Bassilly, Walloon Region, Belgium
Currently Assistant Professor at NEOMA Business School, I hold a PhD in Economics and Management Sciences, specializing in Marketing, from UCLouvain (Belgium). Before becoming a faculty member, I acquired 11 years of professional marketing experience in Benelux and Australia in renowned FMCG (Fast Moving Consumer Goods) companies such as Unilever, Ferrero and Mondelez International.
- Taught a Digital Marketing course (30h, in English), BBA3.
Specific interventions in Consumer Behaviour courses: presentation of case studies and interactive workshops
Managed the Cheese brands (Philadelphia & Ziz) for reach of volumes and profit targets in the Benelux area. - Defined strategy, marketing & business plans (annual and reviews), targets, key programs and budget allocation for both countries. - Managed and coached 2 brand managers (including one remotely based in the Netherlands) and 3 trainees (indirect) - Participated monthly in BNL and EU executive boards for presentation of the division reporting. - Developed and implemented local communication strategy with various agencies ATL / BTL / digital.
Responsible for marketing programs and for the growth of: 1/ the brand portfolio « Kids » (Prince, Dinosaurus, licensing) 2/ then, « Sweet Indulgence » (Mikado, Côte d’Or Biscuits, Milka Biscuits, LU « local heritage ») - Exceeded 2012’ objectives in volume & turnover + stabilization Prince in 2011, after 10 years of decline - Launched Milka biscuits, including building of business case & influencing of top management - Developed marketing plans : analysis, definition of objectives, elaboration of strategies, key programs & activities/ month - Launched many innovations and line extensions: building of business case, organization of multifunctional taskforces, range definition, pricing, writing and presentation of sales pitches and development of supporting plans ATL / BTL - Coordinated different departments (controlled the implementation of the new image of LU & published guidelines) and different countries (led pack design change project in FR- BE- NL, including consumer test & agency relationship ) - Developed and implemented activations with 360° TV tag-on, design/size pack, website, bannering, sampling - Supervised 1 brand manager and 1 trainee