Julien Bessaud

Founder | Brand-Led Growth, Transformation & Value Creation Advisor The Brand Alchemy · Indépendant Independent executive advisory helping organizations accelerate growth through strategic repositioning, transformation and value creation. I partner with CEOs, Boards, Private Equity firms and leadership teams during strategic inflection points, either directly or through selected international expert networks including Guidepoint, AlphaSights, VisasQ and Coleman. I help organizations accelerate growth by aligning strategic positioning, brand, digital, AI and organizational transformation to create measurable business value. Selected engagements: • Strategic repositioning for investor-backed consumer brands • Growth acceleration through digital and AI transformation • International expansion and growth roadmaps • Brand-led value creation and organizational alignment When relevant, I collaborate with selected international creative partners, including “Blend Inspire” agency, to deploy high-impact brand experiences and content ecosystems.

Cosmetics | Naturalness | Responsible Beauty - CSR Communication | Digital Marketing | Transformation | Business International family business of 8,500 employees, leader in premium skincare valuing natural products & responsible beauty 🔸Role ▸Strategic Director for brand expression & uniqueness of its message, forming a global Business Unit (45 people) encompassing 6 departments: content production, copywriting, media, responsible beauty / CSR, public relations, graphic services. Executive committee 🔸Challenges ▸Define & produce all digital content (social networks, e-commerce, CRM...) and off-line (TV, print...), brand - products - CSR, worldwide (China / Asia, USA, Europe, Middle East) ▸Ensure timely and adequate deliverables (content, PR events, media...) ▸Transform organizations (teams, processes, finances), identify innovative solutions 🔸Results ▸Revitalization of skincare communications 2022/2023/2024 ▸Make-up range relaunch 2024 with communication & digital marketing strategies ▸CSR communication strategy, media partnership Amazon - AWS & Clarins ingredient traceability ▸Employer brand film ▸Enhanced social content for product launches & range support ▸E-commerce & CRM acceleration (1200+ educational product pages, diverse ages & skin types) ▸Decisive support for recurring campaign contents (Black Friday, Christmas...) ▸3D / Generative AI technology: personalized & immersive content: CRM, social networks, product sheets ▸LED XR studio technology: reduced film production timelines & costs ▸Disruptive media tool (Artificial Intelligence) assessing the creative performance of content upfront Brand acceleration | Communication Strategy | 360 Marketing | Change Management | Product Launch | Content Production | Sustainability - CSR | Budgets | Consumer Research | Digital | ROI | Media | Omni-channel | Team Management

Events | Memorable Experiences Creativity | Business Development | Change Management | CSR Independent international agency for the creation and production of innovative experiences for premium and luxury brands: creative direction, scenography & set design, location scouting, event production, content production, strategic & executive consulting 🔸Role ▸General Manager in charge of the agency's overall activities (creation, production, management, P&L, commercial) to drive revenue growth and net margin ▸Manage internal teams (20 people) of creative, production, and commercial staff, & on-demand freelancers 🔸Challenges ▸Strengthen strategy & commercial development in fashion world & new territories (cosmetics, jewelry...) ▸Transform the organization (teams, processes, and finances) ▸Implement annualized client relationships ▸Secure the legal dimension & obtain B Corp certification 🔸Results ▸Giorgio Armani (Armani Privé, Emporio Armani) ▸The Estée Lauder Companies Inc. (Tom Ford Beauty) ▸L'Oréal Group (L'Oréal Paris, Helena Rubinstein) ▸LVMH (Fenty Maison, Fenty x Savage) ▸Richemont (Cartier, Piaget), ▸Ami, Tod's Group (Roger Vivier), Victoria's Secret, Ralph Lauren, Elie Saab, Lacoste, Farfetch Event Organization | Content Strategy | Brand | Communication Strategy | Media | Business Development | Transformation | Digital | Social Networks | Sustainability - CSR | Budgets | Time Management | International | Team Management | Luxury | Exceptional Houses

Cosmetics | Fragrance | Makeup | Skincare | Haircare Communication | Innovation | Digital | Transformation | Management L'Oréal is the global leader in the beauty industry. 87,000 employees, 4 divisions: Luxury, Consumer Products, Professional Products, Dermatological Beauty. Revenue 2023: €41 billion. Its values: innovation, ethics, diversity, and sustainable development 🔸Role ▸Deputy General Manager for Communication & Digital Expertise France. Executive committee ▸In charge of 23 brands including L'Oréal Paris, Garnier, Maybelline, Essie, Mixa, Cadum, Franck Provost, Dessange, Daniel Hechter, and 26 employees 🔸Challenges ▸Implement a global reorganization of L’Oréal France affecting all employees ▸Be a key player in the reconquest of market share and desirability of the brands ▸Guarantee the unique positioning of each brand, coherence between brand strategies and product marketing actions, communication, image, media, retail ▸Accelerate E-commerce and E-retail ▸Better utilize data to more precisely target consumer expectations 🔸Results ▸DNA and brand images polarized for better uniqueness and performance ▸Revenue growth through e-commerce and marketplace acceleration (Amazon, Veepee...) ▸Optimized organization (teams, processes, and finances) ▸Optimized production of digital and off-line content (visuals, films, press kits) (storytelling, quality, timelines, costs) ▸Optimized prescriber strategies and budgets (influencers, PR events) ▸Development of CRM programs ▸Definition and implementation of key performance indicators / KPIs and ROI ▸Implementation of CSR programs specific to each brand's territory Communication | Digital Marketing | E-commerce | Brand | CRM | Media | Social Networks | CSR | Change Management | Data | Product Launch | Content | Public Relations | Events | Intrapreneurship | Content Strategy | Leadership

Fragrances | Makeup | Skincare Image | Communication | Digital | Fashion | Muses 🔸Role ▸Define and implement a new image aiming to reinforce its luxury positioning and regain desirability ▸Define and execute the international strategy for global communication & digital acceleration (e-com, CRM, social networks, SEM, SEO) ▸Guarantee the cross beauty & fashion brand image and identity and relations with the designer ▸Define and implement a new organization & team (16 employees), their missions, and objectives. Executive committee 🔸Challenges ▸Define the image strategy and content production for fragrance, makeup, and skincare categories. ▸Deploy a 360 consumer experience. ▸Roll out an integrated digital transformation and vision strategy, with a new brand site featuring e-com, CRM, SEM, digital retail, and social media ▸Develop and install a global brand and product coherence, capitalizing on the fashion DNA and the designer ▸Identify international ambassadors, optimize and manage contracts 🔸Results ▸"Si", 7th top global fragrance launched in September 2013 ▸"Acqua di Gio", number 1 global in 2016 ▸"Code" top 5 global in 2016. ▸Makeup: Increased desirability and solid market share gains with the launches of Maestro fusion, Luminous silk foundation, Ecstasy lacquer, Lip magnet & Eye tint. ▸Skincare with the Crema Nera line. ▸New US e-com site in 2016: +65% YTD revenue. ▸Launch of Armani Beauty Instagram in 2016 ▸Global PR ranking in 2016: top 5 (+2 vs 2013). ▸Reconfiguration of the communication & digital expertises B.U. Communication Strategy | Brand Image | Image Management | Digital Acceleration | Content Strategy | Luxury | Digital Marketing | Media Planning | Press Relations | Media | SEM | SEO | E-com | Entrepreneurship | Change Management | Innovation | International

Fragrances | Fashion | Corporate Corporate Communication | Employer Branding | Public Relations | Digital | Transformation Puig, an international family business in premium and luxury fashion and beauty, with 3,500 employees, €4.3 billion revenue in 2023. Curiosity, enthusiasm, the audacity to undertake and a strong sense of ethics and respect are its values. CORPORATE FOCUS: 🔸Role ▸Lead the corporate communication department ▸Participate in defining the new corporate positioning ▸Act directly with a global aim and support markets in the approach to new group visibility ▸Change management of the corporate communication teams (5 people) 🔸Challenges ▸Reposition the global image of Puig, its values, and its mission: "global actor in fashion & beauty, premium and luxury" and publicize it ▸Develop the employer brand for current and potential employees ▸Transform the corporate communication department 🔸Results ▸Creation/optimization of dedicated tools (new website, new internal "lifestyle" magazine, media tool-box for local markets, dedicated social network content), events (Puig Vela Classica Barcelona, preparation for the family group's centenary), CEO Marc Puig's speaking engagements with local and international media ▸Implementation of a global strategic plan for BtoB targets and employees ▸Visibility objectives of the "new" Puig brand achieved ▸Perception by BtoB targets of a true repositioned Puig group, comprised of complementary and powerful commercial brands ▸Adoption of the new image and pride among employees Corporate Brand | Employer Brand | Image Management | BtoB | Communication Strategy | Digital | Content Development | Public Relations | Transformation | Change Management | Innovation | Creativity | International | Team Management | Beauty | Fashion

Fragrance | Fashion | Designer Communication | Innovation | Public Relations BRAND FOCUS: 🔸Role ▸Define and manage the new international communication department for Paco Rabanne brand – fragrances - fashion & heritage ▸Steer the repositioning of Paco Rabanne's brand image ▸Handle the communication in France for Paco Rabanne perfumes, Nina Ricci, Prada, Valentino; Manage relations with Prada and Valentino licenses ▸Manage the communication department for premium and luxury fragrance brands in France 🔸Challenges ▸Ensure the international launch of the new One Million fragrance ▸Convey the brand and designer Paco Rabanne's values to rebuild a global brand ▸Manage relations with the designer Paco Rabanne, serving brand reputation and business ▸Develop the market visibility in France for 4 premium fragrance brands 🔸Results ▸Definition and implementation of an international communication strategy for Paco Rabanne brand-fragrances-fashion and adapted local action plans ▸Definition and management of international launches for Paco Rabanne and 25 local launches (fragrances, fashion heritage, global brand). One Million fragrance, Top 1 globally in 2010 ▸Creation of market media kits, contents ▸Establishment of a Paco Rabanne fashion heritage department ▸Relaunch of Paco Rabanne women's fashion: accessories, RTW by a designer ▸Execution of fashion shows and press presentations ▸Reconfiguration of the international and French communication teams ▸Optimized budgets and establishment of ROI indicators Brand | Product Launch | BtoC | Communication Strategy | Innovation | Transformation | Change Management | International | French Market | Content Strategy | Image Management | Press Relations | Influencers | ROI | Team Management | Fashion Fragrance License Management

2004 to 2007: - Project development : creation of a new range of magazines ("lifestyle" collection) : marketing strategy, definition of editorial content and conception, management of contractual workers (for example "Editions Jalou" 2006), sale of advertising spaces.. 2007 turnover : 2 million euros - Promotion and sale of Le Monde brand products for the Luxury goods sector to advertisers and media agencies : newspaper, magazines, special events, infomercials, online. 2007 turnover : 8 million euros - Team management 1999 to 2003 : - Promotion and sale of Le Monde brand products to Banking & Insurance sectors, to advertisers and media agencies. - Project development : creation, conception, management and marketing of "Topfi" exhibition, on Banking, Insurance and Finance, located at the Paris stock exchange. - Creation and management of a regional network of sales representatives.

- Development of communication strategies and coordination of visual brand identity (Louis Vuitton, Air France, Philips, 9 Telecom). Media (media planning, purchase of advertising space) and others (websites, events, promotional materials, exhibition booths..) - Client development (NSMD / ABN-Amro, ...)

- Advertising communication & purschase of advertising space (Renault, France Telecom, Heineken, SFR..)