Maxence Bernard

Accountable to develop and lead the commercial strategy for the EMEA retail business. Responsible to develop the EMEA key accounts segmentation, the key accounts commercial strategy and to lead the contract negotiation with EMEA Key Accounts. 4 direct reports: Key Account Manager EMEA, Head Independent Channel EMEA, Head Inside sales EMEA, Head Sales Force Training EMEA) and 3 dotted-line reports (Key Accounts Lead for the top EMEA accounts).

Marketing Director for DAILIES contact lenses. Accountable to develop and drive execution of the marketing strategy of DAILIES contact lenses in EMEA. Led the launch of DAILIES TOTAL1 Multifocal, with the launch of a dedicated campaign and marketing assets for EMEA. Led the development of 2 campaigns for DAILIES TOTAL1 sphere. Responsible for forecasting, budget and tracking performance in markets and driving corrective actions if needed. 1 direct report.

Accountable to lead the global launch strategy for DAILIES TOTAL1. Responsible to refine the positioning, to develop 5 years messaging strategy and develop marketing campaign and assets. Led monthly business reviews with Alcon CEO. Led forecasting and launch sequences. Led cross-functional teams with R&D, Medical Affairs, Legal, supply chain and regional marketing directors (honoured with 2014 Alcon Vision Care Cross-functional leadership award). Led global brand plan. Supported regions (EU, US, Japan) to implement the global strategy via training of the sales and marketing teams.

Responsible for Alcon $700 million contact lens brand. Led the repositioning of the brand based on extensive concept testing. Led the strategic plan and brand plan. Led the development of new marketing materials based on revised positioning and new claims. Led a Japan turnaround plan via leading a cross-functional with from R&D, Medical Affairs, Japan Sales & Marketing.

CIBA Vision was the medical device subsidiary of Novartis specialised in contact lenses and contact lens care products. Developed growth acceleration plan, via selective ressource allocation on daily disposable lenses, commercial innovation (line extension launched in France only), and loyalty program. Achieved the strongest DAILIES sales performance across Europe. Leading a team of 4 direct reports.

Accountable to support EMEA HQ senior management and EMEA HQ marketing team with market share reporting and insights to help develop the marketing strategy and marketing assets. Developed the "Golden Rules": guidelines to help markets drive market share & contact lens penetration. Supported the creative development of a new communication campaign to attract young wearers of glasses via qualitative and quantitative research. Primary research projects covered all phases of innovation and new product commercialisation: concept test, segmentation, pricing, shoppers behaviours, sales messaging optimisation. 2 direct reports