Thomas Boucheron Email & Phone Number

Greater Zurich Area

Paris, Île-de-France, France

Teaching of 'Strategic Branding & Portfolio Management' course for 3 ECTS to 50 Master Students.

Brussels Metropolitan Area

• Managing a team of 7 FTE's with a marketing budget of +5M USD
• Main Brands in scope: Ricard, Lillet, Chivas Regal, The Glenlivet, Royal Salute, G.H. Mumm, Perrier-Jouët, Martell, Jameson, Monkey 47, Malfy & Jacob’s Creek
• Key results & Focus areas:- Team Transformation & Engagement – Reorganization of the team structure to focus on growth levers. +13 pp employee engagement vs company average- Portfolio Refocus – Reshaped the portfolio.

Brussels, Brussels Region, Belgium

• End-to-end responsible for the Leffe Brand in Belgium & The Netherlands (+100M € in revenue).
• Lead the brand repositioning of Leffe in Europe and launched the first campaign under this new umbrella 'Leffe - Merci Horeca', giving €1 tip for every Leffe ordered.
• Strategic Assessment of the non-alcoholic trend, initiating the launch of Leffe Ruby 0,0 and the packaging improvements of Leffe Blonde 0,0
• Launch of Leffe Crate in the Netherlands, breaking category barriers as the first specialty crate.

Lille Area, France

• End-to-end responsible for the Leffe Brand in France (+300M€ revenue), thereby creating an innovation focused 1 Year Plan (Result: 7% brand growth).
• Leading the launch of La Légère, the first bottom-fermented beer in 800+ years of Leffe history through integrated marketing campaign (IMC) ownership and sales integration. (Nielsen Best Drinks Innovation in 2020 &.
• Launching Leffe 0,0 in France, the first step of AB InBev in the FR non-alcoholic segment (Top 10 FR 'Alcohol' Innovations)
• Delivering more than 30 Million PR Impressions as communications lead of BarSolidaire.Fr, an initiative raising more than €130K in consumer donations to help bars & restaurants face COVID-19

Breda Area, Netherlands

• Leading the research & insights strategy for AB Inbev (2nd biggest brewer in the country) in the Netherlands
• Built the learning plan for the launch of Bud in the Netherlands, which represented the biggest beer launch in the last 10 years.
• Fueled the Hertog Jan (2nd biggest brand in NL) innovation pipeline, most notably leading to the Hertog Jan 0,0 innovation.
• Experimented with new research methodologies to lead to faster and more effective research tools for the organisation

Brussels Area, Belgium

10 months international graduate program rotating through key FMCG functions (Field Sales, Marketing, Supply & Brewery Operations, Logistics and Strategy).

Paris, Rotterdam & London

UFLL is a dynamic marketing competition that brings together students (50 000+) from all over the world who want to experience what tomorrow’s leadership and brand management is all about. *National round - Paris-France (1st Place)Task: Create marketing campaign idea to promote new range of Lipton flavoured black tea with objective to increase penetration.

Rio De Janeiro Area, Brazil

• Consultant for the EY Olympic Legacy Program working on a case for VIVA Rio, a Brazilian NGO, in an international team with the goal of leaving a legacy for the Olympic Games.
• Identified main development areas which were then further elaborated on in Rio.
• Helped VIVA Rio overcome their growing pains through a maturity assessment.
• Outperformed NGO expectations with additional focus on the implementation side of the project.
• Won a public speaking contest for Belgian students to enter the program.

Leuven, Belgium

• ABI International is the export Business Unit of AB Inbev, competing in countries with a relatively small market share with the goal of getting a foot in the ground. Created a strategic evaluation of the Corona brand.
• Positioned the Corona Brand through brand Experience & media by aligning ABI best practices in different markets and needs of the specific market.
• Delivered a road map identifying current shortcomings in assortment matrix and how to catch up with competition.
• Developed a City Attack plan to segment & prioritize different cities with goal of spending budget more effectively.

Master Of Science (Msc), Strategic Management, Gpa 3.82/4

Master Thesis: The impact of machine learning on company business models: the case of retail

Business Studies (Erasmus Exchange), 2:1 Honours

Activities and Societies: Freshsight, Business Society Hockey, Exchange 360Focus on Risk Management & Strategic Management

Bachelor'S & Master'S Degree, Business Economics (T.E.W.), Cum Laude

Activities and Societies: AFC Leuven, Quivr, KUL Hockey TeamFocus on Accounting & Finance