Tiphaine Kernevez

Brand Area Manager (Carolina Herrera, Prada, Comme Des Garçons, Nina Ricci & Paco Rabanne) reporting to the International Markets Development Director / Area: Middle East, Russia, and Central Asia (2 regional offices based in Moscow and Dubai, 27 countries, 67 clients, , 1,563 doors in Local Markets & DF ) /40% of travel time
Strategic development of the Prestige Brands in terms of sales, profitability & visibility, which includes:

Area Management / Commercial responsibilities:
Discuss, agree & monitor Export, Wholesale budgets, A&P plans & retail distribution per Brand by market, jointly with local management
Provide area expertise through analysis of competition, retail distribution trends, market size, & other measurement & help local management look for new sustainable & profitable business opportunities.
Ensure regional pricing coherency (retail / wholesale)

Brand Management / Marketing responsibilities:
Define & communicate to local teams the brand objectives, priorities and guidelines
Help local teams & key distributors in the preparation & execution of marketing plans
Approve & supervise all local marketing, communication & merchandising initiatives.
Elaborate, manage & review with local teams multi-millions advertising & promotion budgets
Monitor Sell-Through and propose action plans

Key Achievements:
Increased Exworks sales (45.5M€) by + 10 % in 3 years
Positioned all PUIG Prestige brands in top retailers rankings 10 fragrance players in Russia in 2006 (source: Euromonitor)
Successfully managed 5 major launches Black XS, 212 Sexy, Prada Woman & Man, Nina. Achieved & exceeded plan.

Sector: Luxury Goods and Cosmetics

LVMH – Parfums GIVENCHY Americas, Miami, USA
Operational Marketing Manager (fragrances, make-up & skincare) reporting to the Regional Director
Area: North America Duty Free, Caribbean, Central & Latin America Duty Free & Local Markets

Managed the operational marketing strategy for the region:
Defined and implement the annual marketing strategy & calendar of actions for all territories together with the sales team
Determined right product range & price with sales team.
Managed & supervised P.R and media. Negotiate Latin American pan-regional print & TV campaigns.
Maintained & controlled the visual merchandising & image standards of the brand including the development of counters, gondolas, window displays & others with local architects & studios.
Prepared with sales team product & POS material forecasts by product line & by territory & monitor consumption..
Conducted competitive market studies, sales analysis, monthly reporting to the head-office in France.
Organized conventions & events (ex: Orlando Tax Free Convention for the Americas in March)

Key Achievements:
Gained major market shares for the brand, despite 9/11 & economic crisis: Parfums Givenchy reached the Top 5 Prestige brands throughout the region
Successfully launched Givenchy Pour Homme (2002) which ranked in the top 5 men’s fragrances & Very Irresistible Givenchy (September 2003) which ranked #1 women’s fragrance throughout the region.
Initiated & negotiated one of the first perfume advertising campaign on cable TV in the region

Sector: Luxury Goods and Cosmetics