Francois-Marie Neycensas
Luxury growth leader driving brand desirability, digital performance and P&L impact for BTC businesses turning strategy into measurable revenue and client tractions for Japan, US, Europe, Middle-East, Asia. • • • I build luxury brands and grow online sales worldwide through Luxury Brand Strategy & Brand Equity Management, Global E-Commerce Strategy (Luxury) and full E-Commerce P&L Ownership, with strong expertise in watches/jewelry, premium consumers and leather goods. From storytelling creation to conversion focus, I design and deploy seamless purchasing client journeys to increase online qualified traffic, deliver profitable growth and stronger equity while leading cross-functional teams in complex global markets. • • • - As entrepreneur and CMO of RESERVOIR Watch, I built the luxury brand platform and led 360° communications to drive desirability, expanding into 20 markets, generating yearly 150+ editorials and 50M+ imppressions. - With full E-Commerce P&L Ownership, I optimized online acquisition and e-commerce performance for 100M€ businesses: Biologique Recherche cosmetic house (+20% online sales, +30% ROAS), agnès b fashion house (+10% online sales in 6 months). -At RESERVOIR Watch, I designed and launched the end-to-end online purchase funnel from scratch, delivering conversion x2 vs. luxury benchmark, under full E-Commerce P&L Ownership. -At NESTLE for the €350M coffee brand, I reversed a 4-year decline by leading recipe/packaging innovation and a Masterbrand relaunch, delivering +105 bps value market share, recruiting 250k+ households, and generating +30% sales through European projects.
Accompagne de nouvelles maisons de luxe joaillerie, horlogerie, cuir pour renforcer positionnement stratégique, recruter des investisseurs et générer des revenus. 🎯 Mandat Consultant Luxe, Advisory Board Member et Start-Up Mentor, j'interviens sur des projets confidentiels dans le Luxe afin de structurer leurs propositions de valeur, préparer le deck investisseur et initier la croissance de leur chiffre d'affaires digital. 🔧 Responsabilités et Résultats • Start-Up Mentor chez Station F HEC Incubateur et 50Partners (CMO Club). • HEC Alumni Club Luxe et Création : organisation d’événements dirigeants Luxe et Mode. • Advisory Board Member: start-up Deep tech Luxe cuir (…)? • Membre de l’académie du GPHG (Oscar de l’horlogerie Suisse).
Accelerating BtC Digital Sales / E-commerce for all markets
re-focusing 20+ reports on business and strategic projects (brand platform, collaborations, fragrance, Fashion show). Responsible E-commerce P&L (+10% sales).
Co-founding partner of a new luxury watchmaker in 20+ markets (Japan, USA, Europe, ASEAN, China), 30+ reports, accountable for the E-commerce P&L. - Rolling out a new brand book (300+ editorials, >50m impressions yearly). - Converting online sales (x2 industry standard) via robust digital purchasing funnel. - Launching 12 watch collections and collaborations with media and celebrities. - Leading trade Marketing in 80 POS (B-to-B tradeshows, merchandising, affiliation). - Fundraising (€xxm), pitching +50 investors. Business development
Reporting to GM strategic coffee BU (NESCAFE, 1st world Brand), responsible for growing the value market share of the coffee business against private labels in retail. 3 reports, €5m budget. - Redesigned master communication (tv, press, digital). New copy 1st Millward Brown test. - Drove European recipe reformulation and packaging redesign to achieve +30% incremental sales. - Delivered +105 bps value market share on €30m sales, after 4 declining years. Recruit +250k HHs.
Reporting to the Global Operation Head, responsible for accelerating the launch of TOP innovations across Nestlé regions, elaborating regional concept & business plans, leading multi-market teams. - Designed missions, deliverables, recruit for “Innovation Acceleration Team”, endorsed by Board. - Identified corporate « new product development » process, leveraging external best practices. - Launched regional concepts, delivering +CHF 20m TOP-line (nutrition EUR, culinary LATAM).