Regional Brand Manager
Creation
Total years of experience :20 years, 6 Months
Regional distribution of niche brands in the Middle East: Make Up, Skin Care, Perfumes
Commercial strategy
- Develop distribution: define price structure and margins, negotiations and brand placement
- Develop partnerships: market visits, build clients relationships
- Control brand performance and market share: analysis per POS and develop operations to improve sell in and sell out
- Manage brands P&L, forecasts and purchases for the region
- Monitor sales force motivation: build trainings plans, set up targets and incentives
Strategic and operational Marketing
- Build marketing strategy in line with brands guidelines and plans: launches and activities to improve traffic and awareness
- Monitor and follow up marketing activities and promotions with retail, set up customer oriented actions
- Manage communication and visibility : build and implement PR and merchandising plans
Manage a team of: 1 assistant, 1 area supervisor, 10 BCs, 1 make-up artist, 1 trainer
Analysis and reporting to brands and management
Chalhoub Inc. is a representative agent for premium “Art-de-Vivre” brands: Baccarat, Christofle, Lladro, Bernardaud, Jay Strongwater, Daum.
Distributed in 50 POS/10 countries
(10M$ sell in)
Strategic Marketing
- Recommend and build regional marketing and communication strategies in line with the Brands’ global plans
- Direct to retail implementation of plans, budgets and follow up on a door to door basis
Operational Marketing
- Monitor A&P budgets and follow up on return of investment
- Conceptualize, globalize and manage operations regionally to improve awareness and business
- Reinforce loyalty and traffic through events, promotional activities, direct marketing, new product launches
- Manage PR and Media activities with agencies
- Control brand exposure: merchandising, PLV at a regional level.
Brand building - Drive Market Share
- Follow up on brand visibility, measure performance of PR and activities, conduct market visits, trends reviews, competition analysis
Coordination with commercial and logistic teams, monitor stock level for all brands.
Main achievements:
→ Build awareness and drive traffic, on 4 new boutiques (Baccarat, Christofle, Jay Strongwater, and Daum) opened in The Dubai Mall in 2008: launch events, media activities and direct marketing actions.
→ Prioritize brands strategies and adaptation of Marketing plans, in the recession period of 2009-10, to keep locations and Retail partnerships, : Stock/Assortment analysis and control, direct consumers operations, focus on BTL activities
Cosmetics and Perfumes industry
Direct to retail distribution of niche brands in the Middle East (6 countries, 120 Points Of Sale)
Managing Make Up brand: Smashbox and Skin Care brands: StriVectin, Freeze 24.7, ReVive, Dr.Sebagh, Velds, Jurlique. (2.5 M$ sell in)
Development of Marketing Mix at regional level, in line with brands' strategic plans
- Building forecasts & purchases at regional level
- Implementation of Marketing plans with retailers. Direct coordination door to door
- Build and maintain awareness and image by monitoring PR and media activities, product launches and merchandising
Control development of sales, profit and market share.
- Monitoring of sell in & sell out for a total of 120 doors.
- Monthly performance of staff and store profitability
- Brand trainings, managing beauty advisors and sales supervisors.
- Manage and improve stocks and control levels with financial accuracy
- P&L focused Re-organization of brands distribution in the region, closing POS and launching new openings.
Main achievements:
→ Expansion from local to regional distribution of 3 Skin Care brands in Faces (regional perfumeries) inside a premium concept: Advanced Beauty (ReVive & StriVectin: ranking 1 to 3, Dr.Sebagh: ranking 4 to 6 overall skin care)
→ Smashbox : deep P&L study leading to revamping of brand strategy, assortment and placement in 2008-09
Conception, production, supervision, team management and reports for Public and Corporate events.
The Alice Tour
- Street marketing: National campaign with 20 permanent staff and 5 performers, in 10 cities (Nov. 2005) and 15 cities (April to June 2006) in France.
- Client: Alice (Tiscali France: Internet and mobile operator).
Various events for Gauloises, Ballantines, Alice.
Marketing Services Agency
- In charge of client portfolio: Carrefour, e-Bay, Michelin, Evian, Air France.
- Strategy proposal, conception and copywriter for corporate events (from 30 to 400 pers.), press events, road shows, exhibitions, visual identity.
- In charge of budget, accounting, production, logistics and team leading.
Co-ordination with PR
Niche brand created in 1988 by J-F Laporte, famous “noze” of L’artisan Parfumeur
2 stores in Paris, corner at “Le Printemps” Paris. Distributed internationally.
- Competitors analysis, data monitoring
- Creation and implementation of communication tools: leaflets, catalogue, in store visual merchandising and Website
- New fragrances launching events, managing PR in co-ordination with agency
- Exhibitions management: L’Art du Jardin, Maison et Objet, opening and Launch of the corner at “Le Printemps” in Paris
Institut Superieur de Gestion (ISG) is a Business School in Paris, France Master in Strategic Marketing and Communication Dissertation on “Communication of « niche » brands in luxury markets”
University of Pierre et Marie Curie, Jussieu, Paris VI, Paris, France 4 year degree, Biology, Physiology, Bio-chemistry Specialised in cosmetics, dissertation on “Fusion of cellular membranes in the Liposome creation”
