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Jerome BRUN

PARIS

En résumé

Managing Director | EMEA | FMCG

Expert at leading the transformation of FMCG companies/categories in highly constrained environments - in-company and externally (competitors, government) - while raising the standard of operations in difficult EMEA geographies.

Marketing, Sales, Distribution expert. Strategist with demonstrated ability to shape his environment (lobbying, partnering, corporate responsibility). International experience and mindset, in headquarter and market positions. Track record on performance management, shaping/sizing of teams, development of key individuals, compliance.

Mes compétences :
performance management
global packaging design
Regulatory analysis
Product Development
Non-fiction
Microsoft Visual Studio.NET
Kosher Food
International experience
Fiction
Audit

Entreprises

  • Imperial Brands - General Manager, West Africa Cluster

    2014 - maintenant In charge of driving profit growth and market share stability in the West Africa Cluster : 500 people in 4 subsidiaries and 4 export markets delivering EUR 200m turnover and EUR 100m profit.
    - Aligned local activities with Group strategies & plans re. S&M, Finance, Purchasing ;
    - Negotiated footprint expansion plans in Guinea (with government) and Nigeria (with competitor)
    - Avoided EUR 20m risk through engagement in Coding & Tracing Systems
    - Increased employee engagement and set up CSR and OHSE plans
    - Strengthened Direct Distribution / In-house Team model in 4 subsidiaries
    - Recommended and implemented once-in-a-decade price increase
    - Introduced new brand across all countries as part of global roll-out
    - Avoided litigation via new contract with historical distributor in Nigeria
    - Shaped environment (tax, regulation, illicit trade) through active Corporate Affairs management

    Founder and first Chairman of the Tobacco Association of West Africa (TAWA).
    Non-executive Member of the Board of ITG subsidiaries in Ivory Coast, Burkina, Mali, Senegal
  • Imperial Brands - Sales & Marketing Director, France-Iberia-Central Europe-Africa

    2013 - 2014 In charge of coordinating the Sales & Marketing agenda across 35 countries delivering EUR 2.1 billion turnover and EUR 1 billion profit
    - Ensured optimal local leveraging of Group strategies esp. Categorisation, Migrations, Innovation
    - Monitored and challenged financial and operational performance
    - Conducted assessment of Route to Market and consumer-centric investments
    - Fostered optimal use of EUR 315 million investment (A&P and Overheads)
    - Co-developed Brand Portfolio and Trade Marketing strategies at Group level
  • Imperial Brands - Sales & Marketing Director, Africa & Middle East

    2011 - 2012 In charge of coordinating the Sales & Marketing agenda across 30 countries delivering EUR 1.2 billion turnover and EUR 0.6 billion profit
    - Drove 10% volume and 7% profit growth in AME ;
    - Championed ITG's Innovation strategy and increased consumer-centricity via consumer research
    - Delivered first-ever 3-year strategic plan for all AME markets
    - Further built up the AME regional team and delivered improved team dynamics/morale
    - Improved strategic planning and performance monitoring via new Business Intelligence tools
  • Imperial Brands - VP Sales & Marketing, Russia & Belarus

    2009 - 2011 In charge of the S&M agenda in ITG's largest single entity globally (11% of global company volumes, 800 HC), I re-shaped organization and strategy to ensure sustainable growth post the 2008 crisis :
    - Increased profit by 13% p.a. despite a 9% p.a. volume decline, reaching EUR 32 million profit
    - Re-organized the retail sales organisation, de-focusing Moscow and increasing focus on Siberia
    - Recommended a new, streamlined portfolio strategy : 4 key brands only
    - Strengthened relationships with non-exclusive distributor Megapolis
    - Successfully implemented improved forecasting tools and methods
    - Tripled e-marketing investment, through multi-tier client rewards in social media VKontakte
  • Altadis - Sales, Marketing and Distribution Director & Key Strategist

    Paris 2003 - 2009 As Marketing Director (2003-2005), I defined and implemented the Sales & Marketing strategy and set up state of the art and motivated teams. Within 3 years, Altadis was leading the international brands segment ahead of the global leader, and the Local Hero brand has grown from 37% to 54% market share. I also acted as the lead company strategist, shaping corporate projects re. tobacco pricing, excise, distribution, and trade partnerships.

    As Sales & Marketing Director (2006-2008) : I grew Net Sales to €347million in 2008 i.e. +40% vs 2002, and shaped the environment for sustainable growth. I devised and implemented a 360° defensive strategy against incoming competitors covering sales, marketing, pricing, tax, regulation. My successful public affairs engagement resulted into a new law regulating tobacco prices, which made it possible for me to secure a 7-year agreement with our n°1 competitor on manufacturing, sales, marketing and distribution.

    As Sales, Marketing & Distribution Director (2009) : I merged the Distribution and Commercial business units into an integrated sales organization of 600 people, 27 regional agencies, 100 field representatives. I fast-tracked the roll-out of direct sales (from 8% to 60% of customers delivered in just 9 months) and delivered a rightsizing plan for the future.
  • Altadis - Brand Group Manager

    Paris 2000 - 2003 As Altadis' Brand Group Manager ( 2000-2003 ) in charge of "Other Brands" ( EUR 300m Net Sales, 20b units, EUR 2m central A&P budget) :
    - Defined Altadis' first ever international brand portfolio strategy
    - Defined Altadis' first ever strategy for the Roll-Your-Own category
    - Built the company's first ever Innovation team and initiated its innovation portfolio
    - Created communication platforms and ATL/BTL campaigns for 6 cigarette brands
    - Provided marketing support to key subsidiaries (South Korea, Finland) and areas (Middle-East)
  • Seita Imperial Tobacco - Global Brand Manager

    Paris 1996 - 2000 As Seita’s Global Brand Manager for Gitanes (1996-2000) :
    - Performed a global brand audit on Gitanes (global Net Sales €105m) and defined new mix
    - Supported key markets (Argentina, Japan) and contributed to the brand's success in the Near East
    - Defined and implemented a new strategy for the Dark Cigarettes category (a declining category
    worth €230m Net Sales) resulting in €3m additional profit per year for Seita
    - Recommended the company’s first ever digital communication strategy, and rolled it out
  • Bel - Product Manager Fresh Cheese - Europe

    Paris 1993 - 1996 Drove and coordinated marketing initiatives in Western Europe for the "fresh cheese" segment (Net Sales EUR 40m - A&P EUR 7m). Developed 3 international advertising campaigns, new packaging designs for 2 ranges; created and launched a new European novelty brand.
  • Bel - Assistant Product Manager

    Paris 1990 - 1993 As Assistant Product Manager at Bel USA (1990-1992 : Range rationalisation, Product development, Regulatory analysis (kosher certification)
    As Assistant Product Manager Process Cheese - Europe (1992-1993) : European relaunch of Apéricube with global packaging design, local product concepts and reduced industrial complexity
    As Product Manager Fresh Cheese - Europe (1993-1996) : Drove and coordinated marketing initiatives in Western Europe for the "fresh cheese" segment (Net Sales €40m - A&P €7m). Developed 3 international advertising campaigns, new packaging designs for 2 ranges; created and launched a new European novelty brand.
  • Procter & Gamble - Advertising executive & Sales Representative

    Asnières-sur-Seine 1989 - 1990

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