Gilles Fraysse

Specialist in fast-moving consumer goods within the fresh food sector, with 37 years of marketing and sales experience in innovation and communication in the food industry (Yoplait, Herta, Chambourcy/Nestlé). Provides consultancy services for selecting digital communication agencies.

Gilles Fraysse's most recent corporate role was as Director of Marketing Europe at Nestlé. He writes a column about brands every Monday in Les Echos.

Gilles holds a degree from ESC Rouen in 1980 and completed a "Program for Executive Development" at IMD Lausanne in 2003.

Starting his career in advertising at Agency Synergie, Gilles spent 6 years at Yoplait as a product manager and then group manager.

From 1990 to 2006, he served as Marketing Director for France and Europe in the Herta and fresh dairy products divisions, with various roles in sales.

Currently a consultant at 58 years old, he specializes in operational marketing consulting and has focused on rejuvenating brands. He works with clients such as Jacquet, Brossard, William Saurin, Madrange, Garbit, PetitJean, Connetable, Leroux, Sodiaal, Régilait, Saint Yorre, Jenny Craig from Nestlé, Dukan, Bongrain, Eurial, Daunat, Lea Nature, Axa, Laboratoires Rivadis, Rivadouce, Auriège, Eau de Paris, the Ministry of the Environment, Raynal & Roquelaure, Daunat, Eurial, and Compagnie des Desserts.

Gilles' notable achievements as a marketer include the launches of Yop, Calin, and Petits Filous, along with the "les années Yop" campaign between 1984 and 1988, the "let's not miss out on the simple things" campaign at Herta, and the transformation of the La laitière brand into a mega-brand across Nestlé (from €100 to €250 million between 2000 and 2006). It's also worth noting the advertisement "Maurice tu pousses le bouchon un peu loin!" which won numerous awards.

Specialties: Brand rejuvenation, Consultancy for selecting digital and advertising agencies