Experience

Famille Perrin

• France
• Retail
• 1 - 100 Employee

• VP Sales & Marketing

  • Oct 2023 - Present

  United States Co founded by Famille Perrin and Brad Pitt, and in collaboration with Tom Nichol- a.k.à Gin Legend- The Gardener, French Riviera Gin encapsulates the spirit and glamour of this iconic region. Launching this fall in the US it will bring this « je ne sais quoi » to the Gin category!



HEAVENSAKE

• Switzerland
• Beverage Manufacturing
• 1 - 100 Employee

• COO

  • May 2023 - Oct 2023

• Chief Executive Officer

  • Nov 2018 - Oct 2023

  New York, NY Heavensake is the first Franco-Japanese Sake collaboration between acclaimed French Cellar Master, Regis Camus, and Japan’s most respected sake breweries. First lifestyle Sake brand, the brand mission is to transform the Sake category like Patron did for Tequila 20 years ago and to make drinking Sake cool. • Responsible for top line revenue growth, delivery of financial target and p&l management, brand strategy, business planning, and decision making based on business analytics. • Startup… Show more Heavensake is the first Franco-Japanese Sake collaboration between acclaimed French Cellar Master, Regis Camus, and Japan’s most respected sake breweries. First lifestyle Sake brand, the brand mission is to transform the Sake category like Patron did for Tequila 20 years ago and to make drinking Sake cool. • Responsible for top line revenue growth, delivery of financial target and p&l management, brand strategy, business planning, and decision making based on business analytics. • Startup with 6 team partners in the US and Europe collaborating in agile business mode. Hired Head of Sales and sales managers to accelerate business development. • Scaled up the brand by 20X within 4 years; from proof of concept to expanding distribution to 20 US markets and internationally (e.g. Hong Kong, Dubai, Carribean, Mykonos, China starting in 2023). • Contracted national distributor alignment with #1 US distributor, Southern Glazer’s Wine and Spirits. • Lead portfolio and pricing strategy for all markets, sales forecast and product sourcing in Japan managing relationships with Brewery partners. Successfully launched two product innovations: Sake Baby! and Label Orange. • Opened the brand to new sales channels: DTC and e-commerce, and pivoted to retail during the pandemic. • Built marketing playbook to generate consumer engagement and bring Sake to new occasions – see @heavensake. • Day to day creative problem solving, agile mindset, use the power of positive thinking to inspire the team in achieving their goals.



Pernod Ricard

• France
• Beverage Manufacturing
• 700 & Above Employee

• Brand Director Tequila Avion

  • Jul 2016 - Aug 2018

  New York, NY Made famous by the HBO show “Entourage”, Avión is the ultra-premium Tequila crafted at the highest elevation in Jalisco. Statement brand it champions personal progress. The brand challenge was to address Trade’s perception of a non authentic brand even if it was crafted with the highest level of integrity and quality in Mexico. Over two years, Avión went back to double digit value growth through the following initiatives: • Fostered common vision and inspired 15 teammates across Pernod… Show more Made famous by the HBO show “Entourage”, Avión is the ultra-premium Tequila crafted at the highest elevation in Jalisco. Statement brand it champions personal progress. The brand challenge was to address Trade’s perception of a non authentic brand even if it was crafted with the highest level of integrity and quality in Mexico. Over two years, Avión went back to double digit value growth through the following initiatives: • Fostered common vision and inspired 15 teammates across Pernod Ricard and the Avión Joint Venture for a significant strategy change and new brand marketing plan. Orchestrated bespoke presentation & event at National Sales meeting. • Brought new talent hiring Senior Brand Manager from CPG and positioning her as high potential and successor. • Revamped brand strategy dialing up authentic back story and launched packaging upgrade – ref. canister boxe taking cues from the craft whiskey world. • Shifted resources from 55M$ P&L toward prestige product expression, “Reserve 44”, to create halo effect resulting in 90% increase, large social chatter and press coverage – ref. 2018 Mayweather/ McGregor flight. • Kept fueling brand strength in lifestyle through digital acceleration, social influencers campaigns & cultural event partnerships (e.g. Coachella, Art Basel) • Provided guidance on drinking rituals for national accounts and developed POS and activations to win in nightlife with Reserva 44 (e.g. lighted magnum format and bespoke serving tools).

• Brand Director, Scotch Portfolio

  • Sep 2013 - Jun 2016

  New York, NY Pernod Ricard is the world co-leader in Scotch and Cognac with The Glenlivet being the #1 Single Malt in America. • P&L Ownership; 220M$ Net Sales. 5 Direct reports. • Collaborated with Global teams on Strategic planning and US innovation pipeline for Scotch and Cognac, along US whiskeys. • Grew portfolio net sale in the high single digit by spearheading innovation launches and building marketing playbooks for Martell Blue Swift (today’s main growth driver for Martell, a 230k 9lcs… Show more Pernod Ricard is the world co-leader in Scotch and Cognac with The Glenlivet being the #1 Single Malt in America. • P&L Ownership; 220M$ Net Sales. 5 Direct reports. • Collaborated with Global teams on Strategic planning and US innovation pipeline for Scotch and Cognac, along US whiskeys. • Grew portfolio net sale in the high single digit by spearheading innovation launches and building marketing playbooks for Martell Blue Swift (today’s main growth driver for Martell, a 230k 9lcs brand in the US), The Glenlivet Founder’s Reserve and Nadurra craft lines, Chivas Extra, and luxury products such as The Winchester Collection ($25,000 per bottle), and Royal Salute 62 Guns Salute ($4,000 per bottle). • Maximized The Glenlivet net sales (+8% CAGR in net sales during tenure) by closely allocating 12yo expression to markets and through digital marketing acceleration by upgrading consumer relationship management system. • Headed a bold pivot of Chivas Regal US strategy from general market toward Hispanic consumers where the brand had brand equity strength, resulting in stabilizing the business and breaking up a decade of sales decline. • On Martell spearheaded the Consumer Decision Journey with McKinsey to define consumer touchpoints and optinal resource allocation for consumer engagement. Kicked off the House Of Martell Experiences (H.O.M.E.) event and celebrity endorsement strategy resulting in collaborating with high hop artist Quavo (@quavohuncho).

• Senior Brand Manager Absolut Vodka

  • Nov 2011 - Aug 2013

  New York, NY Absolut Elyx portfolio role is to drive quality appraisal for the core brand and gain shares in the ultra premium vodka segment. • Influenced Global team on packaging creative choice with copper rays resulting in distinctive and coherent brand world with copper as visual identity. Created the concept of Single Estate Handcrafted Vodka” featured on pack. • Spearheaded launch process including brand plan with channel marketing, business plan with sales forecast and p&l. Led presentation… Show more Absolut Elyx portfolio role is to drive quality appraisal for the core brand and gain shares in the ultra premium vodka segment. • Influenced Global team on packaging creative choice with copper rays resulting in distinctive and coherent brand world with copper as visual identity. Created the concept of Single Estate Handcrafted Vodka” featured on pack. • Spearheaded launch process including brand plan with channel marketing, business plan with sales forecast and p&l. Led presentation at the National Sales meeting. Collaborated with Sales team selling to image accounts. • Absolut Tune was the first sparkling infused vodka: launched major PR campaign with Rita Ora and Solange Knowles (“It Girls” concept), and digital campaign with Icona Pop “all night” tune as lead asset. • Supervised the roll out of the new flavor line involving complex Operation to synch launch of all expressions. • Influenced senior management in the US and Sweden to simplify the cluttered and complex flavor portfolio.

• Senior Brand Manager Chivas Regal

  • Aug 2010 - Oct 2011

  New York, NY Goal was to reconnect the brand with a new generation of ambitious social male scotch drinker. • Reallocated resources mostly invested in traditional gifting pack and media toward Chivas’ experiential platform, “The 1801 Club”, and CRM program “The Chivas Brotherhood” gathering 25K leads the first year. • Optimized marketing expenses by regrouping Brand Ambassadors The Glenlivet. Elevated look and feel of below the line programs and events by creating inspiring brand guidelines.



Moet Hennessy USA

• Senior Brand Manager

  • Jul 2007 - Aug 2010

  New York, NY Brought to market the salient “La Vie Grand Marnier” brand platform with high impact TV and digital campaign, spectacular billboards, print, ad creatives, store merchandising, social media, iPhone app and bespoke POS. • Innovated at the early stage of social media and digital marketing by creating cocktail app with gamification mechanic, launched Facebook official page and the brand first social campaign. • The brand saw +7% sales during campaign launch, strong trade visibility and press.



Marnier Lapostolle

• United States

• Brand Manager/ Trade Developer

  • Nov 2003 - Jul 2007

  New York, NY and Paris, France Brand Manager, Global team: Innovation, web & content creation, liaison with US and Canada US Trade Developer: 25 US markets covered, 120 days of market visits, focus on Prestige range



Sopexa

• United States
• Advertising Services
• 1 - 100 Employee

• Assistant Brand Manager

  • 1999 - 2001

  New York, NY Account Manager, Côtes de Provence: Consumer events, VIP dinners, trade advocacy newsletters and shows



Danone

• France
• Food and Beverage Manufacturing
• 700 & Above Employee

• Assistant Brand Manager

  • Aug 1998 - Sep 1999

  Paris, France • ABM on ACTIVIA: Business analysis, retail program, innovation launch, market research.