Directeur Marketing international

Juvé & Camps (hybrid Paris - San Sadurni, Spain)

• Marketing & Trade Marketing development due to a vacant position and a new strategic direction for the company. Core mission = premiumize + drive desirability and value to the brand
• Definition of the 3-year marketing strategy and put on track of the 1st year operational plan : from trade activation programs to innovation, from brand content & communication campaign to website & SM platforms’ renovation
• Structuration and professionalization of the team: from organizational recommendations to clarification of job descriptions and recruitment of new profiles (1 new brand manager + substitution of trade marketing manager)
• Direct management of 2 people: 1 brand manager + 1 trade mkg manager
• March 2020- March 2022
• Key achievement: new portfolio architecture, full pack renovation, brand book & activation platform, recruitment of 2 people

LVMH

• Re-energization of Hennessy V.S.O.P brand in “fast-track” mode: from new PMT strategy prioritizing value creation and leadership in China to the development of a full renovation-innovation-activation plan including a new V.S.O.P global brand platform and institutional packaging upgrade
• Leadership of “Chinese Gen-Z project”, one of Hennessy key strategic thrusts: creation of a multidisciplinary project team, definition of the project roadmap and financial framing, organization of creative workshops and concepts’ screening, introduction of a Garage approach to accelerate the process
• Markets’ support and coordination, focusing on China, GTR, USA and Nigeria
• Direct management of 7 collaborators, from Junior Brand Manager to Marketing Manager
• Key achievement: put V.S.O.P back at the heart of Maison’s strategy and ensure its ability to generate +2,2pts growth margin during PMT

LVMH

• Brand equity management on a portfolio of 7 brands: Ao Yun, Bodega Numanthia, Cheval des Andes, Newton, Skyside, Smoke Tree, Terrazas de los Andes
• Definition of innovation plan & On/Off-trade global activation programs
• Digital strategy roll-out: brand websites, social media & content, activation program, definition of KPIs
• Development of operational synergies between brands, including the creation of a Global Estates & Wines portfolio activation concept
• Ignition of the Estates & Wines B2C strategy towards (U)HNWI, including PR activities, development of rarities & exclusive offers, collaborations intra-group (eg. Loewe x Bodega Numanthia)
• Direct management of 3 Brand Managers and transversal management of a multi-site organization
• Key achievement: +6% CAGR Vol. 2014-2018 for the brands under responsibility (vs +3% for Estates & Wines)

LVMH

• Market trends and sales analysis (sell-in, sell out)
• Elaboration of collection plans with Stylists and Product Managers of each Maison: Givenchy, Céline, Emilio Pucci
• Development costs’ follow up and industrial cost optimization
• Pricing and margin management
• Sales-briefs and commercial training for wholesale key accounts
• Direct management of 2 assistants
• Key achievements: mapping of an efficient shoe collection structure for “Couture brands”, design of a development & industrial costs’ tracker, boost of Givenchy volumes from 50,000 to 100,000 pairs /year

Jimmy Choo

• Opening of the new concession Jimmy Choo at Le Bon Marché department store (3 peoples' team)
• Implementation of recruitment & CRM programs, visual merchandising & stock management
• Key achievement: 1st concession of Le Bon Marché Women shoes’ department after only one year, in turnover

José Castro

• Creation of shoes & accessories for the Spring/Summer 2010 collection presented during the Madrid Fashion Week
• Key achievement: L'Oréal Paris prize for best collection

Nestlé Espana

• Definition of objectives & strategy for the “Indulgence” category (including: La Lechera, Dalky, Flanby)
• Redefinition of the brands communication platform, consistent innovation plan, customized BTL activities, category management with key accounts (Mercadona, Carrefour)
• Development and follow up of the marketing & communication plan (6M€ annual A&P budget)
• Direct management of 3 Brand Managers
• Key achievement: reinforcement of the company position in “Indulgence” category vs Danone (from 8 to 10% M.S.)

Nestlé France

• Brand-mix management (from product R&D, packaging, BTL promotions & ATL investments) of the range “Mousses & Desserts” under brand Nestlé
• Direct support to Sales & Trade departments
• Responsibility of 70 points of sales in Basse-Normandie region, with direct negotiation of commercial conditions in Leclerc stores, optimization of assortment & merchandising, in-store promotions
• Key achievement: successful launch of brand Chocosui’s thanks to Effie awarded TV copy “Maurice et le poisson rouge”

NIELSEN

• Accounts’ management: Nestlé Chambourcy, Diageo, Heineken, Champagne Jacquart
• Panel analysis (retail & consumer), sale of additional market studies to the contracted service for best strategic recommendations
• Key achievement: professional move to Nestlé Chambourcy