Arnaud du Bouëtiez

Leading the offer strategy alongside a team of 7 collaborators, driving the transformation of Merchandising and Store Operations to deliver a more effective product offering — in terms of brand image, economic performance, and CSR impact.

Defined and implemented the pricing strategy for Leroy Merlin France (€9B turnover), covering products and services, to enhance both brand attractiveness and economic performance. Led a team of 9 people.

Responsible for developing the sales on mass market retail (TO €1.5b), via the strategy and the piloting of the mix marketing levers. • Management and lead of a team of 20 people, including 3 direct report, responsible to feed strategies and sale them to customers (Shopper marketers, Customer Category Managers and Market Category Managers). • Build annual business development plans for mass retail through product range, merchandising and stores activations (trade marketing). Plans adaptation by banner, together with sales team. • Definition of the CCEP Category Vision (on non-alcoholic ready to drink beverages) with recommendations on merchandising and stores activation. Translation into a compelling customers selling story. Partnerships set-up with retailers to develop category. • Set up of product range strategy and priority by channel (Hyper, Super, Proximity, Hard Discount). Rout to market follow-up by banner. • Definition of sales force objectives and execution KPIs follow-up. Design and production follow-up of point of sales materials available for them. More than €5M budget.

Between commercial strategy and finance, responsible for the profitable growth of CCEP through product range, pricing, customer profitability, and mix management. • Pricing strategy definition (for consumers and customers) taking into account elasticity, commercial and marketing strategies and margin objectives. Frequent board of directors presentation to share action plan and results • Assistance of the commercial teams in their annual negotiation strategy with retailers to maximise profit landing. Sales and field sales teams engagement on profit plans, coordination and KPIs follow-up • Definition of the customer value creation strategy through different levers: range, mix and pricing on all the products sold for mass retail. • Coordination and set up of products differentiation and renovation programs (in collaboration with marketing department, sales and supply chain). Together with finance, set-up of innovative tools to analyse and track customer profitability

Project manager for setting up and running customers analysis projects based on French mass-market retailers point of sales data (Carrefour, Auchan, Casino, Intermarché) • Business opportunities search and analysis on all French mass retail, leveraging point of sales data shared by the customers. • Internal and external commercialisation of the identified opportunities to obtain agreements from key stakeholders. • Once project confirmed, run the tools and analysis and coordinate it with the marketing, sales and supply chain teams. • Analysis and KPIs reporting for the France general manager • Share and reapply best practices from Europe, Middle East and Africa region Projects examples: Distribution rate improvement, Sales performance analysis; Product innovation launch ; Product range optimisation; Promotion optimisation; Pricing elasticity; Market analysis Key project: Customer margin analysis and action plan set-up to improve it (pricing, mix, innovation…). Following project success, roll out at international level. Monthly profit analysis publication to the board. Internal prize reward, acknowledge as subject matter expert on EMEA region.

Work on internal promotional processes optimization in French business • Audit existing processes by running interviews in the different department (Sales, Supply, Finance, Marketing) • Optimize organizations, simplify processes. Recommend changes processes and system changes to top management • Design and setup the changes (systems change definition, project management, train the employees) • Supervision of 3 consultants work Key project (1 year) : Merging of France Gillette promotional processes following its acquisition by P&G . Gap and matching analysis between the 2 organizations, processes redesign for integration. Supervision of the work of 9 consultants.