Philippe Armand Email & Phone Number

Écully, Auvergne-Rhône-Alpes, Fr

Lyon, Auvergne-Rhône-Alpes, Fr

Teaching "Digital Transformation & New Management" and learning from the students!

Clermont-Ferrand, Auvergne-Rhône-Alpes, Fr

We are Michelin's data company. Our mission is to put data at the service of "a better way forward". - We make roads safer. We provide consulting services and SaaS that help save lives, to administrations, fleets, OEMsFor this our 150-people team processes 1.6 billion kilometers of driving data everyday, with Artificial Intelligence (machine learning). - With our Better Roads offer, we assess road surface conditions and roadside assets (Computer Vision)- Truckfly is the truck driver's #1 recommendation and job board community in Europe. Michelin group's 2nd largest online touchpoint. - Michelin Mobility Data Platform monetizes the Michelin group's data outside, including alternative data to financial institutions, banks, funds as well as enablers for CO2/Greenhouse gas prevention. - Lead the Truckfly business: mobile app, “TripAdvisor & LinkedIn” of truck drivers. Achieved 1M downloads. 140% CAGRThree simple strategic axis:- Drive business turnaround: scale a tech and distinctive capability gem into a self-sustaining business. Focus for impact. - People turnaround.- Ecosystem: M&A integration (RoadBotics Inc, acquired July 2022), VC and partnerships for sourcing (eg: Mapbox, Arity), for go to market (eg: Engineering firms), for R&D (eg: Massachusetts Institute of Technology, Carnegie Mellon University)

Clermont-Ferrand, Auvergne-Rhône-Alpes, Fr

Visualize and analyze your entire road network. RoadBotics by Michelin delivers an automated, interactive road assessment platform with a simple data collection process and easy-to-understand ratings.Acquired July 2022, fully integrated into Michelin Mobility Intelligence.

Clermont-Ferrand, Auvergne-Rhône-Alpes, Fr

Michelin, world's #1 tire manufacturer and loved brand, wanted to reinvent its consumer marketing in a category that is facing commoditization and cost inflation. Governance: centralized. - Successfully deployed "Share of Mobility", our new, transformative B2C marketing strategy. - Started from a new consumer segmentation across all of Michelin consumer business lines.- Created the "Michelin Better Motion" full-funnel consumer program for relationships across a lifetime. - Leveraging consumer data to create demonstrated value offline and online (cost avoidance, conversion, upsell and cross-sell), - Introduced much-needed priorization, marketing spend efficiency and ROI governance. - Global budget owner and allocator for media and engagement funding across regions (100s of M€). Including country choices for investment in the Motion for Life TV & digital campaign, our "Online Media for Sales" spends, our Buy-Now Button program (>2 million leads/y) and more. Built a new team of 13 seasoned professionals including Insights, Acquisition & Lead generation, Retention & Loyalty, Content, Digital & Social Experience, Performance management, Consumer data.Federated a network of marketing, technology, consumer care leaders globally.

Clermont-Ferrand, Auvergne-Rhône-Alpes, Fr

In a context of strong commoditization, eRetail sales channel has grown massively and become Michelin's #3 "country" in value, ranking above the French market, during this tenure. €1.5Bn direct revenues. In our industry too, eRetail / eCommerce is a strategic influence channel (80% of consumer search online before buying and 95% of traffic takes place at eRetailers and marketplaces such as Norauto, TireRack, Amazon, Mercadolibre, Euromaster, Allopneus, Blackcircles...).Built brand preference online to convert online & offline. Lead generation at scale, eRetail execution excellence, category management, joint business plans with distributors, driving share of consideration and conversion. Job creation, built a team from scratch.

Tel Aviv-Yafo, Tel Aviv, Il

Lyon, Fr

Board member for the last few months of the company, accompanying divestment and judicial liquidation.

Paris, Issy-Les-Moulineaux, Fr

€8B, 33 000 employees, 41 countries, 52 brands including PERRIER, S.PELLEGRINO, NESTLE PURE LIFE, VITTEL... World category leader at the time. - Apart from a few campaigns for our major brands and some projects in the USA, there was no digital coordination at Nestlé Waters, no teams and no central leadership. The ambition was to become #1 online too. - Supported by the Board I created the function, a central team, offshore functions and the matrix organization needed (35 leaders around the world) to build brands online and accelerate the growth of the strategic eCommerce sales channel. - Overhauled the online presence: 100 websites (14-people internal agency); SEO & paid search. Product eContent. Digital asset management. Real-time business analytics. - 50% of media spend transferred online to match consumer behaviors (125M€ our of a 250M€ consumer communication budget). About 35 online media campaigns per year, increasingly personalized (data, DMP, CRM, segmentation). Best practices identified and cross-fertilized.Results:- eCommerce growth: +30% CAGR, 1/4 of total company growth.- €800M Direct to Consumer D2C business (USA, China, Middle-East…).- Initiated open innovation: marketing & industrial venture for a bio-degradable IOT connected bottle to replace plastic, new sustainable business model.

Vevey, Ch

- The company had a vision but many countries, brands did not know where to start, what to focus on, what business results to expect. - Strategic and operational consulting role for 69 countries under the leadership of Zone Europe Middle-East North Africa EVP. Coordination with Communication Directors, eCommerce directors and IT services in the countries.- Built and rolled-out the 1st Group eBusiness Roadmap (Digital, eCommerce, Technology). Identified and ensured adoption of best practices. Trained 5000 employees and agencies through an extensive program for mindset change, operational capability-building, business impact.

Vevey, Ch

- NESCAFE Really Friends campaign (continuation of Digital Acceleration Team project). -- Rejuvenation campaign on TV, YouTube, Facebook. Resulted very successful, increasing consideration and purchase intent in the target group. - Won 23 prizes including a Cannes Lion and a Phénix d'Or.

Vevey, Ch

€85B, 330 000 employees- Following a major worldwide communication crisis the company created an 8-months special program for talents to then become Digital & eCommerce leaders in the markets. A mix of trainings, strategic projects and operational responsibilities. This was my pivot.- Managed the Google partnership on Search. Created and rolled out global SEO guidelines for 2000 brands. Conducted online media planning, including adwords and campaign optimization for SPECIAL T. - Responsible for online campaigns on Crisis and Recalls for Corporate Communications. Nestlé specialist on Wikipedia. - Digital consultant for NESCAFE France major campaign. Special focus on Facebook and earned media, YouTube.

Prilly-Malley, Ch

€5M, 6 team members (local & cross-border) + shared services- We had a historical imports agent for Cereals but needed to accelerate sizably to capture the market opportunity and deliver profitability. We decided to create our own subsidiary from scratch. - I had full P&L responsibility for the category, reporting to the Cereal Partners Worldwide manager for Maghreb, dotted line to the Country Manager for all businesses.- I created a working business unit: from debt recovery, agent termination, company set up, to the imports of the first containers, route to market, talent recruitment, to the airing of successful media campaigns (TV, radio, print). - Fully relaunched 7 brands (eg: NESQUIK, CHOCAPIC, LION) and a popularly priced product range (failure). - We multiplied the business size by x4 in 3 years, profitability delivered.

Vevey, Ch

€600M + shared services- It was urgent to bring the business back to profit or shut it down. We were market challengers compared to government cooperatives and Danone was rumored to enter the market soon. - We had 7 brands of yogurts with a sensitive operating model (cold chain) and premium UHT milks. The business model was low-margin, high-volume and ROI-focused.- I premiumized our portfolio launching 2 new brands (India’s 1st probiotic yogurt and 1st milk for cholesterol management).- I redesigned the route to market to meet consumer & customer needs while generating substantial savings. Customers were distributors, traditional and modern trade.- As a consequence we reached profitability break-even.

Vevey, Ch

€12M sales, 14 direct reports, 40+ distributors, 150 of their employees. Territory the size of Belgium, 14M inhabitants.- As part of a graduate program I was trusted with a large sales territory. Objective #1 was growth, we achieved 15% CAGR.- Objective #2 was to expand the distribution to rural areas, especially for coffee (NESCAFÉ, NESCAFÉ SUNRISE) and overtake the strongest competitor, BRU (Unilever). Subdistributors, caravans.

Vevey, Ch

The International Marketing and Sales Training (renamed International Development Program) was Nestlé's graduate program with the purpose to identify and train the international business leaders of tomorrow. "The IMST programme is tailored to the abilities and experience of each candidate. However, in general the programme begins with a 2-4month orientation at our International Headquarters in Vevey.Once this familiarisation phase is over, the expatriate training period abroad begins. Once on assignment, the fast-paced IMST programme really gets under way. The intensive in-market programme is designed to help you to get to know all the various departments that will contribute to your success in Marketing or Sales.Once you have successfully completed the IMST programme, many opportunities are open to you. Like our other international assigned employees, you’ll be asked to make a long-term commitment to carry out a series of 3 to 5 year assignments abroad, moving from one country to another. Like them, you will have the opportunity to work in many parts of the world, especially in emerging markets."

Suresnes, Île-De-France, Fr

-Involved in daily business. -Investment analysis, business plans.-Study on the opportunity to produce private labels for retailers.

Paris, Fr

-Coordination of subsidiaries' marketing plans across the Americas and Asia. -Organization of local promotions. Challenge of market sales forecasts. -Contributed to the launch of new women’s fragrance L’INSTANT.

Genève , Ch

Strategic analysis. Target or acquiring company screening. Valuation. Business plans. Contributed to deals, including on listed companies.

Amsterdam, Nl

Mastère, Hec Entrepreneurs

Masters Degree, Engineering, Organizations Management

Classes Préparatoires, Maths, Physics, Chemistry

Baccalauréat Scientifique, High School