photo de profil d'un membre


Marketing - Guillaume Frayce

31 ans - - 06 89 51 46 65


Why am I convinced that brands are essential for business ?
Because they are the added values that consumers are looking for when they have choice.
A Lacoste polo is not a classic polo as a Carte Noire coffee cup is not only black coffee... Consumers pay more because there is something more, something emotional & aspirational behind this kind of brands, and I'm the lucky guy who is working on it.

Expériences professionnelles

Head of marketing ice cream brands portfolio

Mars Wrigley Confectionery , Haguenau - CDI

De Juin 2019 à Aujourd'hui

Ice Cream Portfolio BU Leader for France.
Brand Activation & Innovation Management on M&M’s®, MARS®, SNICKERS®, TWIX®, BOUNTY®
Media including TV and digital.
Team management.

Global marketing manager

Lacoste SA , Paris - CDI

De Juillet 2016 à Juin 2019

Lead of marketing activities coordination worldwide.

In charge of global marketing plan communication to the different business units.
Main support at IHQ for country marketing plan creation.
ROI management.

Team management.

Global product manager


De Juillet 2015 à Juillet 2016

Business management: Lead of export portfolio management for 70 countries through 48 distributors. NR≈50-100M€. Work on new JDE marketing strategy for export countries.

Brand activation: Lead of brand launch in ME (#2 coffee brand in the world); Lead of Maxwell House communication toolkit; Work on ATL campaign in Serbia-Croatia-Slovenia.

Project management: Simplification of portfolio management with factories & supply teams.
Pricing process creation with Finance and Sales departments.

Junior brand manager

Mondelez France SAS , Clamart - CDI

De Janvier 2014 à Juin 2015

Business management:
- Lead of budget monitoring (>1M€), market analysis, competitive
review, and forecasts process.
- Promotional catalogue creation with sales department.

Brand activation:
- Lead of Maxwell House (NR≈40M€) and Poulain activation (NR≈30M€).
- Creation and implementation of 360° plan for Maxwell House Summer peak time.

Project management:
- Lead of 2 new products launch process & cross-couponing projects.
- With SBM lead of profitability improvement program on instant portfolio

Assistant brand manager

Mondelez France SAS , Clamart - CDI

De Juillet 2013 à Décembre 2013

Business management:
- Budget monitoring (>30M€), market analysis, competitive review.

Brand activation (Tassimo):
- Lead of brief compliance and planning follow up for in stores communication and radio.
- Support on Tassimo TV copy.

Project management:
- Promo peak times monitoring.
- Lead of new business development.

Formation complémentaire

Ingénieur Agro-alimentaire

Institut Polytechnique LaSalle Beauvais - Alimentation et Santé

2008 à 2012

Parcours officiels

HEC – Mastère Intelligence marketing


Français - Langue maternelle

Anglais - Courant

Allemand - Notions


international business development

Centres d'intérêt

  • Gastronomy