Celine TRAN


Professional Status


About Me

Bi cultural French & Vietnamese executive offering 10 years of experience in marketing & product development in Europe & Asia. Strong expertise in creation & launch of jewelry collection gained at Christian Bernard Group. Accomplished in managing customers’ portfolio & sourcing of materials. Skilled at markets analysis & brands positioning. Excellent knowledge of retail & manufacturing acquired in FMCG environments.


Brand & Generic Collection Director

Christian Bernard Group
Since January 2014
  • Spearheading of the marketing & product development departments of Aurostyle HKG, Asian subsidy of CB Group. Centralization of the Group’s gold & silver jewelry prototypes. Development of 1,200 novelties per year. Management of the 1st Company’s portfolio (35 M USD). Leading a team of 7 designers & products managers.
  • Brands Management
    - Analysis & positioning of Corporate’s brands in Europe & Asia markets (60% of Group’s turnover). Development of brands strategies (vision, mission, go-to-market)
    e.g: http:/www.amandawakeley.com/videos/behind-the-scenes-of-aw-jewellery/
    - Leading product creation with design team & factories. In charge of 6 collections, two developments per year.
    - Establishment of performance indicators, cost & price parameters, market applications & sales estimates.
    - Measurement of new launches’ performance (ROI & KPIs). Variance analysis.
    - Monitoring market trends, research consumer markets and competitors’ activities to identify opportunities & key issues.
    - Oversight of marketing & advertising activities to ensure consistency with product line strategy. Organization of 4 fairs per year through Europe & Asia.
    - Monitor product distribution & consumer reactions. Anticipation of bottlenecks.
    - Management of designer & creation team. Brainstorming innovative growth strategies.
    - Align the company around the brand’s direction, choices & tactics.
  • Sourcing & Procurement
    - Develop, lead & execute the sourcing & purchasing strategies.
    - Track & report key functional metrics to reduce expenses & improve effectiveness.
    - Craft negotiation strategies & close deals with optimal terms.
    - Partner with stakeholders to ensure clear requirements documentation.
    - Forecast price & market trends to identify changes of balance in buyer-supplier power.
    - Seek & partner with reliable vendors & suppliers. Review quality & timing of deliveries

Jewelry Product Manager

Christian Bernard Group
June 2007 to January 2012
  • - Management of a product manager.
    - Market study / Panel (Business intelligence, tendency research, product performance analysis, consumer expectations…), marketing & action plan preparation.
    - Building of the product strategy and price policy (Guarantor of the gross margin of collections).
    - Introduction and coordination: design, development & launch of new products with Vietnam, Hong-Kong & China factories.
    - Management of products life cycle.
    - Pricing strategy.
    - Sales analysis, reporting & recommendations.
    - Assistance of the sales department in the elaboration of the product sales books.
    - Asia jewels Sourcing: elaboration of collection plan, building of the specifications book, negotiation with the suppliers, stocks forecast, logistics follow up, analysis of sales reports.


Master of Purchasing & Logistics

EM Grenoble - Grenoble, France
September 2006 to June 2007

Master of Marketing & Management

IDRAC Lyon, Business School - Lyon, France
September 2002 to June 2006

BA in International Business

Preston University - Lancashire, UK
September 2004 to June 2005


  • Responsible for the jewelry family business in Lyon every summer. In charge of sales inside the boutique. Inventory & cash management
  • Volunteer to distribute food & soup to homeless people in France. Contribution to poverty & social injustice reduction
  • England
  • Denmark
  • Italy, Spain
  • Greece, Croatia
  • Morocco
  • Japan, Korea
  • Hong-Kong, Singapore
  • Taiwan, China
  • Thailand, Vietnam, Laos, Cambodia
  • Indonesia, Malaysia, Philippines
  • India, Sri Lanka
  • Australia


  • Pack Office
  • SAP
  • French
  • English
  • Vietnamese
  • Spanish