Cécile Alaux

Directrice Marketing Global de la marque Tory Burch Beauty basée à New-York Rattachée à la Global Brand President fragrances

Consulting and support in brand strategy, product marketing, communication and 360° vision - Brand audit - Brand vision, 3-year strategy plan - Brand platform - Concept and branding - Story-telling - Project management - Marketing plans and product marketing - Design - Olfactory development - 360° development - Communication - Team management - And more :-)

Head of International Marketing Development for Narciso Rodriguez and Zadig & Voltaire fragrance brands. Narciso Rodriguez: Top 10 fragrances in Europe, €360 million / Zadig & Voltaire: €60 million in 2024 Reported to the Global Fragrance Marketing Department (5 brands). - Definition of the 5-year vision and 3-year strategy (positioning, brand platform, launch plan, new territories) and budget targets (development budget, sales). - Management of the portfolio (concept definition, product development, and communication). - Direct olfactory development with perfume houses and perfumers. - Direct contact with the license and the designers. - Development of a team of 12 people. - Presentation of marketing plans to top management, regions.

- Advise on the strategic overhaul of the Perfume, Hands/Body and Home lines (strategy, platform, assortment, (re)positioning, concept, pricing, launch schedule, sampling...). - Steering the development of new product initiatives planned for the 3 axes in 2023 and 2024. - Manage the new Amenities program. - Participated in the integration of Byredo into Puig and set up new processes following the acquisition of a majority stake. - Implemented new internal communication, monitoring and collaboration processes. - Support for the team (4 people) and help with HR thinking. - Direct collaboration with founder and Chief Creative Officer, Ben Gorham.

In addition to International Chief Marketing Officer at Dolce & Gabbana Parfums, Director of Trade Marketing of Dolce & Gabbana Beauty in charge of promoting brand awareness and development at strategic commercial periods of the year (i.e. Christmas, representing annual sales of 220M€, 40% of the business of the year). Reporting to the Global Marketing Head Office of Dolce & Gabbana Beauty. Main Accomplishments: - Management of a team of 22 - First-ever creation of a 360° event concept for Christmas 2021 - Roll-out of eco-caring initiatives, notably the development of sustainable gift-sets - Development of Dolce & Gabbana Beauty promotions, Spring 2021 - Rehaul of the entire client experience in “Art of Gifting” and personalization

In charge of the International Marketing Development of Dolce & Gabbana Parfums. Top 10 fragrances worldwide; 540M€ in 2019 (+7% vs 2018) Reporting to the brand’s Head Office (senior management). - Definition of the 5-year vision and 3-year strategy (positioning, launch calendar, new territories, sales targets) and related business evaluations (development budget, turnover, P&L, rankings). - In charge of steering 7 of the Brand’s portfolio franchises (concept definition, product development, 360 orchestration). - Development of a team of 18. - Presentation of marketing plans to top management, all world regions and retailers. Main Accomplishments: - Creation of the Brand’s new pillar (confidential – target of 90M€). - Launch of new masculine pillar K by Dolce & Gabbana: creation of the concept “Own Your Crown”, development of the communication campaign, 360 and innovation plan orchestration, surpassing target by 3% at launch (67M€ for a September 2019 launch) and entering the Top 5 in the US, Top 5 in APAC, Top 10 in Europe, and resulting in the construction of a pillar worth 100M€ in Y3. - Steering of the marketing and launch strategies of the Brand’s historic pillar Light Blue (225M€), and contributing to the maintenance of its Top 5 position in Italy, Top 10 in Spain (Women’s) and Top 10 position in the US, Top 15 in Italy and Spain (Men’s). - In charge of the new communication campaign for Light Blue, awaited since 2017 and the Limited Editions Light Blue Sun, Light Blue Love is Love, Light Blue Forever. - Start of the new Dolce & Gabbana women's pillar (90M€ ambition) : Devotion - Rehaul of the Exclusive Velvet Collection via portfolio optimization, implementation of an in-depth analysis of the franchise’s worth and re-design of the Collection’s olfactory discovery experience. - Roll-out of eco-caring initiatives and more coherent, more digital friendly 360 campaigns for all perfume launches.

In charge of international marketing development for K by Dolce & Gabbana, Light Blue, the Exclusive Collections and management of a team of 8. Reporting to the International Marketing Director Dolce & Gabbana Parfums.

In charge of international marketing development for Light Blue – 200M€ - 53% of the Brand’s fragrance portfolio and management of a team of 3. Reporting to the International Chief Marketing Officer Dolce & Gabbana Parfums.

Founder of a consultancy firm specializing in brand and business development, and professional support in home decorating for individuals and businesses.

In charge of international marketing development for Nina and L’Air du Temps (100M€) and management of a team of 4. Reported to the International Chief Marketing Officer, Nina Ricci Parfums.

In charge of international marketing development of Roberto Cavalli Perfumes (85M$ - Top 10 MEA) and management of a team of 4. Reported to the VP for Chloé, Roberto Cavalli, Jil Sander Parfums.

In charge of international marketing development of the signature franchise Chloé (155M€ - Top 20 worldwide).

échange universitaire au Mexique