Short Bio - Bassett's Profile
Position: COO/Managing Director
Specialized in growing or turning around businesses and brands by expanding market presence and profits for firms needing to rapidly raise sales volume, fatten margins and increase cash flow to survive in highly competitive market sectors – North America, Asia (China) and Eastern Europe.
A global OTC manufacturer was unable to profitably market its leading product in China. Taking a holistic approach, we searched the market for distribution channels where their OTC product would avoid direct competition with established Chinese medications. Finding one, we immediately differentiated this commodity product, taking advantage of years of research and bona fide medical testing in Western medical journals. Once data was validated, the team created a powerful medical reason to use this product – and priced it below its competitive set. For this client, such a model was a radical, yet cost efficient emerging markets strategy, since the management team recognized a classic advertising campaign just wouldn’t work. Instead, we developed a viral strategy dubbing it “Content Marketing.” This approach showcased the product’s benefits in a series of medical documentaries that delivered a message of product legitimacy and efficacy. Media accepted the documentaries as programming. Demand was generated, because the documentaries delivered an extraordinarily positive and very legitimate image. To augment the documentary we also planned a multi-level media platform (TV, DVD, Web casts, cable) to reach the broader target audiences and a vertical promotional or onsite-merchandising program executed locally. The result was immediate – market acceptance and rapid revenue growth that has continued with increased market share and margins.
Industry Sector Competencies
Function: Lead turnaround, Interim divisional COO in China, Eastern Europe, U.S.
Sector: Packaged goods, luxury, RE, leisure, health
Interim Manager: Yes
Permanent Position: No
Availability: Full time
Prefered Locations: Asia (China, Hong Kong) ; Europe
Additional Professional Interests
Non executive director assignments
Technologies to market (Expert)
Business development (Expert)
New product or service launch (Expert)
Geographical expansion (Expert)
Company rescue or turnaround (Expert)
BA and MBA
English, French, German, Greek
More than 15 years
Start-up, SMB, Multinational
Founder or Co-Founder
Insights from BassettHave a strong emerging markets offense - Prevent failure at home©
- Call us: USA +1 646 898 2014 | UK +44 203 137 2581 | France +33 970 448 419 | Germany +49 89 5480 3739 | India +91 124 663 7651
a timely professional matching process to identify and present the right international executives with relevant local expertise amongst our interim managers, executives, and executive investors.
a unique cross-border reactivity with a first selection of international executives submitted to our clients in less than 10 days through an executive search amongst our executives and interim managers.
for any executive recruitment, the clients have the flexibility either to sign a few months interim management agreement or to hire directly our vetted executives for a permanent position.
100% success fees based on executive recruitment closing. A fixed recruitment fee specific by region and unique for any salary. No retained fees. No exclusivity.