In charge of the Cointreau brand fundamentals department , I have strongly participated in the development of the brand strategy and the brand global positioning, the 5 years roadmap, defined brand territory, managed Innovation funnel (trends and business analysis, concepts development..).

In charge of the brand marketing activation strategy and innovation development to ensure clients education, visibility and activations in-store. Leading strategic brand plan for the entire Americas region (more than 50% of the brands global business) with special focus on the US, the brand’s #1 market. Led global marketing strategy and partnerships.- Global strategy: mid/short term plans, approval & follow-up of local plans, business & KPI reporting;- On-trade global strategy lead: drink strategy, bartender advocacy program- Global partnerships to elevate the brand as a lifestyle brand (Soho House), artist partnership to develop limited edition and full 360° activation program - Product Innovation lead for bartenders: new product dedicated to bartenders in the 2023 pipeline(concept, packaging development, brand name, liquid, launch strategy);- Developed 360° activation toolkit: to activate new media campaign in off trade & on trade channels;- Led sustainability project for on-trade channel lead: new refillable bottle model;- Brand research: BHT, pre-tests & post-tests, concepts tests…

Leading strategic brand plan for the entire Americas region (more than 50% of the brands global business) with special focus on the US, the brand’s #1 market. Leading on- & off-trade global strategy for the brand.- Global strategy: mid/short term plans, approval & follow-up of local plans, business & KPI reporting;- On-trade global strategy lead: new drinking & service rituals creation, new POS tools development, bartenders activations, clients activations, brand academy program in Angers;- Drinking Strategy Lead: focus on a hero drink (Margarita) and its full 360° kit;- Developed & launched new media assets: to answer clients new ways of consumption after thepandemic (at home cocktails consumption);- Brand research: BHT, pre-tests & post-tests, concepts tests…

Led on-trade strategy as well as e-commerce growth plan in China with market and local teams.Led highly visible range innovation and renovation projects for the brand.Global strategy: mid/short term plans, approval & follow-up of local plans, business & KPI reports;Product Innovation lead: launch of a new GTR exclusive range; from concept, packaging development,brand name, liquid ; ultra-premium new product development, packaging upgrade;On-trade strategy lead: account segmentation, new drinking & service rituals creation, developmentof new POS tools (still used by the brand WW), drinking strategy innovation, partnerships, bartendersactivations;Merchandising guidelines lead: creation & roll out of global merchandising in global travel retail;E-commerce development strategy in China: mid/short term plan (launch of dedicated limited editionsfor this channel);Development of international limited editions along with promotional & roll-out plans ;Portfolio management: efficiency, attractivity;

Brand repositioning: brand platform, logo, charter, communication platform;Innovation: new products development & Drinking strategy;International limited editions and promotion plans and development;Selling kits and merchandising guidelines;Development of the brand Domaine du Grollet: Charentes wines;Worked very closely with supply, operation, R&D, packaging development, consumer insights andfinance team.

Assistant Brand Manager Burn.