Manager Marketing

Sebastian Sanchez

Mobile +417*-***-**-** Chemin des Fleurettes, 11

********@*******.*** Lausanne 1007 – Switzerland

SUMMARY

Senior executive with broad experience (+20 years) in key business areas of finance, supply chain &

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business planning and research.

Expert in research, compliance and communication to support the fight against counterfeit.

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Proven ability to optimize processes, decrease costs; increase business support and stakeholder impact.

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Key negotiating partner with expertise in engagement with various stakeholders including governments.

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Trilingual: French, English, and Spanish.

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EXPERIENCE

INDEPENDENT CONTRACTOR Jan 2014- To date

International Fight Against Counterfeit

Consult with companies to provide expertise in the areas of anti counterfeit strategies, research

investigation, training and communication.

PHILIP MORRIS INTERNATIONAL (PMI) Nov 1996- Dec 2012

Director PMI Brand Integrity (BI) Market Research Lausanne Jan 2011– Dec 2012

Defined and implemented PMI’s Anti Illicit Trade market research strategy and budget plans to support the

fight against counterfeit. Implemented surveys in +50 countries to measure demand, penetration of

counterfeit and business impact leading to +30 factories shutdown.

Negotiated an industry market research study implemented by four tobacco companies resulting in 70%

budget savings and accepted by many governments.

Director PMI BI Compliance & Market Research Lausanne Nov 2008– Dec 2010

Led PM compliance review of distribution practices, tracking & tracing protocols, knows your customer

policies, demand estimates. Improved performance reviews and action plan follow up resulting in a

decrease of products diversion. Redesigned the compliance training and increased business support.

Managed the research and communication strategies and plans to identify impacting messages, develop

innovative communication approaches to raise awareness on the counterfeit issue and increase

engagement. Recognition obtained by governments and third parties regulating the business and

campaigns implemented in +30 countries by PM affiliates including events, movies and education material.

Manager PMI BI Business Planning & Market Research Lausanne Nov 2005 – Oct 2008

Managed the Brand Integrity strategy, planning and financial cycles ($30 mio budget) and implemented

performance tracking tools and reporting to estimate Return On Investments which enabled a significant

shift of resources. Redesigned the finance and controlling function, including the supplier selection, proof of

performance and approval processes for all expenditures.

Developed, led, planed and coordinated a major project approved by the European Anti-Fraud Office to

assess the levels, typology and origins of illicit cigarettes in all EU countries over 12 years which became the

reference for governments to calculate revenues, and for the industry to monitor the counterfeit.

Developed a standardized approach to measure counterfeit, educated market research agencies, ran

pilots in the 5 continents and rolled out the approach on major 15 countries.

Manager PMF Business Development Paris 2003-Oct 2005

Manager Audit Financial Controls and Paris 1999-2003

Coordinated PM France strategic reviews, 3 year-plan and budgets. Created and implemented an

innovative tax model adopted by the French government.

Managed the supply chain (30 billion units – 7 warehouses) from factories to distributor and the contractual

relation with the distributor and daily operations. Improved the forecasting models with targets achieved.

Renegotiated distributor contract and actively participated in the implementation of a service center for

sourcing products. Implemented qualitative and quantitative market research programs to support

demand estimates and marketing activities.

Reviewed PM France internal controls, implemented new policies and systems, centralized the procurement

function resulting in marketing and sales budget decreases of 25%. Managed the controlling function of the

Direct and Indirect Marketing Expenditures for the French market (budget, reporting and expenditures

tracking).

Senior Corporate Auditor PMI Lausanne Nov 1996-1998

Led leaf, marketing, or manufacturing audits, participated in major post-acquisition reviews.

AMP Internal Audit Manager 1996 (Jan-Oct) France

Performed manufacturing and financial audits in the connector industry in France and Spain.

CICA JARDINES Internal Audit Manager 1995 France

Performed financial and Information systems audit in automotive dealerships in France and UK.

KPMG Audit Manager 1991-1994 France (Paris-Lyon)

Supervised and participated in statutory audits, including planning and managing the audit, building client

relations, evaluating and training audit staff. Audited corporations in services and manufacturing.

EDUCATION & CONFERENCES

GLOBAL CONGRESS Combating Counterfeit and Piracy April 2013 Turkey

INSEAD World Class Business Manager – PMI 2004-2005 France-Swit-Poland

Young Manager Program 2001 France

INSTITUT SUPERIEUR DU COMMERCE 1987-1991 France

Graduate from French Business School Concentration in Audit, Controlling & Finance

LANGUAGE

Trilingual: French, English, Spanish

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