Expert Details

Expert in Marketing, Marketing Strategy, Brand Management, Branding, Premium Brands, CPG, Luxury, Advertising, Communication, Media, and Digital Marketing

Expert ID: 733633 New York, USA

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Expert has over 20 years' experience in developing, marketing, managing and growing brands at one of the largest advertisers and CPG companies in the world. He has assumed these responsibilities also with a prestige retail and salon hair care company. He has worked across all elements of brand development and marketing management, from market assessment and consumer understanding via concept and copy development to equity and portfolio management, brand introduction and turn-around to acquisitions, integration and divestitures. He was Regional Marketing Director for the Pampers brand in charge of SE Asia, India, Rural China and Korea. Pampers is a $15 billion dollar brand.

Expert has also worked in entrepreneurial environments, introducing the boutique brand Fekkai as a luxury Hair Care brand in Hong Kong. Additionally, he transformed its retail and salon business in the United States.

Expert is a passionate practitioner, consultant, coach and teacher when it comes to building strong brand equities and experiences. Based on his extensive experience as a marketer and deep analysis of over 100 successful premium brands over the past two decades, Expert has co-authored a bestselling, award-winning reference book for marketers in the Premium CPG, Lifestyle and Luxury categories. The text analyses the success drivers behind some one hundred premium brands across industries. The authors explain how to put ‘myth back into marketing’ to ‘seduce rather than sell’ for a brand to be esteemed beyond size, price or performance.

Expert is regularly involved in public speaking and teaching across industries and markets in English, French or German language. His blog and podcast, as well as their related events, are sought-after by brand builders and marketing leaders around the world. He has been named ‘Inspirational Marketer of the Year’ by the Association of National Advertisers/The Internationalist among other awards.

Expert is on the advisory board and is a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the prestigious Fashion Institute of Technology (NY). He is also an advisory board member of the CMO Council (San Jose).

Expert is a fellow in marketing at The Conference Board, NY as well as Faculty at New York University – Stern School of Business, Marketing department.

As a consultant, he lends expertise in the following areas:
Brand Equity Development
Corporate Mission/Purpose Development
Brand Communication Development
Brand Valuation
Marketing Plan Development
Product Concept development
Consumer Understanding, Segmentation, Insight Generation
CPG Industry Trend Analysis
Brand SWOT Analysis/Competitive Analysis
Ad/Media/Comms Agency Evaluation, Selection and Management
Initiative Development
New Product Concept and Communication Development

Education

Year Degree Subject Institution
Year: 1992 Degree: Postgraduate degree in Business Analysis Subject: Business Studies Institution: University of Lancaster, UK
Year: 1992 Degree: Etudes Superieures de Commerce (BSc) Subject: Business and Trade Institution: Ecole Superieure de Commerce, Reims, France
Year: 1992 Degree: Diplom Betriebswirt (BSc) Subject: Business Studies Institution: University of Reutlingen, Germany

Work History

Years Employer Title Department
Years: 2016 to Present Employer: Undisclosed Title: Partner Department:
Responsibilities:
Expert is the head of this global advisory that helps ‘elevate brands to make them priceless’ and to evaluate investment opportunities in lifestyle, luxury and the premium brand arena with clients.
Years Employer Title Department
Years: 2013 to 2016 Employer: Frederic Fekkai & Co Title: Executive Vice President Department: General Management
Responsibilities:
Expert was responsible for P&L, business and organizational decisions for this premium retail hair care and salon service business, including 8 flagship salons, 230 employees, and a combined $85 million in sales. He led strategy and daily operations as well as transition from wholly-owned subsidiary of P&G to private investor ownership.
Years Employer Title Department
Years: 2011 to 2013 Employer: Procter & Gamble Asia Title: Managing Director Department: Corporate Strategy
Responsibilities:
He spearheaded corporate efforts on how to win in prestige branding, directing a cross-functional team and network of agencies to develop a portfolio of super-premium brands to test winning strategies in China.
Years Employer Title Department
Years: 2009 to 2011 Employer: Procter & Gamble Title: Corporate Director Department: Corporate Strategy
Responsibilities:
Expert was a commercial leader of Strategic Revenue Management, where he worked directly with the CEO, Board of Directors and Business Unit leaders across the top 16 category/country combinations in crafting revenue optimizing plans.
Years Employer Title Department
Years: 2002 to 2009 Employer: Procter & Gamble Asia Title: Brand Director Department: Marketing
Responsibilities:
From 2004 onward, Expert was P&L leader for Pampers (today $530 million in regional sales), commercial strategy, communication, and initiative plans. He executed across 4 product platforms in 4 key markets.

Prior to this time, Expert was Marketing Manager of Fabric Care India. He turned around 6 years of decline of the brand portfolio, gaining ~10 BPS in year one and tripled business to $70 million in year two.

International Experience

Years Country / Region Summary
Years: 2002 to 2009 Country / Region: South East Asia Summary: Based in Singapore. Reponsible for SE Asia, India, Rural China, Australia, Korea markets
Years: 2002 to 2009 Country / Region: Hong Kong Summary: Responsible for Global Premium Brand Development. test markets HKG and Mainland China

Career Accomplishments

Associations / Societies
Advisory board member and a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the Fashion Institute of Technology (FIT,NY)
Advisory board member of the CMO Council (San Jose)
Advisory Board Member L2 Inc. (NY)
Former Trustee of the Marketing Science Institute (MSI, Boston)
Licenses / Certifications
WSET Level 2
Awards / Recognition
‘Inspirational Marketer of the Year’ by the Association of National Advertisers/The Internationalist
1997-2009 Multiple Adverting Awards (Cannes Lion, EFFIE, Mobius)
Publications and Patents Summary
Expert has a number of influential publications regarding branding as well as marketing.

Language Skills

Language Proficiency
French Fluent
German Fluent

Fields of Expertise

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