Francesca D'Ercole

Experience

• 

  L'Oréal

  Jun 2002 - now

  I take a new role, built form scratch, as responsible of reengineering our Education in order to make it the first driver in our eco-system of touch point with b2b customers. The first gaol is to accelerate digitalisation and a data driven mindset delivering best in class online and offline content and monetising our portfolio at max. At the core of our strategy Access.com, a newest Education site. (7,4 mio€ income, 30.000 Users in 2021)MAIN TASKS AND KEY RESPONSIBILITIES:- Build the first hairstylist community in the market with the enhancement of the Access platform by creating and communicating via digital and social the right content, the editorial plan and a Data strategy that generates business opportunities, gains and loyalty- Reinforce the effectiveness of Education plans by leading the transformation of the teams in term of skills and mindset in a new Multi-Brand organisation.- Cooperate with the field and headquarter functions at Mancom level to make education central to the new b2b ecosystem- Create value for P&L, maximizing margins. Show less I've been managing L’Oréal Professional Paris as Area Manager and Commercial Multichannel Director. I decided to take a step in Commercial in order to add new competencies to my portfolio. Commercial meant negotiations skills, focus on short and long term results, manage a large and complex team, reinforce resilience and leadership, implement a valorisation strategy during a multiBrand and Multichannel transformation and leading the digital transformation of the field, form classical to social, during the Covid era. (150 sales reps, 20 Area Manager, Multichannel, over 60 M€ turnover in 2019).MAIN TASKS AND KEY RESPONSIBILITIES:Deliver turnover and qualitative kpis as DN distribution, launches penetration, credit and stock in trade policyManage a big team of 200 people being responsible of motivation, optimisation of the go to market, upskilling on sell out and digitalBuild the commercial strategy, identifying opportunities and with decisions on multichannel pricing with gross to net responsibilityCooperate in the Commercial Mancom to build the multibrand structure Show less As Brand Director of L'Oréal Professional Paris in the Nordic Hub (Denmark, Norway, Sweden, Finland) I was directly managing Marketing and Education teams and coordinating the Commercial teams based by country. The hub was created 1 year before my arrival and the second year of my job the organisation changed again in a multibrand structure, so my main goal was to lead the Brand with a clear vision in a very turbulent period. (8 mio €, 4 countries)MAIN TASKS AND KEY RESPONSIBILITIES:Develop and Implement the Brand Strategy in 4 countries with a Nordic and local approachResponsible of Turnover and P&L results Show less I joined L'Oréal Group as intern and then I did the full Marketing path taking over positions on selective and non selective Brands as Kerastase, L'Oréal Professionnel Paris, Redken and Essie nails. More than 10 years in classical Marketing know-how and digital experiences inventing the first CRM B2B site Pro Only and the first Rating and Review app of the industry Hairadvisor (almost 80 mio€ turnover, 6 mio€ Marketing budget, Marketing team of 15 people)MAIN TASKS AND KEY RESPONSIBILITIES:Responsible for planning, development and implementation of the Brand marketing strategies, marketing communications, and public relations activities in Italyoverall responsibility for developing the Product launch strategy plan; establishing pricing policies, market research programs and analisysPlan Commercial campaigns, sales forecast and field force activitiesPlan Communication and Media activities and responsible of the Marketing BudgetManage Recruit, train, appraise, supervise, support, develop, promote and guide marketing and trade marketing teams. Show less

  • Business Transformation Director

    Apr 2021 - now

  • Commercial Director L’Oréal Professionnel

    Aug 2018 - Mar 2021

  • Brand manager L'Oréal Professionnel Nordic HUB

    Jul 2016 - Jul 2018

  • Sales Area Manager

    Jul 2015 - Jun 2016

  • Marketing Manager L'Oreal Professionnel

    Apr 2012 - Jun 2015

  • Marketing Manager Redken

    Aug 2008 - Mar 2012

  • group manager

    May 2006 - Jul 2008

  • product manager

    Jun 2002 - May 2006