Jean-Frédéric Pineau

Sector: Furnishing - Furniture - Home Appliances

Strategic and Operational International Marketing Consultant
Consultancy missions for various companies in France

Sector: Consulting and Services

Member of the Board, Management of 23 persons.

-Created and headed Dynastar’s Technical Outerwear and Accessories Business Unit, with full responsibility on P&L, product development, sourcing, sales organization and marketing strategy.
-Assumed an active role in turning around the company through a set of rationalization measures (reduction of the S.K.U. count, gains in productivity, decrease of non-productive expenses) and development measures (improvement of the range, increase of the average product price and growth in the advertising investment/efficiency).
-Strategically repositioned the Dynastar brand as the specialist in technical innovations for involved skiers (professionals and passionate amateurs).
-Managed the Dynastar brand on the Ski, Snowboard and Technical Outerwear markets in 40 countries and the Look and Lange brands in 7 countries, with an overall turn over of 89 million Euros.
-Reorganized the International Marketing Department in Strategy/Development and in Operations/Communication and trained executives in the marketing process.
-Led the development process on all product lines in order to ensure coherence of the ranges of skis, snowboards and technical outerwear regrouped under the Dynastar banner.
-Recruited a communication agency (Publicis) and developed the Strategic Platform which served as the base for product development, communication policy and the international advertising campaign in 28 countries.

Achievements: In a declining market, grew turn over by 8 million Euros over 4 years, with a gain of 45 000 units sold and an increase in the average price of 13%, leading to growth in market share of 1.8 points to reach 11.5% in value, all the financial ratios returned to positive after 12 consecutive years of losses and profit progressively grew to around 3%.

Sector: Leisure - Sports - Gardening

Marketing Manager
Creation and Construction Games then Boy’s Toys,
Supervised a team of 7.

-Designed the strategy, drove the marketing/launch and further developed successful toy ranges including Pokemon, Star Wars, Action Man, Play Doh and Betty Spaghetti.
-Negotiated and managed licenses with Walt Disney, Saban, Lucas Film, Warner and TF1 (French TV Channel).
-Led the European Task Force on product development allowing a major increase in the success rate of projects.
-Identified, negotiated, built and convinced senior management of the potential of the Ohio Art business opportunity and successfully introduced the range to the trade.
-Strategically repositioned the Play Doh brand on intelligence development through modeling.

Achievements: Responsible for a range representing a turn over of 92 million Euros, profitable at 15% with an advertising and promotional support by 10 million Euros.

Sector: Leisure products - Toys - Games

KELLOGG’S France & Benelux PA., Rosny sous bois, France
1990-1995
Distribution subsidiary in France and the Benelux for the worldwide leader of Breakfast Cereals.

Successively, Assistant Brand Manager Benelux, Media & Research Manager Benelux, Junior Brand Manager France and finally Senior Brand Manager France.

-Strategically reworked the Special K brand from a weight control strategy to a wider Shape and Vitality positioning; aligned the operational elements (packaging, advertising, promotion plan) resulting in a gain in market share of 3.2 points to reach 6.8% in value.
-Followed, analyzed and prepared monthly progress reports on new competitor Cereal Partners Worldwide (Strategic alliance between Nestlé and General Mills); developed and launched containment plan including preemptive me-too products.
-Developed 17 TV advertisements in three years with two leading international communication agencies, Leo Burnett and JWT.
-Designed the promotional and media plan for Belgium and Holland and optimized media expenses, decreasing costs by 15%.
-Managed the quantitative (panels & ad hoc) and qualitative market research plan for Benelux.

Achievements: Increased brand portfolio sales in France by 31.4%, reaching 45 million Euros.

Sector: Consumer Goods

Military Service as a Trade Adviser

Sector: Administration and Public Services

Teacher in Marketing

Sector: Universities and higher education institutions