18 years extensive experience in marketing and communication identify me as a passionate brand strategy professional. In leading corporations I brought my brands business and teams to leadership positions in very competitive categories through innovative strategies and integrated communication plans. I developed an expertise and network in the sports & entertainment industry where I managed campaigns linked to international events and identified solutions to amplify brand and corporate strategies. I had the opportunity to maximize the efficiency of my strategies through the power of brand content, brand experience and connexion planning, all leveraged by the right usage of new digital levers. Project team efficient management, organisation shaping and people development have been constant focus and key success factors throughout my challenges. Main skills : Functional skills : - Brand strategic marketing / research / strategic planning - Integrated Marketing Communication / Connexion Planning - Brand content / Brand experience / Events / Media Planning / Digital Marketing - Sales / Partnership negotiation Management skills : - Direct team management / organisation / recruitment - Project management with business, brand and corporate objectives - Organisational change management experience Sectorial skills : - B to C / FMCG / Personal Care / Beverage - Sport equipment / Retail / Sport Marketing business and rights / Marketing agency - International companies / multicultural and matrix organisation

Head of Marketing and CRM @ Marketing and Communication strategies for Golden Tulip, Campanile, Kyriad and 1ere Classe brands. Consumer Relationship Management programs including loyalty program. From June 2015 to Present (7 months) Paris Area, FranceHead of Marketing and Sales - VINCI STADIUM @ VINCI STADIUM is the division operating 5 stadiums in France (Stade de France, Allianz Riviera, New Bordeaux Stadium and Dunkerque Arena). This mission was the opportunity for me to reinforce my understanding of stadium business and operations in a pivotal moment for French arena with the investments linked to UEFA EURO 2016. I brought my marketing and sponsorship expertise to develop strategic sponsorships for stadium network (Stadium Naming, Official partners) and contributed to the development of our connected stadium platform that will stepchange fan experience and right holders digital strategies. From December 2013 to May 2015 (1 year 6 months) VP Marketing & Strategic Planning @ Joining Sportfive was the opportunity to get deeply involved in sport business and agency ecosystem. I brought my brand marketing and strategic planning expertise to deliver more added value in the marketing rights activity of the French international sport business leader. It enabled to participate actively to Lagardere Unlimited strategic transformation in a challenging financial and organisational context. Mission : - Strategic consulting for brands & corporations. - Development of marketing strategies and sales tools for sport right holders and Sportfive sales team. - Deployment of a larger marketing team with marketers, designers, business developers, event and digital experts. Key achievements : - New rights sourced to diversify the agency portfolio (Sailing, Hand-Ball, Basket-ball) - Development of marketing tools and sales strategy for premium properties (Juventus and Lyon Stadia, French Federation Cycling project) - Strategic consulting role for key accounts - Development of a new right activation business From February 2012 to November 2013 (1 year 10 months) Head of Marketing Partnerships - Integrated Marketing and Communication @ The new international organization of Coca-Cola was the opportunity to further develop my "consumer passion" marketing skills to support a new international strategy in deep collaboration with an expert multi-cultural brand and IMC team. I was also fortunate to experience and support organisational change management with all its difficulties and opportunities. Mission : - Define international marketing strategies for Coca-Cola brands in sports, music, gaming & fashion. - Negotiate partnerships and lead related Integrated Marketing Communication platform. - Guide and support country team plans through strategic frameworks and comprehensive toolkits (experiential, content, media, point of sale material) - Contribute to European and Global sponsorship strategy. Key achievements : - Preparation of UEFA Euro & Olympics 2012 plans for Coca-Cola & Powerade brands - Development of a new partnership strategy framework for North West Europe - Launch of the Coca-Cola Zero Gaming platform in partnership with Playstation Europe and EA Sport. Lead of CCZero experiential European toolkit. Negotiation of James Bond partnership - Fashion partnership strategy for Coca-Cola Light / Diet Coke for 2012 (Jean-Paul Gaultier partnership) - New international sport community & partnership strategy for Powerade From September 2010 to February 2012 (1 year 6 months) Head of Marketing Assets - Integrated Marketing and Communication team @ Coca-Cola offered me the opportunity to reinforce my strategic, experiential and digital marketing skills while taking responsibility for partnership strategy and negotiation. I have been in charge of 3 complementary missions : partnership strategy, project lead of integrated marketing campaigns and Powerade brand IMC plans. 1st mission : Lead sports marketing strategy for Coca-Cola Company and Bottler in France - Negotiate and ensure productive relationship with sport assets - Measure productivity of plans and assess asset fit with strategy. Main partnership : Stade de France, French Football Federation, Football clubs, Winter X Games, French Olympic Committee, Mathieu Crepel, Amaury Sport Organisation, Tennis Federation. Key achievements : - Coca-Cola leading partner of Stade de France from 2010 - New financing model for football clubs - Tennis National Team partnership 2nd mission : Lead of key brand and corporate IMC plans building on international partnerships: Winter X games Europe, Ski World Championship, Unighted event, Football continuous plan. Key achievements : - Strong business ROI on ski event, Burn 1st partner associated to Unighted 2008 (Stade de France DJ event), X Games platform enlarged to Europe. - number of clubs engaged in football grassroots plan doubled. 3rd mission : Lead of Powerade connexion planning and experiential-sampling plan. Results : stepchange in conversion rate on running races From February 2008 to September 2010 (2 years 8 months) Head of marketing and strategy for the Sport Performance categories @ Moving to Nike was a great opportunity to leverage my marketing and strategic brackground through the Nike art of story telling and breakthrough communication to engage the youth target audience. My responsibilities in both brand strategy and brand campaigns was also the opportunity to embrace the efficient business culture of the company. 1st mission : Lead of strategy for Sport Performance categories - Football, Running, Tennis, Basketball, Training, Rugby Strategic planning with consumer segmentation & market research focused on 12-30 y-o target. Business team management with business reviews, strategic account presentation, sales meeting preparation and animation. 2nd mission : Lead of brand initiatives - Integrated marketing and communication plans included Sponsoring, PR, Communication, Digital, Events and Retail. - Football : Euro 04 & World Cup 06 - Top 3 activation worldwide - Running : Nike + digital community launch - Rugby : XV de France campaign linked to Wcup 07 : development of a TV campaign – media partnership - Basket-ball: event production with Battlegrounds and Quai 54 (content with reach in the USA) - Tennis: Federer vs Nadal communication during Roland Garros event. Key achievements : - Inspired Nike France team and key retail partners to sell 6 times more Rugby National Team jerseys through a “Just do it – patriotic” campaign. - Conceptualization and management of Football & Running testing tours (high return) - Broke Adidas’ leadership record on the football market achieving a share of market parity thanks to a focus on premium key styles with product & communication teams. Direct Management of 3 brand leaders + 2 interns. From 2004 to 2008 (4 years) Head of Marketing and Communication for Watersports - Tribord brand @ The only business that could make me leave Unilever was sport. Decathlon was a great opportunity to deeply understand sport consumers, business and retail, while contributing to Decathlon own brand strategy with the creation of Tribord brand positioning. - Tribord brand role : market research, positioning, innovation, collection directions, advertising, media, events & strategic partnership. Main achievements : Creation of current brand signature / New sun-protec Lycra successful launch - Water Sports Retail Marketing: merchandising strat, communication in-store, international promotional campaigns, direct marketing and clerks training. International scope with focus on Spain, Italy & USA Direct management of 4 communication managers From February 2003 to February 2004 (1 year 1 month) Brand manager - category management - sales representative @ Being a true passionate for brand marketing, Unilever was the opportunity to develop my skills in FMCG brand management with all its discipline and methodology. I also had the opportunity to start my career in sales and retail marketing departments. I worked extensively on brand Innovation and extension / functional and emotional benefits / quantitative and qualitative research / copy development / media planning / retail marketing / story to trade. Key roles : - Consumer and Shopper Insight Manager : strategic planning and research management. - Senior Brand manager AXE / LYNX - BRUT DE FABERGÉ Innovation : new AXE Shower Gel & 2 fragrances. TV (4 films), print and internet campaigns. Experiential marketing (Concert, Night Club Tour) with media partners - Brand manager REXONA / SURE Innovation : Rexona Men, Rexona cream and Invisible Stick. Copy development on TV, outdoor and press - Category Manager Toiletries Retail marketing plans Lead of promotional initiatives with retailers. - Field representative for 20 hypermarkets & 2 regional warehouses From July 1996 to February 2003 (6 years 8 months)

ESSEC - ESSEC Business School From 1993 to 1996 Mba - exchange program @ University of Ottawa / Université d'Ottawa From 1997 to 1997 Cedric GIRARD is skilled in: Strategic Planning, Project Management, Research, FMCG, Relationship Marketing, Sports, International Marketing, Marketing Management, Sports Marketing, Trade Marketing, Sporting Goods, Brand Management, Customer Insight, Marketing Strategy, Product Marketing