Francois-Marie Neycensas

Chief Marketing Officer, Digital & Communication : Luxury global brand strategies & GTM to grow with unique equity.

I am a Chief Marketing Officer, Digital Marketing and Communication Specialist, expert at developing global brand strategies with world-class Route-to-Market plans that quickly achieve sustainable and profitable growth with exceptional brand equity for Luxury and Premium Consumer Goods companies. With full on-line P&L ownership, I excel at establishing digital footprints across client purchasing funnels while focusing on brand content activation and awareness to drive-up traffic generation and e-commerce conversion rates. Reservoir Watch’s new luxury venture required world-class 1st point of contact brand digital identity. As CMO, I created brand digital footprint from start. I innovated mobile 1st website, data management and analytics, managed SEO, technical and content then grew audience and traffic. I deployed social media strategy, roll-out and activation, created digital affiliations and deployed +300 annual campaigns. Succeeded in attracting +250k annual visitors, growing to +100m impressions, +2’ duration visit and >30% bounce rate. Reservoir Watch’s new luxury venture needed to initiate online sales from new clients and markets with no distribution capability. As CMO, I designed digital purchasing journey and rolled-out e-commerce in 50 countries. I built a strategic project and set financial transaction delivery plans. I promoted in 50 countries and drove digital sales growth. Succeeded in delivering 30% global turnover growth, expanding sales in +5 luxury markets and ranking #70 in 20 countries in <2 years. One of my core skills is utilizing an intrapreneurial mindset to entrepreneurially build new entities from scratch, deliver turnarounds or scaling-up of operations to establish a globally recognized market presence. I am passionate leading and developing cross-functional international teams to drive design innovation and lead transformation program’s and deliver world-class outcomes. Key Skills: ✔ Executive, C-Suite & Committee Leadership ✔ Team Leadership & Mentoring Excellence ✔ Marketing Strategy Formulation & Execution ✔ Senior Executive Market Intel & Insight ✔ International Transformation Projects ✔ Brand Management & Content Development ✔ Product Management & Innovation Pipelines ✔ Digital, TV, Print & Brand Communication ✔ Digital Marketing, SEO, SEA & SEM Growth ✔ E-Commerce & P&L Ownership ✔ Digital & Social Media Activation & Influence ✔ Trade Marketing & Business Development ✔ Shared Value & Sustainability ✔ Investor Management & Fund Raising

Previous Brands
Independent Luxury
Nestlé France S.A.S.
Nestle S.A.
Procter & Gamble
Work Experience
Chief Marketing Officer, Digital & Communication - Partner
Nov ‘16 -

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.

NED & Board Roles
Jan ‘16 -
Independent Luxury

- Luxury Start-Up Advisor & Investor: Confidential Projects: since 2016 - Start-Up Incubator: Station F, HEC Paris: Advisor Brand Building & Digital Marketing: since 2018 - Board Member: HEC Alumni Luxury & Creation Club: since 2019 - Luxury Investor: Jewelry JEM (Jewelry Ethically Minded), COWBOY (e-Bicyle): since 2017

ExCo / Marketing & Sustainability Manager
Jan ‘13 - Dec ‘15
Nestlé France S.A.S.

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

ExCo / Consumer Marketing & Innovation Manager
Jan ‘07 - Jan ‘12
Nestlé France S.A.S.

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

ExCo & Global Innovation & Business Development Manager
Jan ‘04 - Jan ‘06
Nestle S.A.

As Global Innovation & Business Development Manager and ExCo, reporting to the Global Operation Head, I was responsible for accelerating launch of top innovations across Nestlé Group and for developing new concepts, elaborating regional business plans, leading multi-market teams to deliver profitable growth. Key achievements include: ◼ Agreed Board missions, scoping Infant Nutrition in Europe and Culinary in Central & South Americas. ◼ Developed recruitment assessment center to hire 15+ leading sector talent, interviewing +60 candidates. ◼ Identified corporate NPD process, leveraging external and internal best practices. ◼ Launched new concept, delivering +10 millions CHF top-line in Americas and +10 in Europe.

Earlier Career at Procter & Gamble and Nestlé
Jan ‘94 - Jan ‘01
Procter & Gamble

05/2001 - 12/2003: Nestlé: Global Manager at Operations Strategies & ExCo 06/1997 - 04/2001: Nestlé, France: Supply Chain Manager 06/1994 - 06/1995: Procter & Gamble, France: Engineering School Partnership

English - Native
French - Native
Education & Training
HEC Paris
‘16 - ‘17
Executive Master of Business Administration (MBA)
London Business School
‘07 - ‘07
Leadership @NESTLE
‘05 - ‘05
Strategic Marketing Programme
Northwestern University - Kellogg School of Management
‘04 - ‘04
Branding & Innovation
Amsterdam Institute of Finance
‘03 - Unknown
Project Valuation
Arts et Métiers ParisTech - École Nationale Supérieure d'Arts et Métiers
‘92 - ‘95
Master of Engineering (M.Eng.)
Paris, France