Pierre FILAUDEAU

As company market leadership in Germany is decreasing and its results are under pressure in a highly competitive market, I led the turnaround of brands' performance and P&L. I engaged the management committee and my teams, strongly increased brands strategy focus and prioritized resources.

TURNED AROUND THE BUSINESS BY MOBILIZING AND FOCUSING MARKETING TALENTS : reorganized and focused the team on our 4 strategic brands. Managed 15 promotions, recruitments and separations. Engaged the team with an ambitious training plan on leadership, digital transformation and CSR.

BUILT A 3/6/9-YEAR BUSINESS PLAN TO STRENGTHEN THE LEAD IN THE RETAIL CHEESE CATEGORY: developed and executed the new 3/6/9-year company transformation strategy, in close collaboration with the management committee and the teams, to regain leadership both in terms of vision and financial & CSR value creation. Built the business and the action plan, in order to boost P&L and extra-financial, sustainable value for our brands. Managed a Revenue Growth Management project to reset brands' product portfolio and generate significant financial gains.

CONSOLIDATED AND INCREASED BRAND VALUE: with retail prices crossing critical thresholds and private labels over 60% market share, I prioritized the media, social and CRM budget towards the highest-priority brands in order to turn them around and boost them. Capitalized on value-added market trends: launched Géramont with Skyr rich in proteins, accelerated Bresso plant-based innovations and led the test market for Hope, a new vegan brand.

As management committee member of the business unit in charge of food service & private labels (for retail, freezer centers and organic stores chains), I added strategic and business development value with my experience of end-users, focusing on chefs and consumers, and enhanced commercial plans. I became the architect of value growth marketing strategies by channel.

RESET THE FOOD SERVICE STRATEGY AROUND CHEFS' NEEDS & RETRAINED THE TEAM: as Chefs got real cautious about their margins, I focused our growth plans on new marketing and sales segments by customer targets (salad bars, traditional restaurants, bistronomy...) and by type of use (salads, fine tapas boards, hot dishes...). I calculated the costs per portion to demonstrate the value of our offers. I used online trade media and trade fairs to target both distributors (Metro) and end-clients.

LAUNCHED INNOVATIONS THAT INSPIRE CHEFS: to accelerate the value-added plant-based transformation of menus, I created the "Inspire" brand, the most inspiring range of trendy plant-based solutions for accessible and practical creativity. I also launched the first duck meat patty for burgers, a low-carbon, hedonistic alternative to beef patties.

CAPTURED MOST PROFITABLE BUSINESS OPPORTUNITIES IN RETAIL PRIVATE LABELS (PL): in order to ensure complementary with the company's in-house brands business, I created the 1st Private Label strategic plan with a multifunctional project group. I differentiated product and CSR value attributes between in-house brands and private labels for each market. I expanded plant-based spreads business to new channels, and launched our 1st deep-frozen plant-based innovation at Picard

Led the marketing integration of newly acquired international subsidiaries for the Triballat Rians group. Accelerated profitable and long-term development of brands in over 30 export countries in Europe, the Middle East and Asia, while further conducting the Group's marketing transformation. Contributed to the evaluation of recurrent external growth projects and to the final decision-making process.

SET UP A DEDICATED AND CROSS-FUNCTIONAL TEAM TO INTERNATIONALIZE THE BRANDS: built a team of 5 marketers & trade marketers working closely with the 10 export area managers. Developed joint action plans for every country, brand and banner in collaboration with Supply Chain.

LED THE INTEGRATION OF THE TEAMS FOLLOWING THE ACQUISITION OF 3 SUBSIDIARIES IN SPAIN & USA: I onboarded the local marketing and R&D teams and developed training and local / global ways of working plans. Build and implemented the marketing, sales and industrial turnaround plan for Spain.

GREW THE BUSINESS IN 8 PRIORITY COUNTRIES (EUROPE / USA / ASIA): transformed a classic export plan into a strategic growth platform around 3 profitable, premium brands. Prioritized brands and product ranges by countries based on profit and increased ROI for sales & marketing budgets. Opened new sales channels like Costco warehouse clubs in 6 countries, organic food stores channels or food service in Germany. Opened 10 new countries in Central Europe, Asia and the Middle East.

Reset profitable growth for our key brands in the French market. Relaunched them in retail and food service. As a member of the Executive Committee, reporting to the Managing Director and the Chairman, I deployed my strong capacity for transformation across all the subsidiaries of this fine independent family-run business.

RELAUNCHED 6 HERITAGE BRANDS & INCREASED THEIR PROFITABILITY: built and led a marketing team of 10. Increased brands' growth, overhauled their strategic vision, built a more premium positioning and relaunched their iconic products. Conducted Value Analysis plans. Developed and executed an ambitious CSR transformation plan: the Committed Family Dairy.

ACCELERATED INNOVATION & EXPANDED BRAND TERRITORIES: as a visionary with a passion for market breakthroughs, pioneered the launch of ultra-fresh goat milk products as an alternative to cow's milk. Increased the value and margins of desserts with the 1st premium panna cotta, the 1st faisselles with fruit coulis and the 1st fresh fruit coulis in retail. Launched over 150 SKUs in 10 years.
In food service, created the largest range in France of fresh and ripened goat cheese medallions (from 6 to 40g for all chefs' needs), and the 1st ripened goat cheese in burger format. Inspired new uses thanks to our partner Chefs, who enhanced best selling recipes with our star products.

CONDUCTED THE DIGITAL AND MEDIA TRANSFORMATION: increased our investment in digital media, bringing us more precise targeting and higher sales impact. Developed 3 new communication platforms with 15 films over 12 years. Rolled them out as 360° campaigns, optimizing media plans with TV, billboards, online media, trade media, social networks & influencers, and CRM.

As National Category Captain for fresh dairy and chilled juices for leading french banners Leclerc and Coopérative U, grew their commercial performance as well as ours through the impact of my assortment, merchandising and promotion optimizations at a national, regional and store level. Increased by doing so the impact of our Danone yearly negociations and sales force actions.

ACCELERATED SALES AND MARGIN FOR THE FRESH DAIRY CATEGORY IN THE 2 BANNERS: developed a strategy to increase sales growth, despite in store assortment being already too broad, and successfully presented it to the Heads of their Marketing & Purchasing Departments. As leader of a joint performance project with Coopérative U, demonstrated that 5% less SKUs on-shelf leads to 2% additional sales and 15% fewer stock-outs.

OPTIMIZED EVERY MONTH THE NATIONAL ASSORTMENT OF LECLERC AND COOPERATIVE U and had it adapted for each French region by my team. Presented successfully the monthly innovations to their Heads of Marketing and Purchasing despite on-shelf offer being already saturated, and accelerated in this way our commercial performance.

On the highly competitive and price-sensitive german retail market, on which Danone is a challenger, I demonstrated my passion for innovation and my creativity in coming up with distinctive concepts creating significant consumer value. I acquired by so doing cutting-edge expertise in brand positioning, innovation and creating high-impact, persuasive TV communication.

RENOVATED A CORE MARKET BRAND: in charge of the No.4 fruit yoghurt brand in a mature market, I developed the new GranFrutta brand via one new TV film and a world first in the yoghurt market, the stracciatella variety. Increased the profitability of the range.

CREATED A BREAKTHROUGH INNOVATION WITH A FUNCTIONAL HEALTH BENEFIT: led the ideation and development of the concept and mix for Danone's ZEN Project, the world's first yoghurt drink for stress control, as head of a European multi-functional team of 10.

Aged 24, as a young intrapreneur with a passion for business and eager to capture the affluent segment of this 80-million-strong market, I built Danone's global brands with local partners. I consistently worked to develop and showcase my personality and strengths, demonstrating openness, active listening, a collaborative mindset, and a strong determination to succeed.

CREATED AND MANAGED THE LOCAL SUBSIDIARY & A COMMERCIAL NETWORK: created a subsidiary with a Danone team of 3 whom I recruited, to develop brands and sales in retail, foodservice, and duty-free channels. Built and managed a commercial network of six local importers and distributors, true experts in building high-value imported brands.

LAUNCHED PREMIUM GLOBAL BRANDS IN THE PHILIPPINE MARKET: launched 8 iconic, highly profitable brands, Evian, Volvic, Danone, LU, Maille, Galbani, pasta Agnesi and Lea & Perrins sauce. Developed and executed bold sales, trade marketing, communication and PR plans in top end retail outlets, luxury hotels, bars and clubs, strongly increasing these brands' sales and appeal.

ACCELERATED SALES IN SINGAPORE, HONG KONG AND MALAYSIA: launched a disruptive innovation, the world’s smartest washing machine, with a dedicated TV campaign and in-store promotions.