Meet the MLL team

Luciana Berlanga – Regional Manager for South America

What is your career history?

I have worked in Marketing and Communications for 16 years in various multi-national companies and with MLL and Michelin for five years, developing and implementing strategic and marketing planning and being responsible for the budget control.

I am qualified in Business Coaching and have an MBA in Business and Marketing and a Bachelor of Communications.

What does your current role entail?

To craft and execute the Michelin licensing program in South America, generating new partners and reporting to relevant stakeholders in the Michelin group.

What are your key priorities for 2016?

Establish the business in Brazil by acquiring new licensees and distributors.

Continue the growth in Argentina especially with Bardahl and their car cleaning range.

Monitor our footwear licensee Blascorp in Colombia and Chile and to encourage them to invest in marketing and communications.

What do you enjoy most about your job?

Relations with a multicultural and international team, empowerment on a daily basis and acting in all perspectives of the business.

What is the biggest challenge?

Finding the right partner in Brazil and to get investment from them, considering the current economic scenario.

What do you like to do out of work?

Travel, culture and sports. I also help people in their self-knowledge through astrology.

Didier Berge – Regional Manager for Western Europe

What is your career history?

I have been working in Michelin sales and marketing mostly.

What does your current role entail?

As Regional Manager for Michelin Lifestyle limited in Western Europe, my job is to support the Western Europe Vehicle Accessories Licensees in their growth in the key markets of the region, in coherence with the MLL brand extension strategy.

What are your key priorities for 2016?

To develop a successful Michelin business in all key markets of the zone, primarily the UK, France, Italy, Spain, Portugal and Benelux.

What do you enjoy most about your job?

The team work and stimulation associated to working together with licensees and sharing our different cultures and business approaches.

What do you like to do out of work?

Spend time with my family, reading and sport such as Triathlon.