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PREMIUM RETAIL MARKETS | MULTI-COUNTRY LEADERSHIP | EXPERT IN SALES GROWTH

Innovative, commercially-focused senior executive and premium / luxury retail specialist with more than two decades of comprehensive experience in market penetration and product transformation/stabilisation in highly competitive global sectors.
Creates cohesive, cost effective solutions to systemic territory-specific issues, driving double-digit sales growth and brand visibility in both established and emerging markets.
Exceptional cultural awareness, with deep insight into the needs, strengths a nd challenges of retail, luxury and FMCG environments worldwide. Executive Board member since 2000. Highlights include:

  • Transformed Celesio brand across Europe, refitting 641 stores and 24% increase in skin care sales YTD.
  • Secured the highest customer loyalty sales participation rate (93%) in company history for Marionnaud.
  • Re-launched entire Visionlab brand across four countries, achieving fastest sales growth in Group history.

Work History

Oct 2013Present

International Head of Own Retail and Franchise - Stuttgart, Germany

CELESIO AG

Market-leading pharmaceutical retail organisation, with 38,000 employees, 2,300 owned locations and 4,400 affiliated independent pharmacies in 14 countries across Europe. A subsidiary of the McKesson Corporation since 2014.

With senior direct reports at headquarters and functional reports across 14 countries, leads concept development and implementation of holistic, harmonized company brand identity, including launch of sector model, The Pharmacy of the Future. Utilizes unique store differentiators to define the brand, working with country-specific requirements regarding use of unifying company signage, POS and marketing collateral. Adapts brand messaging to best serve each market’s diverse needs, maximizing impact of multi-channel marketing initiatives, customer experiences, on-site technology and global branding frameworks, in addition to overseeing all global ATL spends.

  • Successfully created cohesive and harmonized new Pharmacy model in less than four months; 28% of retail network refitted to date (2,191 stores in eight countries), with 30% actual savings against projected refit costs.
  • Drove 24% increase in skin care sales across Europe (YTD), and facilitated essential ‘Best Practice’ inter-country knowledge transfers.
  • Developed in-store Omni-channel solutions (e.g. in-store tablets and TV).
  • Established comprehensive performance, impact and efficiency KPIs for each market segment, and actively analyzed data to ensure ROI optimization across all territories.
Nov 2008Sep 2013

TRADE DIRECTOR (Executive Board) - Madrid, Spain

MARIONNAUD PERFUMERIES (A. S. Watson)

Europe's largest luxury perfumery and cosmetics retailer.

Held full accountability for the marketing, purchasing, CRM/omni-channel and customer service divisions in Spain and Portugal; managed 24 personnel in three countries, representing 170 retail locations.

  • Generated a customer loyalty sales participation rate of 93% across 2.4 million Marionnaud cardholders, the highest rate in ASW worldwide.
  • Increased average per customer basket spends by 21% YOY, focusing on strategic up-sells, impulse purchases and optimal use of retail floor space. Grew own label and exclusive brands sales from 0.9% to 14% in both the Spanish and Portuguese markets.
  • Secured cross-promotional partnerships with other luxury brands to drive supplier marketing income by 17% in less than three years.
  • Spearheaded launch of Spain’s first e-commerce perfumery platform, and conceptualized / launched Marionnaud Market, a new line of 44 Spanish retail stores showcasing own label and other exclusive brands.
  • Served as Head of International Own Label Marketing, managing all channel sales and marketing programs, and successfully introducing new own label product ranges that accounted for 16% of total sales across Europe.
Mar 2005Oct 2008

MARKETING & PRODUCT DIRECTOR. (Executive Board) - Madrid, Spain

VISIONLAB

Spain’s leading premium optical chain, with locations in Portugal, Poland and the Czech Republic.

Transformed chain of traditional, outdated optical stores into premium retail spaces across Spain, Portugal, Poland and Czech Republic. Directed a professional team of 15 in four countries, developed and implemented cutting edge marketing, brand positioning, advertising, communication, PR, CRM, and product development initiatives, and reinvented customer in-store experience to facilitate significantly increased impulse purchases and basket averages.

  • Grew sales 12% YOY across entire chain; created unique advertising that successfully cemented new premium brand positioning and moved completely away from traditional optical marketing approaches.
  • Achieved highest brand awareness and fastest sales growth in company history; created and maximized the use of a CRM database of 2.5 million clients, utilizing extensive omni-channel micro-marketing and data-mining techniques to acquire new customers and convert to active sales.
  • Developed and launched 2000+ new models as own label collections every year, substantially increasing both brand and corporate market visibility.
  • Opened the new Polish and Czech markets from the ground-up, in addition to simultaneously expanding and enhancing Spanish and Portuguese operations.
Oct 2003Feb 2005

MARKETING DIRECTOR. (Executive Board) - Madrid, Spain

GROUPE SOPARIND BONGRAIN

For part of Groupe Soparind Bongrain, world’s foremost processors of milk, engaged in the production and marketing of dairy products worldwide. developed and launched 17+ products annually and directed team of five.

  • Managed a family-owned business; marketed transfer to a huge multinational.
  • Transformed 100+ traditional references into modern portfolio in less than a year.rsndrra
  • Devised aggressive supermarket pricing strategies; created range of own brand labels to align with diverse markets.
  • Received performance-based “Fastest Executive” Award.
Jan 1997Sep 2003

MARKETING DIRECTOR. (Executive Board) - Madrid, Spain

REEMTSMA (Imperial Tobacco Group)

Imperial Tobacco is the 4th world's largest tobacco company.

  • Launched Davidoff brand across Spain and Portugal and increased sales by 32%.
  • Secured West (following re-launch) as fast growing tobacco brand in Spain for 21 months; quadrupled sales.
  • Established high profile sponsorship deals, including the Formula One McLaren Team.
  • Named “Best National Team” in 2001 from a pool of 52 international subsidiaries.
Feb 1992Mar 1996

OWNER - Madrid, Spain

SPORT COMMUNICATION
  • Collaborated with partners in the creation and launch of this marketing and communications agency specializing in “below the line” actions and corporate events.
Sep 1990Jan 1992

PRODUCT MANAGER - Madrid Spain

PEDRO DOMECQ
  • Managed this leading wine/spirits company’s range of national products (Carlos I/Carlos II-Brandies; Fino La Ina-Sherry; Marques de Arienzo-Rioja Wine) focusing on the HORECA channel; exceeded all sales targets

Education

Bachelor of Arts, Business Administration

BIRCHAM INTERNATIONAL UNIVERSITY

Languages

  • SPANISH. Native proficiency
  • ENGLISH. Full professional proficiency
  • FRENCH. Conversational

Groups & Associations

  • Founder of the first “Junior Empresa” University Association in Spain at the Universidad Complutense in Madrid.
  • Vice President of the “Junior Empresa” National Confederation of Spain.
  • Professor of Management Simulation at several business schools (e.g., INESE, BAI, CEU, Business School Gran Canaria).

Personal Information

  • Nationality: Spanish
  • Family Status: Married with 2 children
  • Address: Stuttgart, Germany
  • Contact: emilioleoncebrian@gmail.com