About me

The world we live in is fascinating, though we often forget that what drives the pace of evolution and the constant eruption of concepts that were until then unthinkable is not only technology but, more broadly, the human being. Our brain is at the origin of the craziest ideas. The human mind, put in the right conditions, is limitless. I see my role as a way to enable limitlessness, understanding rational and irrational behaviours to lift barriers and unleashing minds to generate innovations that will durably reshape the world of tomorrow.

PostsProjectsExperienceTeam

Projects

• 4

  Buxton #RiseUpAndRecycleBUXTON has taken a long term, cross-functional strategic approach to increasing the amount of recycled plastic in its bottles. It has required different types of investment. From technical expertise internally, procurement and quality inputs, packaging design and manufacturing to engaging with many external stakeholders on the challenges and finding partners who share a similar ambition. The safety and quality of packaging is non-negotiable in order to protect the natural water within and allow

Work history

Brand ManagerNestle
Nov 2021London, United KingdomFull Time
Brand Manager local waters, Buxton • Strengthened equity of Buxton, premiumising the brand towards #1 British Water brand. - Worked across all elements of the marketing mix to grow the purpose of Buxton on mental and physical resilience territory and create shared value. Lead collaboration with digital/social media teams to build 2022 to 2025 strategic plans to expand community of consumers and drive brand affinity. - Developed 2022 “personal resilience” brand pillar, liaised with London Marathon teams and set up collaboration to build and execute 2022 “Rise Up Runners” campaign. - Structured relations with local actors in Peak District and developed story telling on local role of Buxton water. Built 2022 to 2025 strategy to grow leadership of Buxton as British Brand through communities. • In charge of sustainability communications strategy to install Buxton as #1 Sustainable bottled water brand - Drove 360° plastics circularity campaign resulting in above category benchmark message and brand retention, engagement (43% vs. average 2.5%), and 90% positive sentiment (Nestle benchmark: 70%), with the campaign subsequently being used as a case study by Nestle Waters zone Europe. - Lead commercially relevant communications strategy 2022-2025 to drive differentiation through sustainability, trust and positive reputation. Defined sustainability targets and metrics to performance accordingly. - Developed category narrative and drove 360° circularity campaign on 100% recycled and recyclable plastics, engaging with stakeholders, consumers and shoppers resulting in above benchmark total reach, engagement, message and brand retention and positive sentiment. - Built comprehensive views of opportunities (B Corp, Water regeneration, plastic circularity…), mapped insights and identified knowledge gaps, barriers, and opportunities in consumer journey. - Developed case study with learnings on developing competitive advantage and “Reason To Believe” through sustainability for Nestle Waters zone Europe, in relation to Buxton being one of the first Nestle water brands to be 100% recycled and recyclable on all its bottles. • Oversaw product management projects, collaborated with factory teams on packaging roadmap discussions to identify sustainability opportunities (plastic reduction, rPE plastics, DRS Scheme…). Adapted packaging communications on Front and Back of Pack to translate sustainability ambitions.
Market Intelligence SpecialistNestle
Dec 2019 - Nov 2021Brussels, BelgiumFull Time
• Insights: Liaised with brand managers to understand their needs in consumer and shopper data, designed/planned research accordingly, and organised insight-based strategic workshops to shape short and mid-term brand strategies. - Planned research with agencies (Ipsos, Kantar, Mintel): Brand Health Checks, Usage and Behaviour. - Managed Nestlé-owned panel of 2200 consumers, promoted use of the platform internally, designed questionnaires, analysed and presented results and followed up on implementation (workshops) leading to more efficient and increased use of the platform (5 surveys in 2019 to 36 surveys in 2020). - Created and executed plan to increase participation of Nestlé-owned panel respondents, resulting in an improved average questionnaire participation rate from 10% in 2019 to 15% in 2021. • Competition: Initiated and implemented pillar. Developed and communicated quarterly competition watches for all Nestlé categories, analysing competitors’ long-term global strategies and their local application leading to more impactful and effective strategic planning (approx. 20% of plans adapted in war games). • Innovation: Initiated and implemented pillar for all Nestlé categories following the completion of the Innovation Coach Certification, ensuring global and local market trends watch and lead design-thinking workshops. - Simplified internal innovation process and adapted existing design thinking path to perform it digitally resulting in stronger iteration and concept-development stages, and faster innovation processes internally (18 months to 12 months). o Established a research and design-thinking workshop to create a mobile application catering to the needs of medical representatives in the field of baby nutrition, while keeping abreast of emerging trends with medical professionals and considering the implications of COVID-19. o Oversaw innovation teams for Herta and vegetarian categories, organised research, design thinking workshops, and concept testing/iteration. o Lead trends workshop and identified and mapped start-up acquisition opportunities, as part of taskforce set up for the acquisition of a personalised nutrition start-up. - Developed yearly trends’ workshop for all categories, spread on 3 sessions: trends presentation, trends workshop, and category battle plan presentation. Lead brands to adapt zone plans to local trends and include on average. +25% new strategic projects into yearly plans. - Founded the “Inspiration club” and led team to organise conferences of external speakers, brainstorming sessions, and design thinking sprints, leading to increased employee exposure to new ideas, and improved creative skills of teams.

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Skills

• Innovation
• Scrum Master
• Data Analysis
• UX Strategy
• Branding
• Marketing Strategy
• Insight Analysis
• Coaching
• Sustainability Strategy

Awards

Star AwardsNestle
Won a zone star awards for the campaign I developed on Buxton's sustainability. BUXTON's 100% recycled and recyclable bottles campaign had three main ambitions. Firstly, the campaign aimed to drive awareness and authenticity on a topic for which big corporations are often accused of greenwashing. Secondly, the campaign aimed to create a differentiating perception in the minds of consumers, despite research showing that currently no bottled water brand is driving differentiation on sustainability. Additionally, consumers struggle to remember brands they perceive as being sustainable, making it crucial to retain their attention. Finally, the campaign aimed to educate consumers on the importance of recycling and using recycled materials, to help ensure there is enough recycled resin in the UK to produce more recycled bottles. Despite these challenges, the campaign achieved significant success. BUXTON is a leading brand for rPET awareness2 in the UK and is considered the most sustainable bottled water brand in the UK3. The campaign lead very high engagement rates with micro-influencers (43% engagement rate, vs usual 2.5% average for these influencers), and the sentiment towards the campaign was overwhelmingly positive, with a 90% positive sentiment rate (average benchmark for Nestlé brands is 70%). Furthermore, a Facebook brand-lift study confirmed that the campaign drove above-category ad recall, message association, message retention, and drove a significant consideration uplift (+5 pts yoy conversion from consideration into trial, vs -4 for Highland spring). BUXTON's 100% recycled and recyclable bottles campaign successfully achieved its ambitions and made a significant impact in promoting sustainability and educating consumers.