Sylvain Masse

Omya is a global leader in Calcium Carbonate and one of the top ten specialty chemicals distributor worldwide. In this position I am leading the business development activities for the Consumer Goods segments (Cosmetics, Food, Pharma) and introducing innovations into the emerging economies of the Greater South East region (Middle East and Africa, South East Europe, Near East and Central Asia, Russia).

I developed a 3-pillar strategy for sales and profitability growth:

Core business growth:
Through geo expansion (established in 2018 two new distribution partnerships in Turkey and MEA) and product mix improvement (15% margin increase in 2018).

Innovation:
Focused efforts and targeted promotion, determining priority countries and customers for innovation products. First commercial success in Russia in 2018 for a cosmetic innovation less than six months after launch; Russia is now second biggest market success globally for this new product.

Distribution portfolio:
Led the development of a new cross-selling tool to stimulate promotion of priority products cross portfolio of solution. Facilitating exchanges across countries to search and reapply commercial successes.

Spearheading the regional strategy development and yearly objectives definition for the hair care market in Europe ($50 millions market), with a mission to reestablish Dow Corning’s market position, customer intimacy and awareness after several years of disinvest strategy in hair care.

Main responsibilities:
• Leading strategy development, 4P planning and regional tactics implementation in line with global marketing plan.
• Coordinating regional product launches and promotional tools, training and education activities, customer interface, event and congress presence.
• Representing the marketing function and voice of customer on global product rollout activites.

Main achievements:
• Segment performance: Achieved double-digit sales growth in 2015 despite a contracting retail market thanks to identification and capture of $2 millions of competitive business. Sustained steady growth in 2016, outperforming market index.
• Customer intimacy: increased leads generation by 122% over 2 years thanks to targeted non-product initiatives. Doubled business size at Distributor key customer in 2 years.
• Brand awareness: won Best Ingredient Award at In Cosmetics 2015. Authored several articles into influential Industry magazines (Cosmetics & Toiletries, COSSMA, Personal Care Magazine). Product launches featured at key Industry conferences (Hair’s 15, IFSCC).

Leading an international, cross-functional innovation team of 5 people in charge of shaping the future of the skin care segment: what will be the major market trends 5 years from now? Can Dow Corning win? What capabilities are needed?

Main responsibilities:
• Driving the team through innovation process phases, from ideation to concept-testing to new product launch, using business development tools such as Hypothesis Directed Learning, Industry Conversations, Biomimicry.
• Budgeting and resources allocation.
• Performing regular reporting in front of business unit leadership team and stakeholders.

Main achievements:
• Successfully anticipated the market opening for “anti-pollution” cosmetics that have become a huge trend since 2015.
• Prototype “Anti-pollution” concept arrived finalist at the Beiersdorf Innovation Pitch at In Cosmetics 2014 (customer innovation contest).
• Qualified 7 customer opportunities into CRM in 6 months generating 6% incremental growth.

Representing the marketing function on several commercialization projects.
• Market analysis, opportunity sizing, voice of customer, value proposition, collaterals creation and product launch.
• Alliance management on collaboration projects with external partners.

• Conducted market study to evaluate biofuel development and impact on feed composition.
• Managed new product launch to reinforce the company leading product range (Methionine), development of marketing promotional tools.