The Journey
Early Career
Started at Procter & Gamble in brand management, then moved to Boston Consulting Group (BCG) for strategic consulting, building foundational expertise in brand growth and operations.
Louis Vuitton
Served as CEO from 2001-2003, leading the luxury brand through the 9/11 crisis and making it the only major luxury house to grow during the post-attack economic downturn.
Samsonite
Led investor group acquisition and served as CEO, transforming the near-bankrupt luggage maker into the world's #1 luggage brand before executing a perfectly timed exit just before the 2008 financial crisis.
Pandora
Joined as board member then interim CEO, refocusing the Danish jewelry giant's overcomplicated product line and restoring the brand's core identity around personalized charm bracelets.
Investor
Transitioned to private equity with Advent International, then founded EVCP Growth Advisors in 2016, focusing on minority investments in consumer lifestyle brands with social impact.
Today, with over 35 years of experience across luxury, consumer goods, and private equity, Bottoli has mastered the art of not just saving brands – but reimagining them.
Louis Vuitton: Leading Through Crisis
When Marcello Bottoli took over as CEO of Louis Vuitton in 2001, the world's most prestigious luxury brand was about to face one of the biggest economic shocks in modern history—the 9/11 attacks. Global travel came to a halt, tourism-dependent markets collapsed, and the entire luxury industry braced for impact.
But Louis Vuitton didn't just survive—it grew.
While other luxury brands struggled, Marcello's leadership ensured that Louis Vuitton was the only major luxury house to continue growing during the post-9/11 economic downturn.
How He Led Louis Vuitton Through 9/11:
Pivoting to Domestic Markets
With international travel decimated, Marcello made a bold move: shift focus from travel retail to domestic luxury consumers, especially in Japan, one of Louis Vuitton's strongest markets. Instead of relying on tourists, he redirected marketing and sales efforts toward local buyers, keeping revenues stable while competitors suffered.
Supply Chain Reinvention
Louis Vuitton's exclusivity depends on scarcity and availability in the right places. Marcello streamlined global supply chain operations to ensure products were available for core customers without overproducing or discounting, protecting the brand's elite status and demand.
Protecting Brand Integrity
The early 2000s saw a surge in counterfeiting, threatening Louis Vuitton's prestige. Marcello strengthened global anti-counterfeiting efforts, working with legal teams and law enforcement agencies to crack down on fakes and maintain the brand's premium perception.
Expanding Retail Footprint
While others pulled back, Marcello invested in flagship stores, particularly in key domestic markets. This not only reinforced brand prestige but also ensured long-term dominance when luxury spending rebounded.
The Outcome:
Instead of retreating during the crisis, Marcello doubled down on what made Louis Vuitton great—prestige, exclusivity, and strategic expansion. His leadership ensured that Louis Vuitton not only weathered the economic storm but continued to grow, making it the only major luxury brand to do so.
By the time he left in 2003, Louis Vuitton was stronger than ever, proving that even in a downturn, a brand with a clear vision and disciplined execution can not only survive but thrive.
Samsonite: Reinventing an Icon
After Louis Vuitton, Marcello took on what many saw as an impossible challenge: rescuing Samsonite, the once-iconic American luggage brand that had fallen into near bankruptcy. The brand was outdated, unprofitable, and losing market share to newer competitors. But Marcello saw what others didn't—an opportunity to transform a legacy brand into a modern global leader.
The Challenge
- •Samsonite was struggling with outdated products, weak branding, and poor distribution.
- •The company had lost its relevance in a market increasingly dominated by younger, more innovative luggage brands.
- •Financial distress had crippled operations and eroded consumer confidence.
Marcello's Turnaround Strategy:
Product Innovation
Marcello overhauled Samsonite's product line, introducing lightweight, durable materials and modern designs that appealed to a new generation of travelers. The brand went from old-school to cutting-edge.
Global Expansion
While Samsonite had a strong presence in the U.S., it lacked the global footprint needed to compete. Marcello aggressively expanded into Asia, Europe, and emerging markets, making Samsonite a true global player.
Operational Efficiency
He restructured operations, cutting inefficiencies while investing in supply chain improvements to ensure products were high-quality yet affordable. This allowed Samsonite to compete on both premium and value segments.
Strategic Exit Timing
Marcello led the transformation of Samsonite and helped position it for growth. The investor group successfully sold Samsonite in 2007—just before the 2008 financial crisis hit. Perfect timing saved billions in value.
The Result:
Under Marcello's leadership, Samsonite went from near-bankruptcy to becoming the world's #1 luggage brand. The transformation was so successful that when it IPO'd in 2011 on the Hong Kong Stock Exchange, it raised over $1.25 billion, one of the largest IPOs in Hong Kong that year.
Pandora: Transforming a Jewelry Giant
By the mid-2010s, Pandora had become a household name with its charm bracelets, but by 2017, the brand was in trouble. Sales were declining, the product line had become overcomplicated, and the brand identity was diluted. Pandora's stock price plummeted, and investors were losing confidence.
Marcello joined Pandora's board and later stepped in as interim CEO to stabilize and refocus the company. His approach was classic Marcello: simplify, refocus, and execute with precision.
The Pandora Transformation:
🎯Refocus on Core Products
Pandora had expanded into too many product categories, diluting its brand. Marcello brought the focus back to what made Pandora special: personalized charm bracelets. He streamlined the product line, cutting underperforming SKUs and doubling down on bestsellers.
📊Operational Restructuring
Marcello restructured operations, reducing costs while improving product quality and customer experience. He also renegotiated supplier contracts and optimized inventory management to improve margins.
💎Premium Brand Positioning
Instead of competing on price, Marcello repositioned Pandora as a premium, personalized jewelry brand. This allowed them to maintain pricing power and improve profitability.
🌍Market Stabilization
Pandora had overexpanded into certain markets. Marcello consolidated operations in underperforming regions while doubling down on key markets like North America, Europe, and China.
The Impact:
Marcello's leadership stabilized Pandora, restored investor confidence, and set the brand on a path to renewed growth. His ability to cut through complexity and refocus on what truly mattered saved one of the world's most recognizable jewelry brands.
From Operator to Investor: The EVCP Playbook
After decades of leading global brands, Marcello transitioned into private equity, bringing an operator's mindset to investing. Unlike many investors who focus solely on financial metrics, Marcello believes that businesses don't fail because of spreadsheets—they fail because of poor execution, weak leadership, and lack of focus.
Joining Advent International
Marcello's first foray into investing came when he joined Advent International, one of the world's leading private equity firms, as an Operating Partner in their consumer, luxury, and entertainment vertical. During his tenure, he worked closely with portfolio companies to identify growth opportunities, restructure operations, and improve profitability.
Founding EVCP Growth Advisors (2016)
In 2016, Marcello co-founded EVCP Growth Advisors, a boutique private equity firm that takes a different approach to investing:
- →Minority Investments: EVCP takes minority stakes, partnering with founders rather than replacing them.
- →Consumer Lifestyle Brands: Focus on brands in fashion, beauty, wellness, and lifestyle.
- →Operational Value-Add: EVCP doesn't just provide capital—they bring deep operational expertise to help brands scale.
- →Social Impact Focus: EVCP invests in brands that not only drive returns but also create positive social impact.
The EVCP Difference
Marcello's approach at EVCP reflects everything he learned from decades at Louis Vuitton, Samsonite, and Pandora. He doesn't just write checks—he rolls up his sleeves and works alongside founders to build sustainable, profitable businesses.
Why This Matters for Founders Today
Marcello Bottoli joining MentorPass is a game-changer for founders and executives looking to scale consumer brands. Here's why his expertise is particularly valuable right now:
🔥 Brand Turnarounds in Uncertain Times
If your brand is struggling with declining sales, market shifts, or operational challenges, Marcello has been there—and succeeded. His playbook for navigating crises and driving growth is battle-tested.
🌍 Global Expansion Strategy
Scaling a brand internationally is complex. Marcello has done it multiple times across luxury, travel goods, and jewelry. His insights on market entry, distribution, and localization are invaluable for founders looking to go global.
💼 Operational Excellence
Growth without profitability is unsustainable. Marcello's expertise in supply chain optimization, cost management, and operational efficiency helps brands scale smartly—not just quickly.
🎯 Brand Positioning & Identity
Whether you're launching a new brand or repositioning an existing one, Marcello understands how to create strong, differentiated brands that command premium pricing and customer loyalty.
💰 Exit Strategy & M&A
Planning to sell your business or looking for investment? Marcello has been on both sides of the table—as an operator preparing companies for exit and as an investor evaluating deals. His guidance can help you maximize value.
Ready to Work with Marcello?
Whether you're building a new brand, scaling an existing one, or navigating a turnaround, Marcello's decades of experience transforming global brands can help you achieve your goals.
Related Stories
Roman Khan's Growth Playbook: Unlock the Secrets of Sustainable E-commerce Growth
EXCLUSIVE: Discover the proven growth strategies from one of e-commerce's most insightful operators. Roman Khan shares his sustainable growth playbook for building lasting success in digital commerce.
September 15, 2025
Meghan Caiazzo's Six CEO Buckets: Master Time and Attention Allocation
EXCLUSIVE: Discover Meghan Caiazzo's proven framework for CEO time allocation. Learn the six essential buckets every leader must master: Vision, Accountability, Team, Cash, Key Relationships, and Culture.
September 16, 2025