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From SKEMA to Global Communications Director at Gucci: the brilliant career of Benjamin Cercio (SKEMA 2007)
Since graduating from SKEMA Business School in 2007, Benjamin Cercio has successfully forged a brilliant career in the world of fashion and communications in Paris and Milan. He reflects on the key moments of his journey so far, from his studies at SKEMA to his professional experiences at iconic fashion houses like Louis Vuitton and Gucci.
Let's talk a little about your academic background. Why did you choose SKEMA Business School?
I’m originally from the south of France and I grew up on the French Riviera. My academic background is fairly typical: I completed a preparatory course and then joined SKEMA Business School. I did a Masters there, on the Sophia Antipolis campus, where I specialised in Service Management before starting my career in the luxury industry. After my preparatory course, I applied to several schools and was admitted to SKEMA. The school's high ranking was the deciding factor for me.
From a personal and an academic point of view, what stands out for you about your time at SKEMA?
On a personal level, SKEMA brought me a lot. It is there that I met my best friends, but also my partner, with whom I’ve shared my life for 17 years now. I was lucky enough to find a real family at the school. I also had some great times with the Student Union (BDE), where I was heavily involved. It was a memorable time with a very rich and dynamic student life punctuated by a lot of events and activities.
On the academic and professional side, the internships I did while studying at SKEMA Business School were really decisive for the rest of my career. They allowed me to find my path and introduced me to the world of luxury, communications and influencer marketing, fields I knew nothing about at the time. These experiences opened up a world of possibilities for me and truly taught me my trade.
How did your career develop after your diploma?
In 2017, during my second year at SKEMA, I interned for six months in the press department at Louis Vuitton. At the end of this internship, the company offered me a permanent contract. I didn’t want to interrupt my studies so close to graduation, so we agreed on a work-study contract. For a year, I commuted between Paris, where I worked, and SKEMA's Sophia Antipolis campus.
After graduating, I continued working at Louis Vuitton as an Assistant Fashion Press Officer and gradually moved up through the ranks over the years. At 25, I was managing the brand's press relations across Europe. I got the opportunity to travel extensively (to the Middle East, Russia, the UK, Italy, Norway, Austria, Spain…) and I built up a vast network of journalists. I then moved to a new department called Celebrity Relations. At that time, we were starting to realise the key role celebrities play in promoting products. The luxury house began to surround itself with ambassadors to embody the brand, and increasingly dressed celebrities for major events like the Grammys, the Oscars, and the Video Music Awards. This was also the early days of social media, and we quickly realised its potential as a communication tool.
I was eventually promoted to the position of Global Communications Director at Louis Vuitton. I was responsible for celebrity relations, press relations, influence, public relations, event communications, social media, and corporate communications. This role was in its infancy, and I developed my expertise as trends evolved.
After 17 years at Louis Vuitton in Paris, two years ago I decided to join Gucci in Milan as Senior Vice-President Global Communications. My role there was similar to my previous one, but with an expanded scope and additional responsibilities. I left that position earlier this year and I’m currently preparing my next professional venture, with the prospect of returning to France in the near future.
What do you enjoy most about the world of luxury, fashion and communications?
I had always wanted to work in the fashion industry. It’s a highly creative industry where the frenetic pace of keeping up with the seasons is a real adrenaline rush. I love working under pressure and juggling multiple projects at once: opening a massive number of stores in China, a fashion show in Paris, another in Rio... It’s really exhilarating and you never get bored!
At both Gucci and Vuitton, I also supervised teams of up to 250 people. I really enjoy this managerial dimension: I love teaching others this profession and helping young talent to grow.
What advice would you give to students and young graduates looking to pursue an international career in the luxury industry?
The most important advice I can give is to believe in yourself and take risks. Nothing comes to those who don’t take risks. If you want an ambitious international career, you have to do what it takes to achieve your aims, and that means stepping out of your comfort zone.
It’s also crucial to develop skills specific to the luxury sector. In my field, communications, there are technical skills to learn, such as contract management, but also interpersonal skills, like the ability to work with creatives. Over the course of my career, I’ve had the opportunity to work with talented artistic directors like Virgil Abloh, Nicolas Ghesquière, Kim Jones, Marc Jacobs...
A high degree of sensitivity is needed to understand these people, translate their needs and meet these while staying on track with the brand’s requirements. There is a lot of psychology in this profession. You also need to be very curious about others and a good listener if you want to build a network and maintain relationships.
Interview by lepetitjournal.com for SKEMA Alumni
