Switzerland
Result-driven marketing manager and team leader with 12 years’ experience in blue chip FMCG & Healthcare companies, across B2B and B2C, in global, regional and local assignments. I have been working since 2023 as Marketing lead in the MedTech industry, namely on OTC hearing aids. This role has allowed me to further hone my skills (turning consumer insights, data & market trends into business opportunities, strategies and communication plans to drive sustainable value), and aligns perfectly with my motivation to work on products that make a real impact on people’s lives and how they connect to the world. I have a proven track record in building integrated communications in highly regulated environments, to support both base business and product launches. As cross-functional team leader, I am well versed in complex project management in fast paced environments.
• Test & Learn to better understand right support model for the newly launched OTC business – piloting tests with mass media, performance media / SoMe, lead generation, KOL partnerships, etc., adapting messaging and crafting communications tools to cater to different audiences across different channels. • Developed base business content on owned platforms (brand.com, CRM, App, etc.), including claims development, building off of consumer insights research & clinical studies. • Test & Learn with AI tools to drive efficiency across marketing / communication activities
• Defined Hearing category Marketing communications strategy • Supported launch in new OTC category with new messaging hierarchy & campaign, including a TV ad. • Re-launched product innovation by diagnosing first campaign, implementing a new media strategy, campaign messaging, and touchpoints.
Regional Brand lead for two brands ($250MM sales), including 3-year innovation masterplan, base business, annual brand plan, product innovations, CSR plans. One direct report. * Green Giant • Defined the new regional strategy & tactics with focus on CSR, built compelling sell-in story & enabled to retain distribution in key markets within highly commoditized category • Scaled up implementation of blockchain in European markets, and the implementation of the “0 pesticide residue” claim across the French range. * Dough brands (Jus Roll, Pillsbury, Knack & Back) • Built 3-year production innovation pipeline, by lining up consumer demand spaces, consumer occasions and category drivers in one single framework. • Reshaped support model and transitioned to engagement communication strategy through iterative test and learn method.
Led Big Bets initiatives for the Europe & Australia region, ensured best in class execution of global plans in local markets, drove synergies in the region, and set up specific business acceleration plans. *Innovation • Created regional portfolio strategy off of the global innovation menu and led the Big Bets innovation launches for 2021 and 2022 in European markets, ensuring plans delivered on the region financial targets, consumer needs and retail specificities. • Built product exclusive plans in top 5 customer in FR and the UK, driving synergies across the region and minimizing complexities whilst increasing customer engagement. *Base business • Developed Minicups platform growth acceleration strategy for Europe & Australia. • Co-developed and deployed eCapabilites to train the broader organization including sales force on brand superiority, product fundamentals & consumers understanding.
Defined & executed 3-year cost innovation strategy on a portfolio of 5 brands. Commercial innovation, CSR & yearly brand plan for Green Giant in Europe ($130 MM sales). *Green Giant •Shifted brand innovation strategy from product-led to CSR-led, in line with brand purpose, and developed the activation plan accordingly. •Led European-wide pack design restage in line with new CSR ambition. *Cost Innovation lead Green Giant, Dough and Baking brands •Designed cost innovation strategy across R&D, Sourcing, and Manufacturing teams for each brand. •Developed and implemented detailed action plan to deliver on the above throughout the full value chain, incl. focused supply chain, engineering and R&D workshops, Zero-based design, zero-loss mindset, etc. Overdelivered vs. target 2 years in a row.
Global Design Marketing - product innovation & renovation, 360° marketing communication development, brand digital lead, base business in 20+ markets (Europe & Asia) • Developed Venus 1st ever global content strategy across Venus eco-system based on true consumer insights, including 1st holistic global search strategy (paid and organic), website optimization, social integration. Delivered exceptional CTR in key countries (UK: 4%, Germany: 5.7%). • Led multifunctional team to restage core Venus SKUs, starting with the generation of foundational consumer insights, to the development of full activation plans and the creation of brand assets, incl. TVC, Social assets, i-Media, Print, etc. • Lead Venus’ latest white space expansion: recommended on launch portfolio, media investment priorities to maximize media reach and efficiency with limited resources, enabled local team with capability training • Successfully coordinated multiple agencies (creative, SEO, design agencies, etc.) and internal multi-functional team (R&D, PS, Consumer research, finance, etc.). • In an end-to-end environment, supported CEMEA local teams (11 countries) with global innovation masterplan integration, recommending portfolio and initiatives priorities based on local specificities. • Delivered brand and strategy capability training.
B2B Global Design Marketing assignment, product and commercial innovation, > 8 MM USD budget management • Led holistic restages of two core business sub-brands (Magma, Blondor), including equity, product concepts, packaging design and activation plans. • Developed 3-year marketing leverage plans for Magma and Blondor to maximize long-term in market impact and ROI of the innovations. • Developed 1st ever cross portfolio (color, care & styling) sales tools: Portfolio communication plan targeting hairdressers, including educational content, digital and print communication assets. Menu of sales aids for sales representatives (color chart, holistic concept sell, etc.). • Managed overall WELLA Professional production & activation budget, split across a team of 9 managers.
Operational marketing for Swiss market : • Designed product innovation pipeline specific to Swiss market with cheese suppliers. • Localized global brand assets to Swiss market, incl. TVCs, POSMs, billboard posters, etc. • Developed and executed media and activation plans incl. ATL, BTL and in-store support. • Worked with trade marketing team to secure incremental listings in discounters and Coop
• Prepared the launch of a brand in new geographical area - Determined the range of product to be launched, as well as the corresponding Recommended Retail Prices - Developed marketing plans (online strategy, key visuals, partnership with other brands, etc.) - Ensured the project was profitable and managed the allocated budget - Managed legal and logistical aspects • Restructured Swiffer website in France and Germany (content, look & feel, functionalities) - Worked with agencies to rethink the look & feel of the websites - Collaborated with each country to insure that every local market specificities were integrated - Negotiated production costs for each country’s website