Education
2013 INSEAD: ‘IDP’ – International Directors Programme Fontainebleau
2008 INSEAD: ‘AMP’ – Advanced Mgt Programme Fontainebleau
1995 CORNELL University: ‘Food Executive Program’ Ithaca NY
1994 COCA-COLA Co.: ‘LME’ – High potential Leadership programme Atlanta
CHINA project: Sales Distribution set up in Beijing & Beijing
1978-1982 EBS, EUROPEAN BUSINESS SCHOOL: MASTER in Int’l Business (82) Paris / Wiesbaden / London
Non Exec. Board Experience
2011 – Current: RUDE HEALTH FOODS Ltd (www.rudehealth.com/ 650K£ in 2008 – >5M£ by end 2013)
Board Member NON EXECUTIVE DIRECTOR London
Member of the six-some Board of Directors since February 2011 (3 Exec / 3 Non Exec).
Recruited by Nick & Camilla BARNARD, the founders, to bring in International Sales & Marketing expertise and to support Strategic Initiatives to accelerate Growth Plans.
Goal: *Install Rude Health as an ‘umbrella Brand’ and multi sub-category player in Premium Healthy Food, beyond its original Organic Breakfast Cereal start up point in 2006
*Plan future Founders exit via PE firm or Industrial partner buy out or Strategic Alliance.
Professional Experiences
2003 – 2013: KETTLE FOODS Ltd (KETTLE CHIPS / 44M£ in 2003 – 110M£ in 2013) Home based
COMMERCIAL DIRECTOR – CONTINENTAL EUROPE – BU Manager
Mar10 – Apr13: Taken over by DIAMOND FOODS / California – Accelerating broader brand presence into Europe & Mid East (12M€)
Sep06 – Mar10: Owned by LION CAPITAL / London – Targeting strategic brand development into select European markets (8M€)
Nov03 – Sep06: Owned by US Founders – Developing ‘from scratch’ Premium Kettle Chips brand presence into mainland Europe (2M€)
Mission: Strategically build up from scratch the development of the ‘KETTLE CHIPS’ brand from a UK based business to a pan-European expanding business by managing & developing partnerships and distributorships, and structuring the organisation across mainland Europe. Member of the seven-some Executive Committee since end 2005, initiate all relevant Marketing & Sales activities to install the brand long term on target markets over Continental Europe, generating solid profitability & creating shareholder Value.
-Top 7 country focus: The Netherlands / Belgium & Lux / Italy / Germany / France / Switz. / Sweden, (90% of business)
-Contracting new distributors or negotiating direct contracts with many Retailer Customers across Greater Europe
-Managing Brand communication via PR campaigns & the creation of a European website – www.kettlechips.eu
-Launching new Packagings & a specific European range across all territories
-Developing a dual Private Label & Brand Strategy
-Initiating all appropriate Trade Marketing activities to develop the business
-Recruiting direct support functions in Norwich UK HQ or adequately external consultants in local territories
-Additionally setting up new distributors in Spain / Portugal / Greece / Austria / Norway / Finland / Middle East & India
-Ending up managing, directly or indirectly, more than 30 people.
-Results: From less than a 1M€ business to 12M€ planned for 2013; with Brand presence now in above 22 countries.
2002 – 2003: STYPEN SA (Writing Instruments / 25M€, acquired by BIC end 2003) Burgundy
SALES & MARKETING DIRECTOR
Mission: Member of a four-some Executive Committee working with the CEO/main shareholder to re-structure overall Sales
& Marketing activities in France & Europe to plan a return to profitable growth & prepare company to LBO or sell out
-Co-managed with Chairman 3 subsidiaries (UK / Spain-Port / Italy) and closed down the 4th Germany loss making
-Managed the marketing team, an export manager and 3 sales managers covering 3 key distribution channels over the French market (Independent retail, mass retail market, BtoB publicity segment / ie 40 persons) to successfully implement
the first stage recovery plan
-Recruited new head of BtoB and new team to achieve new ambitious objectives on that segment
-Streamlined product range & contracted new licences (eg Warner Bros) and redesigned branding & packaging
to help stop market share loss in mass retail channel
-Unfortunately, Shareholders sold abruptly to BIC, rupturing recovery process & pact with executive committee
1991 – 2001: COCA-COLA System
99 – 01: CCHBC // COCA-COLA HELLENIC BOTTLING COMPANY
NORTHERN CENTRAL EUROPE Division Budapest (Expat)
KEY ACCOUNT DIRECTOR – Food Retailing & Petroleum
HUNGARY – Set up Key Account Customer capability & Operational Management of the National KA team
CZECH / SLOVAKIA – Commercial Strategic Leadership & Build up of KA teams
Over 3 Countries & POLAND – Customer Marketing System Capability & Process Development
Mission: Enhance the development within this Coca-Cola bottler of Key Account Customer Management Capabilities in emerging
& highly competitive markets: HUNGARY, CZECH Republic & SLOVAKIA
HUNGARY – Operational Management of the National Key Account Team (10 Persons)
-In 2000 managed revenue of 54 M Euros & gross profit of 8 M Euros representing 43% of the country Business
through 18 customers and 10 buying groups of which Cora, Auchan, Tesco, Metro…;
growing revenue +27% and gross profit +24%
CZECH / SLOVAKIA – Commercial Strategic Leadership
-Contributed to both KA departments Assessment and re-build up of KA teams
-Lead the coordination of Customer Strategy Developments on Int’l Retailers over the 3 countries
(Tesco, Carrefour, Ahold, Metro, Rewe Penny Market, Shell…)
Over 3 COUNTRIES & POLAND – Customer Marketing System Capability & Process Development
-Trained KA teams in 4 countries on Strategic & Conceptual Selling and RPA
(Retailer Profitability Analysis model)
-Built reporting & controlling systems to manage annual Customer Agreements
-Hired new Category Analyst in Hungary to build internal capabilities to launch Category Management initiatives
with selected customers
-Focused on coordinating Trade Marketing activities to maximize growth opportunities / Best Practice lead role
91 – 99: The COCA-COLA COMPANY – CUSTOMER MARKETING EUROPE Paris
Mission: In close collaboration with Coca-Cola bottlers across Europe / the World, manage and co-ordinate Sales & Channel Marketing Strategies towards specific Trans-National Customers of the Coca-Cola System
97 – 99: GLOBAL ACCOUNT DIRECTOR – CARREFOUR Europe / Asia / Latin America
-Co-ordinated world wide Negotiations and managed process leading to the first long term ‘Global Strategic Alliance’
with Carrefour
-Managed the global relationship & lead the development of business objectives and strategic initiatives to ensure
both parties maximise profitable growth opportunities across all Territories in the World
95 – 96: MULTI NATIONAL KEY ACCOUNT MANAGER – FOOD RETAILING Europe
90% dedicated to these 2 major expanding International French Retailers + Metro & Ahold
PROMODES
– Managed 1995 existing European Agreement (5 countries)
– Re-negotiated 1996 & 1997 European Contract while hiring replacement
– Renewed successfully this 2 year Int’l Agreement implementing measurable & stricter ‘Pay for Performance’ elements
CARREFOUR
– Started negotiation process over Carrefour’s first ‘Global Deal’ request early 95
91 – 94: MULTI NATIONAL KEY ACCOUNT & CHANNEL MANAGER – ON PREMISE Europe
-Managed the International Relationships, lead the Strategic orientations and implementation of European Marketing Plans with accounts from the Hotel / Leisure / Fast Food / Contract Catering / Cinema Channels eg:
* ACCOR GROUP (Structured Europe multi national Agreements)
* CLUB MED (Negotiated & finalised the first long term Marketing Global Agreement 94-98)
* QUICK (Co-ordinated negotiations leading to the first 93-97 Franco / Belgium Agreement)
* SODEXHO – HOLIDAY INN – ITT Sheraton – La CROISSANTERIE – MOVENPICK – UGC…
1986 – 1991: AMERICAN EXPRESS – TRAVEL RELATED SERVICES Paris
AMERICAN EXPRESS CARTE FRANCE
90 – 91: REGIONAL SALES MANAGER – Paris Region
– In charge of PARIS area , main region of 4 covering 55% of FRANCE Turnover
– Managing a staff of 13, the team developed the network of affiliated Hotels, Restaurants & Shops
89: PRODUCT MANAGER – France
– Defined and implemented the 1989 ‘Take One’ new Card Member national marketing acquisition strategy
– Successfully managed an External Sales Force subcontractor with 30 Promoters (Budget of 1,5M€)
88: SALES DEVELOPEMENT MANAGER – France
– Structured and implemented an aggressive network development strategy affiliating Hotels, Restaurants,
and Retail industry establishments to accept AMEX Card all over France
– Achieved objectives controlling an External Sales Force of 50 Salesmen (Budget of 1,2M€)
AMERICAN EXPRESS AFRICA & OTHER EUROPE
86 – 87: AREA SALES MANAGER – 15 African countries and Turkey
– Developed the Card, Travellers Cheques and Travel Service points across the zone with 11 indirect staff
-Lead Business Development Initiatives Multi Country & Multi Industry: Hotel / Resto / / Leisure / Banking / Travel
1984 – 1985: UGINE GUEUGNON / (Stainless Steal – Arcelor Mittal – Aperam today) Paris
EXPORT SALES MANAGER (UGINOX)
Africa & Middle East / Central Eastern Europe
-BtoB Tender & Negotiations, of very technical Industrial semi-transformed goods
1981 & 1982: Various Int’l Business Experiences & Marketing Internships
– PHILIPS Medical System Commercial Financial Control – Germany operations Hamburg
– SOPEXA Promoting French Food products in The Netherlands The Hague
– Groupe TOTAL Petrol Station Development project over South Africa Johannesburg
