Joël Céré

Hypehack

•	Global user research, proposition and communication strategy for WFLWR (Red Bull).
•	Differentiated product proposition and story for Electra (European EV charging point operator).
•	Value proposition, product and GTM strategy for a new Metaverse venture for Mai Labs in India.
•	Innovation pipeline ideation and process consultancy for Mondelez APMEA across 4 categories.
•	Culture change & transformation bootcamp for City Energy, a public-listed energy company
•	Go-To Market strategy and wargame for Sanofi.
•	Brand repositioning for Fairprice' own beverage brands
•	Proposition refresh for Asia for Sreda Tech, a SaaS supply-chain integrator.
•	Differentiated GTM strategy masterclasses and mentorship for B2B & Deeptech for StartupX.
•	TechLaunch judge for B2B & Deeptech startups for E-Hive, NUS.
•	Programs and growth strategy review committee for Kedge Design School.

Chief Strategy Officer (CSO)

Block Meister

Block Meister is an intelligent art platform that helps collectors discover, buy and appreciate digital art registered on the blockchain.

Founder

Flying Fish Lab

Flying Fish Lab helped businesses grow through innovation.

Our Controlled Disruption™ methodology delivered breakthrough solutions by combining three ways to reframe a challenge and unlock new possibilities: Outside-in, Cross-Functional Co-Creation and Silo work.

Controlled Disruption™ allowed you to challenge the status quo and create a new reality in which your brand is the leader, market leader, thought-leader or both. We were experts at applying it to product innovation and brand positioning, ensuring you create disruptive opportunities with an implementation roadmap, cross-functional alignment and a lasting change of organisational mindset.

Clients included: 

- Innovation: Mondelez, Kraft-Heinz, Coca-Cola, Unilever, Nestlé, Kellogg's, Abbott, Fonterra, Sennheiser, Barilla, etc...
- Communication: Pernod-Ricard, General Mills, Abbott, AXA.
- Brand Positioning: Kerry, Classic Fine Foods, Harry's, CDO.
- Category Strategy: Knorr (soups).

I stepped down as a Director effective 1st of April to pursue other opportunities.

Co-Founder, Managing-Partner

eYeka

On Marketing: 

With 2 direct reports, I led thought-leadership and content development including newsletters, case studies and white papers, the sponsorship of an award at the Cannes Lions, managing a PR agency in the UK as well as print and online ad campaigns across trade publications with a creative agency in South Africa.

In addition, I created a grassroot Facebook campaign: "Roar our loud" to champion consumer creativity as a new category entry for Cannes Lions. 

I represented the company at several industry events, where I secured speaking slots including Cannes Lions, Spikes Asia, Content360 and more.

On Insights & Innovation:

I led a global team of in-house/external strategic planners, award-winning creative directors, category experts and semioticians as well as the company's marketing and PR efforts. I oversaw all projects. Occasionally I was more involved in some. These included: 

- Category/Product Innovation: J&J Femcare category global innovation, Global oral care product innovation Unilever, Unilever deodorant category innovation, Mondelez gum category product innovation, Temasek Holdings product innovation.
- Campaign Ideation: Pantene, Kimberly Clark, Ponds, Breeze, Energizer-Schick, Dutch Lady, Nescafe, Maggi ,Pringles, Estee Lauder, Visa Paywave, Hyundai, Intel.
- Content & Brand stories: Coca-Cola, SK-II, Panasonic, 3M Post-it, KLM, Japan Tourism Agency
- Brand Positioning/Expression: Coca-Cola China, Lux, Kirin, Diageo Ciroc, Actimel.

I have been part of the global leadership team to stir the course of the company since 2012.

Insights, Marketing & Innovation, Global Director

Strategy & Innovation Director, Asia-Pacific

Bates

• Lead brand strategist for a major brand re-positioning program for NTUC Foodfare (stakeholders mapping and CEO/Board interviews, consumer research, competitors review, workshop facilitation, brand audit and positioning, stakeholders alignment, brand KPIs and balanced scorecard…) and for an innovation project for Dell Global Design Experience group (Insights through social media, co-creation platform for idea generation).

Senior Consultant – Brand Strategy & Business Transformation

Barefoot Investments

• Due diligence on potential acquisitions and ongoing counsel on marketing and commercial strategy.
• Pre-Start-up stage for Cacao Resort, a Barefoot funded venture: Business modelling for the Cacao Pearl, the World’s first non-profit luxury eco-resort on a private island in the Philippines. Set-up a global channel-led distribution network including signing-up leading luxury real-estate agency Sotheby’s in the USA, commercial strategy, positioning, brand DNA, guests experience planning and ongoing counsel on marketing/PR to reach international investors (HNWI). Featured in National Geographic Traveler, NY Times, A Place in the Sun, Frommer’s Guide, SF Chronicle…
• Winner of a CNBC Asia-Pacific award for best residential development 2009 (off-plan).

Partner

Sozo - Dentsu

Retained consultant for strategic planning/concept development for local and regional campaigns. Projects include Canon BIS B2B business enlightenment forum, short animated productions for Canon’s business solutions, campaign strategy for business/financial publication The Edge, corporate online advertising campaign for Hitachi…

Innovation Director

Aegis Media, London

New business, change and interim management. Missions included:
- Successfully re-engineered and led a global media team servicing Philips to improve delivery, innovation and client satisfaction. 
- Led the pan-European online media team servicing General Motors in the midst of profound restructuring. 
- EMEA digital media strategy for the launch of the Neutrogena Wave, Clean &amp; Clear web TV ‘s Youtube program and Disney’s Camp Rock movie.
- White paper to guide digital media investment and budgets allocation across J&amp;J’s brand portfolio and regional markets.

Consultant, Interim Global Director

Karmony Inc.

Karmony leveraged game mechanics to encourage peer-to-peer product recommendations. Involved in product development, brand DNA, commercial partnerships, fundraising and building an advisory board. The company was voluntarily dissolved as the product was too early for the market.

Co-Founder, Vice President Marketing & Operations

Hill & Knowlton (a WPP company)

On Marketing:

- Designed and led Hill & Knowlton’s global internal communication program for its new competitive positioning across 45 offices and multiple stakeholders. This program is now used as a case study.
- Managed EMEA new business and marketing across all service lines from 07/2003 to 01/2004.
- WPP Atticus Merit Award for innovative thinking in relationship marketing.

On Digital:

- Led regional P&L (US$2M), 6 practices in the UK, Holland, Italy, Belgium, France and Germany. 
- Developed the agency’s online PR/social media capability (rated as Europe’s best in Holmes Report 2004) through better cross-functional integration, best practices, knowledge sharing and executive/client training.
- Consulted for and developed regional business accounts (HP, Galderma, the IFPI, Government of Dubai; Merck).

EMEA Vice President, Digital & Global Marketing Initiatives Lead

- Increased EMEA practice revenue by 35% in 2002.
- Led the development of a standard methodology for new business across all offices (Perfect Pitch Process) and implemented a proprietary business intelligence solution across Europe.

EMEA Co-ordinator, Netcoms

I create brand, innovation and GTM breakthroughs that challenge conventions so that you can shift conversations to your advantage. 

Over the last 20 years I had the privilege to work with the big brands of today from the likes of Unilever, P&G, Mondelēz, Coca-Cola, Nestlé, Kellogg's, AXA, Abbott, Merck, Sanofi, Pernod-Ricard, Kirin, Sennheiser, Red Bull, Dell, Intel, City Energy and many more across Europe and Asia-Pacific.

I am increasingly working with the big brands of tomorrow by helping tech startups grow, differentiate and pivot.

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