Neuilly-sur-Seine, Île-de-France, France
I spend most of my professional life abroad or traveling for export activities. All my professional experience has been in the food industry: 16 years in the Danone group and 13 years at Sodiaal Coop, building businesses and brands. I work in complex and demanding worlds with specific customers, countries or regulatory requirements as Export Director or Marketing Director. I adapt my strategy and my market approach according to branded businesses, B2B or tenders. I like to create, build or relaunch an activity, a brand. I am a builder. I do it with intuition but also thanks to my marketing and strategic skills. I do it with motivated teams with which I share the directions in total transparency. I do it with a sense of responsibility and the achievement of financial goals I understand the fundamentals and growing importance of digitalization in our daily lives. I experience it in an exacerbated way in China. I stay "connected" to be up to date. I know the market implications, from consumers to online distribution. I am committed to passing on my know-how, my experience and my commitment to build and develop new activities. I bring a strategic and modern vision. I involve the teams to give a sense of purpose, to experiment a rewarding adventure and to be successful.
I work in a complex and demanding world: unstable market, regulations, cultural difference. I convert the market diagnosis into a strategy. I offer the most balanced solution based on customer opportunities, financial and political risks to grow substantially our infant activity by 2026. IN-DEPTH ANALYSIS OF THE MARKET AND DIGITALIZATION: I investigate the different sources of information (studies, consulting company, network) to identify the levers of the nutrition market. I conduct specific research on the digital environment: communication via social networks, the impact on distribution and the implications for our brand and distribution strategy. MANAGEMENT OF THE DISTRIBUTOR: I ensure communication and trust between our HQ and our Chinese distributor. I validate local marketing and commercial actions and I challenge the budget, human and financial investments. I am the group's and brand ambassador towards the various market players and towards Chinese and regulatory authorities. NEW STRATEGY ON CHILD NUTRITION: I recommend the implementation of a new China strategy with the identification of new partners. I assess the financial (valuation, business plan, investments) and legal (contract, governance) items. I obtain the validation of the Group board for a plan to grow our volumes and turnover by 2026.
I am developing commercial activity in the Middle East, Africa and Asia through B2B activities, tenders and our Nactalia brand. Our B2B client in Saudi Arabia becomes the leader in the infant nutrition category on this market, ahead of the majors. RECRUITMENT OF NEW CUSTOMERS: I work out market and category priorities with my team. I convert them into action plans with quantified B2B and B2C objectives. The results are convincing with the recruitment of 5 new prospects in the Middle East and Southeast Asia. DISTRIBUTION OF OUR BRAND: "Nactalia" guarantees business sustainability and greater profitability in the medium term. I do my utmost to list our brand in high potential destinations. I take into account internal financial limitations and country risks. NEGOTIATION OF TENDERS: I am in contact with governments to complete the technical file, financial negotiations and the supply chain. It is essential to secure payments as much as possible, especially when it comes to Middle East countries and Africa.
In 2010, I launched Nactalia brand in Infant Nutrition in several countries. The brand has just been launched in France in an organic version. In 2020, it contributes to a large portion of the BU's volumes. Also, I optimize and simplify our customer portfolio by strengthening key accounts and eliminating small customers. LAUNCH OF A NEW BRAND: In 2010, I launched our infant milk brand, Nactalia: development of positioning and marketing mix. Beyond business performance, the brand embodies new values and strengthens motivation in the team. Today Nactalia is distributed in many countries, including France with an organic formula. RATIONALIZATION AND DEVELOPMENT KEY ACCOUNTS: infant milk is a very sensitive category. The multiplicity of customers complicates and reinforces the quality risk. I simplify our portfolio by emphasizing the development of major key accounts and by giving priority to the brand business, KA and tenders.
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