Freelancer profile translated to English.

Description

Passionate about marketing, consumers, and innovation, I bring the necessary energy for the emergence of ambitious projects.

With 13 years of experience in diverse and complex markets, I have developed expertise in strategic and operational marketing for strong brands and new businesses, in local and international environments.

My added value: demonstrated strategic vision and ability to mobilize teams!

My strengths:

- my commitment and results orientation

- my analytical skills and strategic vision

- my leadership and my ability to convince and mobilize teams

- my initiative and my ability to challenge the status quo

- my open-mindedness and curiosity

- my creativity and my taste for innovation

- my boldness and my taste for challenges

Languages

English
Fluent
Spanish
Conversational
French
Native or bilingual

Workplace preferences

Can work on-site

Lyon (up to 50km), Paris (up to 10km)

Groupe Zebra
Marketing and Innovation Strategy Consultant
CONSULTING AND AUDITS
January 2020 - June 2020 (5 months)
Lyon, France
Confidential assignment for a food industry client
- Market research and definition of adoption levers: understanding a new market target, customer and consumer segmentation (personas), customer and consumer expectations and needs, uses, road to market, definition of the value chain and stakeholders, beliefs and ethnographies
- Field observations
- Definition of innovation territories: defining the stakes and key elements to ensure the success of innovations
- Rapid testing loops with target audiences (personas) to assess appetite level and adoption barriers
marketing strategy innovation strategy Positioning Strategy Communication Strategy market research
Nestle
Brand Director
AGRICULTURE
January 2016 - December 2018 (3 years)
Paris, France
Sales: €100M | Budget: €10M
Management of a team of 5 people, responsible for a portfolio of 4 brands
Objective: Strengthen the leadership of the Buitoni brand
Strategy:
• Identification and deployment of growth levers through innovation: snacking and aperitifs
• Definition of the new identity of the Buitoni umbrella brand and the new positioning of the Piccolinis, Four A Pierre and La Grandiosa brands
Product Development:
• European lead for the development of the premium brand Bella Napoli => Buitoni Market Share +2pts
• Development of the value-added ranges Four A Pierre Creazione and Piccolinis Tentazione
• Margin management on Four A Pierre and La Grandiosa => profitability +2pts
• Renovation of the strategic Four A Pierre Thon recipe => rotations +10pts
Communication:
• Development of a Buitoni communication platform => expertise image +10%
• Development of a Buitoni digital strategy: launch on Instagram and Twitter, ambassador plan => engagement rate 10%
• Development of a TV commercial for Four A Pierre Creazione => sales +20%
• Development of a Facebook campaign for Piccolinis Tentazione => ROI = 5
Team Management brand strategy communication strategy growth levers brand identity positioning product development umbrella strategy margin management TV copy digital strategy recipe renovation
Nestle
Marketing Group Manager
AGRICULTURE
May 2012 - January 2016 (3 years and 8 months)
Paris, France
Sales: €80M | Budget: €5M
Management of a team of 5 people, responsible for a portfolio of 6 brands
Objective: Optimize the profitability and performance of the Confectionery business (Supermarkets and Out-of-Home)
Strategy:
• Brand portfolio optimization: product range rationalization, circuit/client mix optimization => profitability +5pts
Product Development:
• European lead for KitKat and Lion recipe renovations: harmonization of recipes for all markets and factories, consumer preference vs old recipe => score 68/32
• KitKat relaunch: upsize, new recipe, price repositioning => profitability +8pts
• Launch of innovations KitKat Chunky double caramel, Lion Peanut, Smarties bar
Communication:
• Development of a new visual identity for Lion and Smarties => recruitment +2pts
• Launch of the KitKat Facebook page and implementation of the "80 years" anniversary operation
marketing strategy Lean Management product launch Communication Strategy digital strategy brand identity international marketing multi-market project management