Daniel Gaujac

Daniel Gaujac

Summary

STRATEGIC MANAGER , Adaptable, Focused on Innovation, Business and Profits

DEVELOPMENT and GLOBALIZATION of INTERNATIONAL BRANDS

SUCCESS STORIES : Absolut | Apple | Barilla | Dom Pérignon | Guerlain | Rolex              Russki Standard | Wonderbra

EXPERTISE :

- BOOSTING BRAND EQUITY

Brand Vision, Brand DNA, Strategic Plan, Competitive Advantage

Product Development and Innovation

- BUSINESS DEVELOPEMENT

P&L Management by Region, Market, Distribution channel and Product

Investment priorities

Team motivation across markets.

- 360° CONSUMER FOCUS

Translating Brand Power into Sales

Single Minded approach combining Communications, Pricing, Retail and Digital ...

- INTERNATIONAL FIELD EXPERIENCE :

Launched & Developed Brands in 70 markets worldwide

Mature markets ( USA , Europe, Japan )

Emerging Markets ( China, India, Russia, Brazil, Middle East )

Special skills : CREATIVE COLLABORATIONS | luxury brands 

Work History

Work History
2011 - Present

MANAGING DIRECTOR Marketing & Strategy

RUSSIAN STANDARD VODKA

Mission :

Turn RUSSKI STANDARD, the leading luxury vodka in Moscow, into a Global and Profitable Brand internationally

Achievements:

- BRAND POSITIONING the luxury Russian Reference : " Vodka as it should be " to secure 20 % price premium vs leader

- GLOBAL " LUXURY BOTTLE " ADVERTISING ; to secure bottle and label recognition. Awareness up 15 %.

- DIGITAL MARKETING APPROACH  boosting early adoption : + 300 k new consumers in shop in 6 months

- RETAIL PREMIUMIZATION : with Gold ( + 40% price premium ) and Imperia (+60% price premium vs leader )

- DISTRIBUTION OPTIMIZATION : assisted new distributors pitch in key markets to extend numerical distribution and reduce fees on NSI

- INVESTMENT PRIORITIZATION based on profitability, growth and marginal income.

Focus on new markets in America, Europe and Asia.

Distribution and marketing costs per bottle sold reduced by 30 %

Results : business up + 22 % outside Russia ( market + 3 % ) breaking even 2012.

Volumes : 2.9 Mio cases, ie 30 % of the Leading Premium Brand

N1 Premium Brand in the UK  : Volume 400K cases

2009 - 2010

CMO | DIRECTEUR BRANDING

ROLEX SA

Lead the newly created Branding Division including Product Creation, Merchandising , Retail , Advertising , Sponsoring, and Promotions for the Swiss luxury watch Brands ROLEX and TUDOR.

 Mission :

Relaunch Rolex, after the departure of 40 years CEO, at a time of sales decrease

Achievements :

- REVERSAD SALES TREND  : via ruthless focus on 13 best sellers. Rate of sale increased + 22 %

- CAPTURED THE CHINESE BUSINESS OPPORTUNITY with specific outlets, staff and POS.Sales to Chinese increased from 8 to 24% of global sales.

- INCREASED MARKETING EFFICIENCY & SPEED TO MARKET with innovative team work process

- REJUVENATED BRAND

Brand Value “LIVE FOR GREATNESS”

One Global Campaign ( vs 17 campaigns previously )

One Global Sponsorship approach focusing on key events and testimonials

( ex: Wimbledon / Montecarlo Rolex Master / Rolex Shanghai Masters - Roger Federer / Tsonga / Li-Na )

Digital Leadership: shop in shop e-commerce initiative, new web site, 10 times the traffic of market N°2

Results : sales trend reversed durably.Sales up + 149% vs 2009

Brand image rejuvenated

2004 - 2009

DOM PERIGNON Executive Vice-President

LVMH

Mission :

Reinvent Dom Perignon business model to relaunch agressive volume and profit growth.

From traditionnal Champagne product to Global Luxury Brand

Achievements :

- MANAGED GLOBAL P&L : 5 regions and 90 markets with volumes, cash and profit objectives.

Sustained double-digit growth in mature as well as in emerging markets

- REPOSITIONNED as LUXURY BRAND : " Dom Pérignon, the Creator, 1668, Hautvillers "

- CREATED INNOVATIVE PRICE INCREASE MODEL  with every new vintageAverage price / bottle + 35 % from 76 to 116 €

- RECRUITED LUXURY CONSUMERS THROUGH BREAKTRHOUGH CAMPAIGN DONE DIRECTLY WITH KARL LAGERFELD during 5 years.

sevenfold retrun on investment. New consumers 33% of total consumer franchise.

- INVOLVED MARKETS TO DEVELOPP SPECIFIC SALES TOOLS

luxury packs in the US, By the Glass in Europe, Ice Blocks in China and Japan, Top 10 tables in night.

- EXTENDED DISTRIBUTION TO NEW HIGH ROTATIONS CHANNELS offering higher rate of sale than gastronomy | Departments stores, trendy bars, night outlets, business entertainment,128 flagships in night outlets worldwide

 - INITIATED E'COMMERCE : Digital Merchandising with top outlets ( 1855 ) - Maison CRM with top 300 collectors.

Results : Profit pool doubled over 4 years from 80 to 160 Mio € and entered LVMH top 5.

Volume ( + 33% ) and value ( + 35% ) increase. 96% business outside France.

1998 - 2004

INTERNATIONAL VICE PRESIDENT LUXE

TBWA

Mission :

Create and developp TBWA Business Unit dedicated to Luxury Clients

Achievements

- P&L : € 100 million billings ( + 43 % )- Clients : ABSOLUT VODKA, COTY , MONTBLANC ,HSTERN, CHIVAS REGAL, EMMANUEL UNGARO

1992 - 2004

ABSOLUT VODKA INTERNATIONAL DIRECTOR

TBWA

Mission :

Launch and build Absolut Vodka in 70 markets worldwide

- Double-digit growth in volume & value over 12 consecutive years

- Market developemnt through innovative flavor approach

- Innovative international communication platform based on lifestyle, art, fashion, design and music

- Communications & Innovation recognized worlwide : Grand Effie, Cannes Lions,    Eurobest, Epica ...

- Digital leadership : since 1996 ABSOLUT KELLY original site

- Best luxury brand marketing according to Forbes 2004

Result : Value creation : from zero to €3 billion

1992 - 1998

ASSOCIATE DIRECTOR

TBWA

- Relaunched APPLE  :

' Contribution to  " Think Different " campaign .

Sales rose from € 6 to € 8 billion (+33% ) in 2 years.

 - Developped  EVIAN Overseas ( Australia, Japan,UK, USA )   :

 " Our factory " campaign + Himalaya bottle . Share of overseas doubled from 1à to 20 % .

 - Developped BARILLA using ambassador strategy :

Depardieu, Graff, Edberg, Pavarotti on TV .

Awareness rose from 18 to 45 % . Market share from 9 to 18% .

 - Relaunched WONDERBRA :

 " Look at me in the eyes " "Newton was wrong " campaign. 

€ 80 Mio of free editorial coverage. Sales increased fourfold.

 - Relaunched GUERLAIN makeup axis

via innovation ( Kisskiss)

via " collection campaigns " devoted to new product. Turnover doubled.

1986 - 1992

CLIENT SERVICE DIRECTOR

Brand Portfolio Strategy HENKEL in 12 European countries ( 2 years )

Pitching new clients : New Business Director for TBWA ( 3 years )

Client Service for BULL Computers Europe ( 2 years )

Education

Education
1979 - Present

BACCALAUREAT C
1984 - 1985

FRENCH NAVY Officer
1980 - 1983

ESSEC Business School

Skills

Skills

CREATIVE COLLABORATIONS

- Karl Lagerfeld, John Galliano, Jean-Paul Gaultier, Tom Ford, Dolce & Gabbana, Gianni Versace, - Helmut Newton, David Lynch , Annie Leibovitz, Herb Ritts, Ridley Scott, Jean-Baptiste Mondino  - Eva Herzigova,Kate Moss, Naomi Campbell, Claudia Schiffer, Monica Belluci - Marc Newson, Martin Szekely, Sylvie Fleury - David Bowie, Sex Pistols, John Lennon & Yoko Ono, Lenny Kravitz, INXS - Damien Hirst, Louise Bourgeois, Maurizio Cattelan, Francisco Clemente,  Miquel Barcelo, Ben - Musée des Arts Décoratifs, BiennaleVenezia, Château de Versailles, Mentors & Protégés