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
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
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
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
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
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)
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)
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)
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
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
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