Regional Marketing Consumer & Market Insight Manager
SCA Hygiene Products - FMCG & Pharmacy (12bn € net sales)
Total years of experience :6 years, 9 Months
Key responsibility:
Increase the efficiency of marketing strategies & investments through key projects management, market, brand & consumers analysis - Responsible for a 2.5M € budget
Main achievements:
- New positioning for the Nana brand in France, leading to new communication & packaging and increase of brand image perception & market share
- Product Launches for Tena & Nana brands
- New Media strategy for Tena
- Tena CRM program optimization in France
- Tena Website launch
- New price strategy for Tena in Spain
- Evaluation of the ROI of all the brands’ activities for all brands and countries
- Set up of a new consumers’ segmentation to optimize brands targeting
- Responsible for the Consumer Insight Generation process
Key responsibility: Manage clients’ strategic Marketing projects through consumers’ analysis
Clients: Orangina Schweppes, Heinz, Bonduelle, Pepsico, Segafredo, Reckitt Benckiser, Lactalis…
Main achievements:
- Brand Repositioning
- Product Innovation
- Packaging optimization
- Promo and price strategy
Provide consumer & shopper learning to the Marketing team:
- New products launches
- New packaging
- New consumer typology for target prioritization
- Participation for the repositioning of the Poulain and 1884 chocolate brands
Participation to the set-up of the marketing plans
- Adaptation of the packaging and communication material to the market
- Set up of the promotional activities
- Definition of the prices for the new products (competition and P&L analysis)
- Presentation of the new launches to the commercial team
- Preparation of the launch of a new product (market analysis, range positioning & potential)
- Participation to new packaging development, in store communication & promotional activities