Francois-Marie Neycensas
-Increases revenue through high-impact brand strategies, enhancing awareness/consideration via distinctive communications/partnerships. -Accelerates online sales through high-performing digital journeys and qualified global traffic, with full accountability for e-commerce P&L. -Drives commercial expansion through strategic international negotiations, transformative events, and robust trade marketing. -Leads international cross-functional teams, develops talent and stakeholder trust. Manages agencies to optimize ROI.
As Partner & Chief Marketing Officer for Digital & Communication, reporting to the Founder and CEO, I am responsible for establishing a new luxury watchmaking brand in 20+ countries - Europe, Japan, USA, ASEAN and China. I act as P&L on-line owner, focusing on new business development, retail collaboration, leveraging trade marketing and international trade shows, digital affiliation and point-of-sale events. I am responsible for 30+ direct reports (permanents, freelances & agencies) and defining then executing strategic brand and GTM plan through €xxm (confidential) budget. Key achievements include: ◼ Created strategic “brand-book”, values and communication, leading GTM execution, brand content and 360° communication execution across digital, movies, print and B2C and B2B events. ◼ Created full digital journey from zero, leveraging website (UX/UI, Mobile, Data, SEO, Analytics, Growth) to social activation (CRM, E-mailing, Meta, YouTube/Google, LinkedIn, SEA, SEM, Influencing). ◼ Achieved Outstanding community impact within TOP 20 global Media, becoming perceived as most Innovative Watchmaking House from >300 annual press features and >50m impressions. ◼ Took P&L ownership for E-commerce in 50+ markets as >30% of turnover / x2 industry standard.
As ExCo, Marketing and Sustainability Manager, reporting to the GM Strategic Coffee BU, I was responsible for developing sustainability strategies, for delivering profitable growth and creating shared value and roll-out initiatives to strengthen brand equity, retain clients and win external endorsements. Key achievements include: ◼ Developed communications across TV, digital and print for new ECO / Ethic products and services. ◼ Led best-in-class European pilot initiatives, including LCA based environmental labeling and recycling. ◼ Trained Generating Demand teams of ~250 to win 100% B2B tenders and rank #1 partner by customers
As ExCo and Consumer Marketing & Innovation Manager, reporting to the GM Strategic Coffee BU, I was responsible for growing value market share of coffee business against private labels in retail. I was responsible for 3 reports and defining then executing strategic and operational plans through €5m budget. Key achievements include: ◼ Redesigned NESCAFE Masterbrand communication (TV, press, digital). New copy 1st at Millward Brown. ◼ Drove European recipe reformulation and packaging redesign to achieve +30% incremental sales. ◼ Delivered +105 bps in value market share. ◼ Launched 1st strategic project in under 6 months, identifying significant +10 millions euros sales with positive margin