Sébastien Jaunin

Worked with APAC top markets China, India, Japan, Korea to change the way of doing marketing through data, leading to a notable 15% uplift in net sales through touchpoint and brand portfolio optimization of marketing spend online/offline. Cross-functional collaboration with top management, finance, marketing and data teams to build ROI marketing approach having direct impact on markets' P&L based on data-driven decision in a matrix organizational structure. Improved sales results in APAC through optimized media mix and brand allocation using Marketing Mix Modeling, notably increasing ROS in Japan and Korea by 12% at yearly base through mix optimization. Launch Media Performance workshops in Japan to deep-dive into insights and historical performances to optimize campaigns and improve future media plans and strategies, focusing on effective touchpoint execution (Direct, Search, Social DOOH) and content. Transformation business case published in the Harvard Business School. "Pernod Ricard: Uncorking Digital Transformation"

Worked with a team of direct/indirect reports to shape Pernod Ricard's media roadmap focusing on Media Execution, Content optimization and data-driven solution to maximize brand building and sales optimization. Deployed action plan to test and implement cookieless solutions to collect, use and track data for media activations. Including CDP testing, Retail media partnering and contextual targeting. Leading the 1st cookieless campaign for Chivas in the UK. Creation of Common digital marketing objectives focusing on inventory quality, viewability and media optimization deployed for all 80 markets and tracked a quarterly level. Built Joint Business Plans with key tech partners Google, Meta, Pinterest, Teads, and the Trade Desk securing media benefits at millions + and dedicated studies and custom insights. Developed best practices and uses cases in media execution and precision marketing tactics: DCO, Retail Media , CRM and 1st Party Data, building trackable and efficient consumer journeys. Launch a Marketing Media tool to track at daily basis the performance of brand activations by channels and funnel of conversion. Helping marketing team to monitor brand building, lead generation and brand awareness (Brand Lift studies, 1st party data usage) - The project has been launched in more than 40 markets including USA, China and Europe markets and increased effectiveness of media by 15% Built local Media COE in Asia, USA and Latam to take over media planning, buying and reporting for their respective local markets. Generating $25M cost savings yearly. Created internal training to upskill marketing population on new ways of doing digital marketing, more than 2000 people trained

Led a team of 4 media traders to build a central media hub, acting as internal media agency. Covering Programmatic, OOH/DOOH, Social, Search campaigns and Magazines. Managed 150 activations yearly at $20M budget, including strategy, planning, media buying and reporting. Pan and multilocal including Japan, Singapore, France and UK markets. Built and managed a network of partners, including publishers and ad-tech companies reducing media costs and improving inventory quality notably IAS, The Trade Desk, Spotify and direct deals with Vogue, ELLE, An An, GQ, Vice, Glam and more. Internalized ad tech like Google Marketing Platform stack, social media including Line,X,Meta, Oracle DMP, SalesForce CRM. Oversaw planning, purchasing, and reporting for key global campaigns at $ million+, notably whiskies and cognac activations for DOOH, Search and digital media in most International airports. Increasing sales in-store and reducing costs of execution while improving brand awareness.