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Richard Bordenave
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Richard BORDENAVE
SKILLS SUMMARY
Marketing Director, 12 years exp, with successful track record in FMCG business development in complex environment (ex : LU Algeria start-up, UB NE restructuring). English fluent. Solid skills in change management & cross-functional team coaching.
Lecturer and author (“brand & consumers : the divorce ?” - ed EMS 04)
EMPLOYMENT
| BVA, Directeur Innovation, BVA, 08-present |
Kraft - LU biscuits World Wide Nov 06- 08 Innovation Director, Europe
Manages European Top 10 Innovation portfolio, processes and resource
prioritization.
Coaches 5 cross-functional teams & manages G8 steering comitee.
Stimulates R&D / Marketing collaboration and promotes open innovation models.
Drives new consumer focused methodologies.
International Marketing Director (Growth projects) *April 05 - Oct 06
Accelerated Soft Cake category growth through “Jewel” roll-out in 10
countries (+20% yoy), gained alignment across European business, driving best practices
Performed market study, range definition, and product developments in 11 month as part of Algerian Business Startup (Greenfield investment
with Tunisian partner SoTuTuBi)
United-Biscuits Northern Europe (Paris/Brussels)
Marketing Chief Officer France Oct 03 - April 05
Lead the French Marketing department (12 people, 200 M€NSV, 20 M€ A&P, 60 SKU)
Defined and implemented growth plan for BN, Delacre and Delichoc
brands
Served as a Member of Delacre Board Int’l (UK, USA, France, Belgium,
Germany) to coordinate growth plans & portfolio prioritization for 2
factories serving 5 markets.
Marketing Manager Delacre Int’l Jan 01 - Sept 03
Increased market share by 6 pts (up to 36 pts) in 2.5 years after
regaining leadership with full brand relaunch (new copy platform, range
renovation, innovation and aggressive sales plan)
Improved brand profitability by rationalising portfolio and
organisation with common structure France, Belgium and Germany (managing 6 people over 3 countries).
DANONE France Dairy products (Levallois) Apr 00 - Jan 01
Marketing Manager “Charles GERVAIS”
Managed fast growing dessert business (80 M€,+30%) and promoted model to Spain (“postres maestros”) with dedicated team (2 brand managers)
Brand manager “BIO Activia de Danone” Dec 98 - Apr 00
Developed brand (100 M€, +6%) through fruit extensions and efficient
advertising
Prepared brand switch plan identifying and securing alternate European brand (Activia) in accordance with EEC Law for immediate (re)launches in eastern Europe/Italy/UK.
Brand manager “Danone Yoghourt” & Innovation project manager Dec 96 - Dec 98
Developed, tested and launched major innovation DANAO (juice & milk
drink) reaching 12% Market Share 1st year (1pt growth for Danone France).
Recovered growth on “Danone Nature” icon product with full mix
renovation for 80th birthday
Marketed “Institut Danone” (copy & PR) and ensured coordination with
scientific committee.
KRAFT-Jacobs-Suchard Jan 95 - Nov 96
Assistant brand manager
Handled product portfolio transfer from Terry’s UK assets acquisition (95) under KJS brands (Milka, Suchard, Cote d’Or) seasonal products.
EDUCATION
Graduated from “Institut Commercial de Nancy” (top 10 French business school - 1991-94) with major in marketing at Fashion Institute of Technology N-Y (94). Prepa. HEC (1990), scientific Bac (89)
LANGUAGES
French : Native English : fluent (current working language) Spanish : speaking