Nestlé International Travel Retail   Châtel, Switzerland
2006 - present

Joined Nestlé in a central position, as the link between the sales team and the brand marketing team.

 

Communication & Trade Marketing Specialist

Responsible for the strategic planning and implementation of all Communication and Trade Marketing activities worldwide.

 

► Developed the global, long term POP strategy

 

• Managed and optimized investment ($2 million/year), development and sourcing.
• Implemented personalised fixtures and merchandising in the top 75 airports worldwide, grew the business by 30% in 2007, 8.6% ahead of the market. 
• Developed and implemented a ROI calculation tool: average ROI period reduced by 18%.
• Maximized the promotional (and NPD launch) budgets by defining the best strategies (by channel, category, region & time) and developing an evaluation tool.

 

► Aligned trade communication with global strategy

 

• Positioned NITR as the Category Leader through an integrated media/trade communication strategy.
• Managed the $800K yearly communication budget: media, PR, website and trade shows (Cannes, Miami, Singapore).
• Achieved ‘Best Communicator’ rating in the JRA 2008 Confectionery Suppliers Survey.

 

► Project management

 

• Led a cross-functional team for a global Product Portfolio Optimization (spring 2007): reduction of the range 40%, NPS increase 3%, EBITA increase 38%.

Elænion   Lausanne, Switzerland
2001 - 2006

Founder of a communication agency (events, communication, and later tv production)

that I sold before joining Nestlé.

 

Managing Director

Grew the company from scratch to a $4 million business.

 

► Main achievements

 

Created and organised in 2003 the largest winter festival in Switzerland, Caprices, in the high end resort of Crans Montana.

 

• Raised $1.2 million through corporate sponsors, government and patrons;
• Planned and executed the MarCom strategy and campaign (brand awareness in Switzerland after the first edition: 22% spontaneous, 73% assisted);
• Led more than 400 employees and volunteers.

              

The festival, in its fifth year, is now amongst the country’s top 5 music events. It showcased Elaenion’s capabilities and established the company as a leading player in the event communication market.

Bilan   Lausanne, Switzerland
2002 - 2004

Leading economic magazines with 41% penetration amongst Swiss leaders.

 

Freelance Journalist

Wrote chronicles and articles on new media and information technologies.