Ricardo Bethelmy - Sales & Marketing Director and Owner, Lure Paris

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Work Background

LURE PARISChief Executive Officer

Nov. 2021Paris, Île-de-France, France

LURE PARISFounder. LURE PARIS.

Oct. 2020Paris, Île-de-France, France* Creation of a brand of interior decoration objects. Exclusive designs, crafted in Europe (Italy and Spain). All in limited editions. * Launch on Nov. 2021. Online business model. 3 categories of products: Lampshades, Cushions and Throws. * Recruitment and management of the design team (3 freelancers) * Negotiation of annual contracts with productions partners. Follow up of production plannings. * Led of communication strategy and contents (digital). * Profesional fairs: Maison & Objets 2022. Salone del Mobile 2023.

UnileverDirector of Out Of Home Business - Ice cream category.

Mar. 2020 - Jul. 2020Paris, Île-de-France, France* In charge of a 100M€ business in France (Ben & Jerry’s, Magnum, Carte d’Or, Miko) * Led COVID-19 business plans during confinement, focus on route-to-market opportunities, sales force coverage and partnerships with key online clients (UberEats, Deliveroo and JustEat). * Team management (50 people including sales force, key account management and operations). Set up of new team organisation and ways-of-working. * Successfully validated a joint business plans with partner Distributor, focus on channel and sales force priorities during and post confinement.

DanoneSales Force Director. Impulse Channel

Nov. 2017 - Jan. 2020Paris, Île-de-France, France* Built and led channel strategic business roadmap. 150M€ turnover. Recruitment of new team. Management of 35 people (including Sales Force and Key Account Management). * Successfully built and implemented new approach on channels coverage (independent proxy stores, regional chain accounts and vending machine business). * Maximixed ROI per visit in organised proximity stores (more coverage, more listings and more POS activations). * Selling tools development (including CRM) * Led PepsiCo partnership on sales force coverage.

DanoneNational Sales Marketing Manager

Feb. 2016 - Nov. 2017Paris, Île-de-France, France* Project leader on sales and merketing initiatives cross business units within Danone Group (Dairy + Waters +Baby Nutrition + Medical Nutrition). * Commercial launch of evian City Bottle. Listing in main retailers (Paris, Lyon and Marseille) and listing in new distribution channels (parisian kiosks, pharmacies). * Join sales force coverage of hyper-markets within Waters and Baby Nutrition.

DanoneChannel Marketing Manager

Dec. 2012 - Feb. 2016Paris, Île-de-France, France* Head of the international trade marketing team in Europe, Middle East, Russia. and LATAM (Management of 7 people across geographies). * Definition and implementation of the strategic commercial road map (including route-to-market opportunities) for business growth in each region. * Definition of global sales distribution targets per country / channel. CRM development for tracking and animation of Distributor’s sales force. * Led central development of brand’s selling stories and point-of-sales material for local brand activation across channels (retail, hotels, cafés, restaurants, petrol stations).

DanoneSales Force Animation Manager

Jan. 2009 - Dec. 2012Paris, Île-de-France, France* KPI’s definition and animation for retail field sales force (230 people in France). * Selling tools development for product listing and brand activations in point of sales. * Project leader on sales force transformation initiatives concerning point of sales coverage and point of sales materials development.

DanoneOOH Key Account Manager

Dec. 2007 - Dec. 2009Paris, Île-de-France, France* Led the commercial strategy and annual negotiation with Flunch, Casino Cafeteria, Hilton France, Disney and Subway France. * Redefined the product portfolio per typology of client to push efficiency and profitability. * Led strategic projects to improve our client’s service rate.

DanoneRetail Sales Manager

Mar. 2006 - Dec. 2007Paris, Île-de-France, France* Selling Danone dairy products portfolio in Retail (supermarkets and hypermarkets) * Sell and implement brand activations in store. *Sell and implement merchandising