Expert Details
Marketing, Marketing Strategy, Brand Management, Branding, Premium Brands, CPG, Luxury, Advertising, Communication, Media, and Digital Marketing
ID: 733633
New York, USA
Expert has also worked in entrepreneurial environments, introducing the boutique brand Fekkai as a luxury Hair Care brand in Hong Kong. Additionally, he transformed its retail and salon business in the United States.
Expert is a passionate practitioner, consultant, coach and teacher when it comes to building strong brand equities and experiences. Based on his extensive experience as a marketer and deep analysis of over 100 successful premium brands over the past two decades, Expert has co-authored a bestselling, award-winning reference book for marketers in the Premium CPG, Lifestyle and Luxury categories. The text analyses the success drivers behind some one hundred premium brands across industries. The authors explain how to put ‘myth back into marketing’ to ‘seduce rather than sell’ for a brand to be esteemed beyond size, price or performance.
Expert is regularly involved in public speaking and teaching across industries and markets in English, French or German language. His blog and podcast, as well as their related events, are sought-after by brand builders and marketing leaders around the world. He has been named ‘Inspirational Marketer of the Year’ by the Association of National Advertisers/The Internationalist among other awards.
Expert is on the advisory board and is a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the prestigious Fashion Institute of Technology (NY). He is also an advisory board member of the CMO Council (San Jose).
Expert is a fellow in marketing at The Conference Board, NY as well as Faculty at New York University – Stern School of Business, Marketing department.
As a consultant, he lends expertise in the following areas:
Brand Equity Development
Corporate Mission/Purpose Development
Brand Communication Development
Brand Valuation
Marketing Plan Development
Product Concept development
Consumer Understanding, Segmentation, Insight Generation
CPG Industry Trend Analysis
Brand SWOT Analysis/Competitive Analysis
Ad/Media/Comms Agency Evaluation, Selection and Management
Initiative Development
New Product Concept and Communication Development
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1992 | Degree: Postgraduate degree in Business Analysis | Subject: Business Studies | Institution: University of Lancaster, UK |
| Year: 1992 | Degree: Etudes Superieures de Commerce (BSc) | Subject: Business and Trade | Institution: Ecole Superieure de Commerce, Reims, France |
| Year: 1992 | Degree: Diplom Betriebswirt (BSc) | Subject: Business Studies | Institution: University of Reutlingen, Germany |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2016 to Present | Employer: Undisclosed | Title: Partner | Department: General Management |
Responsibilities:Expert is the head of this global advisory that helps ‘elevate brands to make them priceless’ and to evaluate investment opportunities in lifestyle, luxury and the premium brand arena with clients. |
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| Years | Employer | Title | Department |
| Years: 2013 to 2016 | Employer: Frederic Fekkai & Co | Title: Executive Vice President | Department: General Management |
Responsibilities:Expert was responsible for P&L, business and organizational decisions for this premium retail hair care and salon service business, including 8 flagship salons, 230 employees, and a combined $85 million in sales. He led strategy and daily operations as well as transition from wholly-owned subsidiary of P&G to private investor ownership. |
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| Years | Employer | Title | Department |
| Years: 2011 to 2013 | Employer: Procter & Gamble Asia | Title: Managing Director | Department: Corporate Strategy |
Responsibilities:He spearheaded corporate efforts on how to win in prestige branding, directing a cross-functional team and network of agencies to develop a portfolio of super-premium brands to test winning strategies in China. |
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| Years | Employer | Title | Department |
| Years: 2009 to 2011 | Employer: Procter & Gamble | Title: Corporate Director | Department: Corporate Strategy |
Responsibilities:Expert was a commercial leader of Strategic Revenue Management, where he worked directly with the CEO, Board of Directors and Business Unit leaders across the top 16 category/country combinations in crafting revenue optimizing plans. |
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| Years | Employer | Title | Department |
| Years: 2002 to 2009 | Employer: Procter & Gamble Asia | Title: Brand Director | Department: Marketing |
Responsibilities:From 2004 onward, Expert was P&L leader for Pampers (today $530 million in regional sales), commercial strategy, communication, and initiative plans. He executed across 4 product platforms in 4 key markets.Prior to this time, Expert was Marketing Manager of Fabric Care India. He turned around 6 years of decline of the brand portfolio, gaining ~10 BPS in year one and tripled business to $70 million in year two. |
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International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 2002 to 2009 | Country / Region: South East Asia | Summary: Based in Singapore. Reponsible for SE Asia, India, Rural China, Australia, Korea markets |
| Years: 2002 to 2009 | Country / Region: Hong Kong | Summary: Responsible for Global Premium Brand Development. test markets HKG and Mainland China |
Career Accomplishments
| Associations / Societies |
|---|
| Advisory board member and a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the Fashion Institute of Technology (FIT,NY) Advisory board member of the CMO Council (San Jose) Advisory Board Member L2 Inc. (NY) Former Trustee of the Marketing Science Institute (MSI, Boston) |
| Licenses / Certifications |
|---|
| WSET Level 2 |
| Awards / Recognition |
|---|
| ‘Inspirational Marketer of the Year’ by the Association of National Advertisers/The Internationalist 1997-2009 Multiple Adverting Awards (Cannes Lion, EFFIE, Mobius) |
| Publications and Patents Summary |
|---|
| Expert has a number of influential publications regarding branding as well as marketing. |
Additional Experience
| Expert Witness Experience |
|---|
| Expert Witness on subjects of brand reputation, saliance and advertising claims in several cases in the CPG and Services Industry. |
| Training / Seminars |
|---|
| Developed and ledd many keynote talks, trainings, webinars, workshops in the area of brand strategy development, premium brand building, marketing across industries and markets over the lpast decade. |
| Marketing Experience |
|---|
| Lead marketing of dozens of brands from billion-dollar global bands to local start-ups over the past 25 years within the context of working for multinationals as well as privately owned companies. As employee as well as independent advisor. |
| Other Relevant Experience |
|---|
| Can consult or teach in English, French or German |
Language Skills
| Language | Proficiency |
|---|---|
| French | Fluent |
| German | Fluent |
Fields of Expertise
public relations, advertising, strategic branding, rebranding, brand repositioning, brand identity, branding, retail marketing, strategic marketing, product marketing, niche marketing, marketing strategy, marketing training, marketing mix, marketing communications, marketing management, marketing, international marketing, digital marketing, consumer marketing, pricing, product pricing, premium denim, vanishing premium, rise of individualization, public speaking, custom speaking, employee training, innovation training, skill training, management training, creativity training, corporate training