Directrice Marketing - stratégie & innovation

Comex Member

• Lead Marketing & Innovation Strategy, define marketing plans and budgets for the different lines of business : artisans, industry, retail and food service
• Manage 3 Brands: Puratos, PatisFrance, Belcolade
• Develop a healthy and growth-oriented Portfolio of 800 products and launch around 10 products a year based on customer & consumer insights
• Implement the e-commerce platform and manage digital communication
  • External: Content marketing, PR, Influencers, professional federations, newsletter and social media to improve awareness and usage rate
  • Internal: in collaboration with HR department to inform and celebrate, enhance motivation and quality
• Coordinate the technical advisors’ team for customer events and new-product development. Deploy strategy in the 4 Puratos Experience Centers
• Participate actively into transverse international group projects: Puratos services, the Puratos Marketing Vision, global events as Taste Tomorrow, CSR commitments, customer & trends surveys
• Manage and grow the Marketing team (10 people)
• Member of the Puratos Group Marketing Steerco

2019 TO = 300 M€

• Define the global BU's strategy and lead innovations : Where to play / How to win
• Federate the BUs of the patisserie ecosystem - Create & implement the ‘Finished Good Approach’
• Build and lead International digital campaigns (5 a year)
• Support key account customers to implement locally the patisserie strategy and contribute to the Business Development - Focus USA, Canada, Brazil and China
• Build Marketing intelligence on customers, competitors and consumer trends to get more Data & insights - first model with IA
• Manage 2 international Product Managers

TO 2017 = 190 M€

Comex member

Following the purchase of PatisFrance by Puratos Group in 2005, create from scratch the marketing department and implement an added value culture, in collaboration with Sales and R&D: Break-even in 2010

• Rationalize existing portfolio and reboost innovation pipeline
• Define Sales product strategy for the artisan sales force - Product training programs - incentives of the salespersons
• Support Commercial team on strategic customers with a cocreation approach
• Create the first Puratos Experience Center for France with R&D department

Manage portfolio & strategy, TO 03/04 = 80 M€, promo & advertising budget = 4 M€

• Elaborate the new visual identity of the brand & create new communication platform with the communication agency
• Relaunch the fish meals (30 items), reposition the salty tarts range, launch a new range of pizza (Pizz’à Part): increase market share
• Manage 4 Product Managers and 1 assistant

Define brand management & strategy (4 brands), TO 99 = 55 M€, promotion & advertising budget = 6 M€

• Re-position Le Fleurier to have a stronger Unique Selling Point, new copy creation and media plan
• Manage innovation with R&D and purchase department (based in UK): launch of a new margarine Sollen in 99 and creation of the copy
• Lead a project of a new healthy concept (anti-cholesterol margarine)
• Manage 1 Product Manager

Manage a portfolio of 700 items, TO = 2 billion FF - promotion budget = 30 MFF

• Define priorities with the purchase department, lead packaging creation, implement range animations with strong partnership with suppliers
• Manage 3 product managers

TO 95 = 210 MFF

• Creation of the concept of dermatology in supermarkets, launch of Labo Juva as a brand (37 items) in March 95 - TO96 = 45 MFF
• Definition and implementation of the first consumer panel for UPP ‘Union Professionnelle de la Parapharmacie’ in collaboration with Nielsen.

• Working out of the production lines for the new factory : Definition of the needs and production capacities, prospection to find the right suppliers, trials, purchase (budget of 12 Million FF), implementation, starting of the production (progressive stop of the subcontracted productions)