Caroline MARCZAK PIHOUÉ

En résumé

Entreprises

• OMGMOTHER Consulting - LONDON (UK) - Global Brand Strategist

  2015 - 2015 • Global Brand Manager / Consultant on PARA’KITO brand (mosquito repellent owned by Evergreen Land Group, distributed in 30 countries all over the world).
  • Implemented the PARA’KITO 2015 Marketing and Comms plan for the French market (70% of Evergreen Land turnover).
  • Elaborated the 2016 GLOBAL BRAND STRATEGY (Retail Product & Merchandising offering / Comms) & presented it to worlwide distributors.
  • Managed the CLIENT (Evergreen Land) and VENDORS’ RELATIONSHIP (such as Publicis for PR in France).
  

• Lixir - Senior Brand Manager Glenfiddich & The Balvenie

  Saint Ouen 2014 - 2014 • Responsible in France for The William Grant & Sons Single Malts’ brands among which Glenfiddich, the second brand in Lixir’s portfolio turnover.
  * Implemented 2014 brand plans on Glenfiddich & The Balvenie running volumes allocations constraints.
  • Launch of new variants as The Balvenie Caribbean Cask 14yo / Tun 1401 / 50yo / Glenfiddich 26yo and new packagings as The Balvenie Limited Edition 21yo and Glenfiddich 18yo.
  • Led Brand Equity projects (PR events) and CRM / Experiential Program as “The Balvenie Tour” and a a Mentoring Program on Glenfiddich (consumers’ tastings program).
  • Followed-up and recommended optimization of the 2014 new Glenfiddich advertising media campaign.
  • Worked closely with sales team to deliver relevant tools and brand activations / promotional offers such as Giftpacks in key touch points (off trade, on trade, specialists).
  • Elaborated & recommended 2015 strategic brand plans focused on a more premium vision of the brands.
  • Four people’s line manager: a Junior Brand Manager, two Brand Ambassadors and a trainee.

• LIXIR - Brand Manager Cointreau, Rémy Martin & Louis XIII

  Saint Ouen 2011 - 2014 • Responsible in France for the brands leaders on the Traditional Liquors (Cointreau, with volume SOM = 33%) and The Cognac category (Rémy Martin, with volume SOM = 16%)
  • Directed a whole new strategy to rejuvenate Cointreau closely with the Global Brand Team targeting ‘Charismatic Women’ and launching a new drink strategy : Cointreau Fizz (now listed in 210 mixologist bars).
  • Supervised the PR / Experiential Project “Cointreauprivé II” in 2012 in partnership with the French designer Alexis Mabille : a Parisian speakeasy pop up bar during 2 months.
  • Initiated a new promotional mechanic on Cointreau for one the most important highlight in France
  (“Chandeleur”) with trade personalised offers: the best sell-in in 2013 & 2014.
  • Established an innovative media activity on Cointreau with a ELLE partnership during the 2013 Summer.
  • Accomplished the most effective PR launch on Louis XIII : Rare Cask Luxury Limited Edition.
  • Two people’s line manager: A Junior Brand Manager and a Cointreau Brand Ambassadress.

• LIXIR - Junior Brand Manager Grant's & Sailor Jerry

  Saint Ouen 2010 - 2011 • Updated monthly brand reports / Highlights analysis as Father’s Day, YE with Nielsen Panels and Internal Data.
  • Managed both brands marketing budgets.
  • Participated to key Brand Equity projects (“Grant’s Live” which was the first French Grant’s consumers’ experiential program – over 17K fans on the Grant’s Live Facebook page in a few months & “The Blendology program” which is still current).
  • Developed POS / POI for Off & On Trade Sales Force.
  • Followed-up the promotional skus in the Off Trade with innovative qualitative offers (cross branding, newgiftpacks).
  • Worked on the NPD launch: Grant’s Sherry Cask at the Specialist retailer Nicolas (now 1000 C9L).
  • Elaborated successful Sailor Jerry strategic launch plan in France closely with the Brand Manager in 2011(volumes x9 between 2011 & 2012) with a ‘Influencers’program’ implementation.

• Lixir - Category Manager Assistant

  Saint Ouen 2009 - 2010 • Managed presentations for retailers (deep category strategic analysis and growth plans).
  • Recommended merchandising strategies & assortment grids with Category Managers & Key Accounts Managers.
  • Developed sales tools with the Trade Marketing as necktags, merchandising displays, folders’ inserts, and promotional Lixir portfolio’s Trade catalogue.

• Mars Chocolat France - Category Manager Junior - Ice Cream & Biscuit

  Haguenau 2007 - 2008 • Category Reports (performances & Key sales levers as Assortment, Merchandising, pricing…)
  • Development & run of sales force means (Leaflet, sales sheets, demo days, goodies, freezers, Trade Incentives…)

• Kingcom - Press Officer Assistant

  Paris 2006 - 2006

Formations

• University Of Piraeus (Athens)

  Athens 2008 - 2008 Période d'études à l'étranger (Programme Erasmus)

• ESC Lille

  Euralille France 2005 - 2009 Master en management

• Lycée Saint Michel De Picpus

  Paris 2003 - 2005

Réseau

• Alix FOLLET

• Amélie GUICHENEY

• Anne-Laure MOREAU

• Christophe MARTIN

• Elodie BRETZ

• Eric MAFFERT

• Pauline PARMENTIER

• Thomas BONNEMAISON