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Sylvain BIREN

LEVALLOIS PERRET

Electionseuropéennes 2024

RETROUVEZ GRATUITEMENTLe résultat des européennes à Levallois-Perret ainsi que le résultat des européennes dans les Hauts-de-Seine.

En résumé

Executive with strong skills in FMCG, Strategy, Business Management, Branding and Innovation

Successful track record in Local and European marketing roles at PepsiCo, Lindt and DHL. At PepsiCo, led 2 brand repositionings and business turnarounds (Tropicana/Quaker), delivered $100+MM new business in Emerging Markets (Russia/Turkey), developed and launched breakthrough innovations (Pepsi Twist/4 Tropicana platforms/Quaker Snacks). At Lindt, launched Excellence range, pioneering category premiumisation journey.

Local & International roles among which a 3-year-assignment at DHL in the US.

Management of 10+ people cross-cultural marketing teams in matrix organisations.

Mes compétences :
FMCG
Leadership
P&L Management
Turn Around Management
Portfolio Management
Competitive Analysis
Brand Management
Product Development
Go to Market Strategy
Business Strategy
Digital Activation
Product Innovation
Marketing Strategy
Advertising & Communication

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

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