Freelancer profile translated to English.

Description

Goodbye purely Pleasure Marketing... From now on, any Marketing approach must also carry Meaning and align with the major challenges of our society, whether environmental, nutritional, or social.

I will assist you in building and implementing attractive yet responsible Marketing, in response to the strong expectations of your consumers and stakeholders, but also as a key to the sustainable development of your company and brands.

I am perfectly familiar with the workings of the Marketing function, which I practiced with passion for 15 years for leading brands in the agri-food industry.

I have expertise in major Corporate Responsibility challenges, backed by 5 years of experience in CSR and Corporate Communication.

Furthermore, I hold a degree in naturopathy (dietetics and natural health), which reflects my personal commitments and, above all, my desire to guide the general public towards "consuming better".

I am committed to putting my professional experience, my convictions, and my enthusiasm to work for committed and credible projects that contribute to positively impacting our society!

Languages

French
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Paris (up to 50km), Paris (up to 20km)

GRAINES DE SENS
CSR, Responsible Marketing & Communication Consulting
CONSULTING AND AUDITS
September 2016 - Today (9 years and 9 months)
Paris, France
CSR, Responsible Marketing & Communication Consulting missions:
- Diagnosis: assessment of the current situation + market watch
- In-depth analysis & recommendations: CSR engagement strategy & associated action plans
- Building a responsible brand/company narrative
- Development of action plans: product evidence, innovations, communication...
- Creation of governance + KPIs for internal project monitoring
- Co-construction in collaboration with the various teams in place.
SUNTORY BEVERAGE & FOOD EUROPE
Group CSR and Corporate Communication Department
AGRICULTURE
February 2010 - March 2015 (5 years and 2 months)
Levallois-Perret, France
Making SBFE Group a recognized player in terms of social, nutritional, and environmental responsibility:
. Lead, coordinate, deploy, and communicate SBFE Group's societal commitments
. Raise awareness, train, and unite employees and external partners around these commitments
. Reporting to Group Executive Committee

• Monitoring and analysis of major societal issues related to environment, food, nutrition, and social well-being
• Diagnosis of the existing situation and co-construction of the Group's CSR commitments with Executive Committee members, definition of objectives, action plans, and associated KPIs
• Training employees in CSR to involve and unite all departments around the commitments made
• Coordination and deployment of action plans at Group and BU level (France, England, Spain, Belgium, and Netherlands), in collaboration with R&D, packaging, purchasing, factory, marketing teams, …
• Management and communication of key actions internally and externally, promotion to key opinion leaders and associations:
> Products: Reduction of sugar content, increase in fruit content, integration of natural vs. artificial flavors, elimination of preservatives, development of new less sugary and more natural products (tea), stevia…
> Packaging: reduction of plastic bottle weight, integration of recycled material, improvement of recyclability …
> Purchasing: audits of fruit suppliers, creation and implementation of a 'responsible purchasing' charter, …
> Factories: reduction of water and electricity consumption, improvement of recycled waste rate,…
> Marketing: sports sponsorship, promotion of the 'fruit drinks' proposition to partners and customers, communication to consumers about actions taken (sugar reduction, fruits, pack optimizations, …)
ORANGINA SCHWEPPES FRANCE
France Marketing Department - OASIS Brand Manager
AGRICULTURE
April 2004 - January 2010 (5 years and 10 months)
Levallois-Perret, France
Regain business growth for the OASIS brand:
. Reposition the brand on a naturalness promise meeting strong market demand
. Rebuild the entire marketing mix to transform brand image and attract new buyers
. Manage P&L, manage teams, and oversee various projects

• Repositioning the brand based on its DNA and consumer demand for healthy & natural products:
> Reassure consumers about Oasis's natural dimension while maintaining a pleasure drink promise
> Building an innovative, differentiating, and relevant marketing proposition: making Oasis the most natural brand in the soft drinks market, around a new platform 'Fruits, spring water, fun!'
• Building, managing, and deploying the 360° marketing action plan, in collaboration with various partners, ensuring message consistency across different marketing channels:
. Reformulation of all existing products in tandem with R&D teams: more fruit, less sugar, spring water, while maintaining the organoleptic satisfaction of new formulas for consumers
> Creation of a new graphic identity incorporating naturalness codes: redesign of all packaging, development in collaboration with factories of a new lighter 2L bottle incorporating recycled material
> Creation of a new advertising platform: management of communication material production (TV commercials, billboards, website, POS displays…), development of digital & social media strategy
> Brand stretching activation: market (new flavors, Tea range), and off-market (compotes, candies, ice creams…)
> Management of pricing policy and promotional plans in tandem with sales teams
>>> Return to growth and strong increase in OASIS market share, moving from 4th to 2nd brand in the market after COCA COLA