Stéphane SANTI

En résumé

Entreprises

• Ford Motor Company - BU Manager Pièces et Ventes à professionnels Ford Service

  Paris 2013 - maintenant • Stratégie : Elaboration des CGV PR Ford auprès du réseau RA et animation du plan marketing mensuel sell-in/sell-out
  Budget marketing variable de 13 Millions d’€ pour un objectif CA de 230 Millions.
  • B2C : Développement de la stratégie annuelle de forfaits atelier Ford (clients particuliers et flottes), adaptation et implémentation de la stratégie Ford Motorcraft (offres budget pour véhicule de 5 ans et +).
  • Fournisseurs : Gestion, négociation et animation pour Ford France de 24 partenariats référencés (20% du CA annuel) pour les produits non-Ford (huile, pneumatiques, toutes marques, peintures, consommables).
  • B2B : développement de la politique marketing wholesale, notamment de la franchise multimarques Motorcraft (330 points)
  • Management : recrutement et développement d’une équipe de 5 collaborateurs et garant de la bonne collaboration quotidienne avec le siège européen à Cologne.
  
  Résultats 2014 :
  - Ford Motorcraft : hausse des Key metrics (âge véhicule +4%, trafic atelier +1%r, coût facture +1%)
  - CGV : lancement de programmes sell-out (Bonus Wholesale, Incentives réceptionnaires et RFA Agents avec le réseau)
  - Management : recrutement de 2 collaborateurs et réorganisation de la BU (optimisation, nouveaux champs d’action)
  

• Ford of France (Ford Motor Company) - Zone Manager Ford Services

  2011 - 2013

• Ford of France (Ford Motor Company) - B2B Account manager - Used cars

  2009 - 2011 FORD OF FRANCE, Saint-Germain-en-Laye, France –
  www.ford.fr; Revenue: 2.6 Bils $ (vehicle sales); 139 000 wholesales units; 250 employee on the HQ (2008)
  Sale subsidiary of the American automobile producer responsible for the sales and distribution on the French Market to 330 car dealerships network and integrated into the European organization of production.
  
  
  - Key accounts portfolio manager for French biggest Ford dealerships :
  Self-manage the development of volume objectives of a 30 dealers district
  Sell bulk of vehicles (up to 70 cars) by written and oral negotiation
  Meet biggest dealer purchasers each semester for the biannual Dashboard meeting
  
  - Export portfolio manager:
  Restarted and Develop the export business stopped in 2008
  Sell bulk of vehicles (up to 100 cars) by written and oral negotiation
  
  - Trade marketing:
  Develop monthly comparatives (sale tools) between Ford France New offers & used car sold to the network
  Broadcast all sale tools and used cars market newsletter on the dealership extranet
  
  - Achievements:
  French sales YTD 2010-09: + 28. 5%; between 4 & 13 additional active accounts per month vs. 2009; 4 new accounts
  Export sales volume S1 2010: 800 vehicles to 12 accounts in Germany, Belgium, Netherlands, Poland, Spain and Italy; between 5 and 7 active accounts per month; 7 new accounts

• Ford of France (Ford Motor Company) - Marketing Coordinator - New Vehicles

  2008 - 2009 - Marketing Dealers Incentives process Coordinator:
  Ensured the respect of the decision process between Marketing, Sales and Finance departments
  Finalized the decision by editing and dispatching the official documents to the network (emails and extranet)
  Ensured the approval and archive process
  
  - Coordinator in the European IT Project of programming Centralization and Software Migration:
  Ensured the collaboration between the French and the European technical teams (English audio in a weekly basis)
  Participated to the quality tests of the new software platform imposed by Ford of Europe
  
  - Competitive intelligence analyst:
  Reported all market data on trade actions & products evolutions to the Brand team
  Edited and diffused the monthly competitive Review to the dealerships network
  Edited official reporting for Ford of Europe (monthly reports in English) using the software JATO V4.2.1.
  
  - Achievements:
  Successfully passed through to 2 Europe Audit sessions on the Marketing Dealers incentives process
  Gained competences from the IT project concerning politics issues in a big structure (subsidiary and European HQ)
  Participated to obtain financial overruns from Ford of Europe by developing special competitive intelligence reports arguing the subsidiary positioning on the local market

• McDonald's France Services - Product Manager Assistant - Local Store Marketing

  2007 - 2007 MCDONALD'S FRANCE SERVICES, Guyancourt, France –
  www.mcdonalds.fr; Revenue : 2.6 Bils €; 43 000 employees restaurant staff included (2007)
  French subsidiary of the American Fast-food Franchise responsible for all business of a 1200 restaurants network.
  
  
  - Product manager assistant for the local implementation of the national marketing plan:
  Analyzed the local business issues in order to sell to licensees marketing and promotional responses(marketing operations catalog, anti – competitor operation , e-Couponing and SMS operation)
  Sold to the licensees (Jumpfrance, TBWA Paris, Duke Interactive) marketing and promotional tools (POP, online marketing, Street marketing) with agencies
  
  
  - Assistant for the launching and development of the new coffee offer platform in the network:
  Developed and validated the 360° marketing operation in partnership with the Kraft Foods category manager
  Proposed recommendations with agencies for the new store and merchandising concept on McCafé network
  
  - Responsible for the animation of the licensees extranet (B2B sale tools):
  Broadcasted the national marketing plan to the network by the website (animation, actualization, marking and analysis of results) with agencies
  Sold the marketing and promotional tools produced with the agencies to the network (online sales)
  
  - Achievements:
  Launching of the coffee strategic offer against competitors (Starbucks) with the network Membership rate over 6 months in the network: 150 restaurants bought the new coffee equipment (10 K€ per store) with +21 pts of growth on the hot beverages category
  Organization of a successful street marketing campaign in Paris (sensory operation with segways)
  Creation and sale of 3 sessions of local marketing operations

• Darty - Marketing researcher

  BONDY 2006 - 2007 DARTY ILE-DE FRANCE, Bondy, France – (attached to the Ile-de-France CEO)
  www.darty.com; Revenue: 2.8 Bils €; 12 100 employees (2007) in France. Regional HQ of the High-Tech French Retailer responsible of 55 stores in Ile-de-France (Paris Region)
  
  
  Marketing issue: "Reasons of no purchasing store visits, or how to involve the conversion rate in store?
  
  Qualitative stage (3 focus groups) then quantitative (250 inquiries)
  Statistical treatment with SPAD and SPSS
  Final presentation, delivering results and operational marketing recommendations
  
  - Achievements:
  Presentation of a shopper typology according to the qualitative and quantitative results
  Analysis of the offer segmentation and its competitors (price competition or quality competition)
  Recommendation for merchandising, sales force management and online-offline synergies

• One2Team - Product manager assistant Sales & Marketing

  Neuilly-sur-Seine 2005 - 2005 Product manager assistant Sales & Marketing
  One2team (editor of project management software, Paris)
  
  • Created the new product add in collaboration with a designer
  • Participed in the organization of marketing events such as forums (Capgemini Summer schools
  2005) or marketing breakfasts
  • Increased the number of customers thanks to the telemarketing and emailing campaigns
  • Elaborated a database indexing the commercial history of the company
  • Created all sales materials (presentation for appointments, newsletters…)

Formations

• Université Paris Dauphine

  Paris 2006 - 2007 Master Degree in Marketing and Strategy, specialized on Retail and CRM strategies

• Université Paris Dauphine

  Paris 2006 - 2007

• Université Paris Dauphine (Paris)

  Paris 2004 - 2006 Marketing

• Université Paris Dauphine

  Paris 2001 - 2006 Marketing et Stratégie, Retail & CRM

Réseau

• Anne JOST

• Constantin DE GERLACHE

• Cyril ROUSSEAU

  Ford Motor Company Limited

• Elena KARAVAEVA

• Fabien BERRUYER

• François-Michel GIRIN

• Lazhar SEHETAL

• Michel ROUTIER

• Pauline DECAESTECKER

• Sébastien BRIARD