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ANNE FONTAINE
- International Marketing & Communication Director
2012 - maintenant
ANNE FONTAINE, 70 stores worldwide, $80mio
2012 – Present, Paris
www.annefontaine.com
Created the Marketing and Communication department: built a team of 8, set up the budget, developed the long term & seasonal strategy. Monitored the brand repositioning via a 360° marketing strategy and a strong new artistic direction. Member of the executive committee, reporting to CEO.
Strategic & operational Marketing:
• Set up the seasonal Marketing plan per region; developed CRM via communication tools, events, promotions, partnerships, gifting
• Launched the Eshop (1st site launched after 6 months) and Social Media platforms (facebook 130K likes)
Image & communication:
• Modernized the brand image via seasonal campaigns, catalogs and digital content (no advertising agency)
• Developed brand awareness through Print and new Digital platforms
• Grew Public Relations in Europe and US via striking store events (store openings, 20 years anniversary, fashion events) and personalized relationships with journalists, bloggers and celebrities
Products:
• Established a new Artistic direction with recommendation on trends, thematic, new products & fabrics. Strong participation in products evolution with modernized shirts, total looks, leather goods and accessories
• Developed Sales products guidelines for the stores
Boutiques & visual merchandising:
• Communicated the new brand DNA to the stores
• Launched new Merchandising guidelines to modernize stores, clarify the offer. Developed cross merchandising & impactful windows
• Managed stores renovations and new opening through a concept upgrade
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Coty Beauty
- Marketing Manager, International Colour Cosmetics, ASTOR
Paris
2010 - 2012
Marketing Manager – Astor International Colour Cosmetics
Responsible for the Astor brand ($M80, Europe, +30% val)
www.astorcosmetics.com
Relaunched Astor working on a repositioning and long term new product strategy, Grew brand turnover thanks to a strong partnership with markets. Managed a team of 5, with a budget of 3,8 mio Eur. Reporting to Vice President.
• Relaunched the brand with the arrival of Heidi Klum as the brand ambassador
• Redefined the brand platform, with a new price repositioning and a 3 years product strategy (build-up of pillars, rationalization)
• Developed 360° communication: 4 TV a year, 10 Print, new Beauty bar, new Internet site and Social platforms, managed PR
• Extended the brand in DM and Mercadona, main distribution channels in Germany and Spain
• Piloted P&L and budget
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Coty Beauty
- Senior Development Manager, International Colour Cosmetics
Paris
2007 - 2010
Coty Beauty, $4Mrd // International Colour Cosmetics - TIC
Member of the « Technology Innovation Council » composed of small teams reporting to Senior Group Vice President. Developed long term innovation pipeline for Coty cosmetics, identifying first to markets innovations and maximizing synergies - Rimmel, Astor, Sally Hansen, Miss Sporty, Esprit, Carrefour, NYC
• Established twice a year in deep analysis of the European, USA, Asian markets (panels, innovations, trends)
• Recommended new areas of development using research (concept, packaging, formula, communication)
• Defined brand innovation strategies with a 5 years vision: sharing of technologies, concepts differentiation
• Conducted new technologies development with R&D, Packaging and Factory
• Launched rotative mascara, plastic brushes, water based formulas. Developed 3rd Party business (China, USA, Europe)
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COTY UK LIMITED
- Senior Product Manager, International Colour Cosmetics
2005 - 2007
Coty Beauty, $3Mrd // Senior Product Manager – Rimmel & Miss Sporty Cosmetics
http://fr.rimmellondon.com/
Developed simultaneously 2 strategic brands for the Group, reporting to Marketing Director
1/ RIMMEL ($M300, +5% val; USA, Europe, Asia, South America), Responsible for Nail & Colour Collections
• Boosted the Nail franchises : relaunched the Pillar, created « I love Nail » accessible line
• Developed seasonal Colour Collections made of transversal offers working wih Kate Moss as the brand ambassador
• Represented the main contact for the markets : sharing the strategy, managing market needs, leading finalization of the plan
2/ MISS SPORTY ($M21, +10% val; UK, Eastern Europe, Italy, Pays Bas), Responsible for the brand and its repositioning
• Brand strategy renewal with new product mix : new pack identity, illustrations style
• Management of the 4 categories : brand calendar, product development, budget management
• Geographic expansion in Europe (Italy, Ireland)
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Coty Beauty
- Product Manager, International Fragrances
Paris
2001 - 2005
Coty Beauty, $2Mrd // New Licenses, International fragrances (feminine & masculine fragrances, ancillaries)
Launched new licenses, developing concepts, product mixes (packaging, fragrances, formulas), communication tools (TV, Print, Digital), launch support tools (Public Relations, Sampling, Promotions)
• Launched the Chupa Chups, Céline Dion and Miss Sixty fragrance lines: definition of the positioning, brand strategy and mix
• Relaunched Esprit: new mass market positioning, new distribution strategy, value analysis
• Main contact for the markets, daily contact with the licenses
• Other: piloted financial indicators & budget, screening of new licenses, coaching of product managers
