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

Kraft - LU biscuits World Wide Nov 06- Present

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