Open to opportunities

Laurent Petit

@laurentpetit

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Strategic Chief Marketing Officer with 20+ years of experience.

Thailand

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What I'm looking for

I am looking for a role that values innovation and sustainability, where I can lead impactful marketing strategies and foster team growth.

I am a seasoned Chief Marketing Officer with over 20 years of experience in driving brand growth and digital transformation across various industries, including retail, sports, renewable energy, and FMCG. My expertise lies in brand strategy, omnichannel marketing, and team leadership, particularly within the APAC and European markets. I am passionate about leveraging technology and sustainability to create impactful brands that resonate with consumers.

Throughout my career, I have successfully led marketing initiatives at prominent organizations such as ALVA WATER and AL-IKHSAN SPORTS, where I developed comprehensive marketing strategies and managed cross-functional teams. My achievements include launching new products, implementing national campaigns, and enhancing customer engagement through innovative digital marketing strategies. I thrive in dynamic environments and am committed to fostering a culture of collaboration and excellence within my teams.

Experience

Work history, roles, and key accomplishments

Current

Chief Marketing Officer

Current

Alva Water / Lux Royal Thailand

Apr 2024 - Present (1 year 3 months)

Recruited Customer Service Supervisor and Digital Marketing Specialist, and created brand guidelines and materials for premium positioning and global consistency. Set up a digital presence (website, social media channels for both corporate & business) in the countries of operation for B2C and B2B audiences.

Brand Strategy Digital Marketing Social Media Management Customer Service B2B Marketing B2C Marketing Product Launch Partnership Management Content Creation Market Expansion

Chief Marketing Officer

Al-Ikhsan Sports

Aug 2022 - Present (2 years 11 months)

Recruited and managed a team of 6 HODs, and developed online content to improve reach (total 113M in 2023) and engagement on Social Media. Implemented national campaigns in 190 stores (Word Cup 2022, 30th Anniversary, Merdeka) and developed a KOL strategy including internal ambassadors.

Branding Marketing Strategy Campaign Management Visual Merchandising CRM PR Event Management Social Media Budget Management

Group Marketing & Communications Director

BECIS (Berkeley Energy Commercial Industrial Solutions)

Jul 2020 - Present (5 years)

Defined the marketing and communication strategy, and led internal communication activities and internal stakeholder management (webinars, town halls, training sessions). Developed brand presence via digital channels and social media, and managed the content and channels of communication for every organization.

Marketing Strategy Communications Strategy Internal Communications Digital And Social Channels Social Media Team Management Website Launch Content Development

Marketing & Communications Director

CRC Sports (Central Group)

May 2019 - Present (6 years 2 months)

Built a rich omnichannel strategy targeted to achieve business results, and led national campaigns with the support of external agencies. Managed visual merchandising for new stores opening (new concept, factory store, mono-brand shop) and events management, working with a PR team to raise visibility.

Campaigns Visual Merchandising Event Management PR Team Leadership Sports Marketing

Marketing & Communications Leadership Roles

Decathlon

Jan 2011 - Present (14 years 6 months)

Achieved 20% digital revenue share and launched a flagship store (5,000 sqm) in Singapore. Scaled customer reviews from 4K to 60K (89% satisfaction) in China, and built CRM for 21 sports brands while training 200+ in SEO/content in France.