Pierre Desquiens

Mission

Strategic and operational support for ARC on B2B trade marketing activations and partnership development.

Key Responsibilities

• Development and activation of partnerships

• Support for the GMS / trade (CG) promotional initiative

• Proactive proposals for trade operations and loyalty programs

• Audit and rationalization of B2B sales support tools

• Work on the storytelling of trade and partnership operations to enhance the offering

• Definition of Social Media strategy directions

Mission

Support for advertising agencies, advertisers, and FMCG manufacturers on marketing strategy, commercial activation, and co-branding issues, with an approach focused on operational efficiency, performance, and field execution.

Scope of Intervention

Advertising Agencies

- Project management to support consulting and production teams

- Strategic and operational support for tenders (AO)

- Structuring of recommendations, activations, and 360° plans

- Interface between agencies, advertisers, and partners

Advertisers & FMCG Manufacturers

- Outsourced Marketing Manager roles

- Marketing and commercial activation project management

- Coordination of internal and external stakeholders

- Deployment of actionable, measurable, and ROI-oriented plans

Co-branding & Licensing

- Design and management of co-branding & licensing activations

- Selection of partners and licenses consistent with the brand

- Co-creation of differentiating experiences or offers

- 360° activation (retail, in-store, digital, media, influence)

- Performance monitoring (traffic, sales, awareness)

Added Value

- Ability to connect strategy and execution

- Strong understanding of agency, advertiser, and network constraints

- Pragmatic approach, focused on business results and field feasibility

- Expertise in retail, FMCG, and commercial activation

Mission

Management of the national and local commercial animation plan and contribution to the brand's marketing transformation, with a clear objective: to generate traffic, loyalty, and brand preference among families and middle-to-upper socio-professional categories.

Key Responsibilities

- Definition and management of the 360° Commercial Animation Plan (TV, radio, outdoor advertising, digital, social media, in-store)

- Management of creative and media agencies (Steve, Bradford, Arp Office)

- Deployment of national and local multi-network campaigns

- Integration of digital at the core of activation plans

- Management and coordination of the operational marketing team

- Monitoring of business and image KPIs (traffic, loyalty, awareness, NPS, advertising approval)

Major Achievements

- Overhaul of TV campaigns (“À Volonté”, “Burger”) → +6 points of frequent customers

- Co-branding & licensing operations (Batman, Joker, Harley Quinn Burgers) → strong impact on families & pop culture

- Launch of highly memorable radio & outdoor campaigns

- Creation of an internal creative factory to accelerate production and reduce lead times

- Active contribution to modernizing the brand's offering and concept

Results & KPIs

📈 Loyalty: 33% of frequent customers (+6 pts)

📣 Spontaneous Awareness: 3rd restaurant chain

❤️ NPS: +20 points

📺 Advertising Approval: 82%

🏆 Campaigns recognized for their humor, engagement, and emotional connection