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Rachel MILUTINOVIC

Colombes cedex

Electionseuropéennes 2024

RETROUVEZ GRATUITEMENTLe résultat des européennes à Paris.

En résumé

Passion for brands, business and people, sensitivity to consumers’ trends and collaborative leadership, developed through several local, regional and global roles at Pepsico Group, in order to tackle strong challenges: global businesses development & global marketing (Tropicana $MM 5 000 NR), major brands launch (Lays, Cheetos), local business turnaround (Tropicana, Benenuts), breakthrough innovations, portfolio management and change management in matrix organizations (new operating models implementation, Great Place to Work programs, Women’s carrier development plans, creation of new structures, multi-cultural management).

Strategic and creative approaches, new business opportunities and team work are the drivers of the high engagement I have in the professional challenges I like to take up.

Specialties:
Business strategy
International brand strategy and management
Global marketing
Advertising & Communication
Portfolio management & Innovation
Execution excellence & Go to market
Food premium brands / beverages
Team management & change management


Mes compétences :
Marketing opérationnel
Management
Communication
Marketing stratégique
Conduite du changement
Marketing international
Médias
Brand strategy

Entreprises

  • PepsiCo France - Global Marketing Director - CMO

    Colombes cedex 2014 - maintenant Challenge: develop a strong Fruits & Veggies business, endorsed by an iconic brand
    Key results: global relaunch of the brand, new com’s platform, Goodness of Juice PR strategy, Digital hub
    o Coordinate the Juice business extension in North America, Europe & Asia
    o Define the global brand architecture & guidelines
    o Develop a new global positioning & communication strategy, and roll it out into local campaigns
    o Ensure the excellence of all the elements of the mix & develop global ammunitions (visual identity, Digital strategy, product guardrails…).
    o Functional management of regions’ CMO / creation of the global Equity steering committee

  • PepsiCo France - France & Western Europe Juice marketing Director

    Colombes cedex 2012 - 2014 Challenge: develop a sustainable & profitable Juice NFC business model in Western Europe
    Key Results: MS gains in ‘13 in France and Belgium while blocking Innocent juice (Coke) arrival;
    France juice NR +7%, ‘13 brand power score @44 (+3 vs. LY)
    o Deliver the Western Europe 3 years Strategic vision & a breakthrough innovation pipeline
    o Coordinate the Juice agenda through collaborative work with the WER Market Units (Belgium, Nordics, Switzerland, Spain, Italy, Germany)
    o Member of the Global juice steering committee (together with US, Canada, UK) : brand guardrails definition, new global positioning, innovation strategy, new pack design
    o Renew the brand positioning strategy in Western Europe: new communication platform development with the Global team, local adaptations (France, Nordics, Belgium), New European pack design implementation
    o Roll out of the Digital strategy : social activation, Digital CRM expansion, Brand content
    o Manage the France juice business (see below)
    o People : management of 15 marketers /creation of Marketing “University” modules (Digital, C.I., Brand strategy) / key agent in the implementation of the new operating model & impacts on French & European teams

  • PepsiCo France - Marketing Director (Tropicana France) & Corporate Media Director

    Colombes cedex 2008 - 2012 Challenge: ensure the Juice business turnaround in France
    Key Results: Tropicana : #2 brand of the beverages market in France - Juice NR from +1% to + 9% in ’10 - ’12; Juice NOPBT +23% - best ever MS in 2012 - awareness + 6pts - Sign. gains on key brand image items

    o Deliver the long term Strategic vision for the French Juice business : new brand positioning, breakthrough innovation pipeline, sustainability brand strategy
    o Renew the brand value equation strategy & activation : new local communication platform (TV, outdoor, PR, events, sponsoring),
    o Digital strategy : re-launch of the loyalty program (CRM) and web communication strategy in order to develop heavy users and boost recruitment
    o Manage & strengthen the brand portfolio & the local innovation pipeline (Smoothies, Essentials, Tropicana-Organic, Limited Editions, new territories)
    o Manage the France Juice P&L in order to secure high profitability and coordinate business execution with Operations and Sales.
    o Media buying strategy for Pepsico brands portfolio (14 M€ media spending) : negotiation strategy, media planning, barter strategy
    o People : management of 12 marketers / Member of the Pepsico Think Tank (recommendation of new ways of working / roles & resp. / mentoring program / Women’s career development)

  • PepsiCo France - Marketing Director for Snacks Brands (Lays, Doritos, 3Ds, Benenuts)

    Colombes cedex 2005 - 2008 Challenge: re-invent PepsiCo France’s position on the savory market and build a sustainable and growing business.
    Key results: PepsiCo ’07 savory share of market +70% vs. ’04, P&L turnaround

    o 3 years Strategic vision & innovation pipeline on key brands (Lays, Benenuts, 3Ds, Fritelle, Doritos)
    o Benenuts business integration and re-launch (NR year 1 +15%)
    o Portfolio strategy (Benenuts endorsement strategy, Lays flavors expansion strategy, Doritos salsa launch)
    o Communication strategy : Benenuts local advertising platform development / Lays French adaptation
    o Building of the ways of working with international teams (marketing, R&D et production)

  • PepsiCo France - Marketing manager Lays

    Colombes cedex 2004 - 2005

  • PepsiCo France - Category Group manager

    Colombes cedex 2002 - 2005

Formations

  • Dauphine (Paris)

    Paris 1990 - 1995

Réseau

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