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JAEGER-LECOULTRE
- Executive Director Communication
2013 - maintenant
* Overall budget of EUR 85 million ;
* Direct management of : strategic positioning, brand image/identity, PR, advertising, digital developments, social platforms, visual merchandising, graphic design, catalogues, storytelling, partnerships, sponsoring, museum/patrimony ;
* 4 direct reports (team of 35)
* Executive Committee member reporting to CEO
Key achievements:
* Shift from high-watchmaking to luxury brand appealing to a broader audience ;
* Developed PR platforms (Cinema, Photography, Polo, CSR with UNESCO) to raise brand image and increase visibility ;
* Set-up of community management of social platforms ;
* Development of outreach to HNWI (High Net Worth Individuals)
New brand platform:
* Brand guidelines (events, brand signs, storytelling, photographic/editorial guidelines) ;
* Visual merchandising guidelines and policy ;
* New communications tools for all markets to facilitate local operations ;
* New advertising campaign (print, film) focusing on emotion than just the product ;
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Lacoste
- Directeur Marketing Communication
Paris
2009 - 2013
EUR 1.6 billion, 1,200 stores worldwide
* Overall budget of EUR 12 million. ;
* Management of: Advertising, PR, Shop Construction, Trade marketing and Brand Strategy ;
* Total team of 20 (5direct reports)
Achievements:
* Strategic marketing (definition and rolling-out of the collection segmentation strategy) ;
* Launch of new brand line ``Lacoste L!VE''. ;
* Development of flagship store concept and Lacoste L!VE stores ;
* New advertising concept (brief, media planning, launch). ;
* Developed brand consistency visibility (New York Fashion Week) ;
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HUGO BOSS
- Managing Director
Paris
2006 - 2009
* General management (Sales, Marketing, Finance, HR, IT, Logistics) ;
* Planning of sales & marketing, merchandising strategies ;
* Sales turnover: EUR 85 million - 70 stores and shop-in-shops
Achievements:
* Brought the company back to break-even through drastic cost control measures ;
* Optimised inventory control and disposed of accumulated stock. ;
* Restructured Advertising/PR (-5% in commission rate, secured 30% free ad pages) ;
* Chinese sourcing of furniture thus reducing cost / m2 in shop construction by 20% ;
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HUGO BOSS
- CEO HUGO BOSS JAPAN
Paris
2006 - 2009
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Lacoste
- Trade Marketing Director
Paris
2004 - 2006
* Global PR: product placement, celebrity outreach, trade exhibitions, sponsorships and organisation of seasonal runway show during New York Fashion Week. ;
* Visual Merchandising: in-store furniture concept, visual merchandising procedures, manuals and training; in-store communication campaign. ;
* Limited Editions: from design with creative team to manufacturing and launch. ;
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Lacoste
- Marketing Director & Executive Vice-President
Paris
2000 - 2004
* Sales turnover (in 3 countries): EUR 140 million.
Missions:
* Definition and handling of communication policy (EUR 8 million budget). ;
* To establish our global brand positioning controlling the coherence of local collections. ;
* Control of trademark infringements.
Achievements:
* Retail sales rose by an average of 12% per year (launch of a loyalty program). ;
* PR efficiency tripled as press came to view Lacoste as a fashion brand. ;
* New assortment procedures for different customer segments. Sell-out up from 62% to 75%. ;
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LACOSTE JAPAN
- Executive VP Japan, Korea, China
2000 - 2004
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CYRILLUS
- Managing Director Japan
Tourcoing
1997 - 2000
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IER
- Export Manager
Suresnes
1994 - 1996
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Bolloré
- Account Manager
Puteaux
1993 - 1994
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Bolloré
- Sales Executive
Puteaux
1988 - 1990
