Emilie Foussats
Global Marketing & Distribution Leader with 15+ years in luxury and beauty. Expert in prestige and selective distribution, with a proven track record of scaling EMEA and global markets, optimizing portfolio growth, and forging strategic partnerships with leading retailers and operators. Skilled in driving brand equity through consumer-centric strategies, disruptive omnichannel activations, and professional solutions that deliver sustainable revenue acceleration.
- Delivered a successful strategy that doubled RS, closing 2024 at £54M (+56% vs LY). On track to reach £70M by EOY 2025 and to roll out 40 new strategic doors globally (x2 vs LY). - Defined distribution priorities: scaled and sustained EMEA and UK to reach 2/3 of total airport traffic (+17 doors). Expanded in Americas and Asia (+31 doors) leveraging existing partnership with Dufry Americas and starting with Shilla Singapore and Delhi Dutee Free. - Led the iconic TFWA week in Cannes 2024: 70+ meetings with the most influential people in the TR ecosystem leading to powerful deals for 2025. - Led a team of 13 people and reshaped it to have 5 direct reports, increasing team efficiency and empowerment. - Led the launch of the Fragrance category for the TR region, reaching 6% MOB year 1 (highest MOB out of all other regions). - Delivered quarterly Marcomms decks and yearly Strategy week for COMEX. Presented in front of 400 pers + in major annual sales meeting events. - Always delivered TR best-in-class marketing activations to disrupt, win and scale, capitalizing on PAX data, seasonal trade moments, brand purpose & experiential. Fostered disruptive collaborations and accelerated our partnership with the Formula 1 Academy.
- Implemented 360 smart media strategies (Paid, Owned and Earned) to become the media & digital best-brand. - Accelerated social selling winning strategies while continuing to digitalize our POS, for consistent omnichannel journey. - Being consumer obsessed and data powered to ensure successful marketing campaigns and track results. - Transformed the business, adapt permanently to internal & external realities, while keeping top-of-mind that talent development is key.
- Reported directly to the General Manager, Estée Lauder EMEA. - Assisted her directly on key strategic projects implemented across the EMEA region: VM & SD revamp (from conceptualization to implementation with key pan-European retailers), creation of an internal online platform, designed and put in place strong processes to improve our excess in inventory and collaterals, presentations to our Senior Management Team. - Retail-tainment expert: ensured marketing strategy was strongly infused at POS, to ensure seamless omnichannel consumer journey.
- Managed strategic development of 3 years global product planning with a focus on the APAC region. - Engaged in conceptual development of marketing considering strategic fit (Consumers, retailers...). - Collaborated with cross functional teams to bring new programs to market and ensure key timeable dates for new product launches. - Monitored COGs, pricing analysis, global competitive activities and trends, as well as SKUs management.
- Key Account Manager for Sephora and HSN. - Redefined brand identity and curated portfolio. - Launched Glo Science Internationally and Professional (B2B).
- Increased sales and brand awareness through strategic launches (Cristalliste, Elixir Ultime, Force Architecte). - Marketing advanced planning, operational execution and innovation. - Supported sales, education and digital departments.
- Launched Sacred Nature (organic franchise). - Adapted the marketing mix to the US. - Delivered customized and loyalty programs for premier accounts in the US (B2B).