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“The role is a strategic blend of organisational design, talent development, and brand narrative,” shares the newly appointed executive.
Bluebell Group has announced a new leadership structure, with Philippe Guettat (pictured above, left) taking the helm as Group President & CEO, and Ivan Zenovic (pictured above, right) appointed as Chief People & Communications Officer.
Reporting directly to Guettat as part of the executive leadership team, HR leader Zenovic will oversee the modernisation of talent processes and the standardisation of retail excellence across all Bluebell’s key Asian markets, including Japan, South Korea, Mainland China, Hong Kong, Taiwan, Southeast Asia, and Australia, to ensure a harmonised approach to people and performance across the entire Group.
“The role is a strategic blend of organisational design, talent development, and brand narrative,” Zenovic tells HRO’s Tracy Chan exclusively.
He will focus on driving an organisational turnaround by building a "lean and fit" structure.
“I am responsible for architecting a lean, high-performance culture by integrating HR operations, learning & development, and retail excellence with both internal and external communications,” he shares.
“This involves rightsizing the organisation to improve agility and implementing data-backed decision-making. We are instilling a culture of rigorous efficiency where every team member has the clarity and skills needed to execute our new strategic direction effectively. My goal is to ensure our 2,500 staff members are operationally aligned and clearly informed.”
Zenovic’s role underscores the Group’s commitment to integrating its people and culture priorities at the C-Suite level.
Together with the permanent appointment of Guettat, the new leadership structure marks the next chapter for the Group with a long-term vision centred on operational excellence, accelerated growth, and building a resilient, future-ready organisation.
“The Group is moving toward ‘Bluebell 2.0’, requiring a shift from fragmented systems to a unified HR and Comms engine,” Zenovic elaborates.
“By integrating these functions, we close the gap between strategic intent and frontline execution. This ensures that our ‘burning platform’ for change is communicated transparently, while our people systems are modernised to support scalability and cross-market mobility.”
At the same time, by elevating retail excellence and leveraging new talent platforms, Bluebell is enhancing the employee experience with clearer career paths and increased mobility, reinforcing its shift toward a performance‑driven culture built on transparency and brevity.
“Externally, this translates into a stronger brand identity where our leadership and retail standards are visibly elite and consistent,” he adds.
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