Pascale Morillon

Independent executive advisory and interim leadership practice partnering with CEOs, executive teams and boards to strengthen brands, accelerate growth and build the marketing and commercial capabilities required for sustainable performance. Drawing on more than 25 years of international leadership across strategy consulting, luxury, retail, hospitality and consumer businesses, I help organisations align align brand, marketing, organisation and execution to sharpen competitive positioning, unlock growth and create lasting commercial value. Selected engagements include: - Strategic advisor to a luxury jewellery start-up, shaping its brand foundations, customer value proposition, customer experience and go-to-market strategy to support long-term growth. - Advisory work helping organisations strengthen brand relevance, differentiate their propositions and unlock growth through sharper strategy, stronger marketing capabilities and improved organisational alignment. - Member, External Senior Advisor Network, Bain & Company.

Global footwear and lifestyle manufacturing and distributor group with 5,800 stores across 70 countries and c. €3bn. Appointed to strengthen the strategic role of marketing across a global multi-brand portfolio, sharpen brand positioning, modernise marketing capabilities and accelerate commercial growth across four global footwear brands. Reported to the CMO and subsequently the CEO. • Defined portfolio strategy, positioning and product storytelling for Power, NorthStar, Weinbrenner and Bubblegummers, strengthening brand differentiation and commercial performance across diverse international markets. • Delivered year-on-year commercial growth through insight-led global campaigns, including Weinbrenner +16%, NorthStar +9% and Power +2%. • Led the strategic repositioning of NorthStar, delivering +3-point brand awareness, +46% reach, +12% store traffic and +25% revenue creating a blueprint for future market expansion • Designed an integrated omnichannel marketing framework, aligning product, brand, retail and activation worldwide. • Modernised global marketing ways of working, improving agency governance, creative quality, speed to market and marketing ROI. • Built and led an international brand organisation spanning Europe, APAC and Latin America while reinforcing capability, collaboration and execution during a period of organisational transition.

Global luxury jewellery brand with c. $2.5bn revenues. Appointed during Swarovski’s strategic luxury repositioning to modernise global marketing, strengthen customer value creation, and build a more integrated omnichannel marketing organisation capable of accelerating brand desirability, digital growth and long-term commercial performance. Reported to Chief Brand Officer, led global team of 40. • Directed global marketing, digital, CRM, loyalty, social media, editorial content and omnichannel engagement, integrating previously fragmented capabilities into a unified marketing organisation supporting brand equity and commercial growth • Tripled digital engagement and doubled conversion across a global customer base of 18m+ customers. • Designed and implemented an integrated omnichannel marketing and engagement strategy across retail, eCommerce, digital platforms, creating a more consistent, on-brand and relevant customer experience. • Strengthened customer value management through enhanced segmentation, personalisation and loyalty, increasing purchase frequency, average transaction value and customer lifetime value. • Built strategic partnerships, including Alibaba in China, expanding digital reach and cultural relevance. • Chaired the global Martech Steering Group, aligning marketing, technology, data and business leaders behind the future marketing capability roadmap and investment priorities. • Built an international marketing organisation spanning digital, brand, CRM, content, customer engagement & embedded a collaborative, insight-led ways of working.

Board advisor at IMI is a FTSE 250 engineering company with a global team of over 11,000. IMI’s purpose is Breakthrough Engineering for a Better World. Advised the CEO and executive team on marketing & branding capabilities, customer experience and customer centric product innovation in support of global growth priorities.

British luxury fashion house £3bn revenue. Appointed to define and lead Burberry's first global customer growth strategy, embedding customer value at the heart of the commercial organisation & transforming customer engagement into a strategic driver of luxury growth. Reported to the Chief Commercial Officer, led international organisation of 170 across retail, CRM, clienteling, transformation, customer service, insights. · Designed Burberry's first enterprise-wide customer growth strategy, approved by the Chairman, aligning brand, digital, and customer functions behind a common commercial vision. · Delivered 50% growth in Private Appointment revenue and 25% growth in CRM-driven revenue within twelve months, through more targeted engagement and client development · Built and led a Customer Centre of Excellence, bringing together marketing, retail, digital, CRM, analytics and IT to create new enterprise capabilities · Elevated clienteling, CRM & Loyalty from operational programmes to strategic commercial capabilities supporting customer acquisition, retention, lifetime value and profitability. · Repositioned customer services from a cost centre into a premium luxury experience & revenue-generating function aligned with Burberry’s positioning. · Established new governance, operating models and ways of working that enhanced collaboration across commercial, marketing, retail, digital teams while embedding a customer-led culture.

Partnered with CEO’s, Executive Committees and CMOs to shape growth strategies, strengthen marketing effectiveness and accelerate commercial performance for leading international consumer and retail businesses. · Created and led BCG’s global customer growth methodology, an end-to-end enterprise framework linking strategy, brand and marketing, commercial operations, organisation, culture, enabling capabilities and performance measurement to sustainable growth. · Advised CEOs and CMOs on growth strategy, marketing transformation and enterprise-wide customer value creation. · Helped organisations align strategy, operating models and capabilities to accelerate growth and improve execution across complex businesses.

Progressive international leadership roles Commercial strategy • Business Growth • General Management • Organisational Capability Partnered with CEOs, executive leadership teams and joint venture boards to shape growth strategies, strengthen commercial capability and build customer-led organisations across Tesco, Kroger, Monoprix, Coop Norge, Gruppo PAM, GPA Brazil, Grupo Éxito and Tesco Lotus. Leadership appointments: Global Director I Customer Strategy & Organisational Engagement Head of Customer Strategy, International Markets GM Retail Marketing Joint Venture (Tesco Lotus), Thailand Global Senior Commercial Director • Partnered with CEOs and executive leadership teams to shape enterprise growth strategies spanning brand, marketing, pricing, loyalty, category management, operating models and organisational capability. • Created dunnhumby's Global Customer Centricity Assessment, an innovative framework linking customer insight to commercial growth, later adopted globally as a core capability. • Contributed to 33 consecutive quarters of like-for-like growth through the long-term Kroger–dunnhumby partnership, embedding customer-led decision-making at scale. • Led the Tesco Lotus retail marketing joint venture in Thailand, with end-to-end responsibility for commercial performance, executive client relationships and strategic growth initiatives. • Helped establish strategic joint ventures in Thailand, Brazil and Colombia, supporting international expansion through successful pilot programmes. • Built and led multicultural teams across Europe, Asia and Latin America, embedding new capabilities and ways of working.

SABMiller, UK; the world's third-largest brewer with global brands such as Peroni Strategic Planning Director – Created SABMiller 5 years’ Peroni strategic brand planning process InterContinental Hotel & Resorts Group (2 years) Global Luxury Brand Repositioning / customer experience Director – led international programme: 17 people, 4 agencies, internal and external stakeholders. Co created strategy content, global employee engagement programme "You bring it to life", tested content in 5 regions and rolled it out globally - Strategy – co-created and developed InterContinental brand repositioning strategy, customer experience strategy, customer promises and employee engagement roadmap - Global Pilots – led and managed content, logistics, engagement of franchisees, delivery of 5 pilots (Atlanta, Caracas, Madrid, Beirut, Bangkok). Input into advertising campaign’s strategic direction, co- developed and implemented global stakeholder's communication (investors and employees). - Global roll-out – managed global roll-out (140 hotels and 40,000 employees) on budget and on time. Successfully facilitated 2 days CXO leadership engagement programme. Led to employee and customer loyalty increase and revenue growth SABMiller, Global Global International Brand Launch Strategy Manager – designed global framework, tool and implementation roadmap. Engaged and worked with country GMs to input and adopt it globally Smiths Medical, France and Germany; Leading global provider of medical devices European Inventory Optimisation Manager – led a team of analysts and achieved £1 million savings Polkomtel, Warsaw, Poland; National public Telecom operator Brand Strategy subject matter expert: developed Brand Centric Business Case for CEO Created & developed the Deloitte “Brand Performance Management offer” and the Brand Value Map (still in use): became Deloitte Marketing and Brand subject expert within EMEA Inbev, Leuven, Belgium; Global publicly traded brewer Global International Brand Launch Strategy Manager – strategy & implementation roadmap Hewlett Packard, Geneva, Switzerland EMEA Marketing scorecard and Marketing Affordability Manager

Member of the founding marketing team responsible for launching Bluewater, one of Europe's largest retail and leisure destinations, establishing its brand positioning, marketing strategy and customer proposition.