Meet Francis Perrin
Chief Marketing & Sustainability Officer
Modern CMO | General Manager | Brand Strategist | Innovation | Communication | Omni-Channel Sales | Consumer | B2B | DTC | CPG | Lifestyle | Luxury| Energy
Eternal Optimist
Transformative CMO - General Manager
Eternal Optimist
20+ years experience in Brand Strategy, P&L Management, E-Commerce, Innovation, and Retail.
Dynamic creative leader with expertise in multiple categories including CPG, personal care, food, and wine & spirits.
Excellent track record of thought leadership to build brands across multiple channels, while improving P&L.
Leads with agility, bias for action and tenacity as well as with empathy, radical collaboration, and growth mindset.
Diversity & Inclusion Champion. Relentlessly convinced that WE can do better.
Global Marketer with
track record in Brand Strategy, Creative Development, P&L Management, E-Commerce, Innovation, and Retail.
From Montreal, to Paris, New York, Chicago and Seattle.
I began my professional journey with Procter & Gamble directly out of school. I was part of a “brand class” where we were taught the fundamentals of CPG marketing and the science of brand management. I later joined L’Oréal, where I leveraged my intuition and developed the “art” of marketing.
I went on to what has been an incredibly exciting journey in the world of global marketing. I gradually learned to master all the different facets of marketing, from CPG marketing to Precision Performance Marketing. I was also fortunate to take on global roles early in my career, giving me exposure to North America, EMEA and Asia. The combination of hard work and having a growth mindset have been consistent throughout my career.
I take tremendous pride in everything I do, particularly in the relationships and friendships that I’ve fostered.
Professional Journey
The 3 phases of my journey to becoming a modern CMO
Building Strong Marketing Fundamentals
Best-in-class training in Brand Management – P&G
Entrepreneurial mindset and Digital Pioneer – L'Oréal
1995 - 2006
Global Focus and upskilling
2011 - 2017
Innovation, Brand Activation, and Social Marketing – Malibu-Kalhua / Pernod Ricard.
Global Marketing with strong focus on Asia – Martell at Pernod Ricard.
Managing a large portfolio of spirit brands in a mature market – Pernod Ricard France.
Running North America marketing for a German multinational – Freudenberg.
Demonstrating mastery of CMO role
2017 - Present
Leveraging my skills and experiences across all marketing disciplines to drive transformation, with a growth mindset.
CMO – Bel Brands USA.
Transformative CMO – Ste. Michelle Wine Estates
A selection of the brands I contributed to build....
CMO @ Ste Michelle Wine Estates
A sample of some of my work at Ste Michelle Wine Estates to modernize marketing
CMO @ Bel Brands USA
A sample of some of the work for the portfolio of Bel Brands USA
Education
COLUMBIA UNIVERSITY, New York USA
Master of Science in Management, Sports Management. GPA 3.8/4.0
HEC Montreal, Ecole des Hautes Etudes Commerciales, Canada
Bachelor of Business Administration (B.B.A.) with specialization in marketing and finance. Exchange at Reims Management School in France (1994). President of Marketing Club. Winner of national marketing competition.
INSEAD Business School, France
Professional Development Trainings: Leadership (2013-14), Transition to General Management (2004) & Vision (2002).
Industry Memberships, Speaking Engagement and Accolades
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Active member of the CMO Club since 2017, Chicago and Seattle chapters.
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Member of the Global CMO Growth Council ANA (Association of National Advertisers) since 2018.
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Co-Chair of the Seattle CMO Governing Body (Gartner) – 2020.
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Oncon Awards – Top 100 Marketer Award Winner 2021.
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Participant at the Annual Kellogg Marketing Leadership Summit held by Kellogg Business School and McKinsey 2018 and 2020.
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Speaker at “Taking Stock Live” – A conversation with Shelley Bransten, Corporate VP, Global Retail & Consumer at Microsoft.
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Keynote Speaker at different Wine and Spirits industry events and conferences.
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Member of the Committee of the Greater Seattle Economic Marketing & Tourism Recovery Task Force.
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Guest Speaker in marketing classes at HEC-Montreal.
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Winner of national marketing competition in senior year of business school.
Personal Life
I believe in the concept of "Work Life Harmony" and bringing my full-self and personality to work every day.
