Philippe

We are Michelin's data company. Our mission is to put data at the service of a better way forward.
- We make roads safer. We provide consulting services that help save lives, to administrations, fleets, OEMs
For this our 150-people team processes 1.6 billion kilometers of driving data everyday, with Artificial Intelligence (machine learning).
- With our Better Roads offer, we assess road surface conditions and roadside assets (Computer Vision)
- We also operate Truckfly, the truck driver's #1 recommendation and job board community and Mobility Data Platform, that monetizes the Michelin group's data outside (alternative data)

- Scale a tech and distinctive capability gem into a self-sustaining business. Focus for impact.
- People turnaround.
- Ecosystem: M&A integration, VC and partnerships (sourcing & go to market)

Skills: Extensibilité · Recruiting · Sales Management · Software as a Service (SaaS) · Executive Management · Business-to-Business (BtoB) · Growth Strategies · Data Management · Sales & Marketing · Go-to-Market Strategy · English · Product Management · Business Management · Operational Excellence · Business Development

Michelin, world's #1 tire manufacturer and loved brand, wanted to reinvent its consumer marketing in a category that is facing commoditization and cost inflation. Governance: centralized.
- Successfully deployed "Share of Mobility", our new, transformative B2C marketing strategy.
- Started from a new consumer segmentation across all of Michelin consumer business lines.
- Created the Michelin Better Motion consumer program for relationships across a lifetime.
- Leveraging consumer data to create demonstrated value offline and online (cost avoidance, conversion, upsell and cross-sell),
- Introduced much-needed priorization, marketing spend efficiency and ROI governance.
- Global budget owner and allocator for media and engagement funding across regions (100s of M€). Including country choices for investment in the Motion for Life TV & digital campaign, our "Online Media for Sales" spends, our Buy-Now Button program (2 million leads/y) and more.

Built a new team of 13 seasoned professionals including Insights, Acquisition & Lead generation, Retention & Loyalty, Content, Digital & Social Experience, Performance management, Consumer data.
Federated a network of marketing, technology, consumer care leaders globally.

In a context of strong commoditization, eRetail sales channel has grown massively and become Michelin's #3 "country" in value, ranking above the French market, during this tenure. €1.5Bn direct revenues.

In our industry too, eRetail / eCommerce is a strategic influence channel (80% of consumer search online before buying and 95% of traffic takes place at eRetailers and marketplaces such as Norauto, TireRack, Amazon, Mercadolibre, Euromaster, Allopneus, Blackcircles...).
Built brand preference online to convert online & offline. Lead generation at scale, eRetail execution excellence, category management, joint business plans with distributors.
Job creation, built a team from scratch.

€8B, 33 000 employees, 41 countries, 52 brands including PERRIER, S.PELLEGRINO, NESTLE PURE LIFE, VITTEL... World category leader at the time.
- Apart from a few campaigns for our major brands and some projects in the USA, there was no digital coordination at Nestlé Waters, no teams and no central leadership. The ambition was to become #1 online too.
- Supported by the Board I created the function, a central team, offshore functions and the matrix organization needed (35 leaders around the world) to build brands online and accelerate the growth of the strategic eCommerce sales channel.
- Overhauled the online presence: 100 websites (14-people internal agency); SEO & paid search. Product eContent. Digital asset management. Real-time business analytics.
- 50% of media spend transferred online to match consumer behaviors (125M€ our of a 250M€ consumer communication budget). About 35 online media campaigns per year, increasingly personalized (data, DMP, CRM, segmentation). Best practices identified and cross-fertilized.
Results:
- eCommerce growth: +30% CAGR, 1/4 of total company growth.
- €800M Direct to Consumer D2C business (USA, China, Middle-East…).
- Initiated open innovation: marketing & industrial venture for a bio-degradable IOT connected bottle to replace plastic, new sustainable business model.

- The company had a vision but many countries, brands did not know where to start, what to focus on, what business results to expect.
- Strategic and operational consulting role for 69 countries under the leadership of Zone Europe Middle-East North Africa EVP. Coordination with Communication Directors, eCommerce directors and IT services in the countries.
- Built and rolled-out the 1st Group eBusiness Roadmap (Digital, eCommerce, Technology). Identified and ensured adoption of best practices. Trained 5000 employees and agencies through an extensive program for mindset change, operational capability-building, business impact.

€85B, 330 000 employees
- Following a major worldwide communication crisis the company created an 8-months special program for talents to then become Digital & eCommerce leaders in the markets. A mix of trainings, strategic projects and operational responsibilities. This was my pivot.
- Managed the Google partnership on Search. Created and rolled out global SEO guidelines for 2000 brands. Conducted online media planning, including adwords and campaign optimization for SPECIAL T.
- Responsible for online campaigns on Crisis and Recalls for Corporate Communications. Nestlé specialist on Wikipedia.
- Digital consultant for NESCAFE France major campaign. Special focus on Facebook and earned media, YouTube.

€5M, 6 team members (local & cross-border) + shared services
- We had a historical imports agent for Cereals but needed to accelerate sizably to capture the market opportunity and deliver profitability. We decided to create our own subsidiary from scratch.
- I had full P&L responsibility for the category, reporting to the Cereal Partners Worldwide manager for Maghreb, dotted line to the Country Manager for all businesses.
- I created a working business unit: from debt recovery, agent termination, company set up, to the imports of the first containers, route to market, talent recruitment, to the airing of successful media campaigns (TV, radio, print).
- Fully relaunched 7 brands (eg: NESQUIK, CHOCAPIC, LION) and a popularly priced product range (failure).
- We multiplied the business size by x4 in 3 years, profitability delivered.€5M, 6 team members (local & cross-border) + shared services - We had a historical imports agent for Cereals but needed to accelerate sizably to capture the market opportunity and deliver profitability. We decided to create our own subsidiary from scratch. - I had full P&L responsibility for the category, reporting to the Cereal Partners Worldwide manager for Maghreb, dotted line to the Country Manager for all businesses. - I created a working business unit: from debt recovery, agent termination, company set up, to the imports of the first containers, route to market, talent recruitment, to the airing of successful media campaigns (TV, radio, print). - Fully relaunched 7 brands (eg: NESQUIK, CHOCAPIC, LION) and a popularly priced product range (failure). - We multiplied the business size by x4 in 3 years, profitability delivered.

Skills: Extensibilité · Recruiting · Executive Management · Growth Strategies · Project Management · Sales & Marketing · Go-to-Market Strategy · English · Product Management · Business Management · Business Development