Career Summary
MOËT HENNESSY GLOBAL HEADQUARTER – PARIS, FRANCE
SINCE 2012
International Senior Brand Manager – Wines and Spirits – Hennessy Cognac (# 2 LVMH brand)
Global brand leader of Hennessy Fine de Cognac and Hennessy Classivm, developing vision, strategy and innovation.
• I successfully led Fine de Cognac relaunch and expansion across the wide Europe region transforming Fine de Cognac into the fastest growing brand (+29% profit 5 months post launch).
o Changed mindset of the region and the key countries (UK, Germany, France, CEE) via i) showcasing this relaunch as a major opportunity (making it a strategic priority) ii) changing practices and establishing alliances with region/countries via involving them into the brand redevelopment.
o Developed a truly innovative consumer-centric approach (now used on other Hennessy brands) that gave solid reinsurance to key stakeholders and people who influence them. This has allowed to smoothly implement the brand vision.
o Created a solid 360 plan premiumising the brand through a new inspirational and emotional visual identity, packaging innovation and inspiring brand activations.
o Managed a dedicated brand manager, multifunctional teams and agencies to originate a global communication plan through copies of one video and press ad together with retail environment and PR guidelines.
• I launched Classivm in China and now overseeing channel and geographical expansion in Vietnam and Malaysia.
(last brand creation was in 2002)
o I am working closely with the Asian region and Chinese headquarter to accelerate growth, setting a common vision of turning Classivm into a 10M bottles brand.
o Developed brand image/awareness via 2 cut-through TV originations and digital campaigns. Advertising research showed it scored significantly high against top criteria of awareness, recognition and being aspirational.
o Reinventing Asian cognac consumption through truly innovative drinking modes thus recruiting new consumers.
o Working efficiently in a strong multi-cultural environment (Chinese, Malaysian & European nationalities) thanks to my rapid understanding of the formal and informal decision-making process and local key opinion leaders.
• In addition, I am leading the Hennessy innovation axis to nurture the marketing department with ideas and groundbreaking technologies for brand activations.
UK AND IRELAND – LONDON, ENGLAND
2007 To 2012
Senior Brand Manager – Consumer Product Division – Maybelline N.Y
2011 To 2012
• I managed and grew the biggest and most strategic Maybelline category: eyes.
o I led 3 launch campaigns that have managed to gain overall +1.2% pts value market share and widened the gap as #1 brand. I delivered an outstanding PR plan (2 magazines awards), in-store permanent and promotional executions.
o Working closely with international/Regional teams in the U.S and France I recreated 4 advertising campaigns (TV and press) to fit the unique UK environment. The Maybelline mascara Falsies Flared TVC has been identified as a true advertising innovation when I presented it to the global L’Oreal CEO.
o Managing my direct report (assistant brand manager) I led a retail cross functional project. I optimised the portfolio and merchandizing solution which brought significant sales uplifts (+18%).
• Also I managed a strong brand building activity, the design and implementation of the Maybelline pop-up store, the first ever L’Oreal Consumer Product store in the UK.
Brand Manager – Consumer Product Division – Maybelline N.Y
2010 To 2011
• I successfully managed the categories of lip and nail, delivering the first and second strongest category growth of Maybelline in the UK and Ireland.
o I led the global relaunch of Maybelline Superstay 24h in the UK and Ireland implementing a new formula, new pack, new claims and line extensions.
o Developed a UK-unique and tailored comparative campaign against P&G category leader. This full 360 TV, press, digital and direct-marketing advertising campaign brought Maybelline to take the lead of the lip category for the first time ever.
o Demonstrated creativity with the UK Maybelline Facebook campaign on Color Sensational lip glosses gaining 100,000 followers.
• New category development: I served as a test market for the launch Maybelline Baby lips lip balm. I identified areas in the product mix (advertising, claims and packaging stand out) that were not understood by consumers. I positively influenced the international team to amend the launch proposal. My recommendations were successfully followed.
Junior Brand Manager – Consumer Product Division – Garnier, Ambre Solaire
2008 To 2010
• I led the UK #1 suncare brand and widened the gap to the direct competitor.
o I developed a successful brand strategy where I managed to launch new franchises (Ambre Solaire Light & Silky and Protecting Oils) fully incrementally thus gaining shares every season.
o I ran 8 full advertising campaigns adaptations including award-winning Oils which won the prestigious Marie Claire prix d’Excellence.
o In parallel I grew the core franchises thanks to unique brand activations: i) sponsoring the world’s biggest tennis tournament: Wimbledon ii) created the UK national school partnerships. These campaigns I locally originated were identified as best-practices and then implemented in Germany, France, Switzerland, Spain and Italy.
• I drove a unique local product innovation (Ambre Solaire Self Tan Gels) via partnering and promoting interest of the international team. My innovation was later adopted by 7 other countries and reached top 5 SKU of the UK market.
L’Oreal Trainee
2007 To 2008
• Led projects to understand and perform strongly within the L’Oreal group.
o Financial analysis and delivered budget preparation support under pressure.
o Created a local Garnier skincare press campaign that was followed by other countries
SCHWARZKOPF PROFESSIONAL GLOBAL HEADQUARTER – HAMBURG, GERMANY
2007
International Assistant Brand Manager – Professional division – Schwarzkopf, colorants
• I supported the launch of Schwarzkopf Blond Me across the US, top Latin America countries, all of Europe and top South East Asian countries.
o Created a range extension (mousse) that was then adopted in other franchises.
o Developed innovative sales tools presented as best practices at top international meetings.
Qualifications & Education
AUDENCIA NANTES. BUSINESS SCHOOL – NANTES, FRANCE –
2005 To 2007
• Master Grande Ecole: major in Marketing.
• ERASMUS, University of Economics, Izmir, Turkey.
UNIVERSITE PARIS I SORBONNE – PARIS, FRANCE
• Licence in Science of Management.
Languages
o English: bilingual
o French: bilingual
o German: professional
IT Skills
o Office & Lotus Note
o SAP BW
o AC Nielsen, IRI, TNS, Dunnhumby
