Hervé Beck

EUROPEAN BUSINESS LEAD IN HEALTHY SNACKING
Build & develop a new brand in the booming Healthy Snack category (cereals, fruits&nuts, organic, proteins bars).
Full P&L accountability.

Direct reports in 6 countries (key markets: France, Netherlands, Spain, Italy, Belgium, Israel) covering 8 markets.
Distribution: Modern Trade (check-out & in-shelf), Out Of Home (sport chains and fitness clubs, petrol,..), Impulse (Vending,..), Travel Retail (urban convenience, newsstands) and eCommerce (Amazon, Deliveroo,..).

First deliverables: launched the brand in 8 countries in 2019-2020.
Opened 33,000 points of sales, developed 8,000 sales displays to support trade partners, set up 5,000 hours in-store demos and tasting sessions, reached over 100M people via online (FB, Insta, Waze) and sampled 2M+ people via field marketing.
Outperformed Category Growth: double digit growth in a declining category (cereals).

DIGITAL TRANSFORMATION
Global catalyst in our digital transformation & omni-channel journey, including :

. Omnichannel strategy definition & execution
. Top2Top conversations with Amazon, Lazada (Alibaba), Flipkart, Rakuten
. premiumize online image in adherence with Brand values via media $ increase
. develop Perfect Digital Store Programme & eCommerce teams
. lead digital factory (40+people in agile mode) to scale up our new service portfolio with user-centric approach
. Global pilot with Google Digital Academy in London on "Digital Transformation Masterclass for C-suites "
. set reverse mentoring to Executive Committee
. identify talents for succession pipeline

TURNAROUND EXPERIENCE. +100m$ business (supply&demand).
Turned indirect distribution into direct go-to-market via own business units network.
Optimized one business unit, created a second one and had to close a third one.

Leader of both Demand & Supply management teams.
Reshaped completely the management team by buying new talents (external), boosting (internal) talents and bouncing whilst redefining all roles & responsibilities.
Managed to attract Europe #1 Pure Play Specialist in eCommerce to work with our Polish plant whilst diversifying our local online clients portfolio.

Business transformation.
Double shares of eCommerce sales into total sales.
Awarded Great Place To Work for the very first time and 3 consecutive years.
Started with189 employees, left with 285 on both Supply and Demand sides.
Net sales +55% and Profitability x1.8.

START-UP EXPERIENCE. <10m€ business.
Established 2 legal entities from scratch.
End-to-end management (marketing, sales, finance,legal,logistics)
Changed route-to-market by integrating sole distributor.
Created 4 distribution centers organized as independent business units.

Business transformation.
Ended up recruiting 42 people, including full local management team.
Net sales x3. Profitability from Year 1.

TEAM DEVELOPMENT & KNOWLEDGE SHARING.
1st business unit worldwide to merge Mars & Royal Canin local teams.
Member of local management team (only foreigner).

Transformation of marketing team from 3 to 17 people, including In-store merchandising, Training, Scientific Communication, Promotion, Event, Consumer & Customer Care.

6-month assignment in the APAC region with missions in China, Thailand, Taiwan & South Korea as coach for Best-practice sharing in online sales, in-store gold merchandising.