Dorothée Grou
Copenhagen, Denmark,84
Summary
An entrepreneurial International Marketing Director/ VP in Consumer Goods & FMCG industries for incremental growth strategy through marketing strategy and organizational transformation. Leading regional and global teams (20 people) to build commercial and brand visions as the local market execution with the performance mindset.
Overview
24
24
years of professional experience
Work History
Vice President Marketing, Europe Branded Division
STG
Copenhagen
2023.05 - Current
- Europe Leadership Team Member and Global Cigar Category Lead
- Team Leader of 20 marketers, with 4 direct reports (2 Brand Directors, Innovation Director and Head of New Business), shaping the P&L mindset as building talents and career framework
- Marketing team restructuring with new senior capabilities as dedicated go-to-market and consumer digital skillsets to enter a white space category for the company (white pouches) with unrestricted digital consumer communications, resulting to a high performing launch in Sweden for the XQS brand (reaching +3% market share in 6-month time)
- 5 years EU regional plan and annual commercial strategy Lead with cross category marketing vision to maintain the #1 market share in different declining categories
- Global lead of 4 cigarillo brands (Signature, Panter, Meharis, La Paz), from brand repositioning targeting consumer occasions as driving consumer exploration through brand portfolio
- Revision of the smoking experience with new innovation pipeline
- EUB cross category strategy and brand portfolio mix (Hand Made Cigar, Cigarillo, White Pouches and Pipe Tabaco) positive category and country mix (top and bottom lines)
- P&L Brands owner with organic growth (+1%) and bottom-line saving projects (-1M€) in 2023.
Western Europe Senior Head of Marketing
KIMBERLY CLARK
Nanterre
2018.12 - 2022.12
- Cluster 5Y Business Strategy Lead with growth plan definition to double the market share & high profitability maintenance
- 3 brands restage deployment (Kleenex, Scott and WypAll: 4 categories) with customer brand perception improvement; Category mix penetration and cross selling; Customer centric plan with segments led bundle & campaigns for acquisition (dream account + 10%); Revised GTM with channel segmentation creation to target strategic business segments + eCom focus (10% NSV target)
- Business Drive Leadership through the 2019/21 Covid crisis time, segments shift & Cluster customer-led solutions (digital lead generation, outbound campaigns, SEO) deployment with 5 markets execution excellence (2M$ Leads; +2% market share in core category).
- EMEA Sustainability Strategic Lead & Global Sponsor: KCP leadership exposure to highlight the transformational opportunities (+40M$), cross functional task force team setting and cross department innovation deliveries: plastic free packaging (30% PCR), comms, RightCycle circular economy programs
- EMEA Marketing Organization Restructuring: envisioned & deployed the new Marketing teams role with Global & EMEA top management endorsement (Innovation, GTM, Demand Generation) in 4-month time
- Team management of 9 people: (WE and Country Marketeers) team spirit builder, team’s performance coaching & digital ROI marketing capabilities deployment.
EMEA Head of Brand Marketing and Communications
WEBER STEPHEN EMEA
Berlin
2016.11 - 2018.01
- EMEA Marketing Strategy Lead: Marketing Plan definition (against insights) to expand the brand leadership across the Region with consumer recruitment trough 360-consumer experience
- Marketing Budget Management (double digit)
- Brand Digitalisation Driver & Amplifier: social media strategy revamp with new reach definition and EMEA platform set up (Facebook, Instagram and YouTube) to grow the fan base by +70% in 2020
- CRM Turbo: Weber Club definition with target of 1.8M members in 2018 (+70%)
- Roll out of the consumer journey newsletters
- Weber.com & Weber App Launch in 10 countries in FY18, SEO performance optimization
- Brand Dashboard Automation, KPIs setting with monthly report creation
- Brand Campaign and Consumer Engagement Lead: launch of 6x 360 FY18 Campaigns & Weber Magazine (18 countries, 12 languages) with brief definition, development, consumer research to markets localisation (TVC, print, radio, BTL, digital)
- EMEA media objectives definition for the key 5 markets with TVC media plan in FY17, Quant research results, UBA increase up to 10%
- Brand Marketing Organization Set Up: Brand team and Marketing Process Building with RACI Marketing Process, clarification of the EMEA role vs. Local marketing teams, BMs recruitment. Governance of 25 local entities
- Agencies Network implementation from EMEA brief to local transcreation on off and online
- Team Management of 5 Brand Managers, Yearly objectives setting, team development as daily project management guidance and support.
Global Marketing Manager, English Gins brands: Beefeater & Plymouth Gin
CHIVAS BROTHERS LTD (Pernod Ricard)
London
2014.10 - 2016.10
- Business Strategy Lead: 3 years global brand plan definition for leadership in Premium gin category with annual plan definition
- Pricing strategy review and P&L endorsement
- Brand Building: global brand positioning refinement based on consumer insights & competitive analysis. Delivery: brand vision, brand manifesto, brand territory, brand architecture, brand experience with new brand guidelines
- Beefeater Masterbrand Platform: with creative stimulus research to revitalize the campaign creative idea with digital/ disruptive social media platform integration
- NPD Lead: short term NPD and long term platform definition/role clarification and management
- Cross functional lead (consumer insight & Innovation teams) with new occasion identification, size of business, concept writing, ideation, research to final launch and 360 activation plans
- Launch of 2 SKU: Beefeater Crown Jewel and Beefeater Burrough's Reserve 2.0
- Beefeater & Plymouth Gin 360 Communications Lead: Millenniums ATL, Social Media (+ 25% share of voice, PR and Experiential
- Delivery: new brand credential ATL (+50% markets adaptation), new Beefeater & Plymouth Gin websites, influencer program #plymouthexplorer (27M impressions)
- Lead markets management (USA, UK, SP: 60% brands revenue) and influence in a decentralized organisation
- Team Management: 2 people (SBM and ABM) - WSET Level 2
Marketing Leader
SOUNDSUIT (Start-up)
GERMANY
2013.09 - 2014.10
- Marketing Leader on the business plan definition for investor’s presentation, marketing & launch strategies development, customer offers for the next 3 years, platform design & inbound marketing.
Europe Senior Brand Manager, Indulgent Candy: Milka Toffee
MONDELEZ INTERNATIONAL
Zürich
2011.02 - 2013.02
- European Incremental Business Identification: +100M$ in 5 years with strategic marketing plan development within the Snacking Group Vision + internal sell in to top management (big bet project)
- Pan-EU Strategic launch plan: leverage Group chocolate equities (Milka, Freia, Marabou and Cadbury) into the candy category, define and scope new category positioning, pricing strategy, products definition & distribution strategy (POB guidelines)
- European P&L Owner: 30M$
- NPD portfolio development: 3 SKU launch in 2012/2013 of Milka Toffee 3 flavors in 3 packaging formats (213g, 131g and 48g for impulse purchase) from concept to final production based on insights and consumer research in closed collaboration with Innovation and R&D teams
- Products map definition for 5 years
- Brand Equity Lead: strategic territory definition, consumer map, 4 box process to build a powerful 360 launch campaign (TV, outdoor, print, digital (incl. social media), PR, in stores), briefing and daily management of creative & media agencies
- DACH (White Space) Candy Marketing Manager: Halls, Bassett’s, Carambar and Milka Toffee: Incremental business of 50M$, P&L responsibility with annual marketing objective and closed collaboration with local teams for brand deployment. Packaging renovation of Bassett’s.
EMEA Senior Brand Manager Zanussi & Mass
ELECTROLUX
Brussels
2007.07 - 2010.12
- EMEA Marketing Strategy: brand vision, marketing objectives/ mix definition to reposition the brand and take leadership into the entry and medium price segments
- EMEA Branding Strategy: new Zanussi brand positioning statement and communication platform for 5 years
- Zanussi brand architecture platform
- Portfolio management with profitability back from -3% Ebit to break even in 3 years
- Consumer Insights translation into Zanussi brand book to drive leadership position in Europe
- NPD Design: brief objectives and writing
- Project leadership role: consumer test, consumer launch and cross product lines alignment
- Brand management owner: delivery of 360 campaigns to Regions (ATL, BTL, PR, Online and Experiential) for a year
- Brand tracking per country to highlight and drive business opportunities.
EMEA Marketing Manager Siemens Gigaset
SIEMENS
Munich
2004.12 - 2007.06
- Marketing lead of 8 Western and Eastern EU local companies (400 M€ turnover).
France Project Manager
SIEMENS Mobile
Saint-Denis
2000.09 - 2004.11
- Marketing plans definition for the French market to keep brand leadership (15% marketshare).
Education
Mini MBA, General Management -
Udemy, The ChatGPT Masterclass for Beginners -
Digital Transformation, University of Virginia. Design Thinking Capability -
Columbia Business School, New York, USA, Advanced Marketing Pernod Ricard. -
Hunter College, New York USA, Semester at the International English Language Institute. -
Panthéon Assas University, Institut Français de Presse, Paris, France. Master’s in information and Communication (4 years). -
Skills
- Large Team Mentorship & Development
- Global & Regional Marketing
- Strategy Envision & Storytelling
- Complex Problem-Solving
- C-Level Management
- Business Growth (Top-Bottom Lines)
- Brand Builder
- P&L
- Portfolio Optimization
- Innovation Platform
- Pricing Strategy
- Consumer-Led Insights Driven
- Digital Deployment
- Matrix Organization Influencer
Languages
- French - Mother tongue
- English - Fluent
Extracurricular Activities
Traveling
Timeline
Vice President Marketing, Europe Branded Division
STG
2023.05 - Current
Western Europe Senior Head of Marketing
KIMBERLY CLARK
2018.12 - 2022.12
EMEA Head of Brand Marketing and Communications
WEBER STEPHEN EMEA
2016.11 - 2018.01
Global Marketing Manager, English Gins brands: Beefeater & Plymouth Gin
CHIVAS BROTHERS LTD (Pernod Ricard)
2014.10 - 2016.10
Marketing Leader
SOUNDSUIT (Start-up)
2013.09 - 2014.10
Europe Senior Brand Manager, Indulgent Candy: Milka Toffee
MONDELEZ INTERNATIONAL
2011.02 - 2013.02
EMEA Senior Brand Manager Zanussi & Mass
ELECTROLUX
2007.07 - 2010.12
EMEA Marketing Manager Siemens Gigaset
SIEMENS
2004.12 - 2007.06
France Project Manager
SIEMENS Mobile
2000.09 - 2004.11
Mini MBA, General Management -
Udemy, The ChatGPT Masterclass for Beginners -
Digital Transformation, University of Virginia. Design Thinking Capability -
Columbia Business School, New York, USA, Advanced Marketing Pernod Ricard. -
Hunter College, New York USA, Semester at the International English Language Institute. -
Panthéon Assas University, Institut Français de Presse, Paris, France. Master’s in information and Communication (4 years). -
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