Sebastien GOUTARD

En résumé

Entreprises

• Guerlain - Export Merchandising Manager

  Levallois-Perret 2016 - maintenant Managing a team of designers and architects, I am responsible for Guerlain’s day to day merchandising (soft&hard) execution over 60 countries around the world, strategic and budgetary guidelines in order to achieve our business objectives.
  
  Strategy
  • Definition of the Export Merchandising strategy, including a flagship strategy, budgetary guidelines in order to guarantee a retail Excellence mindset. This is done in total cohesion with business development and training team to make every aspect of the deployment strategy fully in-line with the final objective. This strategy is supported by a bi-annual projects review (hard&soft) with actions to take to ensure constant progression.
  
  •Review of every forecast campaign to make sure Merchandising needs are fully covered and in-line with our strategy and the countries distribution typology.
  
  Soft & Hard Merchandising
  • Design of all POS animations hand in hand with the business development team, local brand manager and the area manager.
  • Design of all hard projects for export markets (60/year). Working closely with area manager, local brand manager and retailers. Specific attention to local consumer habits while maintaining the brand message intact.
  • Delivery of a full technical package to the local contractor and validation of manufacturing plan (hard projects). Follow-up during manufacturing phase. On-site reception of 3- axis flagship.
  • Development of regional tools (POS elements, animation guidelines) to stick to various market cultural habits (Arabic and Asian countries). Specific support to the GCC office on high priority, high visibility animation and boutique projects.
  • Willingness to build and maintain a strong relationship with our local partners and contractor, in order to achieve the best level of execution for the brand while ensuring the economic equation of all projects.
  

• Direction de la Creation- CLARINS FRAGRANCE GROUP - Merchandising Designer & Project Manager

  2014 - 2016 Retail Design and Merchandising
  * Design of all POS elements in close collaboration with Sourcing and Trade Marke- ting departments to select materials and develop promotional items.
  *Produce effective merchandising bibles in partnership with the Brand Eventing service ensuring consistent branding across subsidiaries worldwide.
  *Create and optimize launch packages by distribution channels.
  *Address specific needs from local subsidiaries (flagship windows, special events) Hard Merchandising
  *Implement worldwide operational deployment for all MUGLER and AZZARO installations in close collaboration with CFG subsidiaries/regional direction.
  *Manage free-lance architects.
  *Define band strategy and new architectural/merchandising concepts.
  
  Merchandising Designer and Project Manager - continued
  
  Trade Marketing
  * Brainstorm and elaborate trade marketing plans to increase in-store trafic in dis- tribution channels, supporting head office marketing plans.
  * Create in-store visual tools supporting trade marketing operations Digital & Retail
  * Develop strong knowledge of competitive intelligence. Regularly feed the rest of team on new technology.
  * Initiate innovative digital retail project.

• CLARINS FRAGRANCE GROUP-Direction internationale- - Chef de projet merchandising et design

  2009 - 2016 Rôle pivot à la Direction Internationale entre les marchés, les studios de création des marques Thierry Mugler + Azzaro -soit 80% du CA de Clarins Fragrance Group- et les chefs de projet sénior trade merchandising.
  
  MERCHANDISING
  Animations points de vente / Événementiel :
  − Élaboration des stratégies merchandising sur toutes les nouveautés des plans marketing et relaie vers les marchés
  − Définition avec les studios de création des codes événementiels génériques des marques
  − Chef de projet sur les animations point de vente
  − Montage des animations sur tous types de réseaux de distribution : propositions créatives en lien avec les marketings développement, les studios de création et les métiers support
  − Réponse aux demandes spécifiques des marchés (vitrines événementielles, podium exceptionnels, bannières) en s’assurant de la bonne application de l’image des marques
  − Suivi avec les marchés de la mise au point, la fabrication et l’installation de tout événementiel
  − Partage des best practices entre les marchés
  Images :
  − Brief et suivi du développement des chartes images institutionnelles et animations avec les studios de création.
  − Gestion des demandes d’images spécifiques des marchés et envoi
  − Mise à jour des visual guidelines avec le service communication
  Edition/Graphisme :
  – Réponse aux demandes spécifiques des pays : Newsletter, brochure magasin, magazine conseillères de vente Coffrets Spécifiques :
  − Réalisation du design des coffrets spécifiques (esthétique, textes légaux et shoot photo) et suivi de fabrication
  Veille Concurentielle :
  − Alimentation d'une base de donnée sur les développement et les opérations jouées par les concurrent
  
  TRADE MARKETING
  − Réflexion et aide à l’élaboration des plans Trade marketing pour générer du trafic sur tous réseaux de distribution (propositions créatives liées aux plans marketing annuels)
  − Création des outils graphiques, PLV et podiums trade

• Trade & Merchandising Service- CLARINS FRAGRANCE GROUP - Merchandising Designer & Project Manager

  2009 - 2014 * Interpretation of design vision for CFG brands Zwarovski, Azzaro and Porsche Design.
  * Create and implement merchandising bibles worldwide following the design stu- dio creative inputs.
  * Subsidiaries and agent operationnal support of launch package and animation.
  * Address specific needs for local subsidiaries (flagship windows, special events pro- motional space).
  * Support and manage specific visual requests from any subsidiary on demand
  (Newsletter, in-store brochures, sales representatives litterature).

• CLARINS - Merchandising Manager

  Paris 2006 - 2009 In addition to CFG's own brands, Clarins Canada is also a distributor for over 15
  major cosmetic brands such as Gucci, Burberry, Nuxe and Montblanc.
  Soft Merchandising
  * Implement brand merchandising guidelines for all of Clarins's brands as well as all other cosmetic brands.
  * Create launch packs for each specific brand.
  * Work closely with head office teams to respect brand vision.
  * Forecast and manage budgets with brand product managers for launch campaigns.
  * Manage all local collateral production and follow-up on store shipment. Hard Merchandising
  * Forecast and manage budget for each projects.
  * Work in partnership with brand Architect to define all counter specifications and design.
  * Manage store's space technical specifity with retailer's team.
  * Supervise counter production and installation with local manufacturer.
  * Installation of 3 Thierry Mugler, 2 Gucci, 2 Burberry and 19 Ana Sui counter.
  Opening of 400 Pür Minerals end cap & backwall.
  
  Seminar and Outdoor Activity
  * Merchandising strategy presentations to sales force.
  * Visual support for press event and internal seminars.

• CLARINS CANADA-Division parfum et marques de luxe-(Montréal) - Merchandising & Design Manager

  2006 - 2009

• Department Stores LA BAIE HBC - Store Marketing Coordinator

  2003 - 2006 * Organize and manage all cosmetics and perfume launches for the six HBC flagships stores in Canada, in partnership with HBC buyers team and the Brands.

• La Baie HBC (Montreal) - Coordinateur In-Store Marketing / Présentation Visuelle- Grands magasins

  2003 - 2006

• Direct Data, Inc - Marketing Artist & Web Designer

  2000 - 2002 * Design of web site and cd-rom. Design Trade shows booths and promotional tools for internal and clients use.

• Shiney Objects Inc. (St Louis-USA) - Web Designer / Infographiste

  2000 - 2002

Formations

• Ecole Pivaut

  Nantes 1993 - 1999 Design industriel et produit
  
  Service militaire en 97/98

• Ecole Pivaut

  Nantes 1993 - 1999 Product and Industrial Designer
  
  degree (BA equivalent)
  
  

Réseau

• Delphine CHENUET

• Fabrice MAUGUIN

• Julie CHAMPETIER

• Manon BRUNET

• Murielle BLANCHET

• Patrick CHARREYRON

• Philippe ROLLAND

• Servan LEGOFF

• Sylvie MOREL

• Vital BEAUVOIS