Anu Heino Email & Phone Number

Stockholm County, Sweden

Singapore, Sg

I play a pivotal role in Nordic Cluster Leadership Team, driving the multi-market and -channel strategic direction and operational success of the region (Sweden, Denmark, Norway, Finland). During a 14-month period without a Country Manager, our leadership team collectively took on General Manager responsibilities, resulting in record-high turnover and outstanding results in a cross-functional environment. Reporting to both the Nordic Country Manager and the EMEA Commercial Director, I lead a team of 10, including 5 direct reports, and shape the region's marketing and commercial strategies.Achievements:- Doubled Brand Awareness: Successfully doubled awareness within a year through targeted marketing campaigns and strategic initiatives.- Efficiency in Cost Structure: Improved the cost structure in P&L, leading to greater financial efficiency and profitability.- Organizational Revamp: Revamped and developed the entire Nordic marketing team structure, optimizing positions, FTEs, and organizational layers.- Media Team Establishment: Built a new, dedicated media team, enhancing our media strategy and execution capabilities.- Structured Ways of Working: Established a structured approach to our ways of working, improving consistency and effectiveness across the region.- Great Place to Work Recognition: Achieved the best team results in the Great Place to Work study, reflecting a highly motivated and engaged workforce.- Media Agency Management and Onboarding: Onboarded and led a new media agency for the Nordics, leading to significant cost savings and the introduction of innovative, relevant ways of working.

Paris, Fr

In charge of fast acceleration and business development (share of business) with e-commerce retailer partners. Implementing a new European commercial policy to e-com clients (new P&L structure), creating a strategy for the e-com client mix (pure players vs hybrids), as well as individual client strategies (client clusters). Negotiating annual commercial contracts. Launching a brand portfolio to amazon.se and analyzing new client acquisition opportunities outside the traditional distribution model. Focus on strong and profitable growth, customer relationships, joint business planning, return-on-investment, innovative marketing planning (Live shopping, e-consultation), business planning and communication (both campaign and media mix onsite and external media) while increasing profitability in a fast moving and constantly changing digital environment.Challenge: Guide team through a major organization transformation. Build a new digital and e-commerce team with new roles and responsibilities, to be able to ensure the growth target and new demands set by the market situation.Achievement: First year results above the target on all KPIs. New, highly skilled and motivated team at place and roles set accordingly. New digital marketing and commercial strategy implemented. Joint business plan built with key distribution partners.

Paris, Fr

Main focus in maintaining growth in a department stores retail distribution (Åhlens, NK), while launching and building e-commerce successfully to drive the overall profitable growth. P&L responsibility for 13 luxury brands. Commercial/campaign strategy, budget, cost planning, joint business planning, optimizing media mix, visual merchandising. Strong relationship building.Achievement: Ensured overall double-digit growth, while maintaining growth in physical retail. Successfully negotiated a stronger distribution strategy and visibility in the physical department stores as well as in e-commerce.

Paris, Fr

Responsible for L'Oréal's luxury brands’ retail marketing in Sweden. Strong focus on retail excellence, retailtainment and go-to-market strategy. Member of the division management committee. Reporting to Commercial Director/division head.- Led a team of 4 Retail Product Managers and 3 marketing interns. - Managed the overall marketing plans and executions with retail partners and teams- Relationship building between several partners within trade, design, merchandising- Developed and managed promotional and commercial strategies to meet the KPIs and financial goals - Delivered strong campaign planning, in-store activation and consumer engagement to strengthen the brands - Support a team of sales representatives and area managers

Paris, Fr

Responsible for main turnover of Professional Division (B2B). Member of division management committee. - Team responsiblity- Responsible for P&L, brand, marketing and sales strategies- Nordic lead for 2 luxury brands: brand and marketing strategy (Sweden, Norway, Denmark, Finland)

Paris, Fr

Responsible for strategic retail and new business projects for L’Oréal’s FMCG brands in the Nordic countries. Reporting to Nordic General Manager.- Business modelling and analysis for new opportunities, new consumer base recruitment, business development and strong growth strategy- Challenge: Independently lead a top strategic project of opening the world’s first Brand Concept Stores to L’Oréal Paris brand in Sweden and Norway. Create a new retail business model other European countries to follow and implement- Achievement: successful business models for 2 types of Brand stores (shopping mall location vs. high street location)

Paris, Fr

Responsible for L’Oréal Paris brand's largest category, make-up, in Finland, Denmark, Norway and Sweden. Consumer products division. Management responsibility of a team (5 persons; where as 2 had management positions to product managers). Reporting to Nordic General Manager and Nordic Brand Marketing Director. - Main achievement: Brand to strong growth in all Nordic countries. Achieved market leader position in Denmark and Norway.- Responsible of Nordic P&L, brand and media strategy- Ensuring consistency in execution of all brand plans on a Nordic level by continuously monitoring all country activities and sharing best practices- Managing, guiding and motivating country teams to implement solid marketing plans to drive budgeted targets and KPI's- Influencing and driving decisions regarding the Group's long-term brand strategy by monitoring market/ competitor performance and feedbacking to global product development team and senior management.- Involvement in new product and advertising development projects for the brand on a Nordic level

Paris, Fr

Responsible for Garnier, Maybelline New York, Essie brands in Denmark. Consumer products division.Member of the consumer division management committee. Team responsibility. Reporting Country General Manager.- Main achievement: Successful launch of Essie brand to its' first European market (market leader position). Turned Maybelline make-up brand back to double digit growth after 3 years of negative trend.

Paris, Fr

Team responsibility. Reporting to Marketing Manager2007 - 2009 Group Product Manager / L'Oréal Paris make-up2005 - 2006 Product Manager Biotherm2003 - 2005 Product Manager FragrancesGiorgio Armani, Ralph Lauren, Cacharel, Viktor&Rolf

Master Of Science - Ms, Management Accounting

Marketing And International Business

High School Graduate