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(auto-entrepreneur)
- Directeur Marketing
2015 - maintenant
Recherche de nouveaux challenges en développement et stratégie de marque à partir de l'insight consommateur pour créer de nouvelles stratégie innovantes et opérationnelles différentiantes (produit/service à valuer ajoutée)
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The Platinum Guild International
- International Marketing Director
2013 - 2015
• Active role in executive decision processes with CEO and COO on overall market strategies (China, India, Japan, USA)
• Establishing global marketing effectiveness measurement through strategic tools (e.g. Brand Equity monitor, PR impact measurement)
• Driving forward thinking innovation in product design and new consumer journey development
• Focus on consumer inspiration to develop brand architecture and establish powerful positionings in core markets
• Responsible for strategic planning process definition and implementation
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Platinum Guild International
- Global Marketing Manager
2011 - 2012
- Redefinition of central team structure and operating model while fostering collaboration across organisation
- Local market communication campaign validation
- Active input and support in creative development
- Strategic planning thinking embedding
- Management of International team through performance indicator definition and development plans
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Free-lance - PUMA Uk
- Self employed
2011 - 2011
Strategic analysis of the outdoor sport market for future business opportunity development
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Brand Learning
- Associate Director
2011 - 2011
In charge of marketing strategy development in leading global organisation through capability building
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Brand Learning
- Associate Director
2010 - 2011
Consulting in Marketing Strategy and Capability Development
BRAND LEARNING - leader in marketing capability development
Associate Director - capability programme development in leading utilities and pharmaceutical companies
EFFECTIVE BRANDS (now part of Millward Brown) - global brand strategy consulting
Senior Consultant - building capability and brand collaboration worldwide on beer portfolio
PUMA UK- (freelance) market diagnosis and recommendation on outdoor growth opportunity
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Effective Brands
- Senior Consultant
2010 - 2010
In charge of supporting global brand development with a number of key clients within beer industry, service industry and consumer goods
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PERNOD RICARD GROUP
- Global Senior Brand Manager
2007 - 2010
Global Senior Brand Manager (promoted in June 09) - Ballantine's Super Premium
Responsibilities:
* Building product knowledge as the face of the brand globally and building relationship with main markets across Asia ensuring the success of the team and its commitment
* Sponsorship management & TTL platform design and implementation for Ballantine's&Golf (i.e. ATL development, activation with markets, raising the standard of the Ballantine's Championship (4th largest pro-golf event in Asia at the time) - GBP 5M budget, securing one of 2010 top ten pro golfers as exclusive ambassador
* Innovation: Initiating process for super premium range repackaging
Achievements:
* Sponsorship return on Investment above target - improvement on consideration and brand status (i.e. luxury, authenticity, quality) perception across key markets
* Success through engagement, sharing and respect in a multicultural and diverse team
* Improved renegotiation of 3 year extension with better value for money (3 world class events sponsored instead or 1 for similar budget = maximising exposure in 3 countries: South Korea, China and UK)
* Innovation: Successful repackaging (approved by consumer research) - Creation of a unique iconic blend every year to celebrate the winner of the competition (auctioned for more than $12,000) ;
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Pernod Ricard - Chivas Brothers
- Global SBM Ballantine's whisky
2007 - 2010
- Global SBM on Ballantine's Super Premium: strategy design and launch of the Golf&Ballantine's platform including: Ballantine's Championship (4th largest pro golf tournament in Asia), TV and print advertising development, partnership with Graeme McDowell, relaunch of the whole range
- Development of strong interpersonal skills across management levels and different cultures
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PERNOD RICARD
- Brand Manager - New Zeland wines
PARIS
2006 - 2007
Responsibilities:
* Building the prestige of a brand aspiring to be a NZ landmark around the world
* Montana Wine (#1 NZ brand at the time) 06 PR campaign around first ever Wine Travel Guide to The World
* Repositioning of Lindauer (#1 NZ sparkling wine brand 160K 9l cases)
Achievements:
* More than 7 Million people reached through PR campaign- Montana established pioneer in wine tourism and landmark of NZ culture
* New packaging development on Lindauer improving premium cues and shelf impact ;
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PERNOD RICARD
- Brand Manager Jacob's Creek (Australian wine)
PARIS
2005 - 2006
Responsibilities:
* BTL and website campaign development on Jacob's Creek (GBP 2M budget).
Achievements:
* Successful launch of new website and on-line advertising, becoming one of the top wine website visited in the UK ;
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PERNOD RICARD
- Brand Manager - Pernod
PARIS
2003 - 2005
Responsibilities:
* Brand repositioning (GBP 300K budget) ;
* Re-igniting the motivation and passion behind an aging and declining product
Achievements:
* New BTL campaign (1,000 kits placed in targeted outlets) maintaining sales level on a declining brand ;
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Pernod Ricard UK
- ABM then BM spirits & wines
PARIS
2003 - 2007
- ABM Pernod and Martell: repositioning of the Pernod brand, niche market opportunity development
- BM Jacob's Creek: delivery of new campaign execution on-line, with PR and TV ad development, with new web experience development
- BM NZ wine portfolio: delivery of new campaign via PR, profit analysis for strategic portfolio management, new product launch
