About me
Growth Catalyst | Global Business Leader | Chief Marketing Officer | Chief Strategy Officer | General Manager | Founder
Consumer-first strategist, transformational leader, dedicated to driving uncommon growth. Track record in mobilizing teams and transforming organizations to achieve outstanding results, by setting inspiring vision, and tapping into the power of whole-brain thinking, simplicity, and collaboration.
Deep experience in consulting (Managing Director and Senior Partner at Kantar Consulting and Prophet) and on the client side (CMO, CSO ABInbev USA, LVMH, Diageo) bringing a breadth of perspective on what it takes to unlock growth in mid-sized and large companies. P&L responsibility, in private and public enterprises, with a proven ability to jumpstart and grow new ventures. Global expertise and perspective, having lived and worked in Asia, North America, and EMEA.
Mastered and codified the principles of premiumization, and the underpinning of lifestyle-driven brand building as demonstrated on the client-side, at LVMH, Diageo, Converse, and ABInBev, or as a strategic consultant, advising clients such as: Marriott International, Accor Group, VF Corps, Diesel, Gucci, Red Bull, Shiseido, American Express, AXA Insurance, and fast growing Chinese global brands, such as Huawei, BOE, Youku, and Midea.
Based in Brooklyn, NY, Benoit is a partner and founder of QUINT AVISORY, a growth strategy consultancy. Currently advises CEOs, in VC and PE backed companies, on brand-led, consumer-centric transformations.
Languages
- French - Native
- English - Pro
Sector Experience
Awards
- 2024 CLIO Awards
- 2024 The One Show
- 2023 AdForum Business Creative Report
- 2023 ANDY Awards
- 2023 Clio Entertainment Award
- 2023 ADC Annual Awards
- 2023 D&AD Awards
- 2023 AICP/NEXT
- 2023 Cannes Lions International Festival of Creativity
- 2022 The New York Festivals Advertising Awards
- 2022 LIA
- 2022 Clio Sports Awards
- 2022 Epica Awards
People I worked with
Bethan Coe
HR Manager
Freedman International
Jeff Fiorello
VP/Executive Music Producer
456 Studios
Colin Stackpole
VFX/Flame Artist
Light of Day Productions and VFX
Ben Looram
VFX Supervisor - Creative Lead/Partner
FCB New York
Julienne Guffain
Sound Designer/Mix Engineer
FCB New York
My Work
SEE ALL WORKIt's Only Worth It
- BRAND:
- Michelob Ultra
- AGENCY:
- FCB New York
McEnroe vs. McEnroe
- BRAND:
- Michelob Ultra
- AGENCY:
- FCB Worldwide
Positions
Founder and President
Quint Advisory
United States
April 2024 - Present (10 months)
QUINT Advisory is a growth consultancy dedicated to helping business leaders drive topline growth and create value in consumer-driven markets.
Proposition: Strategic expertise, operational excellence. We bridge the gap between intention and execution, blending the strategic perspective of management consulting with hands-on operational expertise.
Team: We are a collective, bringing former executives, founders, strategists, and consultants. We bring a balance of generalists and specialists, combining broad leadership experience with deep expertise to solve complex business challenges.
Way of working: We operate through sprint-based retainers, providing both flexibility and the opportunity for deeper, more collaborative engagement, while leveraging other experts as necessary.
Industry focus: We focus on consumer-centric, brand-led industries, advising Growth PE/VC investors, mid-market portfolio companies, as well as publicly traded businesses.
www.quintadvisory.co
Proposition: Strategic expertise, operational excellence. We bridge the gap between intention and execution, blending the strategic perspective of management consulting with hands-on operational expertise.
Team: We are a collective, bringing former executives, founders, strategists, and consultants. We bring a balance of generalists and specialists, combining broad leadership experience with deep expertise to solve complex business challenges.
Way of working: We operate through sprint-based retainers, providing both flexibility and the opportunity for deeper, more collaborative engagement, while leveraging other experts as necessary.
Industry focus: We focus on consumer-centric, brand-led industries, advising Growth PE/VC investors, mid-market portfolio companies, as well as publicly traded businesses.
www.quintadvisory.co
Chief Marketing Officer
New York, United States
September 2021 - December 2023 (2 years 3 months)
Oversaw $1B+ of Marketing budget, 300+ people across 10 Brands, including Innovation, Media, Digital, Sponsorship and Experiential teams and DraftLine, AB’s in-house agency. Reported to the Chief Commercial Officer, Member of North America Zone Executive Committee. Led marketing transformation encompassing structure, capabilities, operating model and culture, to deliver more commercially integrated plans, centered on Cohesion, Collaboration, Coordination.
Chief Strategy Officer
New York, United States
November 2020 - December 2021 (1 year 1 month)
Responsible for 10YP, 3YP Strategy and planning. Reported to the Chief Executive Officer North America Zone (NAZ), and Member of NAZ AB Executive team.
Led 10YP—trend and category analysis and volume forecast, to generate future-back strategy. Reset approach to portfolio (fewer, bigger, better): (1) focusing investments behind fewer ‘Mega-Brands’, (2) accelerating growth in Premium and Beyond Beer segments, and (3) doubling down on Hispanic consumers.
Led 10YP—trend and category analysis and volume forecast, to generate future-back strategy. Reset approach to portfolio (fewer, bigger, better): (1) focusing investments behind fewer ‘Mega-Brands’, (2) accelerating growth in Premium and Beyond Beer segments, and (3) doubling down on Hispanic consumers.
Senior Partner, Head of Greater China and Asia
Prophet Consulting
China
September 2017 - October 2020 (3 years 1 month)
Led market entry of Prophet in China and helped fuel Prophet's growth in China and Asia.
P&L and Team leadership. Strategy and Business Development. Client Engagement and Advisory.
General Management:
Co-lead of Asia Region. Leadership of Shanghai Office (~30 ppl) and P&L.
Oversight of Strategy, HR, Marketing, Demand Generation, Finance and Operations
Client engagements:
Growth Strategy: Market entry, Market segmentation and sizing, Portfolio strategy
Brand & Experience: Positioning & Architecture, Customer Journey, Innovation, Digital solutions
Organization & Culture: Change management, Organizational design, Measurement system
P&L and Team leadership. Strategy and Business Development. Client Engagement and Advisory.
General Management:
Co-lead of Asia Region. Leadership of Shanghai Office (~30 ppl) and P&L.
Oversight of Strategy, HR, Marketing, Demand Generation, Finance and Operations
Client engagements:
Growth Strategy: Market entry, Market segmentation and sizing, Portfolio strategy
Brand & Experience: Positioning & Architecture, Customer Journey, Innovation, Digital solutions
Organization & Culture: Change management, Organizational design, Measurement system
Senior Partner, Managing Director, Africa Middle East Asia Pacific
Kantar Consulting
China
August 2012 - September 2017 (5 years 1 month)
Launched and led regional expansion of Kantar Consulting in Asia. (formerly Millward Brown Optimor)
P&L and Team Leadership. Strategy, Solution and Client Development. Engagement Delivery
Board Member of Millward Brown, Africa Middle East Asia Pacific Region
General Management:
Set the first office in Shanghai in 2012, followed by six new offices, Tokyo, Beijing, Sydney, Singapore, Dubai, and Cape Town. ~USD 30M Total Revenue. 75 consultants
Worked through integration of 'Effective Brands', acquired in 2014—contributed with senior management team to the development and implementation of new Purpose & Values; evolved Strategy & Offering; and new Operating model and ways of working.
Client Engagements:
Led growth and brand strategy engagements in China and AMAP, 50% Multinationals, 50% Local clients.
Market entry strategy for MNCs: Grand Vision, Westland, Red Bull and AXA.
Growth and portfolio strategy: Marriott International, AB InBev, ETAM, VF Corps, Diesel, Goodyear.
Brand-led business transformation for Chinese clients, including Global expansion, brand positioning; portfolio management, brand architecture; organization design and capability building; brand financial valuation and KPIs/Dashboard creation: Hisense, Huawei, Midea, Youku, Yili
P&L and Team Leadership. Strategy, Solution and Client Development. Engagement Delivery
Board Member of Millward Brown, Africa Middle East Asia Pacific Region
General Management:
Set the first office in Shanghai in 2012, followed by six new offices, Tokyo, Beijing, Sydney, Singapore, Dubai, and Cape Town. ~USD 30M Total Revenue. 75 consultants
Worked through integration of 'Effective Brands', acquired in 2014—contributed with senior management team to the development and implementation of new Purpose & Values; evolved Strategy & Offering; and new Operating model and ways of working.
Client Engagements:
Led growth and brand strategy engagements in China and AMAP, 50% Multinationals, 50% Local clients.
Market entry strategy for MNCs: Grand Vision, Westland, Red Bull and AXA.
Growth and portfolio strategy: Marriott International, AB InBev, ETAM, VF Corps, Diesel, Goodyear.
Brand-led business transformation for Chinese clients, including Global expansion, brand positioning; portfolio management, brand architecture; organization design and capability building; brand financial valuation and KPIs/Dashboard creation: Hisense, Huawei, Midea, Youku, Yili
Education
MBA
September 2004 - June 2006 (1 year 9 months)
Master Business Administration Degree
Master of Economics and Management
September 1995 - June 1998 (2 years 9 months)
Major in Marketing
Other professional activities
Tracksuit
Board Advisor
January 2025 - Present (1 month)
Tracksuit’s Global Advisory Board include Tim Brown (Allbirds co-founder), Emily Kramer (Marketing advisor and author of MKT1 Newsletter) and Benoit Garbe (founder of Quint Advisory and former AB InBev US CMO)
The Advisory Board members bring expertise in product development, go-to-market strategies and leadership growth and will play a pivotal role in guiding Tracksuit toward achieving its vision.
The establishment of Tracksuit’s Global Advisory Board comes on the heels of a year of record-breaking success. We topped over $12 million USD in annual recurring revenue in 2024, serving more than 650 customers globally, and we're yet to close out our fourth year in business.
https://www.gotracksuit.com/us
