25+ years of experience in sales and marketing, covering B2B and B2C clients/channels, direct and indirect route-to-markets, super-premium FMCGs and equipment. I managed the full P&L of 3 subsidiaries, up to 100 indirect reports, the launches of new products, opening of new international markets, communication campaigns, development of core-business activities, re framing of distribution models, and rightsizing of local structures in an international environment. Main skills: general management, full P&L responsibility, S&OP processes, sales and marketing, business development, S&OP, HR, building relationships with main internal and external stakeholders, sharing vision and motivating people.
Companies: both illycaffè France and illycaffè Nederland are the distributing companies of illy coffee products (super-premium hot beverages and equipment) in France, Benelux and Iceland. Revenue size 53+ M€. Role: I reported first to global CSO and then to group CEO, led 92 indirect reports and 8 direct reports (Finance, Sales, Marketing, Supply Chain, Retail, HR), brought a step change in growth and profitability by redefining route-to-market in main distribution channel (horeca), key processes (commercial excellence), and accelerating on minor channels (modern trade and e-tailing). I also managed retail operations in Paris (3 POS). Full P&L responsibility. Key achievements: • Reshaping of sales team in Horeca (hired new Manager in France and Belgium, new KAMs in France) and redefining route-to-market (from indirect to direct in Belgium, hybrid in France and the Netherlands. Introducing commercial excellence principles and KPIs (CRM, lead generation activities, conversation rates measuring, acquisition rates, churn rates). Internal promotion and coaching of Head of Modern Trade in the Netherlands. Lately, developing of business modelisation in Horeca through a Cobot tool supported by AI. • Managing business through Covid crisis (retaining and engaging the staff, rethink sales approach in horeca: from full field sales to hybrid – field/remote – structure, full implementation of CRM, acceleration in off-trade channels +30% revenue). • Merging of retail activities (4 POS) in Paris in illycaffè France: Opex savings of 100+k€ (headcount optimization, improved synergies with staff); carry-forward deficit of 7,8 M€ obtained through tax approval procedure. • Right-sizing plan in the Netherlands (-20% headcounts and +600 k€ positive Ebitda impact) and efficiencies made in supply chain (merge of Belgian and Dutch Warehouse: reduction of 500+k€ working capital, 100 k€ Opex). • Overall performance: Revenue growth +6,9% CAGR, Ebitda growth +12,4% through volume growth (+5,4% CAGR), slight price increase and product mix. Improved channel mix resilience: Horeca from 50 to 44% of total revenues, Modern Trade from 14 to 22%, E-commerce from 15 to 21%.
Company: illycaffè Österreich is the distributing companies of illy coffee products in Austria. Revenue size 10+ M€. Role: reporting to global CSO, I incorporated the freshly set up subsidiary within illy group and re-launched the sales activities after 5 years of stagnation. I led 25 indirect reports and 15 direct reports (Finance, Sales, Marketing, Supply Chain, Retail, HR), incorporated a local team within illy group, refined key processes (sales) and opened new channels (e-commerce and retails). During my last 4 years in the role, I also managed the retail operations of 2 POS in Vienna and drove the franchising development in all main cities (4 POS). Full P&L responsibility. Key achievements: • Setting up of Austrian subsidiary after the business-deal (purchase of coffee activity) made with former independent distributor. Within 2 months after agreement: opening of new office in Vienna, organization of supply chain with external operator, migration of ERP system, consolidation of field sales team and set-up of shared sales support and accounting team with German subsidiary. • Reshaping sales momentum i) in Horeca through improved Key Account management (hired new KAM), improved services (set-up of 3 barista schools), increased investments to accelerate on customers' acquisition ii) in Modern Trade thanks to internal promotion of Head of channel and revenue building through customer management approach (Rewe, Spar, MPreis). • Brand (re)building through new communication strategy (moving from classic to digital media), partnerships (e.g. Life Ball), strong events presence (e.g. Vienna Contemporary), design contests with design schools (e.g. Die Angewandte). illy jumped from rank 10 (2015) to rank 3 (2018) in "Sympathie index" for coffee brands. • Setting up of Retail activities with opening of 2 direct operated stores (illyshop and illycaffe) in Vienna used as brand building tools and kick-off for franchising development in country. Revenue growth (+700 k€). • Overall performance: Revenue growth +7,1% CAGR, through volume growth (+3,8% CAGR), price increase, new channel development and product mix. Ebitda growth in line with revenue growth. Payback of business deal within 3 years.
Company: Export department of illycaffè SpA. Revenue size 50+ M€. Role: reporting to the International Market Director, I led 4 direct reports (Sales, Quality Promotion), supported the revenue growth and the brand building in the international markets assigned, launched new products, (re)defined the route-to-market per channel. Key achievements: • Business development and brand building of illy product activities in main B2B channels (Horeca, Modern Trade, Offices) through 4 owned-subsidiaries and 48 independent distributors in EMEA and LATAM areas. Business sizes range from 500 k€ to 18+ M€ according to countries. • New markets opening (e.g. Argentina, Saudi Arabia, Caribbean area, Algeria, Ghana), redesigning distribution model (e.g. Morocco, Senegal, Tunisia), preparing direct market entry through subsidiaries set up (Brazil, Austria). • Launching new products (e.g. iperespresso system) through selected distribution models among markets (e.g. brick and click), communication and PR plan. In Professional area, development of sales support tools (e.g. Horeca ROI calculator, Google Survey tool for quality management; Image/Volume Matrix approach) to facilitate sales reps role and improve conversion rate. • Improving operation through optimisation projects: e.g. logistics (change transportation from road to sea) with Greek distributor (100k€ savings/year); new logistic discounts for Austrian Horeca clients (20k savings/year). • Overall performance: Revenue growth +10% per year. EARLY CAREER HISTORY
Managing sales and promotion of the company product line through a network of 72 distributors/agents in 18 countries of the SEAF region. Team leader of special projects (e.g. Overhaul of Port-Sudan power station, +4 M€ deal) and direct management of customers in Mauritania, Djibouti and Sudan. Turnover size 15+ M€.
www.airliquide.com. Sales and marketing development of gas products within Friuli region (Italy). Managing customers in various industries such as wine, food, agriculture, pisciculture, electronics, manufacturing, welding, etc. Turnover size 2+ M€.