Antoine Tyan

Leading global transformation strategy and disruptive innovation for Pampers - P&G's largest brand - from Geneva headquarters. After a decade running over 100million-dollar markets in Asia, I chose to return to Europe and now work at the global level to drive category-level disruption at scale: shaping where the brand goes next, building the innovation pipeline, and partnering with regional leaders across all major markets to pioneer the next chapter of Pampers' growth.

Elevated to lead both Japan and Korea simultaneously, P&G's two most complex Asian markets, with a mandate to reach $650M sales combined at record margins. Delivered sales and profit growth for the 3rd and 5th consecutive years in Japan and Korea respectively. A sustained run that earned the 'Best Business Results in Asia' award for Japan and 'Best Global Brand' award for Korea. Led 24 marketers and 50+ cross-functional team members across two markets.

Reversed 10 consecutive years of revenue and profit decline on a $350M business. Growing sales +8% and profit double-digit, despite a 35% FX headwind and an industry-wide commodity explosion. The Japan turnaround required working on every lever simultaneously. I defined a 3-year strategy, led a team of 26 across functions, rebuilt the organization's culture from risk-aversion to growth mindset, and executed 7 product launches. The commercial work was equally demanding. I implemented a +40% pricing increase with zero volume drop through deep market analysis, portfolio premiumization (+17% premium tier growth), and product innovation that genuinely justified the price. On the brand side, equity and awareness grew +5pts from new iconic advertising. Penetration grew +3pts and market share +1.5pts, for the first time in 5 years. On the digital front, I in-housed media planning, achieved 70%+ targeting accuracy, cut media spend by 40%, and grew branded social engagement 4.5x. Online sales grew +27%. Marketing ROI tripled.

Inherited a business on the verge of exit. Grew penetration and sales +80% in two years, the fastest turnaround in Pampers' global history. I led the full commercial agenda - marketing, sales, and channel strategy - with a lean 20+ person end-to-end team. Defined the executive vision of '$100M in 5 years', shifted brand positioning to the emerging 'Skin' consumer benefit, and launched two new-to-market propositions that grew triple-digit YoY and reached 45% of total business. Built the brand from the ground up with Korean culture at the centre: celebrity and IP partnerships for awareness (including the iconic 'Pororo' collaboration), micro-influencer campaigns for trust-building, and #1 search dominance to close at point of purchase. Pioneered retailer-led DTC, social commerce, and propensity modelling for media targeting, ahead of industry adoption.

Grew Pampers online sales +100% to #1 in APAC. Built P&G's first 1P data strategy for a consumer brand in Asia, acquiring 40% of mothers across Asia and MEA into the Pampers loyalty platform. This role was a deliberate bet on the future of consumer marketing. I built the first dedicated e-commerce brand team (marketing and sales) at P&G APAC, was voted preferred partner by Southeast Asian online retailers two years running, and transformed how Pampers used data: enabling 50%+ targeted digital media, reducing media cost by 40%, cutting customer acquisition cost by 70% through organic channel optimisation, and using AI and machine learning to reduce app churn by 20%.

Reversed eight consecutive years of decline in the Philippines, delivering +20% sales growth over two years, reclaiming #1 market share, and growing sales by $20M. Fixed P&L profitability across SEA markets. The Philippines turnaround was built on consumer insight: I identified the 'Affluent' and 'Value' shopper segments as distinct growth engines, evolved the portfolio and communications for both, and built the 'lawlaw' campaign - rooted in local cultural truth - that became one of P&G's most culturally resonant campaigns in the region. Sold the strategy directly to 15 top retailers, beating targets by +13%.

Led the global Point-of-Entry (Pregnant & New Moms) strategy for Pampers - the brand's most strategically important consumer segment ($1.5Bn P&L) - across 10 priority markets worldwide: USA, China, Europe, Brazil, Japan, India, Russia, Nigeria, MEA, and South Africa. Generated $600M+ in incremental sales and $100M+ in profit. Shifted the brand's most strategic global target to pregnant mothers, transforming go-to-market, content, and communications across 80+ countries. Built Pampers.com and CRM across 70+ countries. Designed the first omnichannel shopper strategy, deployed in 80+ countries, growing specialty channel sales +140% and e-commerce +260%. Created the #PampersFirsts campaign, which reached 500M+ online views.

Grew the business by +23% (+$200M sales) and recovered more than 100% of the sales lost from a failed initiative the prior year, one of the fastest recovery stories in the brand's European history. Grew share +8pts and restored margin superiority. Sold strategy to top European retailer executives including Carrefour and Tesco, driving 11% total category growth.

Grew Pampers global wipes sales to $1Bn despite heavy private label competition, by repositioning the premium portfolio as proactive skin care and locking a 10-year R&D innovation plan worth ~30% of future category growth. Generated $30M in cost savings.

Grew French Oral Care category sales +20% by successfully launching Oral-B power toothbrushes, growing category penetration +200% and creating the 'Dental Days' regimen campaign that drove scale across P&G's oral care portfolio. My first P&L fix: restructured the declining manual toothbrush business and restored profitability +23%.

Marketing internship supporting the pharmaceutical sales team. First exposure to B2B marketing and sales process in a global publishing and information services company.

Summer internship in HSBC's Paris trading room. Introduced to financial markets, quantitative and trends analysis, and the pace of a front-office banking environment.

International exchange year