Line Laville Dutartre

• Design and management of the 360° marketing plan (PAC-PAM)

• Coordination of omnichannel campaigns: web, retail, CRM, social media. Development of communication materials: catalogs and tools, launch of social media, press, blog...

• Monitoring of marketing performance & reporting

• Reporting to the CEO - Management of 2 people - €1M budget

Define the trade strategy in relation to the company's overall strategy and build the trade marketing department. Develop services focused on our clients' "business" needs.

▪︎ Develop and deploy the trade marketing plan

▪︎ Management of 3 people: training, recruitment, development

▪︎ Manage the trade budget, forecast, and projections (€1 million)

▪︎ Manage the production of sales support tools and catalogs (3/year, 500 pages, 70,000 copies/year): tender, service providers, retroplanning (GANTT) layout, briefs, photo shoots, final proofs

▪︎ Optimize costs and processes with the implementation of a PIMCORE solution (PIM + DAM) in webtoprint.

》 Results: revision of internal and service provider processes - €2 million saved on the budget over 5 years

▪︎ Manage in-store activations (contests, scratch cards, tastings...)

▪︎ Define the promotional policy: themes, key periods, promotional tools (sell-in and sell-out)

▪︎ Propose and develop Trade actions for key accounts in collaboration with KAMs

▪︎ Ensure compliance with graphic guidelines and participate in brand strategy (brand content)

▪︎ Support the development of Business solutions for our clients: coffee concepts with Starbucks-Nestlé, merchandising, snacking concept to position ourselves as a partner with our clients

▪︎ Collaborate with digital to disseminate our tools and operations (omnichannel): banners, product catalog updates, posts...

Product Ranges: viennoiseries, American pastries, bread and festive items: 45 to 50% of turnover

▪︎ Definition of the product offering and range development strategy (marketing mix)

▪︎ Manage product ranges: development of new products (innovation, approx. 50 products/year), renovation of existing products, collaboration with R&D, quality, purchasing, supply departments

▪︎ Implement category, business, and market analysis tools

▪︎ Develop communication for product ranges: flyers, booklets, POS displays, general catalog, website

▪︎ Manage Epiphany: bean selection (sourcing) and accessories, forecast quantities, POS displays, supplier contract...

▪︎ Manage in-store animation operations: Crêpe Day, Sandwich Day,...

▪︎ Develop Seattle’s Best Coffee and We Proudly Serve Starbucks concepts in the French market

▪︎ Animate the sales network (field visits, meetings, seminars...)

▪︎ Manage a junior Category Manager and an intern