For 45 years, Accastillage Diffusion, or "AD" for insiders, has been recognised as the pioneer specialist in boat and yachtsman equipment, whatever the sailing programme.
A network of more than 130 stores in Europe, a printed catalogue with more than 200,000 copies presenting more than 15,000 products among 400 brands, and a 4,000 m² warehouse are just some of the key figures of this mastodon equipment manufacturer.
What training, what diploma to hold the position of Operations Manager? A clever mix of passion, communication and business skills
Despite a technical degree in mechanical engineering, completed by a professional degree in aeronautics, a business engineer/management training and a quick passage in the world of industry, Michael does not extend himself and launches himself into the heart of the matter:
"I'm going to answer in a weird way, because I don't think there's a royal way. What brought me to this job and this position is above all my passion for boating. If I came to AD, it's because I had a penchant for it, having always sailed. Not necessarily in competition, but in any case out of passion!
So I was working on production lines in an industrial environment and from one day to the next, I was offered the opportunity to work as close as possible to marinas and in my field of passion, I let myself be attracted.
In 2011, I took on my first position as head of development and sales promotion for the Accastillage Diffusion store network. Firstly, I was in charge of export sales development with a focus on Italy at the time.
Then along the way, I created a second brand: AD Corner. Then I took over overall responsibility for the animation and development of sales in France and export."
After a 2-year stint at Bénéteau as Head of Sales France and Boat Club Development, Michaël will return to AD at the end of 2019 to take up his current position.
What daily life, what are the responsibilities of this profession? "Coordinate all functions of the company and then liaise with the network of stores."
As a franchisor and also a central purchasing office, AD buys in bulk, packages, stores and resells single units for the distribution network. The role of operational director is multiple: Animating the network of franchised stores, promoting the brand to end customers, creating links with the supplier network, but also with the group (since AD is part of the Alliance Marine group), managing the logistics site and the team of about fifty people in season is my daily job.
The franchisor's activity consists in promoting the brand, working on the image and notoriety of the brand, but also in bringing the brand to life in B to B to C... we like this expression for its cascading effect that illustrates our daily life.
When we work on our annual guide, for example, it is more aimed at the end customer and remains a fabulous tool for the store network. When we design a commercial operation, we have to think of it as a "cascade", preparing the network for it and being attractive to our yachting customers. Moreover, the Centrale Accastillage Diffusion is like a flagship of the store network. Each decision or strategic choice must be thought through and weighed, as it drives the network, made up of independent companies. The Centrale must be in solidarity with the stores and vice versa. It is therefore necessary to federate a network around a common strategy.
What are the possible evolutions of this profession? A real school on a daily basis to continue to learn business management, in a SME with a passion.
Finally, what is interesting when you manage a SME is a great school to learn every day and develop your transversal skills: B to C communication, B to B communication, business management, team management, to become very versatile. So there are many opportunities for development, working for a supplier, for a construction site (which I did), or moving up in the group or other sectors.
Humanity and beautiful encounters
I would tend to encourage people to come and work in our nautical sector, or in a passionate environment such as ours because it's a small scale, the human being is at the centre, the relationships are pleasant, even family, with all the links in the value chain. From the industrialist to the end customer with whom we talk about boats and fittings, big toys for big children, it's rather nice and allows us to make nice encounters.
