Sylvain BIREN

En résumé

Entreprises

• PEPSICO – JUICES CATEGORY - WESTERN EUROPE - Marketing Director Europe – Brand Equity

  2014 - maintenant • Challenge: Accelerate topline, improve profitability, building Tropicana, Naked and Alvalle brands
  • Achievements:
  °Strategic turnaround focusing delivering topline growth in ’15 and profitability increase
  °MS gains across countries (France, Nordics, Belgium). MS stabilized in UK
  °New Tropicana communication platform driving best- ever Brand Power Score
  °Naked reported growth platform
  
  -Delivered strategic plan: growth targets, brand vision/positioning, activation programs and innovations in 10+ countries
  -Renewed Tropicana: 360° communication platform, graphics and consumers engagement models
  -Built Naked: first 360° communication platform, disruptive digital/experiential programs
  -Secured commercial fit & integration of strategy & equity plans in coordinating 10+ markets, interacting with Marketing Directors as head of WE Equity Board
  -Maximized working/non-working and channel marketing investments in P&Ls, aligning with Finance Directors and GMs
  -Management of 5 people plus cross functional team in direct and dotted lines

• PEPSICO – JUICES CATEGORY - WESTERN EUROPE - Marketing Director Europe – Innovation

  2012 - 2013 •Challenge: Accelerate topline, improve profitability, deliver scaled and incremental innovation platforms
  •Achievements:
  °Delivered 4 Tropicana platforms (Essentials, Creations, Energy, Compact Nutrition) and Alvalle flavors line-up delivering $MM50+ revenue; developed $MM 100+worth of breakthrough NPDs for ‘16 onwards as part of Global Ideation process
  
  -Articulated innovation strategy, building core portfolio and developing breakthrough platforms
  -Led all NPDs development process - from ideation, concept and product testing to market launch
  -Secured commercial fit & integration of innovations in coordinating NPDs calendars across 10+ European markets, interacting with Marketing Directors as head of WE Innovation Board
  -Drove synergies to maximize profitability dialing up on multi-market platforms
  -Management of 5 people plus cross functional team in direct and dotted lines

• PEPSICO – CEREALS CATEGORY - EUROPE - Marketing Director Europe – Strategy, Equity, Innovation and New Businesses

  2007 - 2011 •Challenge: Stepchange Quaker Europe business model to double revenues in 5 years
  •Achievements:
  °Delivered double-digit topline growth, building on new markets dynamics (Turkey/Russia)
  °Contributed to build a sustainable $100+M revenue Quaker business in Russia
  °Built a $100+M Quaker Snacks business in Europe lifting and shifting US model
  °Masterbrand migration completed with all countries operating cereal business under Quaker
  
  -Delivered strategic agenda: growth targets, brand vision/positioning, activation programs and innovations in 10+ countries
  -Migrated Local brands under Quaker brand, enabling 1st Quaker pan-European communication
  -Pulled together new Innovation governance, dialing up “lift & shift” from LatAm/US regions
  -Led Quaker introduction in South and Eastern Europe with a 50+ multi-functional team, defining business right-to-succeeds and operating models : P&Ls, Go-to-Market, channeling of central A&M
  -Contributed to major CAPEX for facilities investment in Russia to supply Eastern Europe
  -Co-led profitability turnaround through portfolio/ ingredients/supply rationalization
  -Led a collaborative team of 10+ International Marketing Directors

• PEPSICO – CEREALS CATEGORY - FRANCE - Marketing Director France

  2003 - 2006 •Challenge: Turn around topline to secure Quaker France sustainability – post PepsiCo acquisition
  •Achievements:
  °50% topline growth, 35% profit growth in 4 years; advanced 1 slot to 4th player; +5pt share gain on adult cereals category; awareness up by 12pts, significant gains on key brand image items
  
  -Delivered strategic business and operating plans, leveraging health & wellness consumer trends
  -Revamped Quaker positioning and value equation from a low-priced-old timer-commodity to a contemporary positive nutrition trusted partner with new 360° communication platform
  -Managed P&L building core topline while protecting profitability with margin accretive innovations
  -Drove operational execution with Sales, Category Management, R&D and Operations.
  -Management of 5+ Marketers team

• PEPSICO – BEVERAGES CATEGORY – FRANCE - Senior Brand Manager Pepsi France

  2000 - 2002 • Challenge: Disrupt Coca Cola quasi-monopolistic situation
  • Achievement: Launched Pepsi Twist (1st lemon-flavored cola) delivering $40M retail sales

• LINDT – FRANCE - Brand Manager Lindt France

  1996 - 2000 • Challenge: Reframe chocolate bar category to halt commoditisation and restore pricing power
  • Achievement: Launched Lindt Excellence franchise, premium segment pioneer

• DHL Roadway Services – US - Product Manager USA

  1993 - 1995 • Challenge: Set up Express Parcel service in Europe
  • Achievement: Contributed to launch European operations in 1996

Formations

• The University Of Connecticut UCONN (Storrs)

  Storrs 1991 - 1992 Master of Business Administration (MBA), Marketing

• Paris ESLSCA Business School

  Paris 1989 - 1992 ESLSCA

• Lycée De Saint-Cyr-L'Ecole

  Saint Cyr L'Ecole 1986 - 1988 Baccalauréat C, Mention Assez Bien

Réseau

• Armand DE SENNEVILLE

• Christel BOISSEL

• Christophe GRASSIOT

• Clément DREUILLET

• Delphine DREUILLET - BIREN

• Fanny DE RETZ

• Laurent DE BELLESCIZE

• Maud BILLARD-COESTER