Guillaume Cantelou

Leading Wella Company’s largest global business unit — the Pro & Prestige Brands Division in the United States, a major P&L and cornerstone of the company’s global portfolio. Accountable for driving growth, transformation, and operational excellence across a multi-brand ecosystem including Wella Professionals, Sebastian Professional, Nioxin, and Briogeo, in one of the world’s most competitive beauty markets. Overseeing a team of 230+ professionals, I define and execute the division’s strategic direction, from commercial acceleration and brand activation to digital transformation and new go-to-market models, ensuring sustainable and profitable growth. A firm believer in people-first leadership, I focus on building empowered, high-performing teams, fostering collaboration, agility, and accountability to achieve long-term impact for our partners, customers, and stylists across the professional beauty industry.

Led Wella Company’s Greater Asia & Oceania business, covering Australia, New Zealand, Southeast Asia, Korea, Hong Kong, and Taiwan — one of the company’s most dynamic and diverse regions. Directed a multifunctional regional leadership team spanning marketing, sales, education, finance, operations, and HR to accelerate growth, strengthen brand presence, and enhance profitability across Professional Hair markets. Drove the integration of multiple markets under a unified regional go-to-market strategy, optimizing commercial execution, agility, and alignment across channels. Championed a high-performance, people-first culture, empowering teams to drive transformation, accountability, and sustainable results across a fast-evolving business landscape.

Led Wella Company’s Australia & New Zealand business, managing three divisions — Professional Hair, Retail Hair and Nail — during a pivotal phase under KKR ownership. Orchestrated the creation of a new hyper-growth model, combining structural transformation, digital acceleration and a high-performance culture. This approach delivered strong market share gains across categories and positioned the business as one of the company’s global benchmarks for turnaround and expansion. Established a digital-first organization with a redesigned structure and expanded team, embedding agility and accountability at every level. Drove an omnichannel growth strategy, entering new distribution channels while maximizing ROI and media effectiveness to elevate brand equity and consumer engagement. Fostered a growth-mindset culture, empowering teams to deliver continuous improvement and long-term, sustainable performance across all business units.

Company specialized in developing and producing high quality premium wet wipes, coton pads, single sachets and cosmetic masks for several markets : - Hygiene (Baby Care - Feminine Care) - Cosmetics (Make-up - Skin Care) - Health (Pharmaceuticals - Ophtalmic - Veterinary) - Household & Industrial Multi-channel distribution / International presence 1 Manufacturing site (Nogent Le Rotrou - 28) 2 Offices (Paris - Nogent Le Rotrou) >180 employees +40M€ Euro Wipes is part of ANJAC HEALTH & BEAUTY Company

Lead a 85 people organization 14 direct reports: 12 Regional Directors, 1 Capability Manager / 1 Go To Market Manager Sales Force: 71 Sales reps Reached steady growth in flat/declining market 2 consecutive years - gained market share. Step-changed the Customer acquisition strategy with 360 plan; European countries top performer & trendsetter - grew customer acquisition Sales by 7% Year 1 and 14% Year 2. Led 3-year vision & organizational reinvention to stepchange the business model - reorganized the team roles & responsibilities, as well as territories allocation. Improved the channel profitability by Strategic Revenue Management implementation and Sales Force productivity (+6%) Empower teams to grow & perform at their best / Talent development & recruitment

Develop European Commercial Strategies - long term growth projects Deployment to countries Top Management & follow up local execution

Strategy & Planning: • Design and deploy Go to Market Strategies for key initiatives and commercial innovations on 7 Brands / 17 countries (43% of Global business) • Drive Sales fundamentals for all countries in the Region: distribution, promotional mechanics, sales cycle priorities. • Define category Key Business Drivers targets and lead the European Activity Masterplan • Lead Base business & portfolio management • Build countries commercial teams capability Trade Marketing: • Drive category growth story and design concept sells for all key launches • Lead in-salon visibility material and ensure strong sell-through of the brands • Provide pricing guidelines and define regional pricing corridors • Scale-up best practices across the region to facilitate “share & Reapply” within the countries

Lead Distributor business for 7 countries : Poland, Czech republic, Slovakia, Hungary, Lithuania, Latvia, Estonia. est. retail sales: 53 M Euros Implemented Commercial Strategy for the Region Deployed Sales & Marketing plans to Distributors Led trade terms negotiations with partners Created Joint Business Planning and ensure targets are reached (In-Market Sales, Stocks, Purchases) Coordinated International Key accounts management between P&G central teams and Distributors (Sephora, Douglas, Marionnaud, Muller, Dm) Implemented Trade marketing and Merchandising strategy Ensured to deliver strong growth in mature markets Brands : Dolce&Gabanna, Gucci, Hugo Boss, Lacoste Escada, Puma, Mexx, Bruno Banani, James Bond, Christina Aguilera, Naomi Campbell, Avril Lavigne

Lead the Distributor business for 10 countries in the Balkans region. Brands : Dolce&Gabbana, Gucci, Hugo Boss, Escada, Lacoste, Rochas, Puma, Mexx, Bruno Banani, Naomi Campbell, Christina Aguilera, Avril Lavigne, James Bond,... est. retail sales : approx. 28 M Euros Delivered strong growth (+8% turnover) in markets were category was flat or declining

• Successfully achieved company targets for sales and distribution of professional brands within the assigned territory. • Took responsibility for managing the national Sales Force Automation (SFA) tool, collaborating closely with international teams. • Actively sought out new salon opportunities within the assigned territory, expanding the brand's presence. Played an active role in promotional activities to drive brand awareness and engagement.

• Marketing Research / Studies about our project feasibilities – Operational Follow-up • Settled up Analytical charts – Sales results studies and Recommendations to the teams • Responsible of the Marketing budget - Sourcing of suppliers • Developed strong analytical skills – Both strategic and operational marketing & sales approach – collaboration with international teams.

• Managed portfolio of mass market customers • Referenced new products and kept the parts of shelf space and the visibility of L’Oreal brands • Designed Merchandising plans - Negotiated Special Operations in stores • Ensured the logistic follow-up in Hypermarkets • Strong knowledge of Healthcare products - Application of the marketing and merchandising practices of L’Oreal in shelf spaces