Martin Croteau
New York
Summary
25 years + of leadership experience in various consumer goods industries in America & APAC. Experience in omnichannel strategic planning, business development, marketing, product development, merchandising, sourcing and branding. Leadership characterized by a strong sense of vision, innovation, and strategic thinking. Excellent communicational, organizational and negotiation skills.
Overview
19
19
years of professional experience
Work History
Global Chief Commercial Officer
Stila Cosmetics
New York, NY
11.2021 - 11.2023
- Full management of all Global commercial departments including wholesale, DTC, merchandising, field & education
- Responsible and accountable for implementing an omnichannel strategy to ensure sales and profitability growth of the company in both domestic (Ulta, Sephora, Amazon & department stores) and international markets
- Full responsibility of Global Commercial P&L
- Overall sales grew by 13.7% in 2022 with domestic sales increasing by 17.9% (Ulta growth at 38.8%)
- Direct oversight of Amazon strategy resulting in a 15.9% CAGR in the past 2 years
- Revised and renegotiated distributor partnerships to improve efficiencies and increase profit margin
- Implemented data analytics to maximize sell-through and enhance commercial business decisions
- Optimized merchandising plan & field capabilities to increase revenue in top 350 Ulta doors
- Established efficient sales programs to reduce high levels of inventory
Chief Commercial Officer
Bio-K Plus International
New York, NY
07.2019 - 08.2021
- Full management of all commercial departments including sales (medical, wholesale & DTC), marketing, product development and customer service
- Responsible and accountable for sales and profitability growth of the company through the development of a robust commercial strategy that focuses on a multichannel approach
- Full responsibility of North American P&L
- Delivered growth in declining category during Covid 19 through an omni-channel sales strategy across independent distributors, national retailers, and online channels
- Developed full-circle marketing strategies that helped the brand become 2nd leading brand in US NHF & 3rd leading brand in Canada in food/grocery/pharmacy
- Launched direct e-commerce in US and Canada bringing online sales to 10% of total sales in 1st year
- Rebranded the company image and expanded product portfolio in 3 probiotic categories (capsules, drinkables & beverages)
- Restructured Canadian & US commercial teams to improve channel efficiencies and minimize costs
- Launched Amazon e-commerce in very challenging cold-chain distribution environment
- Part of executive committee to oversee successful sale and transition to Kerry Group
President
Rimowa, LVMH
New York, NY
10.2017 - 05.2019
- North American leadership for developing and implementing strategic growth plan for North America across all commercial and support channels including Retail, Wholesale, DTC, Marketing, Operations, HR & Finance
- Develop an omnichannel approach that will increase sales and brand awareness in North America while maintaining rigorous operational efficiency
- Full responsibility of North American P&L
- Developed a North American strategy to transition the German brand to better understand and engage with consumers
- Retail sales showed double-digit growth and E-commerce sales exceeded budget expectations by 83%
- Focused DTC strategy with opening of 5 new DOS locations and launch of E-commerce platform
- Implemented new wholesale strategy & authorized vendor agreement resulting in increased gross margin
- Overall 2018 profitability surpassed budget expectations
- Transitioned supply chain distribution from company-operated to 3PL (Kuehne + Nagel)
- Consolidated client care activities in 4 centers (eliminated 3rd party centers)
President Americas
Moleskine
New York, NY
03.2017 - 09.2017
- Regional leadership, responsible for developing and implementing strategic growth plan for the Americas across all commercial and support channels including Retail, Wholesale, DTC, B2B, Marketing, Operations, HR & Finance
- Oversee company operations to insure efficiency, quality, service, and cost-effective management of resources
- Full responsibility of Americas P&L
- Delivered growth in all distribution channels
- Launched US E-commerce platform
- Set in place new distribution agreement with Hachette group & new authorized dealer agreement
- Transferred distributor-based logistics to 3PL (Expeditors)
- Revised trade marketing & merchandising practices for all markets
Managing Director APAC
Moleskine
Hong Kong / Shanghai (China)
11.2014 - 02.2017
- Regional leadership for all China channels (Retail, B2B, B2C and DTC) in terms of achievement of growth goals and the exploration of new business opportunities
- Responsible for the definition and execution of the direct-to-consumer strategy and expansion plan for Moleskine in APAC
- Full responsibility of China P&L and APAC Direct to Consumer P&L
- 3-year Compound Annual Growth Rate at 18% at year-end 2016
- Expanded APAC retail network (20 new freestanding stores + 3 SIS)
- New market (South Korea), franchising partner (Kazakhstan) & channel (Travel Retail)
- Launched e-commerce (Tmall.com & JD.com) & digital platforms (WeChat)
- Established new store concept, operational and merchandising standards
- Negotiated leases in China, Hong Kong, Singapore, and South Korea
- Adapted Moleskine Café concept for launch in Beijing (China)
GM / Managing Director
Rona (Lowe's Canada)
Shanghai (China)
06.2012 - 10.2014
- Management of the sourcing office as a distinct business unit responsible for achieving corporate objectives of all departments: Purchasing, Quality Control, Replenishing, Human Resources, Finance & Administration
- Responsible for the continuous growth of direct sourcing and product development initiatives (around $130M FOB)
- Full responsibility of Shanghai Office P&L
- Increased sourcing volumes by 15% and maintained annual average cost savings of 8%
- Revised sourcing process to increase efficiency, velocity, and quality for all private brand (5,000 skus)
- Increased scope of categories sourced in Asia with new product strategies
- Participant in establishment of new Reno-Dépôt business model and store concept
Director of Market Development
Rona (Lowe's Canada)
Montreal (Canada)
04.2011 - 05.2012
- Responsible for strategic growth plan and profitability of retail network composed of 37 stores operating under different business models (corporate big box, franchisees & affiliates) with a sales volume of more than $420M CAD
- Management of all aspects regarding operations, marketing and merchandising to support specific needs of RONA retail network
- Full responsibility of regional P&L.
Regional Director
Rona (Lowe's Canada)
Montreal (Canada)
03.2010 - 09.2010
- Responsible for insuring profitability and growth of retail network composed of Big Box stores and affiliated stores
- Controlled execution of all coherent programs related to increasing sales in assigned region
- Full Responsibility of Regional P&L.
Executive General Manager
Ureka / A.Croteau Ltd
Montreal (Canada)
01.2005 - 06.2010
- Executive management of all departments (including Sales, Purchases, Marketing, Operations, Accounting and Information Technologies) for apparel retail chain with sales of CAD $40m and 300 employees across Quebec
- Responsible for restructuring company following application of financial proposal in January of 2005
- Successfully managed transition towards new ownership.
Education
BBA - Business Administration | Marketing
Hautes Etudes Commerciales (HEC Montreal)
Montreal (Canada)12.1994
Associate of Arts - Cinema & Communications
University of Montreal
Montreal (Canada)12.1991
Skills
- Strategic Thinking & Vision
- Omnichannel Growth Plans
- Executive Team Leadership
- P&L Responsibility
- Business Development
- Sales and Marketing
Languages
English
Native or Bilingual
French
Native or Bilingual
Accomplishments
GDUSA | Winner - Amazon Storefront A+ Content (Health & Wellness)
Applied Arts Magazine | Design Environmental Signage (Single)
The Advertising Club of Canada | Environmental Design
Timeline
Global Chief Commercial Officer
Stila Cosmetics
11.2021 - 11.2023
Chief Commercial Officer
Bio-K Plus International
07.2019 - 08.2021
President
Rimowa, LVMH
10.2017 - 05.2019
President Americas
Moleskine
03.2017 - 09.2017
Managing Director APAC
Moleskine
11.2014 - 02.2017
GM / Managing Director
Rona (Lowe's Canada)
06.2012 - 10.2014
Director of Market Development
Rona (Lowe's Canada)
04.2011 - 05.2012
Regional Director
Rona (Lowe's Canada)
03.2010 - 09.2010
Executive General Manager
Ureka / A.Croteau Ltd
01.2005 - 06.2010
BBA - Business Administration | Marketing
Hautes Etudes Commerciales (HEC Montreal)
Associate of Arts - Cinema & Communications
University of Montreal