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Muriel GIRARD-PERICHON

LONDRES

En résumé

Un profil spécifique avec une experience complémentaire:
Plus de 8 ans d'expérience marketing sur différentes catégories de produits (grande consommation) pour des marques importantes : Calor (Groupe SEB), Président (Groupe Lactalis).
Puis, création et développement pendant plus de 10 ans d'une Agence de Design et Conseil Marketing intervenant sur de grandes marques : Nestle, Nivea, Esso, Friskies, Kraft, Lindt, President, Tefal...
Depuis 2006, Consultant en marketing, stratégie et design en UK et Directeur du bureau Black and Gold UK.

Marketing and design expert with experience in strategic planning and account handling in the areas of brand identity, graphic and structural packaging as well as new product development. Expertise based on extensive, senior marketing experience. For 8 years, has held various marketing roles of increasing responsibility in FMCG companies, both national and global, ending up as Marketing Director. Following this, dedicated 11 years to successfully setting up and co-managing a new brand identity and packaging design consultancy in France.

Mes compétences :
Consultancy
CONSULTANT MARKETING
Design
Marketing

Entreprises

  • Consultant Free lance - Marketing, Strategy and Design Consultant

    2006 - maintenant Marketing, Strategy and Design Expert motivated by getting a deep understanding of the clients’ marketing issues and by combining strong analytical skills, intuition, creativity and common sense to deliver a marketing and design solution that exceeds client expectation and deliver business results. Working for years with Blackandgold, an independent agency specialising in Design, Foresight and Innovation.
    We provide integrated creative solutions that span the full range of brand challenges: Strategy, Foresight, Innovation, Consumer branding, Corporate branding, Brand activation, Digital.

  • B&G - Directrice Generale

    1999 - 2002 BLACK and GOLD Design and Strategy Consulting Agency, specialised in packaging creation and design. The agency was founded in 1990, is still an owner-managed private company and reaches N°5 position in France.
    General Manager (09/99 – 06/02)
    • Co-responsible for strategic development, leadership and management of the Agency: organisation, recruitment, management, financial reporting and business development.
    • Management of the commercial team: 10 people.
    • Increase the clients’ portfolio: Nestlé, Mousline, L’Oréal, Esso, Gervais, Friskies, Kraft, Danone… and maintain the existing clients: Carrefour, Champion, Président, Nivea… 7/10 successful pitches in average each year.
    • Management of the clients’ relationships, fees negotiations. Successfully pitched to be part of the consultancies appointed by Nestlé, Carrefour and Danone for a place on their packaging design roster.
    • .Definition of the marketing strategies for French or International clients.
    • Member of the Management Committee, in charge of the development strategy and of the communication for the Agency.
    • Results: billing= £ 3,2 M in 2002, + 77% in 4 years. Black and Gold, awarded Best Design Agency in 2000 for the second time, based on objective criteria such as creativity, new business, financial results, clients feedback.

  • B&G - Account Director Strategic Planner

    1991 - 1999 Account Director and Strategic Planner (11/91 – 08/99)
    • After the Agency’s set up with the founder, implementation and development of new clients and brands.
    • Major brands brought: Président, Carte Noire, Jacques Vabre, Lindt, B’A, Labeyrie, Roquefort Société, Carrefour, Nivea, Panzani, La Française des Jeux, Bosch…
    • Follow up from the first briefing to the final design delivery: marketing recommendations, creative stage, presentation to clients, fine-tuning and technical execution. Quotations, fees negotiations, outside costs supervision.
    • Successful relaunch of Président (French Cheese) in France, Europe and US in collaboration with the client marketing team: new logo, new products development… Significant growth in market share was achieved vs. its major competitor Coeur de Lion.
    • Study of the global repositioning of the Panzani brand (Italian pastas) and creation of a new brand: Giovanni Panzani to develop successfully a new market segment.
    • Creation of new games and concepts for La Française des Jeux (National Lottery).
    • Involved in the Agency development strategy and positioning.
    • Results: billing (brought and managed): from £280 000 in 1992 to £1,8 M in 1999.
    • Black and Gold, awarded Best Design Agency in 1997.

  • Groupe Lactalis - Directrice Marketing

    Laval 1988 - 1991 Marketing Director for Spread cheese and Emmental Category (10/88 – 10/91)
    • Development and implementation of brands strategies on Président, Sveltesse, Grosjean
    • Co-responsible for the Department management: marketing, finance, human resources in partnership with the Commercial Director. Sales: £ 60 M – Budget: £ 6 M.
    • Study new market categories and new products for Président, in order to develop the brand not only on the Camembert or Butter markets.
    • Worked in partnership with the R&D and the industrial department to create a new Emmental cheese with a real point of difference: Président is selected only from the heart of the Emmental wheel.
    • Successful launch of the Président brand on the Emmental market in France and Europe.
    • Result: Président reached N°1 position in 3 years on a market dominated by the Private Labels.
    • Responsible for marketing and merchandising training for the all Lactalis Group

  • Groupe Lactalis - Chef de Groupe

    Laval 1987 - 1988 Group Brand Manager (09/87– 09/88)
    • Development and implementation of the marketing strategy for Sveltesse: leader on the light cheese market and Grosjean: N°2 on the spread cheese market.
    • Responsible for advertising and promotion.
    • Analysis of new development opportunities on different markets or brands for the category.
    • Creation of a specific cheese to answer the needs of the European Astronauts Team. This “Grosjean cheese” was on board in all the European Spaceship missions.
    • Developed a new merchandising approach in collaboration with the sales team.

  • Groupe SEB-Calor SA - Commercial

    1986 - 1987 Sales Area Manager (01/87 – 08/87)
    • In order to acquire a sales experience, asked for the role of sales manager for the whole range of Calor products. Responsible for the negotiations and sales in mass market, wholesalers and retailers in 4 geographic areas.

  • Groupe SEB-Calor SA - Chef de produit France

    1984 - 1986 Brand Manager France ( 06/84 – 12/86)
    • In charge of the marketing strategy and product development for the cooking range on the French market under the Calor brand.
    • Study and launch of entirely brand new concepts on the electrical cooking appliances market.
    • Worked in partnership with the Industrial Department for the creation and the design of the new products.
    • Development and implementation of the promotion and communication strategies.

  • Groupe SEB-Calor SA - Assistant chef produit International

    1983 - 1984 Assistant International Product Manager (10/83 – 05/84)
    • Strategy and recommendations for new products launches in the beauty and the cooking areas on European markets.
    • Launch of the first espressos’ range under the Calor brand in partnership with Italian suppliers.

Formations

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