Guillaume FRAYCE
Marketing Director - CMO Part time Ex Mondelez Lacoste Mars / Brand Speaker / AI Enthusiast
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Paris, France
Mobilité : La Rochelle, Bordeaux, ...
Freelance, ouvert au CDI
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À propos
Introduction
“In 2025 managing brands is a challenge. Why? Because pricing inflation is impacting the purchase power of our consumers, because consumers & GenZ can speak, request & buy our brands 24/7 from everywhere in the world, because environmental & health challenges are also raised but not always correlated to higher prices. Good news ! From FMCG to luxury, the brands are still linked with emotions & memories for the consumers. Writing strong brand stories to answer consumer challenges is key to succeed Why am I convinced that brands are essential for business ? Because they are the added values that consumers are looking for when they have choice. A Lacoste polo is not a classic polo as a Carte Noire coffee cup is not only black coffee... Consumers pay more because there is something more, something emotional & aspirational behind this kind of brands, and I'm the lucky guy who is working on it."
Expérience de travail
Fondateur et Consultant principal
Marketing Advisory Partners FranceFreelance
juil. 2025 - Présent
1 an 4 mois
Paris, France
Our 2025/2026 customers : - Marketing Director Part Time at Mister Garden (23 restaurants) (Marketing in & out stores, digital & PR communication & product stories & strategy) - Marketing consultant at Tonnage (B2B marketing strategy & UX) - Marketing consultant at NutriFamily (Growth strategy, Book marketing launch plan) - HEC PARIS : Marketing external lecturer (Brand Plateform & Marketing plans & KPIs) - Unilasalle Beauvais Engineer School external lecturer (Product Innovation & Category Management in FMCG) - Marketing consultant at Brainsonic (creative tender consultancy)
CMO / Marketing Director Part time
Mister Garden - Salad Bars
juin 2025 - Présent
1 an 5 mois
Paris, France
Board Advisor
Forelight.aiFreelance
févr. 2025 - Présent
1 an 9 mois
CMO : Marketing & Communication Director
Tediber
sept. 2023 - déc. 2024
1 an 4 mois
69340 Francheville, France
Direct Report to CEO/Founder. COMEX Member. Lead Brand Strategy & deployment - New brand platform writing - New advertisement movie creation "Le baîllement" - New media planning including agency tender - Management of the creative team (4) & external agencies for video & photo assets for ecom & social - Management of the Social, Influence & External Communication team (2) - Mangement of the copywriting team (1) Mesure & ensure marketing efficiency - Create & deploy new brand tracking tool - Explain & engage behind brand KPIs - Ensure the best media ROI Roll out customer centricity vision & best brand experience - Management of the UX/UI team (3) - Inspire & support the retail team - Co-lead the B2B marketing brand platform - Ensure the best brand experience in every customer touch points Lead strategic brand partnerships - Propose & execute brand collaborations with & without product development - Explore incremental business partnership in line with brand strategy
Mars
juin 2019 - août 2023
4 ans 3 mois
Head of Marketing Gum & X-category Media Lead
juil. 2021 - août 2023
2 ans 2 mois
Gum portfolio lead for France : Freedent / Airwaves / Hubba Bubba. - Team managament - Portfolio strategy including innovation - Activations including media in TV & digital (Influence, Partnership, Gaming) X-category media & content lead for France : M&M's / Snickers / Freedent / Malstesers / Twix... - Media planning strategy & digital transformation - Community management & social content lead - ROI - WoW design with regional & local teams
Head Of Marketing Ice Cream
juin 2019 - juil. 2021
2 ans 2 mois
69340 Francheville, France
Ice Cream Portfolio BU Leader for France. Business Management ≈100M€ Turnover (CSV) - Modern Trade / Drive / E-commerce / Out of Home Brand Activation & Innovation Management - M&M’s®, MARS®, SNICKERS®, TWIX®, BOUNTY® innovation management - Media including TV and digital. BU team management. ANIA AEG Ice Cream board member.
Global Marketing Manager
Lacoste
juin 2016 - juil. 2019
3 ans 2 mois
Région de Paris, France
Lead of marketing activities coordination worldwide. Creation of the global marketing hub between countries and IHQ (Process, Global communications and guidelines). 360° and Bottom Up approaches implementation. In charge of global marketing strategy communication and of local marketing plans adaptations. Main support at IHQ for marketing activities approval and ROI management. In charge of the new brand campaign rollout worldwide (including media & TV) throught global marketing budget management with Media team and Finance. Team management of 2 Global marketing coordinators + 1 Intern
Mondelēz International
juil. 2013 - juil. 2016
3 ans 1 mois
Région de Amsterdam, Pays-Bas
Global Product Manager
juil. 2015 - juil. 2016
1 an 1 mois
Région de Amsterdam, Pays-Bas
JDE : Coffee JV of Mondelez & DEMB. #1 player in coffee market worldwide Business management : GLOBAL NEW BUSINESS AND EXPORT (≈50M€): - Lead of new business portfolio management for 50 countries through 48 distributors. - Work on new JDE marketing strategy for new business countries. Budget monitoring (>1M€). Brand activation: JACOBS, KENCO, MAXWELL HOUSE & GEVALIA... - Lead of Jacobs launch in ME (#2 coffee brand in the world) - Lead of Maxwell House communication toolkit - Work on ATL campaign in Serbia-Croatia-Slovenia - Work on global marketing plans Project management: - Simplification of portfolio management with factories & supply teams. - Pricing process creation with Finance and Sales departments.
Junior Brand Manager
janv. 2014 - juil. 2015
1 an 7 mois
Région de Amsterdam, Pays-Bas
Business management : INSTANT COFFEE AND CHOCOLATE POWDERS (≈70M€). - Market analysis, competitive review, and forecasts. - Promotional catalogue creation with sales department. Brand activation : MAXWELL HOUSE, POULAIN, MILKA & CARTE NOIRE. - Lead of Maxwell House and Poulain activation - Creation and implementation of 360° plan for Maxwell House Summer peak time - Lead of budget monitoring (>1M€) Project management: - Lead of 2 new products launch process & cross-couponing projects. - With SBM lead of profitability improvement program on instant portfolio
Assistant Brand Manager
juil. 2013 - déc. 2013
6 mois
Région de Amsterdam, Pays-Bas
Business management : TASSIMO BREWERS ≈70M€ Turnover - Market analysis, competitive review. Brand activation : TASSIMO. - Lead of brief compliance and planning follow up for in stores communication and radio. - Support on Tassimo TV copy. - Budget monitoring (>30M€),. Project management: - Promo peak times monitoring. - Lead of new business development.
Key Account Analyst
Ferrero
janv. 2012 - août 2012
8 mois
Business Sales Executive
Ecolab
juin 2011 - août 2011
3 mois
Assistant Production Manager
Orangina Schweppes
juin 2010 - août 2010
3 mois
Research Assistant
Auckland University of Technology
juil. 2009 - déc. 2009
6 mois
Formation
Cité Scolaire Internationale de Lyon,
Baccalauréat (A-Level), Sciences
With honors With european honors (German speaking)
UniLaSalle
Engineer's degree, Food Industry
HEC Paris
Master of Science (MSc), Marketing
Portfolio
