Cyril Lefay

Producing performance reviews of sales and KPIs to Director level.
(Site numbers of 1000, annual sales of 3.2 billion litres, annual Retail Gross Margin of EUR 150M)

==> Strategic consultancy:
- Analysing and presenting the profit centre performances for 3 departments: fuels, shops and car wash.
- Liaising with all entities of the retail division to gather strategic information to produce clear and specifics recommendations to managers and director: KPIs, balance scorecard.

--> Financial advice: Advising on key investments to acquire new petrol stations in the country, assist channels in incorporating new dealers: preparing market evaluation and tailoring contracts for dealers.
--> Strategic marketing: produce retail sales and margin forecasts for each departments, apply marketing Mix investigation to raise awareness of the business: CRM through loyalty card, promotion impacts, traffic analysis, contract benchmarking.

==> Reporting:
- Construct, and maintain tools and models to assist in the development of the analytical departments functionality (SAP integration) and provide support for other customer departments.

Sector: Petroleum - Exploration - Production - Refining

==> In charge of Fuel pricing strategy for the Retail department

--> Strategic Marketing
- Determination of the appropriate pricing decisions to optimise fuels margins or volumes in the region according to market conditions.
- Analysing oil market trends, currency exchange rate and competitor behaviours.
- CRM: Liaising with management, area managers and site operators via regular presentations and meetings to ensure efficient pricing strategy across the network and to maintain the strong positioning of Total in the UK.
- Coordination of the launch of new product (Total Excellium).

--> Performances of my region from 2004 to 2006:
Market share increased by +2% (TOTAL UK progressed by +1%)
Fuel revenues rose by +11% (EUR 40M in 2006) (TOTAL UK grew by +6%)

==> Implementation of a new Price optimizing system in the pricing department:
- Control and follow-up of the successful integration of the project in collaboration with France.

==> Reduced the administration of the pricing job by 50%
- Creation of new audit tools.
- Setting-up automated processes with the latest information systems (SAP environment).

Sector: Petroleum - Exploration - Production - Refining

Managing the sales of chemical products in the UK.

==> Customer service and coordination of sales
- Stock management of 5 depots, representing 200,000MT and EUR75M turn-over a year.
- Import logistic management of the products by tanker, train and ship.

==> Account Manager for a range of 10 products from Jan 2003 to April 2004
- Setting up of the budgets, follow up of the sales, price and volume negotiations.

Sector: Chemical industries