A multilingual marketing director with an international experience in both phamaceutical & food industries, a know-how in innovation leadership & a background in food & life science.
(from 0 to €25m turnover, €4m budget, managed: 1 person)
New brand launch, management and development as a blockbuster.
Detailed Description
Results: o Year 1: Activia volumes 50% above plans, profitable brand as from 1st year Activia Polish launch best practice worldwide aftercontrasting with 2 previous Activia launch failures in Poland. o Year 2: +140% in volume.
Actions: o Designed and validated winning Activia brand mix (focus on transit regulation benefit despite problem intimacy, top scoring formula, and revolutionary 2 packs in single cup market). o Prepared powerful launch plan including TV launch copy (best persuasion score Danone Poland), press campaign, PR program, lobbying & medical marketing, sales and customers mobilisation plan. o Promoted brand throughout organisation & networked with other countries. o Managed brand after launch with strong organic growth from constant 360° communication effort (new “talking bellies” TV campaign, successful 14 day challenge and effective word of mouth activation), and successful innovation (Activia drinkable and Activia cheese developed in Poland).
