Frederic Royanez

Frederic Royanez currently serves as the Trade Marketing Director at GBfoods, where he leverages over a decade of extensive experience in consumer goods and retail marketing to drive innovative strategies that enhance brand visibility and market penetration. In this role, Frederic oversees the development and execution of integrated trade marketing initiatives, aligning commercial objectives with consumer insights to optimize in-store execution and promotional activities. His expertise in category management, shopper marketing, and merchandising enables him to craft tailored solutions that resonate with both retail partners and end consumers, fostering sustainable growth across key markets.

Throughout his career, Frederic has demonstrated a strong aptitude for negotiation, strategic planning, and team management, skills honed during his tenure at PepsiCo France. His previous roles—ranging from Key Account Manager managing relationships with major retail chains like Carrefour, Dia, and Système U, to Shopper Insight Manager—have provided him with a comprehensive understanding of market research, consumer behavior, and category categorization. These experiences have equipped him with a keen ability to analyze market trends and translate insights into actionable marketing strategies.

At GBfoods, Frederic’s focus on leveraging data-driven insights and innovative merchandising techniques has been instrumental in strengthening brand positioning and driving sales performance. His leadership in cross-functional teams and his strategic approach to trade marketing initiatives continue to contribute significantly to the company’s growth and competitive edge in the food industry. With a proven track record of delivering results through effective negotiation, market research, and strategic marketing, Frederic Royanez remains a key asset in shaping GBfoods’ commercial success.