Further to a 15 year management experience leading him into international sales with Alcatel,
communication and group coordination as the Personal Assistant to the owner to world
famous French brand franchises (Lacoste, YSL, New Man , BHV…), business process re-
engineering and M&A integration with Otis and Keolis, JC Crouin has been in charge for 17
years of the network of marketing agencies of Sopexa ( Food & Wine From France) in Japan
and Asia.

As such he has become an expert in marketing campaigns localization, BTB and collective
marketing, set up and dynamization of prescription networks, training, PR & promotion.
Acting as the Asian representative for regional collective brands such as “Bordeaux wines “
over a long period he developed a unique perspective on international marketing strategies
and tools of the trade, marketing budgets efficiency management and a keen understanding of
relationships between  National image marketing, Terroir collective marketing and sales
promotion activities by the Chateaux, domains and brands .

Over the period he created and launched a significant number of BTB events (French
wines sommelier competitions in Asia…) and was elected General Secretary of ASI
(international sommelier association in charge of the best sommelier of the world contest) for
3 years.

Past President of the French Government’s Trade advisors Council for Asia, he has been
developing training and senior consulting activities between France and Asia for the past 5
years and taken on managing assignments for French M&A advisory Croissance Partenaires
and Pellenc SAS as CMO of the world ‘s leader of wine harvesting equipment.
JC Crouin holds a Master in Management from HEC Paris and an MBA from INSEAD. He
teaches and is Affiliate professor at ESCP BS since 2016.