-
Imperial Brands
- General Manager, West Africa Cluster
2014 - maintenant
In charge of driving profit growth and market share stability in the West Africa Cluster : 500 people in 4 subsidiaries and 4 export markets delivering EUR 200m turnover and EUR 100m profit.
- Aligned local activities with Group strategies & plans re. S&M, Finance, Purchasing ;
- Negotiated footprint expansion plans in Guinea (with government) and Nigeria (with competitor)
- Avoided EUR 20m risk through engagement in Coding & Tracing Systems
- Increased employee engagement and set up CSR and OHSE plans
- Strengthened Direct Distribution / In-house Team model in 4 subsidiaries
- Recommended and implemented once-in-a-decade price increase
- Introduced new brand across all countries as part of global roll-out
- Avoided litigation via new contract with historical distributor in Nigeria
- Shaped environment (tax, regulation, illicit trade) through active Corporate Affairs management
Founder and first Chairman of the Tobacco Association of West Africa (TAWA).
Non-executive Member of the Board of ITG subsidiaries in Ivory Coast, Burkina, Mali, Senegal
-
Imperial Brands
- Sales & Marketing Director, France-Iberia-Central Europe-Africa
2013 - 2014
In charge of coordinating the Sales & Marketing agenda across 35 countries delivering EUR 2.1 billion turnover and EUR 1 billion profit
- Ensured optimal local leveraging of Group strategies esp. Categorisation, Migrations, Innovation
- Monitored and challenged financial and operational performance
- Conducted assessment of Route to Market and consumer-centric investments
- Fostered optimal use of EUR 315 million investment (A&P and Overheads)
- Co-developed Brand Portfolio and Trade Marketing strategies at Group level
-
Imperial Brands
- Sales & Marketing Director, Africa & Middle East
2011 - 2012
In charge of coordinating the Sales & Marketing agenda across 30 countries delivering EUR 1.2 billion turnover and EUR 0.6 billion profit
- Drove 10% volume and 7% profit growth in AME ;
- Championed ITG's Innovation strategy and increased consumer-centricity via consumer research
- Delivered first-ever 3-year strategic plan for all AME markets
- Further built up the AME regional team and delivered improved team dynamics/morale
- Improved strategic planning and performance monitoring via new Business Intelligence tools
-
Imperial Brands
- VP Sales & Marketing, Russia & Belarus
2009 - 2011
In charge of the S&M agenda in ITG's largest single entity globally (11% of global company volumes, 800 HC), I re-shaped organization and strategy to ensure sustainable growth post the 2008 crisis :
- Increased profit by 13% p.a. despite a 9% p.a. volume decline, reaching EUR 32 million profit
- Re-organized the retail sales organisation, de-focusing Moscow and increasing focus on Siberia
- Recommended a new, streamlined portfolio strategy : 4 key brands only
- Strengthened relationships with non-exclusive distributor Megapolis
- Successfully implemented improved forecasting tools and methods
- Tripled e-marketing investment, through multi-tier client rewards in social media VKontakte
-
Altadis
- Sales, Marketing and Distribution Director & Key Strategist
Paris
2003 - 2009
As Marketing Director (2003-2005), I defined and implemented the Sales & Marketing strategy and set up state of the art and motivated teams. Within 3 years, Altadis was leading the international brands segment ahead of the global leader, and the Local Hero brand has grown from 37% to 54% market share. I also acted as the lead company strategist, shaping corporate projects re. tobacco pricing, excise, distribution, and trade partnerships.
As Sales & Marketing Director (2006-2008) : I grew Net Sales to €347million in 2008 i.e. +40% vs 2002, and shaped the environment for sustainable growth. I devised and implemented a 360° defensive strategy against incoming competitors covering sales, marketing, pricing, tax, regulation. My successful public affairs engagement resulted into a new law regulating tobacco prices, which made it possible for me to secure a 7-year agreement with our n°1 competitor on manufacturing, sales, marketing and distribution.
As Sales, Marketing & Distribution Director (2009) : I merged the Distribution and Commercial business units into an integrated sales organization of 600 people, 27 regional agencies, 100 field representatives. I fast-tracked the roll-out of direct sales (from 8% to 60% of customers delivered in just 9 months) and delivered a rightsizing plan for the future.
-
Altadis
- Brand Group Manager
Paris
2000 - 2003
As Altadis' Brand Group Manager ( 2000-2003 ) in charge of "Other Brands" ( EUR 300m Net Sales, 20b units, EUR 2m central A&P budget) :
- Defined Altadis' first ever international brand portfolio strategy
- Defined Altadis' first ever strategy for the Roll-Your-Own category
- Built the company's first ever Innovation team and initiated its innovation portfolio
- Created communication platforms and ATL/BTL campaigns for 6 cigarette brands
- Provided marketing support to key subsidiaries (South Korea, Finland) and areas (Middle-East)
-
Seita Imperial Tobacco
- Global Brand Manager
Paris
1996 - 2000
As Seita’s Global Brand Manager for Gitanes (1996-2000) :
- Performed a global brand audit on Gitanes (global Net Sales €105m) and defined new mix
- Supported key markets (Argentina, Japan) and contributed to the brand's success in the Near East
- Defined and implemented a new strategy for the Dark Cigarettes category (a declining category
worth €230m Net Sales) resulting in €3m additional profit per year for Seita
- Recommended the company’s first ever digital communication strategy, and rolled it out
-
Bel
- Product Manager Fresh Cheese - Europe
Paris
1993 - 1996
Drove and coordinated marketing initiatives in Western Europe for the "fresh cheese" segment (Net Sales EUR 40m - A&P EUR 7m). Developed 3 international advertising campaigns, new packaging designs for 2 ranges; created and launched a new European novelty brand.
-
Bel
- Assistant Product Manager
Paris
1990 - 1993
As Assistant Product Manager at Bel USA (1990-1992 : Range rationalisation, Product development, Regulatory analysis (kosher certification)
As Assistant Product Manager Process Cheese - Europe (1992-1993) : European relaunch of Apéricube with global packaging design, local product concepts and reduced industrial complexity
As Product Manager Fresh Cheese - Europe (1993-1996) : Drove and coordinated marketing initiatives in Western Europe for the "fresh cheese" segment (Net Sales €40m - A&P €7m). Developed 3 international advertising campaigns, new packaging designs for 2 ranges; created and launched a new European novelty brand.
-
Procter & Gamble
- Advertising executive & Sales Representative
Asnières-sur-Seine
1989 - 1990
