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Beatrice Directrice Marketing et Innovation
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Beatrice

Paris

Beatrice
Directrice Marketing et Innovation

Expériences professionnelles

 

MOËT HENNESSY UK (LVMH Group)

Head of Brand / Marketing Manager Moët & Chandon

Juin 2017 - Jan 2021

Largest brand in the portfolio for MH UK (~2.4M bottles), 1st European market, 3rd global contributing to 20% of total company profit.

Strategy & Leadership :

  • Responsible for the full 360 Marketing & Communications mix for the UK. Full ownership of the brand's P&L (£ 6M), responsible for all On, Off-trade and E-retail activations, media buy, digital and social content creation, PR, partnerships and events management.
  • Launched new global campaign "Must Be" with highest-ever media budget of £ 2.1M across cinema, OOH, digital and social platforms.
  • Opened first-ever Moët & Chandon concession (retail & bar) 'London Calling' in Selfridges, world-famous department store.
  • Led to launch MH's first-ever integrated CRM and digital campaign: from data capture touch points online and in-store to staff completion forms and incentives to maximize consumer insights and media effectiveness.
  • Pioneered world first 2-year pilot test to assess new profitability model in a channel notoriously reliant on promotions with Sainsbury's (UK #2 Grocer): dedicated M&C wall bay with interactive touch screen (26 most affluent stores, estimated £1M NSI, 2-year payback).
  • Other notable big wins include the creation of the first ever Moët Summer House (3-day consumer event: 2,100 visitors, 60 pieces of coverage, AVE in excess of £ 1.5M, 1.3M earned reach and 9.1M impressions) and Moët Grand Vintage becoming the official champagne of Royal Ascot (2019-2022) after 20 years of partnership with Bollinger.

Management :

  • Three direct reports, two of which were successfully promoted to Senior Brand Manager 1.5 years into role.

CHIVAS BROTHERS LTD (PERNOD RICARD)

Global Marketing Manager Chivas Regal Ultra Premium & Prestige portfolio

Juil 2016 - Mars 2017

One of the top 2 strategic brands for the Pernod Ricard Group (F16 UPP 310K 9L cases, £ 100M NSV)

Strategy & Leadership :

  • Responsible for defining the global strategy and developing all market assets (OOH, digital, social content, BTL visibility, PR) including defining the global Product Placement strategy for a portfolio of 5 SKUs.
  • Led to launch and rollout across 29 markets Chivas Regal Ultis: organized the global media launch event in NYC, created in collaboration with Chef, Jozef Youssef a dedicated sensorial mentoring experience, partnered with PR USA on a key influencer program, monitored market performance, shared best practices and recommended actions to course-correct.
  • Responsible for leading the revamp of Chivas Regal 18YO (7% of Chivas global NSV) encompassing new brand world, packaging restage, new ATL and digital communications platform, pipeline of seasonal gift packs and new drinks strategy.

Management:

  • Leadership of a team of three marketers. Ensured development plans were in place and frequently reviewed to grow the talent agenda.

DIAGEO

Innovation Marketing Manager - Greater China

Avr 2010 - Juin 2015

F14 Innovation Target achieved: £ 15.4M incremental (+ 35% vs AOP) / £ 23.2M base, 19% of total GC NSV

Strategy & Leadership :

  • Market scope for Innovation Pipeline increase from 1 to 4 business units (MHD China, MHD HK, TW & DCL).
  • Scoped out various ground-breaking commercial initiatives redefining Diageo's participation beyond Scotch in China.

Operational :

  • Responsible for leading monthly reporting on Greater China's business performance of target AOP £ 48M, co-driving conversations with markets and calling interventions when necessary to manage risks & opportunities.
  • Led amongst many other Scotch projects to launch Haig Club, DCL's priority #1 for F15.

Management :

  • Two direct reports : Assistant Innovation Manager & Management Trainee. Ensured development plans were in place and frequently reviewed to grow the talent agenda.

DIAGEO

Senior Innovation Manager - Greater China (GC) & North Asia

Avr 2012 - Juin 2013

F13 Innovation Target achieved: £ 10.3M incremental, £ 16.8M base, 14% of total GC NSV

Strategy & Leadership :

  • Successfully delivered Taiwan's Innovation agenda, GC's #1 market: + 182% NSV increase vs F12 (£ 4.6M incremental)
  • Drove premiumization agenda for GC : relaunch of Johnnie Walker XR 21, JW House exclusives (Mythology Series).
  • Partnered with regional Customer Marketing team on various strategy workstreams aimed at tapping into new consumers, new occasions (projects GG and Parrot Bay Frozen Pouches in Japan & Korea).

Management / Coaching :

  • Innovation Executive direct report. Achieved "ahead of expectations" and promoted to Assistant Innovation Manager.
  • Responsible for growing Innovation capability across Greater China & North Asia through regular coaching / mentoring.

DIAGEO

Innovation Manager - Western Europe

Avr 2010 - Mars 2012

Total Flavours Western Europe: Delivered £ 35M incremental in F11

Project Management :

  • Smirnoff & Baileys Flavours :
    • Drove performance of Flavours across Europe, course-correcting performance against launch KPIs, supporting new markets with launch plan recommendations for both on and off-trade and ensuring search & spin.
    • Partnered with Grocery team for development of 5cl tip-on enabling to drive massive scale trial (>900K consumers).
    • Successfully launched a low ABV variant for the Netherlands: Baileys Chocolate Orange Flavour Variatie.

Strategy :

  • Conducted a deep dive understanding of the on-trade growth model for Smirnoff Flavours.
  • Scoped out shots opportunity for Europe leading to recommendation and testing of GRIND in 20 key on-trade accounts.
  • Created the final bundle (concept, liquid, pack and RSP) of Gordon's Crisp Cucumber for GB.

RECKITT BENCKISER

Associate Brand Manager

Mars 2007 - Sep 2009

Clearasil ($ 65M, $17M media) (USA-based)

Strategy :

  • Successfully launched the Pimple Blocker Pen and 4 hour Rapid Action Treatment Creams with combined projected annual sales of $10.2M resulting in regaining leadership position in Treatments with 33.4% market share.
  • Developed the 3 year Strategic and Commercial Plans. Established 2010 Consumer Promotion support plan of $2.9M.

Media :

  • Managed $500K PR campaign to support NPD launch (partnership with MTV's America's Best Dance Crew; organization of the first Clearasil Pimple Blocker Battle at Hard Rock Café -100,000 impressions delivered).

Operational :

  • Presented monthly reporting on product performance (Nielsen / Retail Link analysis) and action plans.
  • Implemented consumer promotional activities (3 FSIs +64% sales' lift, national in-school sampling program: +19% conversion).
  • Budget planning, sales forecasting and SKU management (discontinuations, obsolescence risk).

RECKITT BENCKISER

Global Brand Manager for Cillit Bang

Mars 2007 - Oct 2008

  • Participated in the drafting of the 3 Year Plan: growth drivers, support model and equity.
  • Supported the launch of 3 new EPDs with estimated Purchase Intent increase of 15% across Europe.
  • Global Squeeze champion: responsible for meeting a £2.9M reduction of costs' target.
  • Copy tracking and analysis of copy performance for global recommendations. "Rumba" copy tested in Spain resulted in highest ever market share of 12.5% of the category.

DUNNHUMBY

TESCO Ireland & UK Account Manager

Fév 2006 - Fév 2007

  • Responsible for the delivery of The Clubcard Quarterly Statement to 650,000 customers (loyalty programme)

WILKINSON SWORD, France

Jan 2005 - Oct 2005

ABM on Mens' System Razors


Formation

 

2003     TEC de Monterrey, Mexique - Accord d'échange; Programme de "Maestria" en Economie et Comptabilité

1999     Diplôme de l'ESCP Europe, majeure Economie

Langues

 

Francais : Langue maternelle

Anglais : Bilingue ou langue maternelle

Espagnol : Courant

Mandarin : Notions

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