Maxime BEDU


En résumé

10 years Business Development (Marketing & Sales) in Export (Wholesale & Travel Retail)

• Wholesale (Distributors) & Retail (Travel Retail). Creation and implementation of mid-term and long-term Sales & Marketing strategies.
• EMEA zone consumer behaviour (Local Markets and Travel Retail).
• Negotiation with Distributors and Retailers = Distributor/Retailer’s Contracts, Margins, Commercial conditions, Annual Budgets, Marketing & Promotion Plans, New Product Launches, In-store location and merchandising, sales staff in store.

• Marketing = Marketing, Promotion and Media plan creation and implementation, Packaging
• Merchandising = Instore Brand location (depending on store traffic), Personalised branded
furniture creation and implementation, Planograms.

• Team up to 10 people + 60 instore sales people.Annual Appraisal, People Development (promotions, training), Team reorganization.

• Full P&L control (Net Operating profit increase), Annual Budgets (incl. Advertising &
Promotions budgets).
• Stock control & reduction (following in-store product rotation/assortment).

• Teaching - Lecturer in EM Lyon/EHL in “Marketing Luxury Products” courses.

Specialties: Luxury goods, Cosmetics, Fragrance, Skincare, Makeup, Team leading, Marketing, Marketing strategy, Operational marketing, Business Development, Merchandising, Sales, Wholesales, Export, Distributors, Retail, Travel Retail, EMEA regions, Domestic Market.

Mes compétences :
Développement commercial


  • MOVADO Group International - Wholesale and Retail Sales Manager - EMEA - Licensed Fashion brands

    2014 - maintenant • AREA
    Brand’s DOS (directly operated stores and e-commerce (Boss, Lacoste, Ferrari), and Distributors (EMEA Area)

    Licensed Fashion brands (Boss, Boss Orange, Lacoste, Scuderia Ferrari).

    1 Sales Executive (direct) and distributor brand managers (indirect).

    €15m Annual retail sales in 2016.
    Business Development (Brand's Directly Operated stores and alternative channels of distribution)
    Creation and implementation of a Business Development strategy per country/region/retail channel.
    Negotiations with Distributors/retailers = Purchases, Commercial conditions, Assortments, Marketing & Promotion plans (made on measure by markets, by retailers), Shop in Shop’s Locations & renovations, etc.
    Brand's Directly Operated Stores (DOS) = Retail strategy on watches, Training, Assortments, Marketing & Promotion plan per country, Shop in Shop’s Locations & renovations, Training tool creation, Store opening events.

    Definition and Implementation of Marketing/Merchandising, Media (incl. social), Promotion and Training plans to increase retail sales in the region.
    POSM creation with agencies (Brief, follow-up, production and market implementation)

    P&L control and annual budgets negotiations. Advertising and Promotion budget implementation and control.
    Stock reduction and control.
  • Clarins Group - Sales Director Travel Retail - Europe

    2012 - 2014 AREA
    • Airports (France/UK/Ireland/Poland/Czech Republic/Italy/Finland/RUSSIA), Ferries (France/UK/Scandinavia), Airlines (France and North Africa), Boarder shops and Diplomatic shops.

    • Skincare & Makeup (Clarins) + Fragrances (Thierry Mugler, Azzaro & Swarovski).

    • Sales (€40m Annual retail sales in 2013) = increase of Clarins market share within all accounts in S2 2012 & 2013.
    • Negotiations with Operators = Annual Purchases, Commercial conditions, Marketing & Promotion plans (made on measure by markets, by operators), Counter Locations & renovations, Number of sales people per store (+in which stores), etc.

    • Team of 10 people (3 Sales Coordinators + 6 Sales Managers + 1 Merchandizer) + 60 instore sales staff = team reorganization, Individual promotion, team coaching.

    • Full P&L and margin responsability = +15% Net Operating Profit in 2013 vs 2012
    • Warehouse and in-store Stock control and reduction, Product Assortment and forecast per store = retailer stock decrease down to 30 days (weekly control).
  • Elizabeth Arden - Business Development Manager - Europe - Distributor Markets

    2011 - 2012 AREA
    • Switzerland, Benelux, Iceland, Russia, Ukraine (+all ex-CIS), Baltics, Poland, Czech Republic, Slovakia, Hungary, Romania.

    • Selective and Mass Market brands = Elizabeth Arden (Skincare, Makeup & Fragrances), Juicy Couture, John Varvatos, Grey Flannel, Giorgio Berverly Hills, Britney Spears, Mariah Carey, Usher, Taylor Swift, etc.

    • Creation and implementation of a Business Development strategy = Full reschuffle of the Area (6 new markets & 9 new distributors within 18 months) / New Distributors Contracts negotiations.
    • Creation and implementaton of the brand re-introduction strategy = Arden Skincare and Fragrance brands came back in all major retailers assortments in Poland, Romania, Russia, Ukraine, Czech Republic, Slovakia.
    • Sales = Annual wholesale Turnover (€16m) increased by +50% in 2012 and +60% in 2013.

    • Definition and Implementation of Marketing, Media and promotion plans

    • P&L control and annual budgets negotiations / Advertising and Promotion budget implementation and control
    • Forecast on existing and new products = Major improvements on S&OP KPI’s in collaboration with Supply Chain and Finance.

    • Direct (1 Sales Associate) & Indirect (15 Distributor’s brand managers).
  • Kanebo Cosmetics Europe (KAO Group) - Area Sales and Marketing Manager Strategic Distributor Markets

    2008 - 2011 AREA
    • Spain/Portugal, Scandinavia (Iceland, Norway, Sweden, Denmark, Finland), Central Europe (Baltics, Poland, Czech Republic, Hungary).

    • Sales = Annual wholesale turnover (€40m) and retail sales grew +10% in 2009, 2010 & 2011.

    • Creation and Implementation of Marketing, Media and promotion plans = Made on measure strategy per market/per retailer.
    • Personalised branded furniture/counter creation = location negotiation with retailers, sales traffic analysis, work with architects on the adaptation to the specific store (visibility, traffic, special needs).
    • Promotional packaging creations = adaption to the markets specific needs.
    • Advertising & Promotion budget building and controlling.

    • Indirect (15 Distributor’s brand managers).

    • Precise commercial reporting, Sales forecast matrix implementation.
    • Sales meeting in local market (team meeting animation) & press conferences presentations.
  • Kanebo Cosmetics Europe (KAO Group) - Area Sales and Marketing Manager Eastern Europe/Middle East/Africa

    2006 - 2008 AREA
    • Russia/Ukraine, Baltics, Poland, Czech Republic, Hungary, Balkans, Turkey, Greece, South Africa and Middle East.

    • Sales = Annual wholesale turnover (€16m) grew +15% year in 2007 and 2008.
    • Strategic market development = Choice of retailers (instore location negotiations), marketing adaptation to retailers, media = Skincare/Makeup rankings gained in all markets.
    • New market openings (Czech Republic and Hungary).

    • Creation and Implementation of Marketing, Media and promotion plans = Made on measure strategy per market.

    • Indirect (18 Distributor’s brand managers).
  • Parfums Christian Dior - Travel Retail. Junior Marketing Manager Europe and Western Hemisphere

    Paris 2005 - 2006 • Definition and implementation of Travel Retail Marketing for Europe and Western Hemisphere.
    • Marketing presentations to Sales Teams (during Sales meetings) and Retailers (Novelties presentations).
    • Sales cycles creation and implementation (design, production)
    • Product Forecast for all EMEA zone (based on previous years Sales analysis) with all Area Managers
    • Travel Retail Worldwide Sales Forces Contest organization.
  • Parfums Christian Dior - International Junior Marketing Manager (International POS animation)

    Paris 2004 - 2005 • Creation of the Events team - work with all Dior’s organization to implement this new promotion set-up
    • Creation of POS Animation concepts with Central Marketing Development (Fragrances, Skincare, Make-up).
    • Development of all POS material (with architects & merchandizing team) and Gift with purchase for all events.
    • Marketing presentations to affiliates (worldwide).
    • Creation of an event book to explain all event concepts and mechanics to the markets.



Annuaire des membres :