Neuchâtel, Neuchâtel, Switzerland
A self-motivated proponent for change, driven by innovation, cultural collaboration and relationship building. Goal-oriented and passionate marketer with an entrepreneurial and creative mindset and consumers at its core. Experience in providing insights and creating integrated marketing campaigns designed to increase brand loyalty and boost revenues. Adept at identifying and cultivating strategic ideas with external partners, agencies, customers, and C-level executives. Passionate about branding in the digital era and aware of the impact that new technologies have on business and on everyday life, I would like to develop my professional career in marketing with a focus on luxury brands management.
• Leading the strategic marketing and portfolio management of feminine medium-high lines, encompassing Omnia and RGBD, driving double-digit revenue growth and improving gross margin by 100+ bps. • Developing a comprehensive 3-year innovation roadmap, delivering strategic recommendations to ensure a cohesive long-term vision aligned with brand DNA and overarching business objectives. • Defining end-to-end product strategy, covering assortment, pricing, and distribution, while managing financial levers, ensuring a margin-driven and sustainable business model across both new launches and core. • Shaped the global sampling and GWP strategy for the entire Bvlgari Parfums portfolio, streamlining the assortment by over 50%, reducing cogs and obsolescence, and enabling markets' A&P focus towards high-impact, recruiting, and image-driving SKUs. • Orchestrating the coordination and execution of global KCP campaigns (e.g. CNY, Ramadan, CVD, Xmas) to ensure one-brand creative deployment, timely toolkit delivery, and seamless cross-market activation. • Driving promotional strategy and Travel Retail exclusive assortment, optimizing portfolio efficiency, margin structure, and go-to-market execution. • Enabling seamless project execution and NPD process, ensuring strict adherence to timelines and quality, coordinating all the teams involved (Design, Braco, Development, Regulatory, Production, and Supply).
• Led cross-functional teams through the whole project life-cycle to deliver 360° strategic projects to assess expansion opportunities in new categories, channels and markets • Driven consumer research managing external agencies to identify consumer needs, shopping journey and brand health and translated insight into business opportunities • Reshaped deliverables of consumer and market reports for beauty and fashion enhancing data accuracy • On field market visits to establish relationship with brands, retailers and track events and retail development • Managed and mentored a junior analyst Looker, Semrush, Sensortower
Active Cosmetics Division | Vichy • Managed two strategic categories, accountable for market share growth creating and executing short-medium terms activities, through customer activations, POS material development and promo strategies • Implemented new comprehensive product launches while pushing growth on pillar products, marketing mix strategies (IMC//digital/retail/PR) and the adaptation of communication (imagery, digital, point of sales) • P&L, 3 year plan SISO analysis and yearly budget planning owning sampling, GWP, and sales materials • Executed and locally adapted integrated online/offline marketing campaigns managing external agencies from brief to delivery and co-operating on digital content plan and activities development IQVIA Flexview
Corporate | Cross-brand and Cross-division • Guaranteed the quality and availability of data from panels (NDP, IRI, Nielsen, IQVIA retail and GFK consumer) • Performed in-depth sell-out analysis to regularly follow market, competition, brands’ performances (weekly/monthly/yearly) • Identified, developed, and executed analyses to uncover areas of opportunity focused on distribution channels, new product launches, innovation, and promotion • Generated business recommendations and synthetic insights to top management to ensure proper consideration of the full market picture into the group/division/brand/category's growth strategy • Anticipated and leveraged future consumer needs & market opportunities to drive sustainable innovation • Tracked online landscape, looking for new digital native brands and business models, Amazon market sizing and performances to further develop the presence of our brands online • Liaised with international CMI teams to share outputs and best practices Power BI, IQVIA Flexview, NPD, Profitero
Professional Product Division | Redken • Daily updated sales forecasting reports and analysed monthly performances for direct and wholesale channels • Owned loyalty program project and designed business strategy for Social Media Flirting to conquer new professional clients with a digital first approach • Created promotional collateral and salesforce materials, managing communication with external agencies and suppliers • Collaborated with Sales Team to define sales campaigns and with other complementary teams (Digital, PR, Trade, Logistic) to provide support in the implementation of strategic projects to the brand SAP
• Headed with full autonomy and responsibility a team of three people, managing marketing, retail (trade and in-store activations), social media strategy (paid and organic) and eCommerce development • Created marketing contents (photos, banners, stories, and videos) for online and offline advertising, post-production (Adobe Suite) and Planning (CANVA) • Owned full eCommerce lifecycle: strategy, design, testing and implementation with a 200% sales growth yoy • Handled budget for Marketing (€ 200K), cost analysis and product pricing • Designed digital campaigns (600% ROI) and monitored conversions with Facebook Business Manager and Google Analytics • Defined product assortment and forecasted sales for all distribution channels • Designed Stands for International Fairs (Tranoi Paris and Premium Berlin) • Managed communication with editorials (GQ, Vogue, Highsnobiety), blogs, digital Influencers and key strategic partners • CRM and e-mail marketing automation workflows (customers database, newsletters, retargeting, abandoned carts) • Functional and modelling study of the patented product “Sneaker-Boot” • Organized Temporary Shops with their image and function as well as Brand’s New Collection launch events