Alex Lessard Email & Phone Number

Federal Territory Of Kuala Lumpur, Malaysia

Leading strategy, innovation, and business development for Labbrand Malaysia.Labbrand Malaysia is a brand innovation agency with expertise in cultural research, naming, branding, innovation and design.LABBRAND Group is a multinational consulting corporation headquartered in Shanghai. Founded in 2005, now we have offices as well in Singapore, Paris, New York and Vancouver. With over 100 people, we help global companies create brand identities and innovation, digital experiences and cultural transformation. Working with 8% of the Global Fortune 500’s, this means the opportunity of collaborating with largest leading brands including Coca-Cola, L’Oreal, Danone, Renault, Audi, LinkedIn, Airbnb, GSK, and many more.

Shanghai, China

Botani is an innovation studio providing insights and strategy for F&B and Hospitality brands in China.Responsibilities Include:- Lead development and implementation of botani’s strategy offering, setting strategy frameworks and project management templates for the team. - Manage a senior team of 6 researchers, strategists, and creatives to deliver end-to-end product and service innovation.Set growth strategy, lead business development, oversee financial performance and manage employee development. - Lead regular sharing of insights reports and organized insights sharing events with brand teams to increase awareness of latest market and consumer trends.Representative Projects Include:o Consumer research and on/off-trade drinking strategy for the leading global Irish Whiskeyo Video ethnography and strategic analysis around “Smart Snacking” for a global FMCG brand.o Develop an RTD strategy for a global hospitality group to improve in-room drinking experience.o Consumer research to decode evolving masculinity for a leading global beer company. o Functional health research & JTBD development to support NPD for a global health food brand.o Consumer research & new product innovation around nutritious dinnertime for Chinese Supermom’s for a leading oats brand o New product innovation and concept testing in meat snacks for an American snacks brando On-trade research and go-to-market strategy for a South African Brandy company o Cultural and product-world deep dive into beans category for a top American snacks brando Develop new in-home and in-bar drinking rituals for a leading energy drink.o O2O experience planning and digital development for a Chinese Hospitality Innovation CenterLead internal research projects:o Effects of COVID lockdowns on home cookingo Opportunities for innovation in Hotel Breakfasto The rise of street drinking and the intersection of alcohol brands and fashion

Shanghai City, China

Ask Jerry is China’s first F&B focused virtual influencer – powered by a chatbot with an online ecosystem that spanned social content, ecommerce, B2B & B2C communities. - Raise a seed funding round of 13M RMB to build and scale consumer cocktail ecosystem.- Manage a team of 20 covering creative, operations, marketing, growth, and HR.- Oversee product innovation and go-to-market strategy for all key business areas – social, community, ecommerce, loyalty. o Cheers Cocktail Community - Dianping style mini-program reaching - 300 bars, 12 cities, 30,000+ cocktail reviews. - Cocktail recommendation engine - Cross-platform loyalty program & ecommerce integration o Ask Jerry Chatbot & WeChat Account - Over 100,000 unique chatbot conversations - 150,000 organic follower generation - Expand Ask Jerry IP to incubate Douyin creators (Philly菲利) capitalizing on the text to video shift - Complete a successful pivot during COVID to move brand touchpoints completely online. - Spearhead corporate innovation partnership with Pernod Ricard to incubate new brands and drive consumer platform innovation.

Shanghai, China

Dartmouth College is a private league research university known for its rigorous academics and top-ranked global alumni-network.- Hosted over 100 alumni and academic community events to support Dartmouth’s alumni network in China and promote the school’s admissions initiatives.- Lead a country-wide reorganization to better empower growing alumni communities across 4 regions in China and provide them the resources necessary to activate locally.- Act as a liaison and host for university executives on their visits to Greater China

Shanghai City, China

Lemons Cocktail was a premium cocktail catering service offering award-winning pop-up mixology for consumers and corporate experiences.Responsibilities included:- Personally developed custom cocktail menus for private and corporate clients, keeping true to brand identity and designed to enhance the customer experience.- Managed a team of talented bartenders, leading product trainings and service quality assurance.- Led corporate team buildings and cocktail workshops for C-Suite gatherings and HNI celebrations.- Worked closely with events agencies to incorporate mixology into brand experience.- Leveraged in-store cocktail pop-ups to help luxury brands increase customer time in store by 200% and conversion by 500%, with sales value far exceeding the cost of service.Past Clients Include: Bottega Veneta, L’Oréal, Coach, Shanghai Fashion Week, WeWork, Pernod Ricard, EA Sports, YUM China, BMW, Vacheron Constantine

Shanghai, China

Labbrand is a China-originated global brand consultancy with services covering research, strategy, naming, design and digital.- Managed the insights and strategy components of digital projects for both B2B and B2C brands.- Planned user-focused strategies throughout all channels: social, experience, e-commerce, mobile.- Focused on web and social analytics to gather insights and optimize planning and content.- Supported clients' needs and requests as well as follow up on contract, quotes and scopes negotiation.- Supported Labbrand’s vision of intellectual innovation through frequent articles and papers.Representative Projects Include:o Design & development of a new online booking platform for a global leader in luxury hospitalityo Digital innovation framework & platform development for the world’s oldest travel agencyo Digital business model and product design for a German home living solutions companyo User experience research and e-commerce strategy for a top Italian luxury groupo Translate brand positioning into an online engagement strategy for a global consumer electronics company wishing to break into the gaming community.o Digital brand book planning & interactivity design for a German auto brand