Sophie Tucoulat

LABORATORIOS DERMATOLÓGICOS DARIER - México city, Mexico
Darier is the market leader in Dermatology in Mexico, offering a wide range of dermatological products to prevent and/or cure acné, atopical dermatitis and skin cancer.

Junior product manager
Development of a line of dermocosmetic products for the Mexican market of dermatology and plastic surgery.

Main responsibilities:
Planned and coordinated a complete product development project:

Analysed consumers and doctors’ prescribing habits. Included recommendations made from market researches (focus group), interviews of key opinion leaders in dermatology and plastic surgery, visits of doctors with Darier’ s sales representatives.
Worked on marketing strategy issues such as the positioning of the line. Analysed the history of Darier, its strengths and weaknesses, conducted competitive intelligence research, in order to set up a very precise positioning of the line.
Worked on sales forecasts with the finance department. Objective: 10% market share of prescriptions (per product category) by year end 2008.
Followed the complete development of the creams. Included briefs and constant work on the texture (“galénique”) with the laboratory R&D team, and with the perfume suppliers. Follow-up of the clinical trials.
Defined adequate packaging. Liaised with packaging suppliers in Mexico, Europe and the United States.
In relation with an agency specialized in semiology, created the brand name.
Coordination and communication between the business development team and other internal departments (legal, purchase, R&D).

Main achievements:
Brand name registered in June 2006.
5 SKUs entirely developed.
Motivated and cohesive multi-national team.
Launch of the line in Mexico in February 2006.

Sector: Health and pharmaceutical

Product Manager Assistant
Development of a line of beauty accessories (toilet bags, hair, bath and massage accessories)

Main responsibilities:
Marketing mix: Defined the products, colours, quantities and prices.
Coordination between the cosmetic team and lingerie and prêt-a-porter departments to ensure coherence of the lines (displayed in the same stores).
Briefed the suppliers, called for tender and negotiated.
Managed the entire development process from production to delivery. Monitored the product distribution in European stores and sales (on SAP).
Wrote and distributed press releases and direct mailing to journalists.

Main achievements:
Good relations and communication with lingerie and prêt-à-porter departments.
Turnover of the beauty accessories line increased by 15%.
+10% vol. press publications.

Sector: Textile - Clothing - Accessories

Short-term experience: Promoted events, telesales and market research for French newspapers and companies such as L’EXPRESS, AUCHAN, PEUGEOT, SAGEM.

OFUP (Office Universitaire de Presse), a subsidiary of Firstream – Bordeaux, France
2 months Sales assistant.
Face-to-face promotion and sales of specialized magazines for different universities.
Ten days training program to learn sales techniques.
Reached the objective of 7 subscription contracts per day. Very good payments rate: 90% of contracts have been paid.

Sector: Press and editorial