Patrick Mercanton

Leading marketing & communications transformation for this leading European Standards Organisation enabling interoperability across the ICT World and tackling key topics such as AI, Quantum computing, and cyber security, as well as telecommunications.

As Associate Director at JUSTE Maison de Talents specialised in communications, marketing, digital and CSR talent solutions, I am at the heart of the development of the marketing practise. My role consists of: -Optimising our marketing talent solutions by developing innovative strategies to match the needs of our clients in terms of recruitment and advise. -Adapting solutions to the market by using my international expertise to create taylor-made solutions adapted to the challenging imperatives of a rapidly evolving market. -Reinforcing our strategy by bringing a strategic and operational vision based on an insightful knowledge of the needs of enterprises and talents.

Hired into this innovative start-up at the intersection of gaming, book publishing, NFT-blockchain to help structure the marketing approach and build a powerful brand and IP ecosystem. Book launch, token listing, bond listing.

Interim management assignment for this French optical retail chain. Managing 80 person sales & marketing team. Developed first 360° campaign with improved brand attribution. Deployed new retail quality label. Fine-tuned and deployed new marketing organization and go-to-market process approach.

Led company modernization of the communications of this scale-up leader in B2C and B2B rugged and durable phones. Launched 5-year warranty - only phones globally to have a full 5-year warranty. Launched new B2C and B2B smartphones, as well as refurbished phone range and new branding Developed sell-in materials for Government tenders; and case studies with French police & fire brigades. Managed marketing communications team and internal design studio

Hired to lead a marketing transformation within this FITNESS focused company that is the home of LesMills across all Francophone markets and Italy. We also distribute other great fitness equipment brands such as TRX, Body Bike, Stages, Trigger Point. And we develop amazing fitness programs for our 2 home-grown fitness brands: HBX training and PlanetAqua.

HMD global Oy - the home of Nokia phones and the proud exclusive licensee of the Nokia brand. Start-up created to re-launch Nokia phones into the smartphones space, and achieving $3 billion revenue, as well as "Android smatphone brand of the year" in its first 2 years. -Set up marketing operations framework and governance for this new start-up -Managed agency ecosystem development. -Developed launch marketing strategy based on a “digital first” approach. -Led successful tradeshow presence at Mobile World Congress - with Nokia brand earning the most talked about mobile phone brand over the past 3 MWC shows. -Led development of of B2B marketing. -Managed market research and insights strategy and planning. -Managed marketing campaign planning across the regions. -Led marketing campaign & investment planning with Google on Android collaboration.

Responsible for all B2C & B2B for the 2 most profitable phones business regions. -Led strategy business development for the regions. -Managed a marketing teams of 20 spread over 7 offices. -Led Microsoft Mobile's post-earthquake programs with UN organizations in Nepal.

-Planned and executed Nokia marketing strategy and activities (product mgt & marcomm) for NearEast (Pakistan, Afghanistan), North Africa & Levant (Egypt, Libya, Tunisia, Morocco, Algeria, Lebanon, Palestine, Jordan,...), and EmergingAsia (Bangladesh, Nepal, SriLanka, Bhutan). Started with 5 countries - ended up covering 14. -Managed multiple re-organizations and right-sizing exercises.

Managed Nokia’s internal & external strategic messaging communications. -Developed Nokia’s company purpose (company Vision & Mission) for the new CEO. -Developed the internal and external strategic messaging for Nokia’s new strategy. -Planned and executed Strategy & Transformation internal campaign. -Led renewal of nokia.com corporate web site -Managed company ideation platform

Responsible for the set up of the global Go-to-Market programs organization for Nokia’s LIVE category, focusing on the youth, style focused, and premium segments. -Created global Go-to-Market programs and process to holistically plan product & services launches.

Responsible for the creation of holistic and collaborative international customer marketing strategies and programmes. Driving customer marketing from re-active to pro-active. -Managed trade events team. -Led development of Nokia’s first Europe-level customer marketing team focusing on mega-operators.

Responsible for developing the first global marketing strategy & campaigns for the CDMA Business Unit -Charged with the planning of the transition towards, and set up of, the marketing organization for the planned joint venture, Nokia-Sanyo Mobile Devices, including branding evolution.

Responsible for N. America marketing of Nokia Mobile Phones -Initiated a new marketing strategy associated with a market share gain of 8pts. -Managed a team of 8 launch and campaign managers.

Hired out of fashion industry to drive consumer thinking into new lifestyle product categories. Responsible for global product marketing for Fashion, Premium, and Active phone categories. -Defined category strategy: product portfolio evolving from products to lifestyle collections. -Drove new product concepting, with innovations like the fashionable “going out” phone, the 7280. -Led creation of first limited edition phone, the “7200 white leather,” for fashion retail channel. -Evolution of “tough phone” category toward a higher sales potential “sports” positioning. https://www.youtube.com/watch?v=oTXMfF590SI

LEVI STRAUSS & Co. – DOCKERS EUROPE Country Marketing manager - France (1995-1998) Responsible for successful launch of the Dockers brand in France (0 to $19 million revenue in 3 years) -Launched “casual businesswear” concept on the French market through mix of impactful guerrilla marketing and traditional campaigns. Key Account Sales Manager responsible for Printemps department store chain. Brand manager - Europe (1998-2001) Responsible for the marketing mix across Europe, as well as the product management of the men’s range. -Developed pan-European 360degree campaigns, major PR events, and CRM & Internet strategy. -Managed product development & management for 2 seasons. -Managed marketing managers and product managers at European HQ, as well as the country marketing managers.  

MSc. in economics - political economy

CAMELOT - (Consumer Awareness, Marketing Excellence, Leading to Organizational Transition) Worldwide Training program developed by INSEAD for senior Nokia marketing leadership to understand better how consumers buy, the tactics and strategies deployed by successful companies to engage with these consumers and how to develop skills to transform the organization to ensure competitiveness and maximum effectiveness.

2 month full-time certification course including modules on: Google Ads, Google Analytics, webmarketing, web conversion, social media, web copy-writing, SEO, SEA,