CEO & CREATIVE DIRECTOR 2021 - 2022
HYT, Neuchâtel, Switzerland
● Lead HYT relaunch after bankruptcy (assets, acquisition by KTS sa)
● Scouting in record timing of internal team (12), agents (3) and suppliers (6)
● Design, deploy and execute HYT growth strategy globally
● Manage P&L, cash-flow and fund-rising.
● Launch of 8 new references and 3 calibers
● Total reframe of distribution network with 18 retailers and 3 agents and cleaning
of consigned product and old stocks at retailers.
● Dramatic Product Elevation (Design, Wearability, Ergonomics, Sexiness, Quality)
● Brand desirability boost (New Design, New Brand Territory, New Brand Identity)
MANAGING DIRECTOR WATCH BUSINESS UNIT 2015 - 2021
Montblanc Montres, Le Locle, Switzerland
● Lead Montblanc global business and management of dedicated Business Unit
● Lead Manufacturing operations over 2 sites Le Locle and Villeret (Minerva)
● Manage a multifunctional team: 150 persons
● Turn-around commercial operation via a renewed global vision & strategy
● Direct Drive of Design and Product development to orchestrate global footprint expansion with: launch of the Smart Watch Summit, total renewal of the product collection with add of sport offer and creation of high-end offer in all product lines, shift upmarket.
GLOBAL VP OF MARKETING DESIGN & PRODUCT DEVELOPMENT 2007 – 2015 Tudor, Geneva, Switzerland
● Lead global brand strategy and image to build a strong competitive advantage.
● Coordination of Marketing and Communication activities of 26 affiliates
● Relaunch in UK and US second driver of business after Asia.
● Lead of Design & Product Development launching the vintage trend.
● Full Management of 4 key partnerships : Porsche Motorsport, Ducati,
World Endurance Championship, United Sport Car Championship.
● Definition of a unique retail identity still used today.
GLOBAL VP OF MARKETING AND COMMUNICATIONS 2004-2007
Officine Panerai, Milan, Italy
● Lead global brand strategy and communications (18 affiliates) shaping a unique
and powerful positioning for the brand which created the oversize and vintage trend.
● Definition and Management of global and local Marketing Budgets & Plans &
global PR contributing to boost profitability and uniqueness.
● Brand identity definition. Retail image definition.
● Management of Mike Horn partnership and Panerai Classic Yacht Challenge.
● Launch of Panerai x Ferrari joint venture adding a full new revenues stream.
INTERNATIONAL ACCOUNT DIRECTOR 2002-2004
Armando Testa (1st advertising agency in Italy), Turin/Milan , Italy
● Full management of the Lancia account with boost of turnover and satisfaction.
● Coordination of a network of 12 European Agencies and of central and local
Budgets acting as his own making team for the client.
● Drive of innovative BTL approaches driving sales and awareness : viral marketing,
first car boutique at Printemps Paris, Cannes film festival presence.
● Development of the first performant Car Configurator in the Fiat group.
GLOBAL BRAND MANAGER 2000-2002
Thomson Multimedia, Boulogne, Paris, France
● Management of the product lines Life, Wysius, accessories for Europe and US.
● Creation and deployment of a Strategic frame to reposition the product portfolio
In Europe and then US boosting turnover and profitability.
● Clever leverage of central and local media budgets for Europe to sustain growth.
● Launch of Interactive TV with Philip Stark contribution and a Microsoft jv.
PRODUCT MANAGER 1995-2000
Ferrero, Turin, Italy & Rouen , France
● Marketing Management of Kinder Delice, Pingui, Estathé, and Paradiso.
● Transversal promotion on the kids brands and TV sponsoring.
● Marketing and Communication budget management. Watchmaking Veteran with almost 20 years in the market.
Turnover of launch year (2012) achieved. HYT legitimate player again : 8 products, 3 calibers developed in record time.Dramatic quality improvement.Trust rebuilt.Moon Runner selected for GPHG, Montre de l’année
Global scope
Transformed a generic entry priced classical brand focused on Chinese customers into a global watchmaking brand and business.GPHG 2016. Goodwood FOS
Global scope
The brand has become one of the success story of the 20 last years.Black Bay for Only Watch developed with Aurel Bacs 275k
US, HK & China competitive advantage
Panerai the fastest growing and most profitable brand in the Richemont group during the period. Turnover x2.
US & Japan dramatic boost.
Ypsilon European launch re-boosted the brand business allowing to further develop the offer and consolidate market position.
5 points of market share gained in Europe and 2 in US market and dramatic profitability boost. US shifted from black boxes for distributors to premium consumer products.
Turnover/advertising budgets (150/15 mio euros) Over delivery on all dimensions which gave me the opportunity to move from the Italian market to the French market to reset & boost the business there.