VisilabGroup (EssilorLuxottica)

Marketing and Digital Director

Almora Botanica

Almora Botanica is a natural ayurvedic skincare brand.

- Responsible for planning, developing, implementing, and monitoring the overall online and offline marketing strategy including brand image, customers experience, product innovation, pricing, animations, communication, advertising, and public relation. 
- Manage the Digital ecosystem: Web site, CRM, SEO, SEA, Marketing influence, Social Media.
- Build and Implement customers’ engagement strategy and define the customer journey to create the best customer experience.
- Plan, develop and implement the brand’s multi-channel marketing campaigns. 
- Define and propose the yearly products innovations:
Identify the markets trends and seize the growth opportunities. 
Develop Gifts sets, Beauty to Go products and sets, online exclusive, retailers exclusives. 
Work closely with the R&D team. 
Define pricing strategy and promotional mix.
Define the customer recruitment strategy: sampling, GWPs, discovery sets.

- Build and manage a network of external agencies and marketing professionals (Digital, PR, Media, Creative, Merchandising).

Chief Marketing Officer

SEPHORA

Sephora (LVHM Group) is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Sephora opened its first corner in Switzerland in May 2016 with Manor (Swiss Department store)

- Executive Committee member, responsible for Sephora Switzerland's Category Management (products offers, assortments, services), Marketing Operations including in store animations, PR & events, media, social media and influencers, merchandising and Digital Operations.
- Define the yearly plans to grow brand's turnover and profitability and drive customers in stores and on the Ecommerce platform (CRM, Banners, animations).
- Define and implement in and out products strategy. Rationalize the assortments. Lead negotiations with selectives brands.
- Responsible for the stores openings: merchandising, products selections and offer, in-store animations, PR events and communication plans(openings of 27 stores in 4 years)
- Set up the digital, social media and PR strategies to create brand awareness and grow Sephora's customers community.
- Manage Media and PR agencies.

Category and Marketing Director

COTY Inc.

Beauty Division – Fragrances, skincare, personal care and color 

- Establish the portfolio and brands strategy for the region. 
- Manage 7 affiliates and 20 distributors 
- Define and implement the long-term building blocks strategy to achieve goals, sales and profitability through identifying new products development opportunities for Asia (new categories, product mix, format, pricing, distribution strategy), adapting communication to Asian consumers, building a digital and social media platform
- Closely work with the GMs, Marketing Directors and Distributors to define the most appropriated marketing strategy and investments for each countries (promotions, KA offers, pricing, distribution, above the line and below the line investments)
- Define the regional offline and online media strategy by identifying specifics local needs and guiding the markets for implementation
- Define and implement long-term digital and social media platform 
- Work closely with digital and media agencies 
- Organize PR events and sponsorships for key launches 
- Lead and coordinate the New Product Development working closely with Global Marketing, R&D, Supply Chain and the local markets
- Develop and market Asian friendly range of products: a men skincare range, whitening roll on deodorants, Body mist fragrances by defining the line up, products size, pricing, communication and launch to market strategy, seizing opportunities (volume, turnover, P&L management)
- Liaise and partner and work with Global Marketing to ensure markets’ needs are met.
- Implement, lead and develop a team (up to 7 persons) to support the markets
and implement the strategies: product development, trade marketing, digital and social media

- Participate to the acquisition process and integration of a company into Coty Asia (350 employees; 7 affiliates)

Regional Marketing Director - Asia

Prestige Division – Fragrances, skincare/suncare, color

- Partner with each region’s teams to build mid term brands and portfolio strategy (focus brands, marketing investments) 
- Develop Travel Retail exclusive Pack-on, miniatures coffrets, Gift With Purchase working closely with each Travel Retail region and Global Marketing teams
- Manage and validate worldwide Travel Retail and Export innovations forecast and promotional programs to achieve sales and profitability and grow market shares

Marketing Director Trade Operations Worldwide Travel Retail & Export

Prestige Division – Fragrances, skincare / suncare

- Manage 15 fragrances houses (which of Calvin Klein, Davidoff, Chloé, Marc Jacobs, Balenciaga) and Lancaster (skincare and suncare)
- Provide a thorough understanding of the brands plans, sales objectives and strategy to the Travel Retail sales team and Distributors 
- Manage 28 distributors across Scandinavia, Israel, Turkey, Balkans, Baltics, Africa’s and Eastern Europe. 
- Develop yearly brands plans, with objectives, strategy and tactics, ensuring growth goals are met (Distribution, avant premiere, exclusivity, GWPs, gift sets, PR, Training), working closely with TR Area Managers and Distributors
- Manage the launch of circa 25 innovations per year (go to market strategy, pricing, assortments, forecast, training, merchandising and media)
- Coordinate and control promotional plans (circa 800 TR promotions/year) 
- Ensure in store merchandising guidelines are implemented. Increase in-store visibility through optimised planograms, portfolio productivity through assortment review and discontinuations
- Supervise and validate in-store promotions 
- Manage directly Scandinavian pan-regional media and coordinate local media plans (20 plans – yearly budget: USD $5.0mio)  (define strategy, priorities, approve plans, centrally manage logistic aspect of scentstrips)
- Define and manage the Christmas gifts sets strategy for the Scandinavian countries (brands, mix, pricing) and develop locally the gifts set (80K units per season)
- Approve local PR plans and events. Support the markets in organising and presenting to journalists and trade.
- Monthly review and tracking of distributors Ship To Trade and P&L, optimise investments by brand.
- Generate monthly and ad-hoc reporting (monthly state of the brand, sales, profitability, ranking, market share, competition…) 
- Lead and develop a team of 4 marketers

Head of Marketing Europe Travel Retail & Export

- Oversee the prestige fragrances portfolio for Export markets 
- Manage 25 distributors across Scandinavia, Israel, Turkey, Balkans, Baltics, Africa’s, Eastern Europe. 
- Manage 15 fragrances houses (which of Calvin Klein, Davidoff, Chloé, Marc Jacobs, Balenciaga, Vera Wang) and Lancaster (skincare and suncare)
- Manage, coordinate and validate the launch of circa 25 innovations per year through 360 marketing plans: go to market strategy, pricing, assortments, forecast, training, merchandising, public relations and media
- Manage and organise, along with the training department, the distributors yearly beauty advisors training (1 training/year) as well as the Make up artist events (5 events/year)

Marketing Manager Travel Retail & Export - EMEA

Unilever

Prestige Fragrances Division

- Support the international Export division in liaison with Global marketing to achieve both brand and business goals 
- Manage 5 fragrances houses (which of Calvin Klein, Chloé, Vera Wang, Cerruti, Lagerfeld) and Lancaster (suncare, skincare, make-up)
- Manage 33 distributors  across India, Scandinavia, Israel, Turkey, Balkans, Baltics, Africa’s, Russia, Eastern Europe, Middle East, United Arab Emirates
- Determine promotional programs strategy (margin and mix analysis)
- Propose yearly forecast for the innovations 
- Manage obsolete and propose action plan
- Manage products registration.
- Implement launch strategy, validate local promotion and launches, monitor execution and results
- Ensure brands guidelines are communicated and followed by the markets (visuals, POSM, ATL, BTL, PR event, launch requirements) to ensure compliance and worldwide consistency
- Manage media plans  (Brief agencies, define budget and validate plans)
- Manage PR and training forecast

AFER Insurance

- Elaboration of the customers loyalty and prospecting programs
- Implementation, follow up and analysis of the media plan (160K Euro)
- Implementation of direct marketing campaigns (mailing, bus mailing, telemarketing) (1.5 M Euro)
- Analysis and segmentation of database (120 000 customers and 140 000 prospects)
- Organisation of customer regional events (150 events per year)
- Elaboration of functional specifications for a new release of a sales automation software

Marketing Manager

A results and action oriented international marketing professional, combining 20 years of passion in building Beauty brands through the development and execution of  international omnicanal marketing  strategies with delivering sales and profitability growth.

Expertise of ASIA and EMEA, where I successfully contributed to the growth and expansion of prestige fragrances, skincare and mass personal care brands through various business models including Travel Retail, Distributors/Export and affiliates.

Strong experience in South East Asia markets (based 4 years in Singapore) and India, which enabled me to successfully participate in the expansion and growth of personal care brands (Adidas, Playboy), through new product developments, implementation of viable trade marketing and digital strategies as well as business development projects.

In 2016, I broadened my expertise by joining Sephora (LVMH Group) to participate in the opening of Sephora stores in Switzerland and contribute to its expansion in the country.
I was responsible for the Category Management and Marketing department, including the offer selections, 360 marketing operations, merchandising and digital.

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