Nathalie Bouchard

Experience

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  Groupe Marcelle

  Jan 2000 - Jan 2021

  Managed the consumer brand portfolio, including Marcelle and Annabelle Cosmetics, amongst the Top 10 Best Selling Brands in Drugstores and Mass Retailers in Canada. Led a team of 10 people specializing in product development and marketing.KEY RESPONSABILITIES AND ACHIEVEMENTS:• Headed all innovation, marketing and commercialization activities.• Developed strategic plans to achieve growth objectives, including innovation and 360° communication plans.• Supervised the study of brand identities, their repositioning and their deployment with various internal and external business partners.• As an advisor, helped develop the new employer brand image and supervised the focus groups conducted with customers and retailers. Show less Managed the Marcelle’s skin care and colour portfolio performance and profitability. Led a team of 6 people specializing in product development and marketing.KEY RESPONSABILITIES AND ACHIEVEMENTS:• Achieved a compound annual sales growth of 14% (CAGR) over a 3-year period.• Improved make-up market share with sales growth of more than 10% annually for 3 years in a row.• Developed and managed strategic plans including innovation and 360 communication plans.• Headed high impact launches: Revival + Skin Renewal anti-aging skincare, micellar cleansing waters, City anti-pollution skin care and new eye shadow, blush and bronzing powder lines while significantly improving profit margins.• Initiated the brand’s natural / clean turn, to reach an eco-conscious clientele.• Contributed to the recognition of over 50 products by the Skin Health Program of the Canadian Dermatology Association (CDA).• Piloted and directed the Marcelle ECOM strategies, the distributors’ ECOM sites and Amazon. Collaborated in the international development of sales in Birchbox US, Europe and China.• Selected, negotiated, and promoted prestigious spokespersons: Karine Vanasse and Sarah Richardson.• Developed partnerships and brand associations with Canadian Living, HGTV and The Weather Network.• Awarded the ELLE Beauty Grand Prix: 5-time winner (mascara category) in 6 years. CC Cream, NewAge UpLift Serum, Hydra-C Eye Cream, Color Rush Lip Gloss. Show less Managed the Annabelle portfolio performance and profitability. Led a team of 4 people specializing in product development and marketing.KEY RESPONSABILITIES AND ACHIEVEMENTS: • Achieved a compound annual sales growth of 11% (CAGR) over a 5-year period.• Obtained and implemented full distribution of the brand at Jean Coutu drugstores. • Developed and managed the strategic plans including the innovation and 360 communication plans.• Led the launch of the BB, CC and Stay Sharp Self-Sharpening Pencil (first brand to launch this innovation in the Canadian mass market).• Selected, negotiated, and promoted spokesperson Marie-Mai.• Designed and implemented a new brand identity: advertisements, social media campaigns, website and in-store brand displays.• Negotiated sponsorships with the TV show La Voix on TVA TV Network, Marie-Mai’s record launch events, as well as the premieres of shows and tours. • Awarded the ELLE Beauty Grand Prix: Big Show Mascara and Gloss, Biggy Bronzing Powder, BB Cream and Kohl Eyeliner. Show less

  • Marketing Director, Mass Brands

    Jan 2020 - Jan 2021

  • Marketing Director, Marcelle Skincare and Make-up

    Jan 2016 - Jan 2020

  • Marketing Director, Annabelle Cosmetics

    Jan 2011 - Jan 2016

  • Marketing Director, Marcelle Makeup

    Jan 2008 - Jan 2011

  • Multi-Level Product Manager

    Jan 2000 - Jan 2008
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  Nathalie Bouchard Consultation

  Jun 2022 - Jun 2023

  Marketing Consulting

  Consultancy services in marketing, strategic planning and innovation management.

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  Crescita Therapeutics

  Jun 2023 - now

  Director Business Development, Retail and E-commerce

  Responsible for retail sector development and brand sales strategies. Supervise retail operations. Develop and supervise Crescita brands' e-commerce strategies.