Brand Management and Creative Direction

Specialized in brand strategy, brand portfolio definition, project management, design for manufacturing and trademark management.

Professional Experience

General manager, founding partnerNovember 2017 – Present
SIDUNA, a brand of Woodshores AB, 58 Artillerigatan, 261 33 Landskrona, Sweden

Incorporated a company prior to acquiring a century-old brand and initiating a trademark protection campaign. Generated new production drawings based on a 1973 design. Scheduled and coordinated prototyping and production across 9 subcontractors. Oversaw the assembly of fully functional prototypes in May 2018 and planned for the first commercial release in November 2018.

Style positioning, refinishing and detailingNovember 2015 – Present
Anima AB, 19 Västra Varvsgatan, 211 77 Malmö, Sweden

Suggested risk mitigation for trademark strategy. Contributed to defining the design language of connected analogue watches. Helped to navigate the 5 levels of watchmaking quality and helped to scout and select components suppliers.

Brand manager, founding partnerDecember 2013 – April 2016
VANTGARD Sàrl, 10 Rue Basse, 1422 Grandson, Switzerland

Incorporated a company to take over a small watch brand and developed a supply chain and fulfillment backbone, to support delivery to 80 doors in 14 countries across 4 continents. Planned and implemented a trademark protection campaign. Scouted Swiss, French, German, Hong Kong and mainland China factories. Built knowledge base of component suppliers in 5 different quality segments.

Design manager and competitive analystApril 2011 – November 2013
Longines Watch Co. Francillon Ltd., Les Longines, 2610 Saint-Imier, Switzerland

Oversaw the complete collection design. Developed a process for replicating museum items with modern processes. Developed a methodology for decision-driving competitive analysis. Self-funded training as watch assembly operator. Trained a Junior Designer.

Industrial designerOctober 2007 – March 2011
Longines Watch Co. Francillon Ltd., Les Longines, 2610 Saint-Imier, Switzerland

Collaborated with the technical office and specialised in design for manufacturing. Learned the constraints and clearances of lithography, metalware manufacturing, metal surface finishing and plating processes. Trained interns on Digital Imaging.

Industrial designerApril 2003 – September 2007
Morellato Sector, 13 Via Cavallotti Felice, 20145 Milan, Italy

Sold and helped the company to produce and release a novel watch construction patent. Developed a methodology for monitoring fashion and style trends. Built knowledge base of leather materials. Self-funded apprenticeship in gold smithing.

Web architectNovembre 2001 – March 2003
Homegate Srl., 1 Piazzale Gorini Paolo, 20133 Milan, Italy

Developed content management software for small businesses. Managed project development and client care.

Web designerNovember 2000 – October 2001
Studio Giallo 108, 34 Via Flumendosa, 20132 Milan, Italy

Developed corporate web sites. Set up a process for image archival. Trained interns.

DraftspersonNovember 1999 – October 2000
T’Ai Ken, 11 Rue des Templiers, 1300 Wavre, Belgique

Used on-site measurements to create accurate room drawings. Translated the architect sketches into production drafts of custom-made furniture. Implemented a modular system for furnishing hotel chains.

Academic & vocational training

PMBOK project management2012
Altran Education Services

Watch assembly2011 – 2012
!Fage / CFTP watchmaking school, Geneva, Switzerland

Goldsmith2006 – 2007
Scuola Orafa Ambrosiana, Milan, Italy

Masters of Arts1998 – 1999
University of Kent, Canterbury, Great Britain

Bachelors of Arts1994 – 1998
Institut Supérieur des Arts Saint-Luc, Liège, Belgium

Languages

Mother tongue	FRENCH
	understanding		spoken		written
	reading	hearing	conversation	speech
ENGLISH	excellent	excellent	excellent	excellent	excellent
ITALIAN	excellent	excellent	excellent	excellent	average

Computer Skills

SpreadsheetVBscript (Excel, OpenOffice Calc, Google Sheet and Zoho Sheet)
Desktop publishingPowerPoint, OpenOffice Impress, Google Slides, InDesign and Scribus
Computer modeling and technical drawingRhinoceros 3D
LithographyIllustrator, Inkscape and OpenOffice Draw
Photographic post-processingPhotoshop, GIMP

Hobbies

Knowledge sharingQuora.com Best Writer for 2018
Wind sailingSwiss sailing license
Youth tutoringCerebral foundation, Crossworld, Interaction
Teaching computer graphicsMilan commune, Crossworld