Francis Perrin's Linkedin Analytics

I am a Transformative CMO with 20+ years and strong General Management mindset. Throughout my career, I have developed the following skills: Brand Strategy, General Management, P&L, E-Commerce, Innovation, Direct-to-Consumer (DTC), e-commerce, Luxury and Retail. I lead with agility, bias for action and tenacity as well as with empathy, radical collaboration, and a growth mindset. I am a relationship-builder across internal teams, board, distribution networks, and external partners. Diversity & Inclusion Champion. I’m relentlessly convinced that WE can do better. Recently, I was the Chief Marketing Officer of Ste Michelle Wine Estates and Bel Brands USA. I have grown into a strong marketer by holding significant marketing positions with some of the best marketing companies in the world, including Procter & Gamble, L’Oréal, and Pernod Ricard. At Ste Michelle Wines Estates, I successfully implemented a major transformation of the marketing organization, just before the company being sold to a PE firm. I had the following areas of responsibility: Brand Management, Innovation, Digital, Direct to Consumer, Communication (PR), Retail shops, e-commerce, and in-house creative agency. I managed a team of 60 and 100+ retail & seasonal employees. My education includes a degree in Business Administration from HEC Montreal (Canada) and a Master’s degree from Columbia University in New York City (USA). • STE MICHELLE WINE ESTATES: I successfully transformed the marketing and DTC organizations into modern marketing organizations, resulting in business turnaround: +14% net sales vs YA and profits of $46M in H1 2021, after several years of sales decline, and prior to company being sold to PE firm. • BEL BRANDS USA: I stopped the 3 year decline of the Laughing Cow brand and accelerated the growth of Babybel and Boursin. I negotiated and delivered a brand-building breakthrough 10-years marketing agreement between Bel and Disney/Pixar. • FREUDENBERG: I developed integrated marketing plans across North America and my priority product achieved the #1 selling product of the floorcare segment in $ across US and Canada (Nielsen data 2016). • PERNOD RICARD: I delivered record double-digit growth for 3 consecutive years on Martell Cognac by repositioning the brand and driving sales in China. I later successfully managed a large portfolio of brands across multiple categories and market dynamics. • L'OREAL: I led the company's initial e-commerce efforts and the global interactive strategy for the Consumer Products Division (L’Oréal, Maybelline and Garnier).