Arboretica

Bring Arboretica to achieve its long-term vision of building an AI driven platform that automates environmental research and sustainability/ESG analysis.

Managing Partner and CMO

Philip Morris International

Expat for 21 months in the French affiliate. 
Main responsability is the creation of a digital ecosystem (social media, corporate website and online media partnerships) that will support the corporate communications and vision of a smoke-free world.

Digital Communication Lead - French Market

The position was newly created based on a new initiative run by VICE Media called "Change Incorporated" - see link below for more information. 

I was mainly responsible of the project management and the communication between VICE and Philip Morris International.

Global Funded Content Manager

The position was newly created within the organization. It consists of the development of new trade channels for IQOS product. This position didn't carry a traditional job description as any directions could be taken. The Lean startup methodology was applied in everything we tested. The main responsibilities were: 
- Define the new approach and its related strategy which required to collaborate with key markets to understand their needs.
- Create new business models based on each new channel.
- Develop and test business-hypothesis-driven experimentations (based on MVPs) to develop toolboxes and blueprints for markets. 
- Seek new partnerships to establish these new channels.

Global IQOS New Trade Channels Manager

Community Activation was a new position created in the global consumer engagement team in order to engage with new audiences/communities on behalf of IQOS brand. The main responsibilities were: 

- Define the global community activation strategy and adapt it locally
- Find markets to test the new approach: I led a test in collaboration with the Swiss market which was very successful and laid the community activation foundations for all the other markets. 
- Create toolboxes with content and materials for different communities (Design, Fashion, Beauty, Sports...)

Aside of these main responsibilities, I also developed and shot specific content formats such as consumer testimonials or consumable production documentaries.

Global IQOS Community Activation Executive

The first RRP platform (IQOS) was ready to be launched. I joined a team that was quite new, i.e. many things were still to be built. This allowed me to work on different areas: 
- Brand Building - The brand IQOS didn't exist. 
- Name development - IQOS became our trademark. 
- Market Research in key markets to test marketing materials
- Consumer engagement programs
- Online Communities
- Development of point of sale Displays

IQOS was test launched in Japan and Italy end of 2014 and became PMI's flagship RRP with around 15M smokers converting to it up to date.

Global 'Reduced Risk Products' Marketing Executive

Development of Trade engament mechanics and programs for the retailers.

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