Sophie LEBEAU

En résumé

Entreprises

• Sara lee

  Villepinte maintenant

• La Maison du Whisky - Marketing Manager

  Clichy 2014 - maintenant LMDW is the 7th spirit distributor in France focusing on premium segment, with growth consistently over +20%. It is expanding its network in Asia via the Singapore office.
  • Development of the marketing strategy, tools and processes
  − Start of the A&P plan, with dedicated plans for B to B and B to C
  − Development of the impact of retail as the showroom of the company
  − Improvement or creation of owned media
  => +29% growth of turnover for 2014-2015 fiscal year
  
  • Brand management of our portfolio of 100 exclusive brands
  − Prioritization of a short list of 20 brands
  − Focused action to build the awareness: activation, PR event, launch party, masterclasses…
  => Over 60% average growth on key brands, new brands launch in internal top 20 within 9 months
  
  • Grow Whisky Live event to the next step: the key whisky and spirit event in the region
  − Improve the existing event to renew the experience and build more desirability
  − Gather the key big groups (MHD, William Grant & Sons, Remy Cointreau, Pernod…) and boutique distilleries
  − Manage the dedicated A&P plan to reach the target (print, PR, partnership, yield management…)
  => Growth from 900 visitors in 2013 to 1,500 in 2014, and 2,500 planned in November 2015
  => Outstanding reviews from brands and visitors, recognized as one of the best events in Singapore, and key for spirit brands

• William Grant & Sons - Remy Cointreau JV (Lixir) - Marketing Champagne Piper-Heidsieck

  2013 - 2014 Piper-Heidsieck is the 4th international Champagne brand, business half On-trade, half Off-trade.
  • Launch plan of a new dedicated Champagne dedicated to wine merchants and starred restaurants
  • Creation of a visibility campaign via event window displays on premium range
  − Partnership with Cannes Film Festival, 360 visibility echoing the partnership
  − Tailor-made design for emblematic places: Champs Elysées, Madeleine (renowned fine food square) and Cannes
  => Strong success: brand owners rewarding the “outstanding execution”, accounts offering longer free visibility
  • Development of a shopper path plan to support sales and build equity facing the price increase
  • Development of a CRM to drive recommendation from influencers

• Colgate Palmolive - Experienced Brand manager Soupline (Cuddly/Suavitel/Softlan)

  Bois-Colombes 2012 - 2013 Soupline is #1 of fabric softeners, facing P&G, Unilever and Henkel.
  • Co-development of 2013 innovation positioning and IMC strategy
  • Launch of an initiative of dilute format concentration: gain for the retailer, shopper, consumer and environment
  • Conception of 2014 category and portfolio strategy
  • Rationalization and margin-oriented projects via cost optimization and value increase
  • Management of an assistant brand manager

• Unilever - Assistant Brand Manager

  Rueil-Malmaison 2009 - 2009 • Rexona (women, men and girl): innovations and promotions
  Brand audit: deep multi-source analysis of brand and market followed by strategic recommendations
  Management of the local Rexona Girl activation: website (300 000 VU in 2 weeks) and TV sponsoring
  • Brut, Axe, Rexona Men: contribution to the men deodorant strategy against new entrants

• Colgate Palmolive / Sara Lee - Brand Manager Sanex

  2009 - 2012 Previously: Junior brand manager and Assistant brand manager
  Sanex is the fast growing n°3 of deodorant and personal wash – brand belonging to Sara Lee until 2011.
  • Recommendation of the marketing plan over 2 years and execution via all key levers, including media strategy
  • Creation of a 0% communication on deodorants: TV copy, press, internet, pack optimization – market share peak
  • Conception and management of an environmental event: Sanex beach tour - 1,200,000 contacts
  • Development of innovations collaborating with the international team
  • Preparation of innovation reviews and presentation to key accounts
  • Management of an assistant brand manager

• ADintek - Marketing and Strategy Consultant

  2008 - 2008 ADintek is a Chinese SMB creating the Fashion Mirror, an interactive screen, for clothing brands
  • Study of the European and Chinese market of clothing brands
  • Strengthening of the position on Chinese market – contracts with Etam, Esprit and EV Code
  • Elaboration of entry strategy on European market via distribution partnerships
  • Creation of B2B and B2C communication and sales support
  • Chinese consulting team and CEO

• Yoplait - Assistant Brand Manager

  Boulogne-Billancourt 2007 - 2007 Yoplait is n°2 for dairy products worldwide.
  • Brands: Perle de Lait, Ile Gourmande and Yorik
  • Development and operational marketing
  • Launch of the innovation Perle de Lait Tea flavor: development of formula and packaging
  • Active participation in the whole marketing mix

• Halifax Bank of Scotland - European Assistant Project Manager

  2006 - 2006 Clerical Medical offers life insurance and investment products in Europe.
  • Contribution to European strategy via competitor, societal and legal intelligence
  • Conception of B2B et B2C communication supports
  • International environment

• Volksbank - Bank Clerk - Germany

  2004 - 2004

Formations

• National Taiwan University (Taipei)

  Taipei 2008 - 2008 Global MBA courses

• East China Normal University (Shanghai)

  Shanghai 2007 - 2008 Entrepreneur For Asia program

• EM LYON

  Ecully 2005 - 2009 Msc in Management, major in Marketing

• Ecole De Management De Lyon

  Ecully 2005 - 2009 Marketing

Réseau

• Caroline DELECLUSE-BOCQUET

• Cecilia MACHADO

• Delphine TOURNIER

• Florence GAUTRAY *

• Pauline RIGAUX

• Régis D'EAUBONNE

• Sarah BAILE

• Sophie DE PELET

• Svetlana BARANOV

• Valérie CAR