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Guy LEPEL COINTET

CHOLET

En résumé

Senior executive with 20 years successful experience in top FMCG Companies specialized in Marketing, Communication, Sales and Business Development.
Proven ability to set vision and boost businesses by building or restoring brands and driving team engagement.
Strong knowledge in P&L management, business and marketing strategy, integrated communication, shopper marketing and category management, product innovation and renovation, corporate communication and transformation management.

Business and result orientation, passion to identify opportunities and build new strategies of growth.
Bold, innovative and pragmatic entrepreneurial style.
Strong leadership and charismatic manager who drives people to deliver their best.
Open-minded, positive and energetic personality.

Entreprises

  • Groupe Bigard (Bigard - Charal - Socopa) - Group Chief Marketing and Communication Officer

    2013 - maintenant 4.4 billion € revenue, 14.000 people, 54 sites

    - Building of LT business strategies for 3 BU (growth drivers definition, channel priorities, portfolio management)
    - Definition of brands territories and supervision of marketing plans (Above and Below The Line) – Develop Private Label Organization
    - Coordination of global innovation (process harmonization, plans elaboration, 60 launches / year)
    - Creation and drive of Category Management (new merchandising approach and promotional policy)
    - Steering of Group Corporate communication.
    => Volume and profitable revenue growth and market share increase for 3 years despite adverse market conditions.

  • Charal - Marketing and Communication Director

    Cholet 2009 - 2012 1 billion € revenue, 3000 people – Board Member

    - Drawn up LT strat plan to win and grow business (Cap 2020).
    - Built up and successfully implemented new blueprint (brand positioning, architecture, ad and 360° activation, PR).
    - Transformed Marketing department (merging frozen and chilled, creation of market research and catman functions)
    - Totally redesigned innovation process (portfolio simplification, new framework and funnel)
    - Negociated new customers acquisition (OOH channels, freezer centers)
    - Developed a remodelled corporate communication plan – Launched a new crisis management procedure.
    => Business turnaround 2011 vs 2009 : Charal TO + 6% (chilled) and +15.7% ( frozen) – MS increase in all strategic ranges

  • UNILEVER FRANCE - Ice Cream Category - Marketing Director

    Rueil-Malmaison 2006 - 2009 300 M€ revenue, 15 people, 7 brands (incl. Magnum, Carte d’Or, Ben & Jerry’s) - Board Member

    - Shaped LT Ice Cream Strategy for France (Category audit, business lever assessment, product priority, financial plan)
    - Ran a strong innovation program (15 launches per year)
    - Defined a new customer strategy (OOH business development, growth in hard discount and freezer centers chains…)
    - Accelerated cultural and operational transformations (new « ways of working » together with the european team)
    => IC TO + 2.5% (2007), +4.2% (2008); EBITDA + 11% ; Vol MS +4 pts after 8 years of decline – Back to market leadership

  • Unilever - Ben & Jerry's BU - Business Unit Manager

    2003 - 2006 5 million € revenue, 10 people

    - Relaunched global BU « from scratch » (New business model and ambitious roadmap, P&L accountability)
    - Entirely revitalized the brand (positionning, portfolio, brand awareness building via street marketing, web and PR).
    - Restored distribution (Trade negotiations, listing in OOH and supermarket, dedicated sales force management).
    - Cleaned up the unprofitable scoopshops network and opened 19 stores under licence contracts and franchising.
    = > TO from 1.5 to 10M€ in 3 years ; Break Even in 2007 ; Awareness from 12 % up to 43% in 2 years.

  • Nestlé France - Senior Brand Manager

    Marne La Vallée Cedex 2 2001 - 2003 Chilled Dairy Division
    80M€ revenue - 3 brands (Viennois, Flanby, Nestlé), Management of 2 people.

    - Restored declining Viennois position (repositioning, recipe renovation, new ad, range rationalisation)

  • Nestlé - Brand Manager

    Marne La Vallée Cedex 2 1998 - 2001 Beverage Division
    60M€ revenue - 3 brands (Nesquik, Lion, Tonimalt).

    - Successfully relaunched Nesquik brand via NPD’s and innovative activation plan.

Formations

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