CEO Insights Magazine

Amid Vietnam's business scene, some incredible leaders are transforming the landscape with their innovative strategies, visionary thinking, and positive actions. We've gone behind the scenes to uncover the stories of such outstanding leaders. From tech wizards to industry veterans, each CEO on our list brings a unique style and vision to the table. Shining a spotlight on Olivier Fages, Managing Director of Pernod Ricard - Vietnam and Cambodia, we bring to you the smart moves he made, and the lessons learned with 25+ years of experience.

His professional journey began 26 years ago, with Pernod Ricard in Canada, where he spearheaded marketing and trade marketing operations in Vancouver, covering Western Canada. Subsequently, he moved to Pernod Ricard in Mexico, assuming a pivotal role in the marketing domain. Over the course of a decade, he played a crucial part in crafting and executing the Tequila portfolio strategy on a global scale, with his operational base situated in Mexico. Following this impactful phase, he embarked on a new challenge by establishing Pernod Ricard's presence in Nigeria, the largest economy in Africa. In this role, he seized the opportunity to orchestrate the launch of the affiliate, overseeing the setup of the organization, distribution networks, and production facilities.

After five years in Nigeria, he returned to Latin America, assuming a leadership role in the initial phases in Colombia and Venezuela. Over a two-year span, he strategically developed and structured the market. Subsequently, he founded a new entity, Pernod Ricard Andina in Latin America. In his most recent venture, he relocated to Vietnam just four months ago, in September 2023, where he currently oversees the Vietnamese and Cambodian markets. Let’s hear more from the man himself.

Could you share your success mantra as a leader?

My success mantra is pretty simple, i.e., 'Always growing, whether I fail, I try and then I win. And always say yes to new adventures.' This mantra has been guiding me in my entire career thus far, and I will carry it on to inspire my team, my people as I strongly believe it will thrive us as an organization.

How would you define Pernod Ricard? How are you shaping its Unique Selling Proposition in the current market?

At Pernod Ricard Vietnam, we strongly believe in the potency of uniting individuals and the favorable influence derived from transforming occasions into unforgettable experiences. We embody a company with a distinctive culture and a dedicated workforce – a business with a soul.

Our response involves delivering Good Times from a Good Place, with a commitment to placing sustainability and responsibility at the core of the experiences we craft. This includes transitioning towards a more circular business model, actively engaging in the preservation and regeneration of natural resources.

We take pride in our leadership position in the market, boasting a market share almost double the size of our closest competitors.

In alignment with the Pernod Ricard group, we are committed to establishing a robust market presence through diverse initiatives and practical plans. These include fortifying our portfolio, defining a clear vision for the future, and, as a cohesive team, ambitiously striving to make a significant impact in each local market.

Could you elaborate on the guidelines you employ to lead the company forward?

I've built my leadership approach around two key elements: trust and inspiration. These are gained from four steps including clarity of objectives and messages, listening to the team, challenging the team and supporting them.

Looking ahead, what are your plans for the future, particularly regarding Pernod Ricard's presence in the Vietnam and Cambodia markets?

Vietnam and Cambodia are potential markets for which we are strategically developing robust and sustainable plans for the long term. Through thorough observation and reliance on credible reports, it is evident that the international wines and spirits sectors in both countries encounter challenges related to illicit resources. However, we view these challenges as positive opportunities, seeking avenues for growth while collaboratively working with local authorities. Besides, we are really focusing on strengthening our portfolio. Continuously introducing new SKUs and products to the markets, our focus is on brands with distinctive personalities that foster consumer engagement. Demonstrating leadership through innovation and trendsetting in the market, we are also enhancing our understanding of consumers and drinking occasions by developing tools that blend craft with science. This includes harnessing the right data and employing artificial intelligence to make informed decisions.

The Group envisions clear ambitions for the next decade, aiming for sustainable, profitable growth that benefits all stakeholders. We plan to expand our portfolio by building more premium brands at scale, nurturing the existing portfolio, leveraging innovation in products and services, and capitalizing on external opportunities to meet diverse consumer needs.

As an approach to make a difference, we are strengthening our commitment to Sustainability and Responsibility. This involves engaging in biodiversity projects, addressing our carbon footprint, managing water usage, ensuring consumer transparency, incorporating digital labels, promoting gender pay equity, investing in distilleries and production, encouraging responsible consumption, and more.

Olivier Fages, Managing Director, Pernod Ricard - Vietnam & Cambodia

Throughout his journey, he has been challenging the status quo, reshaping realities, and building businesses and brands that make a meaningful impact. Ultimately, his daily motivation lies in fostering growth – not just for the business but, more importantly, for the people involved.