media: managed advertising annual plan (TV, digital, press). Successfully developed a new TV-copy for a promotional campaign which achieved a + 9% increase in month sales value

    . Event partnerships (Curly & Bob Sinclar - Curly & Fun Radio): developed specific websites for promotional consumer events, managed web campaigns, elaborated point of sale advertising, which resulted in 250,000 visitors within 4 months for each website

    . Promotion: determined and led the execution of promotional strategy in store & out store

    . Market and brand analysis: provided KPI'S reports, ad hoc analysis and recommended corrective actions

    . Management: supervised one intern
  • FOODS INTERNATIONAL SAS - Assistant Brand Manager, brand La Tisanière

    Cergy Pontoise 2011 - 2011 'La Tisanière' is a french national brand in a dynamic growth, challenger of the herbal tea market: +6% of sales value within 12 months, 16% market share.

    . Marketing Mix: developed and executed promotional campaigns, managed packaging new design implementation

    . Market and brand analysis: analysed and synthetized sales and consumers data for monthly reporting

    . Innovation: played a major role in new product range launch: coordinated recipe development and recommended promotional launch plan

    . Media: participated in a project to develop a new communications platform to rejuvenate the brand image, resulting in a new brand identity, a new TV campaign and a website redesign
  • Charles & Alice - Innovation project leader

    ALLEX 2010 - 2011 Internship

    . Student project: trends market analysis and determination of consumers' insights to elaborate a new concept.
    Managed a market study, conducted consumers focus group, defined an innovating concept, provided marketing mix.
  • Papaloapan University, Mexico - Market research leader

    2010 - 2010 Internship

    . Marketing project: launch a new range of functional products to help starch digestion.
    Managed market analysis and consumers interviews to identify market opportunities.
  • CSIRO - R&D assistant

    2009 - 2010 Internship

    . Research subject: correlation between ingredient cells' properties and carrot soup texture.
    Created several carrot soup with different properties in laboratory and validated hypothesis by sensory analysis.
  • South of France Wine Federation - Market Research Leader

    2008 - 2009 Internship

    . Student project: lighter wines in France, what are consumer perceptions and what is the market potential?
    Managed market analysis, organized consumers interviews to determine market opportunities, and recommended a roadmap to develop the lighter wines offer.

Formations

  • Montpellier Supagro (Montpellier)

    Montpellier 2007 - 2011 Master's degree in Marketing / Bachelor degree in Food Science Industry
  • Lycée Michel Montaigne

    Bordeaux 2005 - 2007 2 years preparatory exam entries major French engineering schools.
    Biology, geology, mathematics, physics - chemistry

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