ISABELLE PIFFARD

• Responsible for the Hong Kong and Macau P&L.
• Managing brand and channel plans, digital, PR, and partnerships.
• Managing distributor relationships, achieving business objectives, and brand growth.
• Overseeing demand planning and forecasting.
• Working in a matrix environment: leading a local team, collaborating internally with cross-functional global and regional teams, and externally with distributors and partners.

Managing brand portfolio P&L and driving marketing strategies across the China, Hong Kong, and Macau markets:

• Launched campaigns across Greater China, utilizing digital, out-of-home advertising, PR seeding, regional launch events, and trade touchpoints, resulting in increased brand awareness, and sales.
• Managed brand pop-up from concept to execution, resulting in strong PR value, reach, and increased year-over-year sales.
• Worked closely with headquarters to establish best practices around the region, and create region-specific content.

Overseeing A&P management, consumer experience, media, PR, and event sponsorship for the champagne and cocktail portfolio:

• Built and managed a high-performing team.
• Delivered 41% portfolio growth and a 20% increase in market share for the champagne portfolio through an integrated omnichannel marketing strategy, and effective management of media, PR, and events.
• Successfully launched experiential brand pop-ups, generating significant PR value, reach, and sales, that served as a model for expansion into other markets.
• Spearheaded major partnerships, such as a limited edition bottle and clothing line by Monkey 47 and A Bathing Ape, the Altos Tequila market launch during Asia's 50 Best Bars, and the release of the first-ever Perrier-Jouët NFT with Blockbar.
• Managed effective communication between markets, headquarters, regional teams, and brand owners.

• Overseeing A&P management, consumer experience, trade activation, media, PR, event sponsorship for champagne and cocktail portfolio
• Implemented successful marketing strategies resulting in a 19% portfolio growth
• Managed the launch the company's first HNWI private membership club, leading to permanent locations in China, Korea, and Japan
• Led content development for the Asia region in the launch of EcoSpirit partnerships, an innovative low-carbon and low-waste spirits distribution technology
• Developed a CSR program supporting on-trade partners during COVID-19 while developing new route to market

• Overseeing the education, advocacy, and consumer activation of Champagne and Cognac categories
• Led trainings for more than 100 customer accounts and 200 internal stakeholders while fostering relationships with media and influencers
• Managed 60 on-trade activations in bars, restaurants and hotels annually, resulting in increased distribution and volume
• Organized over 20 events, including brand events, tastings, and fairs with big scale partnerships such as Longines Master, Art central, Wine and Dine

Based in two markets as part of the brand owner team supporting the Canadian whisky portfolio and French Icon brand.

• Conducted market and consumer analysis with Kantar for product launch
• Led ATL campaign at national level and limited edition market roll out for Pastis 51