Switzerland
• Result driven global business leader with 25+ years of international sales and marketing experience at senior level, in markets and group, building iconic brands: what drives me is crafting memorable and engaging consumer experiences while establishing strong, distinctive and profitable categories and brands across diverse markets • Action oriented with track record of significant achievements in creating growth opportunities on markets in disruption and turning around performance by steering transformation, innovation, and delivery of complex projects in highly regulated markets. • Firm beliefs in putting the consumer first and considering executional excellence as important as strategy. • Building, leading, and inspiring multi-cultural and diverse teams through major transformation. • Demonstrating resilience, integrity, and the ability to successfully collaborate in matrix organizations and in fast paced environment.
Led the transformation of the Global Vaping Category and the brand blu (incl 6 months of direct reporting to Imperial interim co-CEOs) Member of the New Generation Products Leadership Team Fontem Ventures Managing Director Gender Employee Resource Group Co-Chair Global responsibility for the EVP Category incl 3years + global P&L: Brand Strategy, Product & Innovation, Footprint, CX, Digital, e-commerce, Insights & Finance. Marketing and Innovation: Building a consumer centric new blu proposition, and defining the longer-term innovation pipeline Leading a cross-functional and multi sites (UK, NL, SP) team of senior marketeers and business partners Key Achievements: > Return to top and bottom line growth following a full review and reset of the strategy, operating model and innovation ecosystem. Accelerated growth on the back of strong marketing and innovation agenda and fast paced multi-markets roll-out . > blu brand footprint spanning over 20 markets, achieving a +14% increase in net revenue in FY24 and +210 basis points (bps) in share growth. > Consumer preference : sensory panel tests showed 22% higher preference, 21% better taste liking, and 19% greater overall liking compared to competitors for the new blu bar kit. > Product innovation has been rapid: - Nov 2022: launched a 600-puff disposable (#2 to market) - Jan 2024: introduced a 1,000-puff disposable (#1 to market) - Jul 2024: released the blu bar kit, a rechargeable system - Built a product pipeline to sustain growth with first to market points of difference - New propositions development aiming at turning regulatory challenges into opportunities
Led the launch of blu, our e-vaping solution, across the relevant markets and trade channels in the region: scoping, business cases, defining the best Operating Model, local certification process, launch plan, digital transformation (incl creation of the e.com channel), recruitment and training of a dedicated sales force, stakeholder management with group, distributors and all partners, incl KA, trade and official bodies. Member of the Cluster Leadership Team, reporting to the Regional General Manager Key achievements: > Pioneered the entry into the vape category in the UAE, reached N1 position within three months thanks to a successful omni-channel launch strategy and aggressive trade distribution and activation.
Led commercial strategy and planning of our full portfolio (brand development, marketing and trade strategy and tools, commercial planning) for 13 markets across the Middle East Region (GCC and Levant), Turkey and India. - Member of the Regional Leadership Team, reporting to Regional General Manager Key achievements : > Drove a complete change in the cluster operations towards a more consumer centric approach > Recruited the new Sales and Marketing team and groomed to best in class > Rolled out new integrated planning management > Conducted portfolio rationalisation and delivered record MS growth in KSA our Core market > Managed a budget of +20MGBP
Portfolio Brands Group Manager – Central Marketing (various roles) Fortuna, News, Fine, other “Export” Brands (Royale, Brooklyn, Alain Delon…) Drive brands growth and contribution : brands geographical expansion and launch strategy Marketing Strategy : analyse, recommend and implement the international strategy (positioning, innovation, NPD, mix and market plan validation). Work with external distributors (including competitors). Led projects on various kind of markets (Western Europe, USA, Brazil, Sub-Saharan Africa, Cambodia). Key achievements : > Fortuna internationalisation: - 7 launches between 2005 and 2008, including a license agreement with PMI Brazil - volume growth : CAGR 2005-2008 :+11.8% - « success stories » on key markets : 8% SoM in Morocco 2 years post launch (N°2 international brand) - Growth in France (+11%, 3% SoM) in a declining and competitive market > News strong results on the French market : - 2nd brand in contribution for Altadis, entered in market Top 5 brands > Full Mix rejuvenation of News, Fortuna and Fine (pack, com, brand identity)
Management of a team of 4 brand managers and more than 100 external staff (brand ambassadors) Recommendation of Brand plans and Operational plans, implementation of all cycle activities (12/year, targeting 16 000 segmented tobacconists and 1000 segmented HORECA) In charge of all brands consumer activation programs Key achievements: > Launch of Fortuna 19 : first 19 format on the French market. Fortuna best brand growth of the market in 2004 and in 2005 > Created the first HORECA segmentation of the French market
Drive the strategy, development and execution of Gauloises consumer activation.
Responsible for managing and developing my pool of clients, from the strategic recommendations to the final events (incl. recruitment and management of all teams on the events, up to 200 people) Main clients : Hewlett Packard (1er agency budget), Heineken (Dark market strategy), Danone (Evian), Arjo Wiggins (Internal events, Le Louvre)