Working at Rémy Cointreau since July 2017
Current position:  Business Development Director for Cointreau
Based in Paris

Can you tell us about your career path within the Group?
I joined Rémy Cointreau in 2017 as a V.I.E. in the UK, based in London, working on The Botanist brand. I spent almost three years there, during which I had a high level of autonomy and the opportunity to truly manage the brand locally. During that time, I was also involved in the launch of St-Rémy on the UK market.

Following this very hands-on market experience, I moved onto global roles in the Paris office, first with LOUIS XIII and then spending three years with Rémy Martin, mainly on innovation-related positions.
Today, I am a Business Development Director for Cointreau, working on the brand’s international growth and market development.

Overall, my journey has allowed me to work across very different brands and markets, and to evolve from a strong local market perspective to a truly global one.

What did you take away from your V.I.E. experience, and what motivated that choice initially?
The V.I.E. was an extremely formative experience. In the United Kingdom, my experience allowed me to have a first experience with a lot of autonomy. I was responsible for the brand on different levels: managing the budget, defining the brand plan, making strategic choices, and executing them on the field.

I had the opportunity to develop collaborations with highly influential chefs and mixologists on the London scene, which strongly contributed to building awareness first, and then desirability, for The Botanist. This all happened at the peak of the gin boom in the UK, where The Botanist brought a credible, premium offering into a fast-growing category that quickly became extremely competitive, with many strong local brands.

Initially, my motivation for moving to the UK was the desire to continue my career in spirits, but in a more dynamic environment than the French market. At the time, I was in a field sales role and felt I had reached a point where I needed a bigger challenge. London, with its vibrant cocktail culture and strong spirits heritage, was an obvious choice. Being part of the development of a young brand made the experience even more impactful and helped me grow professionally at a very fast pace.

What are your day-to-day responsibilities in your current role?
Today, my role is to support and drive the international development of the Cointreau brand. This involves working closely with markets, understanding their different levels of maturity, and adapting the brand strategy to very diverse local realities.

For example, in China, cocktail culture is still emerging, liqueur categories remain relatively small, and teams have historically been very focused on cognac. The challenges there are therefore very specific.
In contrast, in the United States, cocktail culture is extremely strong: the margarita is the most consumed cocktail, tequila is a fast-growing category, and Cointreau plays a key role within that ecosystem. The challenges are more about building awareness, consideration and long-term desirability.

Another key aspect of my role is acting as a bridge between local markets and the global teams in Paris. I focus on bringing strong market insights to the global brand team, ensuring that what we develop at a global level is as relevant and effective as possible for local execution.

What do you enjoy most about your job?
What I enjoy most is the diversity of challenges and the truly international scope of the role. No two markets operate the same way, which constantly pushes me to deepen my understanding of cultural, geographic and business differences.

I also really enjoy working on brand desirability, especially for a nearly bicentennial brand like Cointreau: finding the right balance between heritage and modernity, and ensuring the brand remains relevant, aspirational and contemporary.

One piece of advice for a future candidate joining Rémy Cointreau?
My main advice would be to truly connect with the Group’s values. Rémy Cointreau is quite unique within the spirits industry: it is more confidential, strongly premium-driven, with a deep respect for craftsmanship and an exceptional portfolio of brands.

Having a genuine passion for the products and for what they represent – hospitality, quality and genuine human connections – is key. If those values resonate with you, the Group offers many opportunities to grow, whether across brands, countries or even continents. My own journey is a good example of that.