Kévin Bacle

• Launched two brands for cycling equipment (carbon wheels) and cyclists (cycling apparel) in a niche market but in a sector with high growth potential.

• Created a 5-year marketing strategy including the business plan, product marketing roadmap, multi-channel distribution strategy, and digital communication strategy.

• Developed the brand messaging and branding for our two brands, ROADBORN and RIDDEN, in line with the product roadmap.

• Developed a multi-channel sales strategy to achieve a consistent sales channel (60% B2B / 40% B2C).

• Developed a distribution network of 115 stores for our two brands (France and DOM TOM).

• Increased overall revenue by 25-30% per year since creation. This was achieved by opening new accounts and by upselling to existing accounts.

• Continuously improved our offerings. During the last project on the ROADBORN brand, the redesign of our ranges allowed us to achieve a gross margin increase of 10% to 22% depending on the product.

• Worked on the UX of our brands in an agile manner with our customers, from information gathering on our website to after-sales service. Notably on the ROADBORN brand with the implementation of a "rider analysis" to define the product type adapted to the customer's practice, the implementation of installment payments, work on packaging, merchandising, and automation.

• Created two websites and managed SEO and SEA, allowing us to grow traffic and thus revenue.

• Developed two partnerships (ROADBORN) with French elite cycling teams. These 2 partnerships allowed us to increase our visibility and credibility in a competitive sector.

During my experience within the Cauval group (Dunlopillo, Simmons, Tréca, Pirelli, DODO), I had the opportunity to manage product lines for major bedding brands. The strength of this experience lies in the comprehensive nature of the role. Indeed, from market analysis to product range commercialization, including development and cross-functional management, the role held within Cauval allowed me to master all the necessary skills to succeed in this position.

Management of a bedding product range for the mass retail sales channel:

• Market research for the development of the Dunlopillo baby range (Benchmark, qualitative and quantitative study)

• Competitor analysis

• Customer study (Questionnaire creation, results processing, adapting development based on analysis of these results)

• Product bible writing

• Product sheet creation

• Trade show preparation (Foire de Paris, Galec, ...)

• POS material development (Supplier sourcing, graphic development, negotiation, operational implementation with the sales team)