photo de profil d'un membre

Jerome Pellerin

PELLERIN _CMO

Résumé

My motivation
I have a strong passion to lead business transformation. I like to energize multifunctional teams in order to unleash the full potential of brands and to improve consumers’ experience:
• I am consumer-centric, I swiftly identify business opportunities and instill “consumer is boss” mindset
• I engage the different functions (breaking silos) on innovation management, new activation campaigns or initiatives to improve the customer journey to maximize sales
• I create a fertile ground for ideation, active listening, agility mindset. I am also a doer
• I am committed to develop the potential of each team member. This drives me day after day.

My experience
I am a seasoned business leader with a successful track record of 13 years in multinational companies (P&G, Novartis-GSK, Coca-Cola) and family business (Savencia) together with 3 years in a digital start-up.
I have operated across multiple channels: Retail, e-commerce, Pharmacy, Selective channels and BTOB in several European countries (BeNeLux, Sweden, France, Germany, Italy, Spain).

My skills
MARKETING & DIGITAL
• Marketing strategy: business model optimization, brand building, innovation management
• E-business: acquisition & CRM campaigns, brand content, new digital services
• Integrated communication campaigns: online / offline / influencers / in-store
• Revamp customer journey, improve UX
SALES
• Business Development, negotiation
• Category management
MANAGEMENT & LEADERSHIP
• Team Management (sales force, managers, experts, agencies)
• Change Management
• Coaching of countries, persuade in a multicultural environment

Expériences professionnelles

Directeur marketing solution

CATALINA MARKETING , Boulogne-billancourt

Sweden category strategy manager

THE COCA-COLA COMPANY , Jordbro - CDI

De Novembre 2016 à Juillet 2018

Mission:
Internal strategic consultant reporting to the marketing director, working on game-changing initiatives

Actions:
Led in-depth category & channel health checks. Aligned stakeholders behind interventions across channels
Orchestrated the category vision definition including a growth plan and the right story-to-trade
Defined new shopper segmentation. Built tools to assess distribution potential gains.
Improved range review & merchandising process to convince the customers

Results:
Engaged all customers behind a 3-year category vision
Got Monster Co.’s agreement to consider Sweden as the European innovation laboratory for energy drinks

Regional sales director pharmacies, north west of france (broadening assignment)

NOVARTIS CONSUMER HEALTH SA , Rueil malmaisons - CDI

De Novembre 2014 à Juin 2016

Mission:
Business development (net sales 12 M€, 2300 customers, regional accounts), manager of 10 sales rep

Actions:
Grew team capabilities in negotiation, training and merchandising in a background of joint-venture
Contributed to Trade Terms setting, negotiated contracts with independent pharmacies & regional accounts
Managed sales incentives: pay for performance mechanics, cooperation fees, free products

Results:
Outperformed sell-in objectives at each sales cycle, #1 region for smoking cessation growth
Transformation of the relationship with pharma-gdd.com, Net sales + 30 % becoming 3rd customer in France

France benelux marketing group manager pain relief

NOVARTIS CONSUMER HEALTH SA , Rueil malmaisons - CDI

De Avril 2013 à Novembre 2014

Mission:
Responsible for the strategy & activation of Voltaren (net sales 62 M€), head of a team of 5 in 3 countries.

Actions:
Created & rolled out 360° communication platforms towards both consumers & healthcare professionals.
Defined & aligned the innovation strategy, got authorization from health authorities; led launch plans.
Accelerated digital footprint of Voltaren, caught online conversations around pain by developing content.
Led 2014 media planning & buying strategy for France BeNeLux cluster

Results:
Achieved double-digit growth and record-high market share in each 4 country
Best introduction of Voltaren 12 hours innovation performed in France, fully incremental to core business
Introduced the 1st pain reliever against osteoarthritis VoltarenSpé
Successful Silent Disco brand activation among seniors in Holland, awarded as best practice

France operational marketing & customer experience director

SMARTBOX GROUP HOLDING , Courbevoie - CDI

De Avril 2010 à Février 2013

Mission:
Responsible for multichannel strategy (Retail, BTOB, e-commerce, shops), customer journey and digital innovations; net sales 200 M€, head of a team of 20, member of the French executive committee

Actions:
Audited team skills. Designed new organization. Recruited & coached. Seeded analytical and ROI mindset
Created a CRM road map and team. Reallocated budget from media to digital, PR & merchandising actions
Improved customer experience in-store and through new booking platforms, tutorials and customer ratings

Results:
Step-changed business model resulting in growth recovery, Ebitda France x6
Success of e-vouchers unlocking 3 business opportunities: BTOB call for tenders, last minute gift, exchange
Success of viral digital campaigns such as Ambassador casting, registering > 10k applications & buzzing
Fully reorganized customer care department (role, missions & methods). Positive impact on P&L of 1.2 M€

Global group marketing manager soft cheese

GROUPE SAVENCIA , Viroflay - CDI

De Juillet 2007 à Décembre 2009

Mission :

Responsible for global strategy of Caprice des Dieux (Net sales 200 M€), animation of a team of 4 / agencies

Actions :
Orchestrated product development from product sourcing with R&D and plants to go-to-market kits
Harnessed marketing plans by coaching countries about their communication plans and innovation needs
Renewed brand equity statement, coordinated advertising creation process and media plan

Résultats :
Reached record high sales (+15 %) behind the incremental sales of En Cas de Caprice in 6 countries (1st innovation for 20 years capturing new consumption occasion) and the eventful introduction of “Cast away” campaign across TV, cinema, social, digital boosting the penetration rate by + 2 pts of the base business

France senior product manager pampers

PROCTER & GAMBLE , Asnières-sur-seine - CDI

De Juillet 2004 à Juin 2007

Mission :
Responsible for diapers P&L (Net sales 300 M€ retail, maternities & pharmacies) & brand activation

Actions :
Convinced the Global Business Unit about the mitigation plans and local business opportunities
Led a 10-person multifunctional team to implement agreed marketing plans in the French market
Fed KAM in sales negotiations and energized salesforce at each cycle meeting

Résultats :
Reached record high sales, turnover and market share. Improved brand image and net promoter score
Transformed CRM program, tailored by 1st time- & subsequent mums (frequency, channel), ROI + 10 %
Breakthrough partnership with Restos du Cœur charity, leading to a donation of 6 million diapers

Western europe product manager fabric care

PROCTER & GAMBLE , Petit-lancy - CDI

De Juillet 2002 à Juin 2004

Mission :
Responsible for innovation, marketing & communication strategy of Tier 2 brands (Net sales 280 M€)

Actions :
Defined strategic role and positioning of each brand in portfolio
Led advertising campaigns, packaging design and European innovations
Actively contributed to the strategic & operational hand-over of Gama following brand acquisition

Résultats :
In-market success of European innovation : with Marseilles soap, Liquitabs, with water softener
Created 4 new advertising campaigns from ad script to airing, including pre-& post-tests
Defined complementary brand equities & 360° platforms for Bonux & Gama to secure future for both brands

Assistant chef de produits aides culinaires

NESTLE , Marne la vallee cedex 2 - STAGE

De Septembre 2001 à Mai 2002

Assistant chef de produit vania

VANIA EXPANSION , Courbevoie - STAGE

De Mai 2000 à Novembre 2000

Parcours officiels

NEOMA – Sup de Co

Langues

Allemand - Technique

Anglais - Courant

Français - Langue maternelle

Suédois - Courant

Compétences

Gestion de la relation client / CRM
Start up
Parcours clients
Public Relations
e-commerce
brand content
ROI mindset
Data Quality
consumer ratings
SE0
SEA
Distribution multicanale
Marketing multicanal
digital marketing
OTC
pharmacie
Consumer Healthcare
healthcare professionnals
benelux
secteur réglementé
Innovation management
medical device
médicament
e-santé
Santé
media planning
Transformation digitale
sales
Sales Force
negociation
comptes clés
cgv
trade terms
Management commercial
Merchandising
Formation commerciale et managériale
Industrie pharmaceutique
PSE
innovation
Publicité
Publicité digitale
Packaging
agroalimentaire
International Business
Team Management
Project management
Leadership
product development
advertising
360 advertising
FMCG
grande consommation
PARTENARIAT
TRADE MARKETING
Category Management
Promotion
marketing direct
Shopper Marketing
Consumer insights
segmentation
Influencing & Negotiation Skills
Business Planning
category vision
Strategy
Portfolio management
Accompagnement commercial et client
transformation
Customer Insight
shopper insights
hors foyer
CHD
BtoB