Sylvain BIREN


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 :
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


  • 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
    °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
    °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
    °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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