Experience

ECOCAFE SA

• Switzerland
• Food and Beverage Services
• 1 - 100 Employee

• CEO & Partner

  • Dec 2016 - Present

  Our company is European Leader in developing and commercializing CASCARA (coffee cherry husk and pulp) products. Promoting Cascara (a superfood byproduct from the coffee plantations) drives the sustainability and circular economy agenda, whilst promoting a healthy antioxidant lifestyle. www.icecascara.chAny new food being strictly regulated, we successfully took the regulatory lead to get our products authorized under the tough EU Novel Food legislation. Our first products are a range of Ready to Drink ICE CASCARA INFUSION and PURE CASCARA TEA commercialized in Switzerland and already exported in few countries. By December 2020, we will create a specific legal entity fully devoted to the development and the growth of this totally new sustainable food segment, and will be looking to raise new capital to fund our product development and commercialisation plan, notably in EU.In terms of the coffee business, we have been operating Carasso Barista coffee-shops, restaurants and boutiques in (Geneva, Zurich, Lausanne, Vevey, Morges). Enjoying city center location along with a e-shop retail business helped us during this COVID situation. www.carasso.ch



FCG Consulting SA

• Company Owner

  • Jan 2014 - Present

  Actively applying the principles of Purposeful Consulting at Board Level, focusing on creative turn around solutions to generate a sustainable growth agenda.(1) Advisory Board Member & Advisory CMO for CARASSO SA, a Coffee Specialty Business (since February 2014)(2) Non Executive Board Member for NANOGA SA, a nanotechnology start-up in high security invisible marking (since January 2014)(3) Advisor to the Board of JAN AUTO SA a luxury car importer (2013-2019)(4) Consultant Mandate for CENTRE PATRONAL on the overall growth strategy (2017)(5) Consultant Mandate for RJ WATCHES SA, on the brand repositioning (2018)



Carasso SA

• France
• Architecture and Planning

• Partner & CMO

  • Feb 2015 - Oct 2020

  Partner & CMO at a Specialty Coffee Roaster CompanyCarasso Cafés is the oldest Coffee Roaster in Suisse Romande and has been true to absolute quality and service since 1866 by running boutiques and service to HORECA owners.My involvement consisted in setting a growth agenda, by turning around a declining premium business, into a solid Premium Brand with an innovation agenda, a renewed and profitable shopping experience along with new solution for the HORECA.A new brand identity has been finalized, a e-commerce set-up, the boutiques offers and experience totally renewed as well as an innovation pipeline put into motion.We created a profitable SCAE training facility allowing Carasso to become the center for all Barista, Latte Art, Brewers and Green Coffee training in Suisse Romande. This resulted in double digit growth in both B2C and B2B, a Retail Award from the Geneva City Council and numerous press covers.The critical growth agenda included the creation of ECOCAFE SA to lead and drive the expansion of the brand CARASSO under licence and franchise outside the Geneva area. This lead to open 6 new coffee-shop and boutiques and successfully enter the Zurich market.



British American Tobacco

• Italy
• Tobacco
• 1 - 100 Employee

• Global Brand Director - Dunhill

  • Feb 2010 - Oct 2013

  Global Brand Director - DunhillThe vision was to believe a premium brand in cigarette can thrive and be relevant for adult smokers by re-inventing its terroir, agronomic and blending skills. By re-igniting the pride of tobacco and turn the simple principle of "if I smoke, let it be the best" from a positioning statement to a business reality.BAT most important Global Drive Brand (NTO above 1.7bn GBP, BM above 1bn GBP, volume CAGR 7% since 2005)Main Business Achievements :- Volume Growth Acceleration (+ 34% since 2009)- Record Market Share in T40 markets- Biggest Additive-Free cigarette in the world (40% of Dunhill total volume)- Indonesia Phenomenal Market Entry (first international brand to succeed in kretek, with growth overtaking Marlboro) - Best Dunhill Cigars since 1989 exit from Cuba (highest ratings ever and +100% volume progression)Main Leadership Achievements :- Creation of a Dunhill Innovation Pipeline true to the Tobacco Leaf & Terroir (Special Reserve, Reserve)- Development of a new Cultural Code based on Provenance and Superiority, leading to a new brand expression : "Dunhill Tobacco of London Limited", expressed not only on the usual marketing mix, but as well on a Retail Store and e-Store concept.

• GM i-Factory & Head of Kent / Vogue / Dunhill - Europe

  • Jan 2009 - Feb 2010

  General Manager of the newly set-up European Innovation Center (i-Factory). In charge of making selected transformational innovation happen from concept to pilot marketHead of Kent / Vogue / Dunhill for both West Europe and East Europe Regions

• Head of Brands - Europe

  • Aug 2007 - Dec 2008

  In charge of all strategic brands with special focus on Premium portfolio (Dunhill, Vogue, Kent, Lucky Strike).Double digit growth of Global Drive Brands

• Head of Premium Brands - Europe (Dunhill, Vogue, Kent)

  • Mar 2007 - Jul 2007

  In charge of the setting the strategy for all premium brands and supervising its implementation by managing the respective regional brand managers

• European Marketing Manager - Dunhill

  • Jul 2006 - Feb 2007

  In charge of all marketing strategic growth plans for the brand.Participate in the strategy elaboration and drive its thorough implementationImplementation of the first 100% additive free Global Brand and growth trend in a declining market

• European Marketing Manager - Pall Mall

  • Dec 2004 - Jun 2006

  In charge of implementing the first Above Market Brand management organisation, by consolidating all marketing plans and aligning objectives.It resulted in doubling its volume from 20bn to close to 40bn

• Brand Marketing Director - Italy

  • Feb 2001 - Nov 2004

  In charge of Marketing for the Italian business start-up from Feb 2001.In charge of Marketing plans and integration for the acquisition of BAT Distributor "Italtabacchi" (Dec 2001).Brand Marketing Director of the newly created operation in Roma from Jan 2002.In charge of the marketing and integration plans for the acquisition of the Italian State Monopoly - ETI in Dec 2003.

• Head of Brands - Iberia (Spain, Portugal, Canarias, Andorra)

  • Feb 1999 - Jan 2001

  In charge of all brands. Special focus on Lucky Strike and Pall MallKey achievements :Aligning Lucky Strike with European Positioning and resume share of market growth in 1999 after 2 years of declineRelaunch Pall Mall and achieve growth after 3 failed attempts



ITC - Indian Tobacco Company

• Senior Brand Grouper

  • Sep 1997 - Feb 1999

  The licencing agreement between BAT and ITC on both Benson & Hedges and State Express 555, included a clause by which the first 24 months of the brands launch should be managed by a BAT marketer. I was the first non-Indian and the first BAT employee in the company.Achievement : Benson & Hedges was successfully launched achieveing SOM leadership vs Marlboro in key Cities.Built a high level of trust and friendship within ITC ltd.BAT only controls 35% of ITC Ltd. The licencing agreement between BAT and ITC on both Benson & Hedges and State Express 555, included a clause by which the first 24 months of the brands launch should be managed by a BAT marketer. I was the first non-Indian and the first BAT employee in the company.Achievement : Benson & Hedges was successfully launched achieveing SOM leadership vs Marlboro in key Cities.Built a high level of trust and friendship within ITC ltd.BAT only controls 35% of ITC Ltd.

• 555 State Express - Senior International Brand Manager & Sponsorship Manager

  • Jul 1996 - Sep 1997

  In charge of the 555 Subaru World Rally Sponsorship and of the Trademark Diversification Business.Main achievements : The creation of the famous "swoosh" 555 logo along with the 555 Subaru Blue Color as well as the projects for trademarks diversification in Mobile Phone and Pager.Extensive travelling in China, Vietnam, Cambodia, Indonesia, Taiwan

• 555 State Express International Brand Manager

  • Sep 1995 - Jul 1996

  555 State Express has been the biggest and fastest growing Global Brand.Part of a team of 3 International Brand Managers, my tasks were mostly focused on Global Promotions and Packaging. Main achievements were a Global Promotion signed with David Copperfield, covering TV shows, and co-branding in most of the East Asia Countries.

• Regional Brand Executive

  • Jan 1995 - Sep 1995

  In charge of coordinating brand plans across Europe.Spent 3 months in Lisbon to facilitate the launch plan for Lucky Strike and Pall Mall during the set-up of the BAT Portugal.

• Market Insights Manager

  • Jul 1993 - Dec 1994

  In charge of the Market Research, Market Insights and Consumer Behavior Department.Implemented a new segmentation methodology

• Consumer Behaviour Executive

  • Aug 1992 - Jul 1993

  En charge des toutes les études de comportements consommateurs et des analyses quantitatives de performances du marché



IBM Singapore

• Channel Segmentation Specialist

  • 1990 - 1992

  In charge of a full scale segmentation study of the SME business in Singapore, in order to feed the corporate strategic agenda.The study led to critical channel re-organisation and focus on mid-range and PC solution vs Mainframe Solutions In charge of a full scale segmentation study of the SME business in Singapore, in order to feed the corporate strategic agenda.The study led to critical channel re-organisation and focus on mid-range and PC solution vs Mainframe Solutions