Francis Perrin

As Rehlko emerged from the rebranding of Kohler Energy, I help shape a new identity built on resilience, purpose, and innovation (official rebrand announced Sept 17, 2024). - Built and lead an Enterprise team uniting Marketing, Communications, Digital, and Sustainability under one vision. - Steer brand and marketing strategy across six businesses and 150+ marketers globally. - Led the transformation from Kohler Energy → Rehlko, positioning the company as a global energy resilience leader with a purpose: Creating an energy-resilient world for a better future. - Serve as company-wide AI Lead; launched the Rehlko AI Challenge (“Shark Tank” format) to scale employee-led AI use cases. - Defined and activated new values—Curiosity, Trust, Pace, Excellence—across brand, culture, and leadership. - Drive the sustainability and impact agenda through partnerships and measurable progress toward a more resilient future.

• Engage with senior marketing leaders shaping the modern CMO playbook. • Collaborate with peers to maximize strategic impact across all stages of the CMO role. • Keynote speaker, 2025 Club CMO Annual Summit, on brand transformation and leadership.

• Led the global marketing organization for Kohler Energy, driving strategic initiatives supporting business transformation. • Modernized brand and demand strategies across consumer + B2B, increasing visibility and engagement. • Strengthened market positioning in next-generation energy systems, contributing to share growth and momentum heading into the stand-alone journey.

Expanded scope to include Communications (Nov 2020). Led a team of 60 plus 100+ retail/seasonal employees. Built brand momentum and growth narrative through COVID recovery, strengthening portfolio attractiveness ahead of the Sycamore Partners PE sale (announced Jul 9, 2021; closed Oct 1, 2021). - Built a Marketing & Sales focus-period calendar driving turnaround: +14% net sales vs YA and $46M profit in H1 2021. - Restaged the two largest brands—Chateau Ste. Michelle and 14 Hands (~70% of sales)—with refreshed positioning and new campaigns. - Led DTC through COVID: 10 e-comm sites, 14 shops, 10+ clubs, delivering a record ~20% of EBITDA contribution. - Drove record PR impact and social leadership across core brands, Kraken NHL partnership, and top wine awards/ratings. - Opened new urban tasting rooms: “The Blend” (Kirkland, WA) and Erath (Portland, OR).

- Hired by new CEO to lead transformation of the marketing organization (Brand, Innovation, Digital, DTC, Retail, e-commerce, in-house creative). $692M annual net sales. - Led the commercial reset toward a “modern US wine company” vision after 4 years of decline—strengthening brand strategy and capability foundations ahead of the later Sycamore transaction. - Grew 3rd-party e-commerce +180% vs YA to $28M retail in 2020 by reallocating resources during the pandemic. - Wrote company purpose statement; translated into strategies, KPIs, and refreshed visual identity. - Reorganized and upskilled marketing capabilities (structure, digital focus, talent, agencies). - Created Elicit Wine Project innovation hub; launched 3 brands including Liquid Light.

Recruited to accelerate transformation toward a more digital, agile, innovation-led marketing organization. Member of the Americas Leadership Team; led $407M net sales with 5 direct reports and a 22-person team (incl. Consumer Insights). - Repositioned The Laughing Cow toward “healthy snacking” resulting in returning brand to >$75M in sales after 3 years of decline. - Repositioned The Laughing Cow around “healthy snacking,” returning the brand to >$75M in sales after 3 years of decline. - Drove planning toward the 2025 vision, optimizing A&P investment and overheads; grew Boursin +12%. - Set clear annual goals across A&P and trade spend, partnering closely with Sales to improve execution. - Negotiated and launched a multi-year Disney/Pixar partnership, delivering breakthrough creative and strong in-market activation.

Operational and financial responsibility for O-Cedar and Vileda brands in North America, a division of Freudenberg, a diversified 7 billion global technology private company and global leader in consumer cleaning tools and systems.

Operational and P&L responsibility for large portfolio of brands within the French Business Unit of Pernod Ricard, including Mumm Champagne, Havana Club, Pastis 51, Suze and Wyborowa. Managed team of 15. - Consolidated Mumm’s leadership position (>40% share) and insured record growth behind Havana Club (+16%). - Brand Portfolio Strategy and Planning - Developed 4yr strategic direction and annual brand plans to ensure focus. - Implemented new Consumer Decision Journey research and approach to existing planning process. - Spearheaded innovation pipeline for local brands (Pastis 51, Suze, etc.), providing strategic directions to R&D teams. - Drove innovative digital and social media roadmaps for key brands – in a very strict legal environment.

Managed Martell Cognac, Martell-Mumm-Perrier-Jouët. - Reached 1MM cases/yr in China, making it the leading spirit brand in China and the group’s most profitable brand. - Successfully redefined and rolled-out new global brand positioning platform for Martell Cognac (model was later used as a template across all Pernod Ricard strategic brands). - Developed multiple world-class TV, Print, OOH and BTL global advertising campaigns, delivering record double-digit growth for three consecutive years. - Defined innovation pipeline to drive growth over next five years, including luxury products retailing above $1,000. - Rolled-out new PR lifestyle initiatives to rejuvenate brand image globally (Martell trunk, Jean Nouvel lamp, etc.). - Headed the “digitalization” of the marketing and senior management teams in order to better leverage brand assets.

Drove innovation process and culture by developing a pipeline of new products and promoting the use of digital in the marketing mix. Managed team of four. - Drove innovation process and developed pipeline of initiatives for 2009-12, including Malibu by U and Malibu Black. - Led new Malibu digital/social strategy, including creation of new viral videos and social-network marketing. - Rolled-out new global positioning and advertising behind Tia Maria in key markets (UK, Netherlands and Argentina). - Managed global licensing programs for Malibu and Kahlua.

Managed CCB, L’Oreal USA’s pioneering e-commerce business unit. Complete P&L responsibility. Led team of ten. - Drove e-commerce sales +34%, being considered the pioneering business unit within L’Oreal. - Directed creation of US monthly catalogs and e-commerce efforts, playing an influential role with global marketing. - Led strategy behind product selection (over 600 skus), promotions, pricing, and consumer segmentation. - Significantly improved bottom-line of P&L, by driving sales and drastically reducing costs. �

Managed team of eight, four global agencies, and functionally led and coordinated network of 20+ country managers in L’Oréal Consumer Products Division. - Successfully defined and rolled-out global interactive strategy for L’Oreal Paris, Maybelline and Garnier. - Centralized development of global brand Internet websites and toolkits to facilitate roll-out of global initiatives. - Insured liaison between global and local marketing teams for strategy alignment and roll-out of best practices. - Proved cost-effectiveness, brand-building impact and ROI of digital initiatives via quantitative consumer research.

Rated as one of the top 100 business schools in the world by the Wall Street Journal.