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Graff-Cailleaud
- Brand & Marketing-Communications Consultant
2012 - maintenant
Private Clients
* Brand positioning, identity and marketing strategy ;
* Sales and distribution planning ;
* Design and messaging for print, web, social networking, and e-commerce ;
* Market and trend analysis for product development, positioning and pricing strategy
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TCL Multimedia
- Global Brand Consultant
2011 - 2012
International Marketing and Brand Management, ALCATEL ONETOUCH, EMEA, APAC et Americas (80+ countries)
Parent company : TCL Corporation, China
7th largest mobile phone manufacturer worldwide, 4.3 billion USD annual sales, Competitors : Samsung, Wiko, Nokia, Apple
* Introduction and implementation of refreshed Brand identity into 80+ countries
* Creation of global Brand implementation program and PR & Social Media guidelines
* 3-year Brand Development plan to reposition and open new business opportunities
* Direction of B2B and B2C sales tool development - trade shows, print, web, social media
* Introduction of cloud-based brand tools for global marketing - multimedia, print, web, social media
* Initiation of global marketing solutions: translation services, worldwide distribution of promotional materials and audio logo
RESULTS : Increased global recognition and differentiation of the brand contributed to a 22% YoY increase in sales in 2012
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Eight Inc.
- Director of Global Marketing & Client Relations
2006 - 2011
Innovation and design firm (USA, Europe and APAC), Selected Clients : Apple, Nokia, Dermalogica, HP, GAP, Herman Miller
* Creation and implementation of annual marketing, business development and public relations strategy with international action-plan
* Team Management and Coordination - 5 Regional Marketing & Business Development Managers in direct report
* Client development and participation in development & presentation of proposals - scope of work and fees
* Direction of submissions for RFPs and international design competitions - editorial, layout and production
* Management of client relations, maintaining client satisfaction, authoring client brand workbooks
* Development of marketing-communications tools - print, web site, initiated social media, introduction of enterprise social software for team collaboration and company-wide knowledge sharing
RESULTS : Expansion into the European and Asian markets - opening offices in London, Tokyo and Singapore.
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Knoll, Inc.
- Director, Marketing-Communications
2001 - 2006
Office and Design furniture manufacturer, 1.05 billion USD annual sales, 50+ pays, Competitors: Herman Miller, Steelcase, Vitra
* Leadership of brand positioning update and reorganization of brand platform and sales tools
* Direction of corporate brand and marketing-communications strategy across 11 business units
* Collaboration with Product Marketing Directors (11 BUs): product marketing strategy, visual differentiation, new product launches
* Development of all sales tools - print, web, sampling, trade shows
* Introduction of channel marketing with targeted sales tools to increase market penetration in specific vertical markets
* Management of multiple projects per year each with budget over 500K USD
* Initiation of internal communications strategy and tools to ensure timely distribution of product updates and sales tool availability
* Direction of external agency-partners and internal graphics and communications team (7 à 20 people depending on project)
RESULTS : Repositioned brand identity and marketing program contributed to increasing sales by 285 million USD from 2003 to 2006
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Pasteur Publishing Group
- Director, Art Department
1997 - 2001
International mail order publisher in North America, France and UK, 25 million USD annual revenue
* Management of graphics team with 4 direct reports, recruited and directed freelance illustrators and photographers
* Creative direction of direct mail packages, resales, promotions, advertising space, conversion products and catalogs
* Development of new products and their marketing strategies in collaboration with the Creative Director
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Nest, A Quarterly of Interiors
- Features Editor/Coordinating Editor
1996 - 1997
Interior design magazine, winner 2001 ASME Award: Outstanding Design
* Concept and production of acclaimed features such as « Cold War Barbie » and « Plus Ça Change »
* Recrutement and direction of artists and photographers such as Garouste et Bonetti, Pierre et Gilles, and Joop Van Lieshout
* Coordination of magazine production: advertising, editorial and creative talent
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Castro / Arts
- Designer & Independent Consultant
1996 - 1997
Selected clients: U. S. Agency for International Development, Rizzoli International, Conservation International
* Design of art catalogs, museum exhibition and environmental graphics for clients such as Philadelphia Museum of Art and the
Baltimore Museum of Art
* Design and development of exhibition and way finding signage for tourist sites en Afrique et au Moyen-Orient
* Direction of multi-disciplinary in-country creative teams, budgeting and implementation
