High level of strategical and operational experience on an international basis, in France and in UK in distribution network (McDonald's), in FMCG (Jacobs Suchard, Cadbury Schweppes) and in advertising agencies (Ecom&Partenaire, Jean&Montmarin). During the last ten years, I have built and led a customer centric organization. My area of responsability has covered brand and corporate strategy, research, R&D, digital,user experience and store design, marketing, CSR and communication. The last five years, I specially focused on the digital transformation that I have directed for Europe and the omnichannel approach. It enabled me to associate traditional marketing know-how to the expertise linked to new technologies, big data and social networks. My years of experience allow me today to blend harmoniously brand strategy, corporate strategy and the customer experience. I have always been driven by the passion to implement the key vision of a company, by the wish to “dig the groove” for highly strategical ideas, by challenging the status quo, by innovating permanently “to go the extra mile, faster”. I adhere to this sentence “To keep brands or companies DNA strong, you always need to be on the move”.

Chief Strategy, Customer and Digital Officer @ Senior Corporate Vice President within the European structure: 40 countries for a total turnover of 25 billion euros. I implemented the second page of the European growth strategy by imposing the vision “from mass McDonalds to my McDonalds”. I led the European digital transformation and pushed omnichannel solutions. Amongst my main realisations, I would like to mention the hiring of a European digital experience and engagement team (20 people), the implementation of a transversal organization, the data policy, the Europe CRM and loyalty model (data acquisition, rules of engagement, technical infrastructure, front-end programs, analytics framework), the European mobile apps and contents, the digital crowdsourcing tools, the newsroom approach for customer listening and content display and the European Digital University. As another major achievement, I would also like to add the development of the new European restaurant service model in partnership with the IT and the Operation teams. From January 2010 to Present (6 years) Chief Brand & Strategy Officer @ For the first time at McDonalds, I created a consumer centric organization.The functions of strategy, research, marketing and sports partnerships, CSR and sustainable development, product innovations, design and construction of the restaurants were re-grouped under one authority. With Denis Hennequin,I created and put into working, the strategy “From Fast Food to Good Food Fast” at a European level, which became the foundation of the European model and success, recognised both within and outside the company as a reference. Member of the European Management Board, the Global Marketing Board and the Global Strategy Board. From July 2005 to December 2009 (4 years 6 months) Paris Area, FranceVice President European Food Studio @ When I returned to McDonalds in July 2003, I was asked to define an organisation to treat food strategy and food innovation at a European level and to favour a better R&D approach. I therefore had the idea to create a European structure called the Food Studio that regrouped the following functions together, research, marketing, product and operation development, a structure with a Chef. The impact was immediate not only on the business but also on the perception of McDonalds with numerous articles in the press in Europe. For the first time, McDonalds showed and proved that it had a passion for good food! Other Food Studios were then created within other regions of the system. Since then, the European Food Studio was at the origin of European food strategies and some of the best successes were created in the last 10 years. From July 2003 to June 2005 (2 years) General Manager @ In charge of marketing, CBI and R&D for the chocolate, candy bags, gum and pocket confectionery categories. Main brands: Poulain,1848, Carambar, Malabar, La Pie Qui Chante, Kréma, Hollywood, Kiss Cool. Turnover : 600 million euros Creating a new company, constructing a new culture, proposing a new energy. Such an opportunity is rare. I had the chance to do this at Cadbury in 2001 when I had to merge three old companies with three different stories. From July 2001 to June 2003 (2 years) Vice Président Marketing, Research and Communication @ Member of the Management board. In charge of the relationships with the executive board for the franchisees. Turnover: 1.8 billion euros; marketing budget: 85 million euros) The French period was marked by two major successes. The first one consisted of overcoming the two terrible crises of mad cow disease in 1996 and 2000. The second success was the definition of the French model that became a reference on a worldwide basis. This strategy was communicated through the slogan “Born in the USA, Made in France”. From April 1996 to June 2001 (5 years 3 months) Associate Partner @ Main clients: Yoplait, Herta, Vivagel, Pernod, Teisseire, Bongrain, Lindt, Unisabi, Reckitt and Colman, De Dietrich, SFR, Mondial Assistance, St Gobain Vitrages, Caisse d’Epargne de Paris. I began as a consultant on one budget (YOP) and I became a partner with a portfolio of 14 clients ie 50% of the growth margin of the agency. From August 1988 to March 1996 (7 years 8 months) Marketing Group Manager at Grand Mère Coffee / Product Manager at Jacques Vabre Coffee @ Grand Mère Coffee: in charge of the brands Carte Noire and Douceur Noire, new product developments and trade marketing. My main achievement was the development and the launch of Douceur Noire coffee. Jacques Vabre Coffee: in charge of the brands Régal, Nectar, El Gringo and Maestro Lorenzo. My main achievement was the development and the launch of El Gringo coffee. Sales manager in Paris region. From October 1981 to December 1987 (6 years 3 months)

Option marketing @ HEC Paris From 1978 to 1981 Pierre Woreczek is skilled in: Customer, Expérience client, Management, Leadership, Business Strategy, Stratégie, Stratégie marketing, Stratégie créative, Stratégie numérique, Marketing digital, Omnichannel, Stratégie de contenu, Marketing Communications, Stratégie Go-to-Market, Innovation produit