Directrice Communication Anglophone

Société de Conseil et de Management de Transition is a marketing and digital communications consultancy that works with public and private sector clients, startups, and private equity firms around the world. I specialize in long-term projects or interim management roles.

Select clients include :

• ABB (Switzerland) - internal and organizational comms,
• Avery Dennison (Netherlands) marketing communications,
• Cogoport (India) setting up marketing department and rebranding/repositioning,
• CSafe (USA) audit and reorganization of marketing department and rebranding/repositioning,
• International Commission on Missing Persons (Netherlands) setting up communications department and rebranding/repositioning,
• Panalpina (Switzerland) CEO and Executive Communication strategy,
• THL (Private Equity) (USA) marketing consulting for portfolio company.

Chief Communications Officer for the Consumer Goods Forum (CGF), the only CEO-led organization that represents both manufacturers and retailers globally. The CGF's member companies have combined sales of EUR 4.6 trillion and directly employ nearly 10 million people. Direct report to MD. 7 direct reports.

Member of the Management Committee

• Responsible for all Corporate Communications, Brand and Marketing activities including brand building, brand content, digital and social marketing, PR, crisis communications, change and issues management, reputation management, sponsorship, and key account management. Budget $1 mio per annum.
• Creates, coordinates and successfully delivers Global Events communications, marketing & promotional strategy for 3 major global events with net revenue of over $3 mio per annum.
• Develops Global Communications Campaigns in partnership with retailers and manufacturers around the biggest challenges facing the consumer goods industry, including consumer health, deforestation, plastic waste, forced labor, food safety, and product data.

Chief Communications Officer and Chief Sustainability Officer for SITA, a multinational information technology company providing IT and telecommunication services to the air transport industry (400 members and 2,800 customers worldwide, approx. 90% of the world's airline business). 25 direct reports and approx. 40 dotted line reports.

• Responsible for all Corporate Communications, Brand and Marketing activities including Advertising, Digital CV E Ayme-Yahil – 2023 Marketing, Events, Branding, PR, Internal Comms, Reputation Management, Crisis Comm. Global budget $20 mio per annum/decreased to $12 million during pandemic.
• Developed cross-functional Internal Communications framework for COVID-19, work-from-home, employee wellness initiatives during pandemic.
• Led global cross-functional Crisis communications response and Press Spokesperson during COVID-19 period as well as major data security incident.
• Responsible for global Transformation Communications as SITA sharpened its customer focus and transformed into a 100% commercial organization.
• Ran group-wide Marketing Transformation project with aim of aligning brand globally and right-sizing and -skilling global marketing. Reduced global spend by 30% y-o-y whilst improving digital engagement and PR metrics by 15%.
• Responsible for all Digital Communications Channels (website, intranet, social media, Marketo, salesforce campaigns) as well as Global Events team and internal design/video agency.
• Responsible for global Media, Annual Report, CSR Report, Executive Communications and Financial Communications.
• Responsible for all Sustainability and CSR for a company certified CarbonNeutral® with activities including: setting science-based emission reduction targets (SBTi), double materiality assessment, ISO14001 certification, and program owner of internal carbon levy and recharge mechanism and carbon offset program.

Chief Marketing Officer and Chief Communications Officer for Panalpina, a top-five provider of supply chain solutions with approximately CHF 6 billion revenues and a global network of 500 offices in around 70 countries and 14,500 employees. Direct report to CEO; permanent guest on Executive Committee.

• Responsible for all Communication and Marketing activities including communications towards customers, media, employees, business and industry stakeholders, shareholders, as well as Advertising, Digital Marketing, Marketing Collateral, Trade Events, Market Research, Branding, Reputation Management, Crisis Management. Global budget $2 million.
• Responsible for Investor Relations communications including quarterly earnings communications and Annual Report
• Within first 12 months, developed the Integrated Communications Strategy, objectives and priorities positioning Panalpina, its Air Freight and Ocean Freight products, and its employees within the industry.
• Transformed Communications and Marketing Function (corporate, regional, country) into a strategic support function contributing to building further the Panalpina brand, strengthening relationships with customers.
• Launched analytical Digital Marketing program with objectives and KPIs linked to Panalpina business roadmap and new digital portal; revamped and modernized the Communications and Marketing activities enhancing the company's presence in social media and search driving customers to new digital sales channels.
• Served as Chief Spokesperson and communications business partner for Panalpina CEO and Board of Directors.
• Drove internal communication, storytelling and engagement including launch of Corporate Narrative, Global Leadership Conference and employee social media program.
• Lead M&A and Defense Communications workstreams, resulting in largest takeover (by DSV) in industry history; led transition and integration communications.

Chief Communications Officer for Europe's leading open innovation organization, which fosters digital technology innovation and entrepreneurial talent for economic growth and quality of life in Europe. EIT Digital brings together a partnership of over 130 top European corporations, SMEs, start-ups, universities and research institutes. Managed directly team of 11 multinational communications professionals in 9 European countries and USA; 12 indirect reports in events management and marketing. Direct Report to CEO.

Member of Management Committee

• Developed and launched global strategic communication plan linked to three-year Strategic Innovation Agenda and annual Business Plans for Accelerator (over 200 startups), 4 Innovation Programs (Digital Cities, Digital Wellbeing, Digital Industry and Digital Infrastructure), and 3 Educational Programs (Master, Doctoral and Professional Schools with c. 50,000 learners p.a.). Global Budget $2 million excluding salaries and events.
• Full editorial responsibility for brand and all communications globally: CEO speeches and op eds, Annual Report, Strategic Innovation Agenda, press releases, digital marketing, internal communications, etc.
• Increased social media followers to 80,000 and traditional media visibility by 400% in first year with features in tier 1 press in EU-28 and USA (Forbes, La Libre Belgique, Il sole 24 ore, Die Telegraaf, Handelsblatt, Les Echos, etc.).
• Managed tech event communications globally for Accelerator and supported startups (Mobile World Congress, CES, CeBit, DlD, SLUSH, VivaTech, etc.)

2003, 2005-2007