"Un leader est un vendeur d'espoir"
Cyril DG / BU Head / MKG et Sales
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Profil mis à jour le : 17/06/2020

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Cyril

DG / BU Head / MKG et Sales

Paris — 56ans
 

Note Globale    

Cyril

56 ans

Paris

Cyril
DG / BU Head / MKG et Sales

Expériences professionnelles

 

MONIN
Bourges, France

GM EMEA

Jan 2020 - Mars 2020

320mE operation. 650 p. #1 international player in Syrup market. B2B. Head of MT covering 60 countries.


HEINEKEN N.V.
Manille, Philippines

Managing Director

Jan 2016 - Août 2019

€23bn Revenues, 80,000 p., 85 Operations, 200+ brands inc. over 15 global brands.

Heineken Philippines : 120mE operation, 7 brands (Heineken, Tiger, Tanduay Ice, BNB...), 2 Breweries, all Distribution channels covered. 50/50 JV between Heineken and local partner. Reporting to Heineken Regional President.

Penetrate a new market, establishing a strong challenger for long term growth in front of a monopolistic local player (San Miguel) with strong brands and tight distribution management.

  • Entrepreneurial drive to set up a JV from scratch. From 4 to 550 employees in 2 years.
  • Handled Supply Chain challenges with overhaul of 2 breweries to meet top quality standards
  • Successful launch of Premium and Mainstream brands (25 skus) in key cities.
  • Built distribution in a challenging Trade environment, across Modern Trade (On and Off Premise), Traditional Trade (100K outlets) and e-Commerce.
  • Built a strong local MT and kept high employee engagement in a very tough competitive environment
    • Results exceeding Business Case on both Topline and Bottom Line.
    • On track to achieve ambition to triple Revenue in 3 years-time from €40m in 2016.

HEINEKEN N.V.
Singapore

Senior Director Sales and Marketing Asia-Pacific

Jan 2013 - Déc 2015

€2bn Rev and €600m EBIT. 20+ countries incl. China, India, Australia, Japan.
Multiple Board positions, Direct P&L responsibility of Australia (JV with Kirin), a €140m revenue operation.
Broad portfolio of brands: Heineken, Tiger (Brand owner), Anchor, Desperados, Orchard Thieves, Strongbow, DB...
Reporting to Regional President and functionally to CMO and CSO. Very diverse market development stages.

Harnessing the potential of a business integration (APB), by crafting and implementing a commercial strategy to make APAC the overall Company growth engine.

  • Led full integration of APB Group & Heineken commercial structures, navigated major cultural challenges with businesses in both developed/developing markets of varied scale and with different organizational structures.
  • Designed and introduced new commercial strategy (“IMPACT”) covering portfolio priorities, innovation, global brands development, digital and business execution; gained Executive Board approval;
    • resulted in 12% revenue growth and accelerated innovation rate.
  • Introduced a growth agenda through a new innovation culture and sales execution focus; driving innovation rate from 2 to 8% (as a % of revenue).
  • Brand owner of Tiger brand, which achieved +15% growth (CAGR 13-15) on the back of a new positioning in the affordable premium segment.
  • Improved significantly sales and marketing capabilities and developed new career paths for all AP Commercial managers within and outside Asia.

HEINEKEN N.V
Amsterdam

Senior Director Heineken® Brand Global

Jan 2009 - Déc 2012

€3bn revenues, number one International beer brand worldwide, 172 countries, Brand owner, managing 45p, reporting to CMO. €600m marketing budget (20% centrally managed).

Making Heineken® a truly Global brand with an inspirational Positioning, a broader Geographic footprint (new developing markets) and global Governance.

  • Developed and implemented a new 2020 Vision for the brand, consisting of a new global strategy “OPEN YOUR WORLD, a geographic roadmap and a new brand stage development model.
  • Brought to life the new strategy through 3 global campaigns per year, digital, design, innovation, sponsoring, activation, resulting in significant top and bottom-line improvement, and multi-awarded campaigns.
    • Recognized for the Heineken® brand renewal work at Cannes as “Marketer of the Year”.

HEINEKEN N.V.
Paris, France

Marketing Director Heineken France

Jan 2004 - Déc 2008

€1bn revenues, portfolio of 15 brands, team of 45p.

Re-define Company Marketing strategy to outperform market revenue and volume long-term growth in a context of market volume decline and premiumization.

  • Led integration of Heineken and Fischer companies into one entity. Created new portfolio strategy and new category vision leading to volume, revenue, market share and EBIT growth in a sustainable way: Heineken France became market leader in France in 2009.
  • Developed new growth agenda for Heineken brand with strong focused on modern trade. Heineken France became the number one market for Heineken® brand in Europe in 2010.
  • Turn-around of Desperados brand to become a sustainable growth engine (+8% revenue growth in 2006-10) with successful innovation (variants and pack-types).

PEPSICO
Paris, France

Marketing and Category Management Director Juice Category

Jan 2002 - Jan 2004

$66bn revenues and 270 000 p.

€300m revenues Responsibility, portfolio of 5 brands, team of 15p.

  • Led integration of Tropicana within PepsiCo France generating growth acceleration (+5pts) driven by distribution expansion and innovation (PET and recipe).
  • Developed marketing plans for the category and regular engagement with Modern Trade.
  • Driver of PepsiCo development in France, brand contributing 70% of EBIT and double digit growth.

PEPSICO
Paris, France

Marketing Director Tropicana

Jan 2001 - Jan 2002

€250m operation, team of 8.

  • Refocused Tropicana brand on breakfast occasion, boosting loyalty.
  • Redefined brand planning process to raise marketing capability.

LEARNORAMA

Associate Founder and General Manager B2C e-learning website

Jan 1999 - Jan 2001

Start-up created in 1999. €3m funds raised from one venture capital firm.

Responsibilities of the role included content development and B2C strategy. Led fund raising from venture capital and company set-up to get business up and running in 6 months. Company still exits with six employees.


LU
Paris, France

Marketing Manager « Kids » portfolio

Jan 1998 - Jan 1999

DANONE Group - €21bn revenues and 98,000p

Leader of Biscuit / Snacks business in France. Market share of > 50% with a €1bn kids portfolio of 6 brands, team of 8.

  • Led the innovation agenda to expand fast strategic brands (Pepito, Ourson).

EVIAN-VOLVIC

Senior Brand Manager Evian

Jan 1995 - Jan 1998

DANONE Group - €21bn revenues and 98,000p

Number one brand (Water + cosmetics) in France in revenue terms. Team of 3.

  • Developed a new positioning (Youth) through broad category analysis and consumer deep-dive. Platform still in use worldwide today.

KRONENBOURG
Strasbourg & Normandie, France

Multiple roles

Jan 1992 - Jan 1995

DANONE Group - €21bn revenues and 98,000p

Multiple roles :

  • Off Premise Sales Representative;
  • Market Research Assistant;
  • Brand Manager Mainstream and N.A. (Kanterbrau, Tourtel, Silver).

AIP Ltd
London

Export Consultancy - Project Manager

Jan 1991 - Jan 1992

.


Formation

 

2016     Harvard Executive Program

1990     Reims-Rouen Management School - NEOMA; Internships: L'Oréal and Nestlé

1986     College Stanislas Paris Pers - Science Baccalaureate with honors; Mother; English (Fluent), German (Moderate)

Langues

 

english : Courant

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