Mathieu Manson
Senior Brand Manager - St Marc / O'Cedar, Reckitt Benckiser
I am a reliable and highly driven brand manager with strong analytical as well as organisational and project management skills and a highly result oriented mindset. I am also very people oriented and put a lot of effort into effectively leading teams and helping my direct reports develop their skills.
I have extensive experience in P&L management, new product development from concept writing, market research to formula development, packaging design and advertising.
115 contactsResponsibilities: full management of 2 local brands:
- Strategically define and lead execution of marketing plans
- Define innovation pipeline and qualify new initiatives through market research
- Implement NPDs: cross-functional team leading for formula development, pack design and advertising
- Develop new TV copies and manage media plan
- Define and lead execution of promo strategy
- Conduct in-depth analysis of brand performance to display recommendations to drive sales & profitability
- Manage brand P&L and marketing investment – total budget: 4M€
- Manage 2 assistant brand managers
Achievements:
- Lead 2011 & 2012 Strategic Reviews: full strategy definition, media plan and brand P&L management
- Developed & launched 2011 key innovation and created advertising campaign: 1.5M€ gross sales YTD
- 2 TV copy developments, including for 2011 innovation: +100% sales uplift
- Developed full viral web campaign: viral trailer film, banner campaign, on-line game, product website
- Devised and set-up new promo strategy: +350K€ sales & 250K€ margin per year
- Re-vamped St Marc floor cleaner range with new design: +15% value sales
- Cross-functional team leading to implement new on-pack competitive claims on O’Cedar liquid range
2008 - 2009- Conducted full in-depth market analysis 2009 and 2010 Strategic Reviews and Marketing Plans
- New product, promotions and packaging developments
- Brand budget management
- In-depth market analysis with extensive use of Nielsen panels
2007 - 2007- Project leader for brand re-launch
>> Brand image revamp: new packaging development
>> In-store support plan definition & set-up
- Project leader for full web campaign development
2005 - 2007- Full business plan construction: market sizing, customer target, sales and market share forecast
- Full support plan development for new solution launch
- Market and competitor studies
- Development and analysis of customer questionnaires