Cedric Felli

Strategy and planning lead for global and local clients (JTI emerging products, adidas, Dutch Olympic Team, Toto), advising on brand, marketing and communication strategy following DISRUPTION® methodology.  Contributed to development of JTI’s e-cigarette global brand launch.  Developed strategy and content for adidas e-commerce European CRM program for high value customers.  Guided Dutch Olympic Team brand launch for Rio2016 Olympics.

Appointed to overhaul company 10+ brands portfolio following 20 years of decline, position portfolio for strong and immediate growth in rapidly increasing fine cut tobacco category and build Marketing Department in post merger environment. Member of BAT BeNeLuX Executive Team.

Selected by Regional Director to fuel top line growth in a declining region with limited pricing upside by building up insight generation capabilities, delivering superior insights & turning them into commercial activities and embedding a true consumer centric culture within Marketing & Sales functions.

Provided Marketing & Sales expertise for 17 Central Europe markets.

Promoted to turn around BAT Premium brand. Responsible for 10 people covering Brand, On- Trade Promotion & Events, and 50 external promoters. Led strategy, marketing mix development and brand activation via ATL campaigns (out of home, print, cinema), In-store communication & promotion, events sponsoring, major ownable nightlife events, on-trade consumer activation, brand ambassador, eMail/mailing/CRM and PR.

Developed, deployed & evaluated in-store consumer and retailer promotions and retail communication projects, optimized merchandising and supported Key Account Managers in Category Management initiatives. Managed team of 4 and budget of CHF 2.2mns.

Marketing and Strategy