Periklis Xanthakis Email & Phone Number

Greece

East South Europe

• Guided local marketing teams of the 6 countries of the ESE cluster (Romania, Greece, Hungary, Bulgaria, Croatia & Slovenia) towards succesful brand-buiding activations in their local markets.• Led annual marketing activation plans strategy, and gained alignment with PSR & PET PRO ESE demandteams.• Worked with cross-functional teams on plans execution.• Leveraged data and market research insights of brand performance in order to provide meaningful brand portfolio recommendations.• Supported regional European projects, by coordinating ESE cluster.Achievements: Both 2021 & 2022 were very successfull years for ESE cluster in terms of business targets overachievement and by delivering my led-projects I contributed to these good results.

Athens, Greece

Responsible for design, development & execution of the SPT & PRO (Specialist Pet Trade & Breeders) annual marketing plan for the Greek Petcare market.Management of regional, cluster and local marketing projects.• Responsible for digital CRM platform management, delivering growth in digital recruitment of new pet owners.• Planned and launched successful Digital Media campaigns across strategic brand territories.• Managed Sponsorship of Pet-related physical Events (i.e. Dog Festival, Pets Today).• Executed succesfull new product launches, range renovations and portfolio pricing decisions.• Tracked of macro, consumer category and retail landscape trends, through research projects.• Responsibility for the APD marketing budget phasing and management.Achievement: Led re-establishment of marketing function towards the PSR channel for the Greek Unit, which contributed to 2020 becoming a very successful year for the Royal Canin Greek business with double-digit growth in all related business KPI's after several declining years.

Athens,Greece

Responsibility of marketing management for leading Purina specialist channel brands, Purina® Pro Plan® dog, Purina® Pro Plan® cat, Tonus® dog, Purina® Cat Chow®.• I/R: Executed an array of I/R projects (new product launches, range relaunches, line extensions), encompassing ATL and BTL activities.• Digital Brand Building (new websites, Purina YouTube channel video content, Facebook/Instagram digital campaigns & programmatic, SEO & SEM tactics)• Consumer Events: Planned & executed brand activation in consumer and trade events & exhibitions such as International dog Festivals, Pets Today and International Cat show events. • Responsible for Media budget investment among all relevant consumer touchpoints (Digital/Social Media, TV, Print ads, sponsorships.• Responsible for Promotional strategy & execution (value added packs, premiums, price & volume offers)Achievements:•Team development & coaching: Trained and coached 7 new marketing interns during this period.•Achieved Market share growth in the Pro Plan DD, Pro Plan DC and Chow dog & cat brands from 2015 to 2017.

Athens, Greece

Having the role of Business Project Manager (reporting to Country Business Manager), directly managed a 2-year planned project for developing a new Direct Route-to-Market for petcare business of Nestle Purina Greece towards the Specialist Petcare Channel (i.e petshops, Vets, Pro).•Defined strategy for the new route to market towards the petfood specialist channel in Greece (to replace a previous collaboration with a distributor), after conducting thorough market analysis and evaluating several route-to-market options and selecting the one achieving best the objectives set, ensuring at the same time financial feasibility for the company. Achievements:•Co-ordinated and delivered successfully several project deliverables across Nestle departments (customer service, sales admin, material handling, finance, sales)•The direct route-to-market model was launched successfully on 1/11/2014, serving directly up to 1200 new retail customers of the Nestle company, through a newly hired sales team, new logistics process and commercial policy in place.•The result of this new business model was a substantial increase of Nestle Purina NNS turnover from 2015 onwards.

Lausanne Area, Switzerland

• Led Major Innovation Project: Developed a new Purina ONE super premium dry food range for small breed dogs based on consumer insights. The 2-year project included the following stages: workshop with European team for Idea generation, Concept creation & testing (Nielsen Bases research), Packaging design development & research, Product formulation development by guiding the R&D team, final range sku development based on forecasted market volumes.•Developed ATL campaign toolkit and delivered to European markets for launching the range (Print ads, website toolkit, digital videos for social media, BTL instore material toolkit).•Qualitative and Quantitative consumer research for other new product concepts testing.•Developed Brand Building Strategic guidelines and delivered them to European markets.•European Markets responsibility – provided central team support to the Italian, Spanish, Portuguese, Greek and Nordic markets regarding the Purina ONE® brand.•Packaging design development responsibility on other Pan-european new product launches.•Portfolio management - optimized product range (discontinuations, size formats) based on sales performance of individual skus on pan-european level.Achievements:•The new small dog dry food range was launched successfully across European markets.•Successfully achieved the European KPI targets (OG,RIG,Market share) of the brand for the specific periods.

Athens, Greece

Responsibility of designing and executing the Brand Plan of leading Nestle Purina Pet Care brands Friskies® and Purina ONE®, integrating all the elements of the marketing mix within certain budget. •Executed successfully many new product launches for Purina ONE & Friskies brand (+new snacks category) and full range relaunches of the Friskies dog & cat brands.•Executed TVC Media campaigns for the Friskies & Purina ONE brands with appropriate media investment plans.•Planned & executed successful Consumer Promotions on Friskies and Purina ONE.•Monitored Competition and analysed distribution in order to identify growth opportunities. Achievements:•Improved value sales of 2008 in Friskies dry dog by 20%, Friskies dry cat by 30% and Purina ONE cat and dog by 30% versus 2007.•Improved value sales of 2009 in Friskies DD by 16%, Friskies DC by 13%, Purina ONE DC by 33% vs 2008.•Gained Market Share in the Friskies Dry Dog, Friskies Dry Cat and Purina ONE dog & cat segments for 2 consecutive years.

•Managed New Product launches in the Friskies dry catfood and Gourmet Gold ranges.•Implemented Brand communications with consumers through TVC, Outdoor panels, print insertions and point-of-sale materials. •Undertook pricing decisions of new products considering profitability and competitive pricing policies.•Organized major Sampling activities to enhance the trial of Purina One and Friskies products.•Rolled out key In-store promotions such as the Purina One ’30 days challenge’ to invite consumers to test the brand’s promise. Achievement:•PR event: Successfully organised a big Purina corporate social-responsibility event concerning the Athens Tram and free transportation for pets, resulting in extensive media coverage and publicity.

Athens -Greece

3/2006 – 1/2007: Customer Marketing team member responsible for all the retailers of the Greek market with regards to the Fabrics (Skip, Cajoline) and Household Cleaning (Klinex, Cif, Svelto) categories. 3/2005 – 3/2006: Customer Marketing team member responsible for the group Carrefour (Carrefour, Champion, DIA supermarkets) and Metro (Cash & Carry and My Market supermarkets) with regards to the Fabrics, Household Cleaning and Personal Care (Dove, Axe, Organics, Ultrex) categories. Responsibilities:•Trade Marketing customer plans: Worked towards promoting established brands such as Dove, Organics, Ultrex, Timotei, Aim, Axe, Rexona, Lux, Skip, Klinex, Cajoline, Cif and Svelto, by designing & executing tailor-made shopper marketing activities in the supermarkets.•Retailer Management: Negotiating with the customers to implement and follow up customer marketing plans.•Briefing Advertising agencies by giving briefs and following-up so that appropriate Point-of-Sale promotional material was created on time to support the tailor made activities.•Market Analysis: Analyzing market data as well as recording and communicating internally competitor activities.•Budget Management: Controlling and monitoring the trade marketing budget for future planning and for internal monitoring purposes. Achievement:•Created Personal wash & Hair store planograms in all Carrefour stores, after working on specific category management project in partnership with Carrefour (starting from shopper research) for the categories of Personal Wash and Hair. Responsibility also on overseeing the planograms instore implementation.

Athens & Kos

Rank achieved: Cavalry second Lieutenant.•Served as Chief sergeant in the 4th cavalry unit of my squadron, having the responsibility of training 250 newly recruited soldiers (Sept - Nov 2004).•Assistant officer for the first squadron in K.E.T.Θ supporting the Olympic Games (June - Sept 2004).•In command of four M48-A5 MOLF battle tanks and responsibility for the training of their crews (80 ΕΑΡΜΕΘ, Kos, Oct 2003 - June 2004).

Msc Marketing Management, Marketing

Activities and Societies: Scuba Diving

Ba(Hons) Marketing