Pascal KLEIN

Pascal Klein - AgroParisTech | ESSEC


Premium goods, Retail & Services Global Marketer with proven Business Acumen: E-commerce & Partnerships management.

Extensive experience (+20 years) in the management of International Brands:, Europcar, Sofitel, Moët & Chandon, Johnnie Walker.
Strong management skills together with a strategic and creative approach have driven success in luxury goods (wines & spirits) and International services (mobility, travel, hospitality).
Accomplishments include: Aramisauto customer strategy, Europcar digitalization, strategic and competitive vision for the Accor brands, re-inventing a new brand positioning for Sofitel Luxury Hotels, developing new markets for Moët & Chandon and new sales concepts for Diageo.

Expertise in Value Creation: Business Development / Pricing / Market Management connecting brand strategy to profitable growth
Lifestyle Brands Marketing: Brand Positioning, Brand Experience Management, content rich 360 Campaigns
Multi-channel strategies: E-commerce, M-commerce, Loyalty & CRM, Distribution Channel Management, BigData.
Change management: strong Leadership, persuasive champion both internally and externally, New Product Development.

Expériences professionnelles


MEGASECUR.EUROPE , Paris - Associé (e) / Co-Fondateur (trice)

De Novembre 2016 à Aujourd'hui

MegaSecur.Europe conseille les entreprises et les collectivités locales sur leur sécurité environnementale.

MegaSecur.Europe assure le développement et la distribution exclusive en Europe des barrages souples auto bloquants Water-Gate©.

L'innovation vient du Québec. Elle est tellement puissante qu’elle bouleverse les pratiques existantes et permet d'ouvrir de nouveaux marchés
1) Réduction de la vulnérabilité des biens et des personnes par l'installation à grande échelle de barrages mobiles anti crues.
2) Protection de l’environnement par la création de barrages mobiles en rivière, à impact neutre, lors de chantiers de travaux publics.
3) Protection de l’environnement par des dispositifs de confinement mobile d’urgence des eaux d’extinction incendie.
4) Amélioration des capacités de Défense Extérieure Contre l’Incendie par la création de points d’aspiration mobile pour les services de secours.

Notre leadership repose sur l’innovation et sur le caractère exceptionnel de nos produits sur les plans de la sécurité, de l’efficacité et de la performance.

Notre ambition est d’être le chef de file mondial dans la fabrication de protections contre les crues, les inondations et les pollutions.

Découvrez nos produits sur notre chaine YouTube

Directeur marketing & communication

ARAMIS , Arcueil cedex - CDI

De Janvier 2014 à Octobre 2016

Comex member – In charge of Digital Marketing (Trafic, Web, PRM-CRM) Brand & Communication / Team of 15 managers.

Aramis mission is to simplify the Car Buying Experience. My role is to position as the online reference for car shopping.
• Position as best in class car retail digital customer experience
• Boost awareness: build communication strategy, new brand platform, efficient TV & Video creatives, ROI Media Buying (Realytics)
• Master acquisition process: deliver 20% CAGR increase in customer opportunities and lower COCA (cost of customer acquisition) by 10%.
• Develop competitive advantage through Data management: Sales automation, DMP, BI.
• Design New Product Line: reconditioned cars & the remarketing factory

Group marketing director

EUROPCAR MOBILITY GROUP , Voisins le bretonneux - CDI

De Mai 2011 à Décembre 2013

Europcar started a deep transformation process in 2011. My mission is to create value, turning the company to be more customer centric and more digital
• Develop our digital marketing capabilities : SEM Centralization, ROI Model, New Front End launched in Nov 2012
• New CRM strategy: e-coupon, loyalty program re-launch, predictive analysis on 5 Million active members
• International Partnerships management: 117M€ revenue – easyJet, Air Berlin and Aeroflot signature
• Brand Experience Management Program: redesign of International new products and services (GoZen, FitRent)
• Increase Brand Equity: new positioning, new CI, new signature (Moving Your Way), new brand imagery



De Octobre 2010 à Avril 2013

Owner & Founding Member
Start-up promoting in Europe a major innovation imported from Canada that will change Anti-Flood and Fire-Fighting External Defense operational procedures //

Company targeting four main activities: Flood Control, Water Reserves, In-Water Works and Pollution Control. WATER GATE concept adapted to the European market opportunities
• Negotiation of procurement and partnerships contracts with parent company
• Lobbying (Civil Security, Services Départementaux d’Incendie et de Secours, Ministry of Environment)
• Defined the B2B commercial plan and created web site in January 2011
• Partnership with local distributors in UK, CH, Italy, Slovenia & Denmark

Directeur marketing sofitel worldwide


De Juin 2006 à Décembre 2009

Direct link with the Sofitel Business Unit COO – 18 direct reports, 21 marketing relays over 5 continents, budget € 32M
Repositioned Sofitel among the major luxury brands: attracting new target customers, convincing investors, uniting the overall management
• Built the international marketing team: Products & Services, Communication, Distribution
• Broke with the existing values and created a distinctive brand platform: World Class Hotels–French Elegance.
• Defined the operational standards of service required by the new positioning
• Product innovation at the core of the customer experience: MyBed™ - New concepts So Spa et SoFit generated
• Communication network restructuring and international press launching of the new Sofitel strategy in Beijing Nov. 2007
• Designed and launched the advertising campaign “LIFE IS MAGNIFIQUE” – € 6M 2008 Budget
• Revamping of the distribution site (from 4% to 10% of total bookings in 2 years).
New “So Boutique” online store – “Make Your Home Look Magnifique”- € 5M Turnover

Set up an international luxury brand, from marketing strategy to operational details. New brand standards implemented in 150 hotels
The concept of luxury hotels is now part of the Accor group, while luxury and marketing were not solidly anchored in the company

Innovation & strategic marketing director for the upscale market

ACCOR , Paris - CDI

De Janvier 2005 à Mai 2006

Direct link with the Sofitel CEO, COMEX member – Sofitel project leader
Built the Accor luxury strategy. Strengthened the MKG expertise. Creating value through innovation.
• Piloted an in-depth study on the Accor brands portfolio and new growth opportunities - 18 months, 15 participants, 5 Accor regions, € 2M - Competition monitoring (320 field reports)
• Created exclusive tools for individual hotels positioning. Complete screening of existing network (202 hotels).
• Presentation to the Accor Board of the strategic options, key factors of success and business plans
• Brands promises and key concepts definition for each individual brand. Implementation of the Brand Validation Process for every new project.
• Audit of the customer relationship management (loyalty program, call-centres, database management)

Complete revamp from a mono brand activity into a multi segment business model
A clear strategy for the Upscale Market: re-launching of the Pullman Brand as a 4*, repositioning of Sofitel as a true 5*, prepared the launch of the 2 engine brands “Sofitel Legend” & “So Hotels”
A new market vision and a portfolio of brands reinforced. Structuring tools to convince our partners and implement the new strategy

Moet & chandon global brand director


De Novembre 1998 à Décembre 2004

MOET & CHANDON - LVMH GROUP. Epernay, France

Moet & Chandon Global Brand Director
€ 590M- Champagne World Leader- 32 Million bottles
Direct link with the Global Marketing Director - 5 direct reports, 9 marketing relays in the regions, budget € 5M
Became the charismatic leader of Champagne through innovation and communication. Reinforced the status of "Star Brand" of the LVMH group
• New brand identity / Installing the MOET signature / Launching of Swarovski limited editions
• Selection of Fashion as the new PR territory for the brand. Launching of the Moët & Chandon Fashion Tributes -
• Developed 4 international advertising campaigns: Snapshot ‘98- Signature ‘99- Tréma ‘02- La Nuit est Rose ‘04
• Designed new consumption rituals (MOET FLOWERS, MOET ON ICE, Chandelier, Mini-Flûte)

Moët & Chandon is experiencing an unprecedented momentum on all its product lines – Success of the value strategy : operating income +13% per year since 1998
The switch from Formula 1 to the Fashion Catwalks is a great success. This offered an opportunity to feminise the image of the brand and to link with many creative designers

Moet & Chandon International Marketing Manager
Streamlined the product portfolio and identified product-market pairs’ priority. Made the brand more selective and prepared the transition to the year 2000
• « Esprit du Siècle » project leader: the Millennium Champagne: €20.000 each - One century of champagne in a bottle - International press coverage estimated around €8 millions.

Each product had a specific role within the portfolio. Nectar Impérial (Afro-american market) and Moët Impérial Rosé (Night Market) became the new engines of value creation

premium whiskies marketing manager


De Mai 1994 à Octobre 1998

Premium Whiskies Marketing Manager
Moët Hennessy-Diageo joint venture – French Leader in Luxury Wine & Spirits
Direct link with the Marketing Director- 2 direct reports
France became the second market for Cardhu in less than 3 years.
The House of Walker concept inside France is still used today at Diageo.
Off-Trade Sales executive
Loiret (45) + Seine & Marne (77) / Direct Link with the Greater Paris Sales Director

Project manager – marketing europe

DIAGEO , Londres - CDI

De Juillet 1993 à Mai 1994

Project Manager – Marketing Europe
Premium Spirits Worldwide Leader – 22 000 p. – 80 countries

Formations complémentaires


1987 à 1990

ENSIA Engineering School in Food Industry – Paris-Grignon, France

Chef de garde incendie - Officier

Brigade des Sapeurs Pompier de Paris

1990 à 1991

5ème Compagnie - Centre de secours de Champerret

Parcours officiels

ESSEC – Grande École - Master in Management – 1993 – Cergy


Strategic Management
Marketing Acquisition
Customer Relationship Management (CRM)
digital marketing
Sales development
sales force effectiveness
Finance d'entreprise
Stratégie commerciale B2B
Expérience B2C et B2B
Expérience le domaine privé et public
Marchés publics
International Business Development
International Marketing
Tourisme, hôtellerie, restauration
Création sites web
Marketing Client
Hospitality Management
Étude de faisabilité, audits, stratégie
études marketing
prix de revient
Achats & Approvisionnements
Stratégie de marque
Techniques de Ventes
Brand Awareness | Sales Promotion | Mark