Francois Baldo

👉I support your brand or agency in achieving its objectives, by imagining and executing the best marketing strategies to transform your products into sales or your call for tenders into a contract! Examples of topics I can assist you with: 🤔Do you have questions about your brand strategy or on going tender ? 🤔Are you facing profitability challenges with your portfolio, raw material inflation, or innovation issues? 🤔Do you want to better understand your audience and identify your future growth potentials? 🤔Do you want to be confident in your investments and optimize your ROI/ROAS, or better integrate your recommendations into your client plan? 🤔Do you want to achieve marketing excellence or support you through a transition period? Let's take the time for a coffee! 👋 Example of brands: Nutella, Coca-Cola, Capri-Sun, Leffe, Bud, Liebig, Crazy Tiger, Tropicana, ...

👉I volunteer to help students and young adults to enter the professional world through the Dema1n.org network

Carve out context by a private equity 🍊 MAIN PERIMETER: - Brand strategy & P&L lead (topline, NR, A&M & SG&A) on ambiant, chilled & NARTD business - Performance monitoring, equity, consumer & shopper insight, ROI & ROAS - Brand equity: positionning, brand platform, lead of 360° Integrated Marketing Campaigns (IMC) from campaign idea to the connection model. - Portfolio management: NPD, reformulation, PPA & CSR topic | Inflation plan management - Leading, inspiring & engaging the FR marketing team (10 FTE). - Marketing lead to S&OP & finance closing - Management Committee member 🚀SOME ACHIEVEMENT: ✔+16,5% value (MAT P13 2024) | +2pts of MS | +27% CRP (Brand Footprint France 25) ✔Value creation strategy: new brand platform "it's that juice" & new Brand Identity : +5pts TOM | +6pts consideration | +7pts on "Value For Money" | +6pts on "great taste" (Kantar MDS 2024) ✔ ROAS improvment with a new connection model: ROAS x3 (2,5x above FMCG avg) | +2,6M€ emv (2 recognitions at the FollowMe & ParisCreatorWeek) ✔ RGM strategy: launch of 3 new product platform beyond juice : +11% GP. In particular Tropicana Juicy (France only) : +3,3M€ NR | 4.2% penetration | 43% consideration (P13 2024)

Carve-out context (2021) 🥤MAIN PERIMETER: - Lead of CRAZY TIGER Marketing & Trade Marketing : performance monitoring, Annual Operational Plan, P&L and budget. - Lead of the Brand World from its positioning (VBBP) & Visual Brand Identity (VBI) to Brand platform. - lead of 360° Integrated Marketing Campaigns (IMC) from campaign idea to the connection model. - Guiding the portfolio, NPD and category management. - Leading, developing & inspiring a transversal team of 5 FTE. - Management Committee member 🚀SOME ACHIEVEMENTS: ✔ Growth restoring plan: new postionning on 25-35 years old auience, new brand plateform "Energise ta différence" translated into new brand identity : vol :+7% & val :+15,6% (Nielsen MAT P13 2023) | +25% of brand power (MDS kantar 2023) ✔ RGM strategy: new brand architecture & launch of the flavored can range : +22% GP. ✔ A&M amplification: +1.2M€ emv via 2 gold awarded campaigns at the INfluencia trophy 2023: #Influencor#Night | #CrazyTechnoparade

Company under LBO 🥣MAIN PERIMETER: - Brand Strategy, performance monitoring, Annual Operational Plan, P&L and budget. - Lead of Brand World from its positioning (VBBP) & Visual Brand Identity (VBI) to Brand platform - 360° Integrated Marketing Campaigns (IMC): from campaign idea to omni channel connexion planning - Portfolio management ( 89 sku) : innovation, renovation, CSR transition. - Team Management: 2 Senior brand managers, 1 project manager and 1 intern 🚀 SOME ACHIEVEMENTS: ✔ Liebig transformation plan: new brand platforme "the taste of trust", renovation of the entire portfolio with 100% natural ingrédients, new connexion model (+75% ROAS): +4,9% of value growth (Nielsen MAT P3 2021) |+463k new households recruited (Kantar MAT3 2021) | +17pts on “brand I trust” ✔ launch of the 100% french ingredients range in bottles.

Responsible of the adult brands shopper and consumer knowledge (Nutella, Ferrero Pralines, Tic Tac) 🚀Achievments ✔ 360° learning plan for 2010 Christmas Campaign (18 marketing researches) : brand trackers, media pre and post test, shopper triggers evaluation, … ✔ Nutella copy strategy development