Anaïs Silva Ramos, Experte protéines animales Asie du Sud-Est

Anaïs SILVA RAMOS

Consultante Protéines animales Asie du Sud-Est - En tant que freelance

Bangkok, Thaïlande

mai 2019 - Aujourd'hui (3 ans et 10 mois)

Mes activités de conseil couvrent le business développement, le marketing, les études de marché, la stratégie et les insights clients et consommateurs.

Je travaille notamment sur les filières protéines animales (viandes et produits laitiers) et possède une expertise du marché du Sud-Est Asiatique (en particulier Vietnam, Philippines, et Thaïlande - où je vis depuis 5+ ans).

J'apporte à mes clients une vision claire des marchés du sud-est asiatiques (géopolitique, économie, démographie, culture, consommateurs...) ainsi que les éléments clés concernant les filières viandes et produits laitiers (structure de l'industrie par pays, principales zones de production par espèce...) dans ces pays.

New Viet Dairy

Head of Marketing

Hô Chi Minh Ville, Viêt Nam

juin 2018 - mai 2019 (11 mois)

New Viet Dairy is a food and beverage importer and distributor (mainly through Food Service channel) with 350 million USD revenue and 600+ employees in 2018.

I was in charge of building the business strategy in both FS and RT channels for 100+ brands (1000+ skus), structuring nearly from scratch the marketing department and mentoring marketing professionals to enable it, partnering with our suppliers to make it faster and more efficient. In a nutshell, to create long-term value for both New Viet Dairy and the brands' suppliers we were collaborating with.

Key responsibilities & achievements:
• Designed business strategy and 5-years roadmap (including people, systems, data, prioritization)
• Built trust and created partnerships with strategic suppliers to enable higher investments on key brands and thus develop growth, Negotiated with new and current suppliers (price, support, exclusivity...)
• Structured and organized nearly from scratch marketing department (brand marketing, trade marketing, gastronomy/chefs, communication/digital, design); Trained, empowered and led a team of 35 people from managers to interns and new graduates and in different locations
• Conducted the change towards data-driven decision making and value-driven mindset
• Created Strategy, Business/Marketing plan and Channel segmentation for identified strategic brands in both Retail and Food Service channels for the upcoming year
• Fostered collaboration between Sales and Marketing departments, helped teams to prioritize (brands/sub-channels/products) and move in the same direction to gain in efficiency
• Supported Sales team by meeting Western chefs and owners (FS) as well as Purchasing VP and head of category (RT) to better understand their needs and develop sales

export dairy produits laitiers viande meat marketing import stratégie marketing stratégie commerciale

Annam group

Business Manager International Brands

Hô Chi Minh Ville, Viêt Nam

février 2017 - juin 2018 (1 an et 4 mois)

Annam Group, which belongs to Apple Tree, is an importer, marketer and distributor of food and beverage brands in Vietnam, Laos (now closed), Cambodia and more recently Myanmar.

I was in charge of developing the Culinary portfolio (30+ brands) in terms of sales and profitability for both Retail and Horeca channels in Vietnam.
I was working and partnering with suppliers from all over the world including Japan, Italy, US, France, Australia, Hong Kong, Singapore, Spain, Germany. Main brands: Barilla, Kikkoman, Président, McCormick, Tabasco, Andros, Bob's Red Mill, Dr.Oetker, Maille, Cirio. + 2 Private Label brands: Latino Bella, Pate Royal.

Key responsibilities & achievements:
• Defined company strategy as a member of leadership team
• Managed Portfolio (negotiated contracts with suppliers, defined right assortment), Pricing (purchase and re-sale), Go-to-Market (US$2 million budget including promotion, merchandising, on-ground activities, events and digital activities) and Distribution (channel segmentation, category management) strategies of 30+ brands
• Built a strong team spirit among the team (20 people from executives to group brand managers), Enhanced know-how, skills and motivation of each individual among the team, Fostered collaboration mindset of the team with other departments
• Improved business efficiency, simplicity and reactivity through a complete overhaul of company processes as well as the management of company process digitalization (as project initiator and leader)
• Supervised operational implementation of marketing and trade marketing activities made in both Retail and HoReCa channels (on-ground activities, digital, promotions, events, incentives...) to ensure execution excellence
• Supported Sales team by meeting Western chefs and Owners (FS) as well as Purchasing VP and Head of category (RT) to better understand their needs and develop sales
• Increased sales +50% and profitability +2pts

import export Business development développement commercial agroalimentaire food food service retail

Barilla - Barilla

Marketing Manager

Paris, France

février 2014 - juillet 2015 (1 an et 5 mois)

Role: 360° marketing - Strategic & Operational retail marketing, incl. Product development.
Objective: Reach volume sales budget & Make brands' market shares grow faster than competition. In charge of 3 brands (Harrys, DooWap, Mulino Bianco) and 3 categories (soft bread, brioche/kids' snack, biscuit).

WHAT I DID:
• Defined marketing strategy and implemented annual marketing plan including media and digital plans
• Designed the 5-years innovation pipeline and managed projects from concept idea generation to marketing plan execution
- Launched a range of 2 new premium brioches in France - Consumer tests implementation: Sensory, Consumer&Usage/Bases II, Price advisor (End of 2015: sales above budget)
- Upgrading & restyling of existing items - Consumer test implementation: Sensory, Product placement (End of 2015: Mini Tressée sales idx 120 vs budget)
• Successfully led cost-saving worldwide project for France: recommendations approved by the board (150K€ savings per year)
• Managed and empowered a team of 3

ACHIEVEMENTS:
• 2014: Sales Idx 108 / MS +0,8pt (> budget)
• 2015: Sales Idx 103 / MS +0,4pt (sightly > budget)

Barilla - Barilla

Brand Development & Innovation Manager

Paris, France

octobre 2012 - mars 2014 (1 an et 5 mois)

Role: Strategic marketing, Product development & Product launch.
Objectives: Reach volume sales budget & Make Harrys' soft bread market share grows faster than competition.

WHAT I DID:
• Managed innovation pipeline (from idea generation to launch) and portfolio: launch of 3 new crustless soft breads in France + upgrading of existing items
• Successfully built insights & concepts based on consumer research
• Coordinated cross-functional project team - about 7 dotted-lines for each project (R&D, Insight/Studies, Local marketing, Finance, Supply chain, Packaging, Operations)
• Member of the brand identity Team to re-position brand equity
• Increased shelf impact and enhance brand identity by redesigning all packaging artworks
• Managed brand communication on sustainability (digital) and Brand book
• Developed new 2014 communication campaign (TV, radio, digital) from ad-map to execution in collaboration with marketing director

ACHIEVEMENTS (2013):
Sales: +4% / MS: +0,4pt

Barilla - Barilla

Brand development & Innovation Manager

Parme, Italie

août 2010 - octobre 2012 (2 ans et 2 mois)

I worked both on International business development & Product development for Italian market for Mulino Bianco in biscuit category (1€bn market). Mulino Bianco is the leading bakery brand in Italy and plays on numerous categories (biscuit, minicake, kids' snack, soft bread, cracker, rusk...).

Key responsibilities & achievements:
• Conducted International Business Development analysis and participated to the international brand positioning definition: launch of a 5-products' range in Russia, China, US and Canada
• Developed and launched 2 new biscuits, Improved portfolio (re-positioned, restyled and upgraded existing items)
• Managed Category review: Comprehensive analysis of the biscuits category and recommendations (approved by Marketing Director)
• Participated to the development of the new communication campaign from ad-map to execution (six 20'' TV spots + one 60'')

UNILEVER

Brand Development Manager Europe

Paris, France

juin 2009 - août 2010 (1 an et 2 mois)

I was mainly working on Product development (Innovation and Renovation) for Europe (14 countries) for Lipton brand (hot tea category) and European marketing campaigns.

Key responsibilities & achievements:
• Developed 5 new products in Europe: validation for launch in major countries in August 2010
• Created and implemented a sampling operation in 8 European countries: 10 millions of samples distributed (budget for creation and impression: 1 €Mio)
• Member of the group in charge of the restructuration of Lipton ranges in Europe for a better navigability on shelf: rewriting of all packagings and development of new product visuals
• Animated the experience sharing between countries' marketing teams
• Implemented a monthly reporting to manage all our SKUs within Europe
• Participated in the European advertisement development as well as the Spanish and Italian launches

Barilla - Barilla

Brand Development & Innovation Manager

Parme, Italie

septembre 2010 - novembre 2012 (2 ans et 2 mois)

I worked both on International business development & Product development for Italian market for Mulino Bianco in biscuit category (1€bn market). Mulino Bianco is the leading bakery brand in Italy and plays on numerous categories (biscuit, minicake, kids' snack, soft bread, cracker, rusk...).

Key responsibilities & achievements:
• Conducted International Business Development analysis and participated to the international brand positioning definition: launch of a 5-products' range in Russia, China, US and Canada
• Developed and launched 2 new biscuits, Improved portfolio (re-positioned, restyled and upgraded existing items)
• Managed Category review: Comprehensive analysis of the biscuits category and recommendations (approved by Marketing Director)
• Participated to the development of the new communication campaign from ad-map to execution (six 20'' TV spots + one 60'')

Annam

Business Manager International brands

Hô Chi Minh Ville, Viêt Nam

février 2017 - juin 2018 (1 an et 4 mois)

Annam Group, which belongs to Apple Tree, is an importer, marketer and distributor of food and beverage brands in Vietnam, Laos (now closed), Cambodia and more recently Myanmar.

I was in charge of developing the Culinary portfolio (30+ brands) in terms of sales and profitability for both Retail and Horeca channels in Vietnam.
I was working and partnering with suppliers from all over the world including Japan, Italy, US, France, Australia, Hong Kong, Singapore, Spain, Germany. Main brands: Barilla, Kikkoman, Président, McCormick, Tabasco, Andros, Bob's Red Mill, Dr.Oetker, Maille, Cirio. + 2 Private Label brands: Latino Bella, Pate Royal.

Key responsibilities & achievements:
• Defined company strategy as a member of leadership team
• Managed Portfolio (negotiated contracts with suppliers, defined right assortment), Pricing (purchase and re-sale), Go-to-Market (US$2 million budget including promotion, merchandising, on-ground activities, events and digital activities) and Distribution (channel segmentation, category management) strategies of 30+ brands
• Built a strong team spirit among the team (20 people from executives to group brand managers), Enhanced know-how, skills and motivation of each individual among the team, Fostered collaboration mindset of the team with other departments
• Improved business efficiency, simplicity and reactivity through a complete overhaul of company processes as well as the management of company process digitalization (as project initiator and leader)
• Supervised operational implementation of marketing and trade marketing activities made in both Retail and HoReCa channels (on-ground activities, digital, promotions, events, incentives...) to ensure execution excellence
• Supported Sales team by meeting Western chefs and Owners (FS) as well as Purchasing VP and Head of category (RT) to better understand their needs and develop sales
• Increased sales +50% and profitability +2pts

New Viet Dairy

Directrice Marketing

Hô Chi Minh Ville, Viêt Nam

juin 2018 - mai 2019 (11 mois)

New Viet Dairy is a food and beverage importer and distributor (mainly through Food Service channel) with 350 million USD revenue and 600+ employees in 2018.

I was in charge of building the business strategy in both FS and RT channels for 100+ brands (1000+ skus), structuring nearly from scratch the marketing department and mentoring marketing professionals to enable it, partnering with our suppliers to make it faster and more efficient. In a nutshell, to create long-term value for both New Viet Dairy and the brands' suppliers we were collaborating with.

Key responsibilities & achievements:
• Designed business strategy and 5-years roadmap (including people, systems, data, prioritization)
• Built trust and created partnerships with strategic suppliers to enable higher investments on key brands and thus develop growth, Negotiated with new and current suppliers (price, support, exclusivity...)
• Structured and organized nearly from scratch marketing department (brand marketing, trade marketing, gastronomy/chefs, communication/digital, design); Trained, empowered and led a team of 35 people from managers to interns and new graduates
• Conducted the change towards data-driven decision making and value-driven mindset
• Created Strategy, Business/Marketing plan and Channel segmentation for identified strategic brands in both Retail and Food Service channels for the upcoming year
• Fostered collaboration between Sales and Marketing departments, helped teams to prioritize (brands/sub-channels/products) and move in the same direction to gain in efficiency
• Supported Sales team by meeting Western chefs and owners (FS) as well as Purchasing VP and head of category (RT) to better understand their needs and develop sales

Anaïs Silva Ramos

experte protéines animales asie du sud-est

Localisation et déplacement

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Anaïs SILVA RAMOS

New Viet Dairy

Annam group

Barilla - Barilla

Barilla - Barilla

Barilla - Barilla

Barilla - Barilla

UNILEVER

Barilla - Barilla

Annam

New Viet Dairy

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