Beachhead Advisor, Europe
Boris is a marketing professional and CEO who spent 25 years at Danone and L’OREAL in 8 different countries. Curious, creative and resilient, Boris enjoys leveraging diversity and empowering people to build meaningful brands that deliver sustainable value.
Born and raised in France, Boris started his career in 1991 as the first Sales Rep and Product Manager for L’OREAL in Russia. He launched Elseve shampoo before continuing his marketing career at L’OREAL in Paris. Four years later, Boris returned to Russia as VP Marketing of what had by then grown to a €150M revenue business. In 1999, he took up the position of General Manager Consumer Division L’OREAL New Zealand where, in just four years, he doubled the business and helped L’OREAL became #1 in each of its target segments. Boris, his wife and 3 children became proud New Zealand citizens during this time.
In 2003, Boris joined Danone in the Czech Republic as Marketing Director for the Snacks Division. He modernized the portfolio of brands away from traditional, post-communist offerings, whilst preserving a “Czech touch.” In 2006, he was appointed CEO for Danone Snacks in Hungary. During his time there, Boris boosted top line revenues through innovation and increased profitability by rationalising and modernising factory operations. In 2009, Boris became CEO of Kraft Biscuits Italy, acquired by Mondelez. A €200M operation and the third largest European business unit of Mondelez, Boris oversaw Kraft’s integration into the Mondelez group whilst delivering volume and value growth.
After seven years in the snacks business, Boris spent six years in the formula category at Danone, a bridge between FMCG and pharma, starting with four years in Indonesia and two years in China. In Indonesia, Boris grew revenues from €200M to €350M, gaining a leadership position both in volume and value and growing the next generation of company leaders. In China, he managed a soft landing after two severe crises saw the business shrink from €750M to €150M in annual turnover. In 2015, Boris became CEO of La Serinisima in Argentina, the fresh dairy business of Danone. In two years, he developed and executed a new strategic plan, renewed the leadership team and improved profitability of the then €750M business. In 2017, Boris returned to France for family reasons, where for 18 months he led the turnaround plan of a €500M farming cooperative with high debt and low profitability.
Go-to-market strategy, accelerating sales growth, digital transformation, strategic planning, executive recruitment and assessment, marketing mix assessment, consumer insights, market research, omni-channel strategy, pricing, value analysis, global trends.
Sector experienceFMCG, F&B (snacks and fresh dairy products), Health & Beauty, OTC brands, Instant Milk Formula, Nutrition.
Boris has lived and worked in France, Argentina, China, Indonesia, Italy, the Czech Republic, Hungary, Russia and New Zealand.