Franca FABRI

En résumé

Entreprises

• Inlightbiz - Owner

  2010 - maintenant

• Procter & Gamble France - Senior Consultant & Coach

  Asnières-sur-Seine 2000 - 2009 PROCTER & GAMBLE FRANCE – Global marketing
  
  Senior Manager European Consumer Innovation Discovery Group
  
  Consulting + coaching business Teams to grow Brands via in-depth consumer and cultural understanding. 20+ projects in 10 (mostly Western European) countries with over 450 P&G/Agency partners. Key franchises: Ariel/Dash, Swiffer, Alldays, Bold/Dash 2in1, CPG, Lenor, Ace, Iams, Always, Alldays, Mr Proper/Flash.
  
  KEY ACHIEVEMENTS
  
  Led Bootcamp* design and process: several 3-days sessions with Business Teams (20+ people) over a 6 to 9 month period; helped generate and integrate consumer learnings into copy and initiatives; inspired new equity pyramid, communication campaign, brief for copy and visual identity, concept for new initiative. Results feature major and sustained share growth and top scoring/award-winning new advertising campaigns. Some examples: Lenor (GE/UK) new campaign, +15 pt share in 3 years and Brand position from #4 to #2 in Europe; Bold UK: +7 pt share and market leadership.
  
  Created and led ad-hoc “re-diving” project for fast & deep Bootcamp learnings experience of Brand Teams renewed since previous Bootcamp (Ariel GE/UK, Dash IT); shared past knowledge via consultant independent work and designed working sessions. In a short time (1 to 2 months) this work allowed reframing of equity, strategic benefit and Brand character, new advertising ideas (e.g., “luminosity” for Dash IT, leveraged for Ariel Southern EU marketing and External Relations), and top scoring copies/campaign (+ 7 pt. share Ariel Germany).
  
  Conducted strategic consultant work for different project Teams: i) fine-tune Brand equity, generate insights for future copy campaign development (Infasil IT); ii) revise and re-test copy and launch proposition and conduct full-fledged visual identity work (new project for DACH); iii) gather cultural perspective and unbranded learnings about feminine dynamics (Delighting the Women we Serve FR/IT; Always – GE/FR/UK)
  
  Designed and led cultural analyses in Advertising/Marketing corporate projects (develop winning advertising) to revisit P&G’s paradigms about advertising and consumers via extensive analysis of consumer material (several studies in different areas) and cultural/historical understanding (books and articles), leading to simplified “model” to help understand women (GE, IT, UK, FR). Fully deployed across and integrated by GBUs and MDOs.
  
  * “Bootcamp” is a proprietary P&G process geared to accelerate share growth via significantly expanding the Company’s knowledge of the deeper meaning of its top Brands, using state-of-the-art consumer exploratory techniques.

• Procter & Gamble France / Italy - R&D Product Research - Euro & Global Initiatives

  1989 - 2000 1994 - 2000 PROCTER & GAMBLE ITALY – R&D, Product Research – Europe & Global
  R&D Group Leader–New Product Initiatives
  Identify opportunities – from consumer/market and technology, transform ideas into projects (Home/Fabric Care).
  Qualification (concept/product/package) and launch (Swiffer). Managed team of 5/7 people. Bridge between Marketing and Technology. Consumer/Innovation Department coach.
  
  1990 – 1994 PROCTER & GAMBLE FR/IT – R&D, Product Research – Europe
  Technical Brand Manager - Home and Fabric Care
  consumer and market understanding (Europe); product qualification, communication development (new line of Laundry Additives)
  Innovation and opportunities (Mr. Proper Gel).
  
  1989 – 1990 PROCTER & GAMBLE ITALY – R&D, Product Research – Italy
  Technical Brand Manager - Home and Fabric Care
  Consumer/market understanding (Italy); product/concept upgrade; market re-launch (Ace).
  
  KEY ACHIEVEMENTS
  
  Launched Swiffer dusting system, implement and disposable cloth – Designed and executed preliminary investigation of the Euro dusting Segment, including habits (surfaces, implements, frequency), competitive environment and potential consumer model; guided product (implement/cloth) development via ad-hoc designed expert panel (usage modality/patterns, potential consumption); developed and qualified global concept (US/IT/FR/GE), new Brand name/logo/artwork; led Euro qualification and launch assessment via test market.
  
  Created Mr. Proper Gel - Generated the project idea, guided technical development and qualified the proposition through extensive testing in key Euro Countries (FR/UK/SP/IT). Defined the strategy to global roll-out via “anti-cream” positioning (“gel” suffix to enhance novelty and convenience), which set the base of a new cleaning segment now exploited by other companies (e.g., Unilever Cif/Jif Gel, Colgate Ajax Gel).
  
  Pioneered consumer/habits understanding in new areas and new product/packaging forms: 1) ad-hoc designed studies (laundry or cleaning diaries, expert panels); 2) identified potential issues and relevant solutions derived by innovative products/packaging in terms of consumer acceptance and complaints; 3) guided new technical test methods development driven by consumer habits and surfaces, fabric, materials. Initiated and qualified endorsement with outside/scientific Institutes.
  
  Coached Individuals (development) & Teams: coached peers and junior managers to Product Research fundamentals via Corporate/Department (DEPTH) training models and via and new techniques (Storytelling, Ideamap); 2) conducted team-building events for multifunctional and multicultural Teams (10 up to 50 people) using MBTI and advanced techniques.

• High Schools - Italy - Chemistry Teacher

  1987 - 1988 Chemistry teacher - 1987-1988 - Italy
  Several High Schools (Industrial, Scientific, Biological Technical Institutes) and multiple courses, participating also to end-of-year assessment of progress and to the 'Esami di Maturità'.

Formations

Pas de formation renseignée

Réseau

• Anne FAVRELLE

• Daniele VERZENI

• Franck BACUET

• Jean-Marc SCIALOM

• Laurence ROUX

• Laurent BLANCHARD

• Marc UNFRIED

• Sophie ANDRÉ