Summary
Overview
Work History
Education
Skills
Languages
Hobbies and Interests
Timeline
Hi, I’m

GENEVIEVE LABRECQUE

Milan
GENEVIEVE LABRECQUE

Summary

Effective, strategic and empathetic leader with a proven track record of driving growth. Thrives on inspiring others to better themselves.

Establishes a clear vision and objectives for the team to deliver against, while creating a desirable work environment. Maximizes opportunities and embraces challenges with energy, determination and integrity.

Overview

14
years of professional experience

Work History

Ray-Ban

Global Head of Marketing
11.2022 - Current

Job overview

  • Set strategic vision and clear objectives, re-established brand positioning and values
  • Team management of 30, set new structure and introduced new category function
  • Oversee all brand activities; campaigns, activations and B2B
  • Delivered 2024 roadmap, optimising production efficiencies, ensuring global consistency in markets
  • Budget optimisation across all channels
  • Boosted brand relevance and innovation attributes with Reverse campaign, along with positive growth in all markets

Oakley

Head of Strategy & Planning
09.2021 - 11.2022

Job overview

  • Develop strategies aligned to business objectives, conducting market research and competitor analysis to identify growth opportunities
  • Co-created the 5 year brand positioning & roadmap for Oakley, contributing to Oakley's brand relevance resurgence
  • Created cross functional processes to increase efficiencies and decision making process
  • Delivered new Oakley consumer segmentation for Product and Brand and 2023 roadmap and guidelines

Uber

Head of Brand Marketing
06.2018 - 09.2021

Job overview

  • Create and implement effective marketing strategies for Uber rides to increase customer engagement, traffic and revenue
  • Develop roadmap from priority needs for EMEA region through business analysis and insight gathering
  • Initiate and lead integrated campaigns (online & offline) including brief, concept, production, execution, and analysis
  • Led EMEA's first Safety campaign, adopted globally, with lifts of favorability +11%, consideration +5%, and 90% video completion

NIKE

Digital Brand Director - Nike Sportswear
09.2016 - 12.2017

Job overview

  • Define category vision and plan roadmap across all digital channels & platforms
  • Deliver European initiatives on Nike owned and wholesale channels, with optimized user experience for mobile
  • Established best practice in sneaker launches, with original storytelling and app based content, resulting in 85% sell through and +15% growth

NIKE

Digital Brand Manager - Olympics Lead
01.2016 - 09.2016

Job overview

  • Set strategic vision for European marketplace across all digital channels and platforms
  • Executed seamless consumer journey across .com, social media, paid media, SEO & natural search, and newsletters
  • Delivered 19-days content plan program leveraging athletes & products, resulting in 1.4M clicks, 76% mobile, and 33M social impressions

NIKE

Digital Merchandising Manager - Running & Training
09.2012 - 12.2014

Job overview

  • Deliver seamless consumer journey on Nike.com to increase traffic, conversion and frequency of visits
  • Identified opportunities in non-branded environment with SEO, Paid Search and affiliates
  • Created Nike Shoe Finder facilitating online purchases of running shoes, leading +30% vs previous year

NIKE

Buying Coordinator - Sportswear Category
11.2011 - 09.2012

Job overview

  • Executed seasonal planning based on forecasted investments and seasonal relevance along with market competition analysis
  • Introduced new footwear wall concept, resulting in category growth +25%

Education

McGill University
Montreal

Bachelor's Degree from Marketing & International Business
05.2009

College Jean De Brebeuf, CEGEP
Montreal

Business Administration degree
05.2006

Skills

  • Strategic team leader
  • Efficient problem solver
  • Confident and clear communicator
  • Insight led decision maker

Languages

English
Bilingual or Proficient (C2)
French
Bilingual or Proficient (C2)
Italian
Intermediate (B1)
Spanish
Intermediate (B1)

Hobbies and Interests

  • Quality time with my kids
  • Sports (Running, Yoga, Skiing, Hiking, Waterskiing)
  • Travelling

Timeline

Global Head of Marketing

Ray-Ban
11.2022 - Current

Head of Strategy & Planning

Oakley
09.2021 - 11.2022

Head of Brand Marketing

Uber
06.2018 - 09.2021

Digital Brand Director - Nike Sportswear

NIKE
09.2016 - 12.2017

Digital Brand Manager - Olympics Lead

NIKE
01.2016 - 09.2016

Digital Merchandising Manager - Running & Training

NIKE
09.2012 - 12.2014

Buying Coordinator - Sportswear Category

NIKE
11.2011 - 09.2012

McGill University

Bachelor's Degree from Marketing & International Business

College Jean De Brebeuf, CEGEP

Business Administration degree

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