Bio
What I bring you: having applied the theory in real life & developed concrete tools to make it happen.
Bio
I was born in the center of France and raised initially in a small city called Clermont Ferrand, before moving to Paris when I became a teenager. Graduated in 1992 with an M.Sc in Business Mangement from TBS (Toulouse Business School) , I started my career in the Campbell Soup group as a salesman, before I moved in the marketing department, and later on embarked into marketing. In 2000, I chose to go for a sabbatical with my wife & 1st son, which then turned out into an entrepreneurial experience, between Bali and France. In 2003, in parallel to running our own business, I chose to come back into the corporate world and, since then, held local, regional and global postings in multiple FMCG companies, living in several countries (Belgium, Spain, Switzerland) up to Vice-President positions (VP Marketing Infant Nutrition, VP Branding & Communication).
I speaks fluent French & English, conversational Spanish & basic German.
Passionate by how our brain and mind affect our behavior, I have not only explored this field of interest in my professional environment, but I have also completed studies and certification in Sofrology, a body & mind practice which aims at allowing individuals to better use their capacities, and generally improve their sense of fulfilment.
How things have started …
Some years ago, while being VP marketing in a multinational FMCG company I had been exposed to the work of some big consultancy, recommending us to apply certain rules in order to increase our marketing effectiveness.
Some of these principles were surprising and conflicting with what I had always been taught and had been using for years, I was not ready to accept that ... till , by chance, I took a new book on my pile of «to read» … with its red cover, it only took me a few pages to realize that the book was explaining the theory behind the rules that the consultants had brought !
This book was «How Brands Grow» from Byron Sharp, Director of the Ehrenberg-Bass Insitute.
Then, I started to dive into neuromarketing and behavioral science, to better understand how the brain works, and how it drives our behaviors, including our purchase decisions.
Finally, I have been teaming-up with experts & panel-providers, in order to validate and finetune at large scale , as well as for the categories in which we played in, the theory and some Universal Growth Truths.
What I’ve been doing …
During 4 years, I’ve been leading the development and implementation of a commercial effectiveness program at Hero, a packaged food multinational, training annually more than 400 marketing & sales people across the globe, playing in multiple categories, and implementing a new set of tools & KPI’s to manage the business.
A strong achievement of such program has also been the alignment of the whole organization behind a shared view on the most efficient growth levers to activate, as well as the creation of a common vocabulary, cementing a strong corporate culture.
I’m also a regular guest speaker at the Toulouse Business School, teaching the implications of the Universal Brands Truths to last years’ students in B2C marketing
