Benoit RACLE Lifestyle and Luxury Consumers Executive

Transformed all aspects of the Consumer Experience to reposition the brand amongst New Luxury / Gen Z customers, ensuring the actual experience consistently lives up to the marketing promise, ultimately aiming to create loyalty beyond reason. • Created three-year brand strategy that redefined the overall emotional and “phygital” guest journey mapping, identifying and developing critical business needs, strategy development, roll out strategy and action plan for flawless execution • Developed, launched and implemented all new global Culture, Service and Operations toolkits, trainings and resources. Reached 96% implementation in less than a year, with over 15,000 employees trained globally, increasing Brand Guest Satisfaction by 4 points • Led the consumer insights research strategy through multiple global focus groups (Americas, Europe, MEA and Asia), influencers and customers interviews, to identify unmet consumer needs and market whitespace • Co-led brand positioning development, target consumer definition, design strategy and portfolio & growth strategy, based on consumer insights gained • Redesigned brand architecture to evolve from a single vertical to six brand extensions

Analytical, strategic and relentlessly creative fixer. Approachable, hands-on leader, who inspires teams to “live the brand”. Demonstrated ability to influence key stakeholders and deliver results in a fast- paced, complex environment. Personal and professional global perspective