Highly-respected travel retail industry veteran Aude Bourdier has established AMB Futureproof, a consultancy dedicated to helping companies and professionals “build resilience and thrive in an era of constant change”.
Bourdier brings a strong track record, notably in the drinks sector, to her new venture. Her career began in 1989 with Moët-Hennessy-Diageo in Singapore, followed by a 27-year tenure at Bacardi, where she held senior leadership roles in marketing and general management across Europe and Asia.
In 2018, she joined Brown-Forman as Vice President, Marketing Director for Global Travel Retail and Asia Pacific. She was appointed VP Managing Director of the Global Travel Retail division in 2020 and later took on responsibility for the French and Benelux domestic markets in 2022.
Drawing on her years of leadership experience in the spirits industry, Bourdier is now providing bespoke advisory, governance and consultancy services designed to ‘futureproof’ organisations against uncertainty while preserving their unique identities and cultures.
“Resilience isn’t a reaction, it’s a mindset. Futureproofing isn’t about predicting the next crisis, it’s about being ready to lead through it,” Bourdier told The Moodie Davitt Report. “Whether it’s an individual navigating a career dilemma or a company preparing for its next chapter, my goal is the same: to help them grow with clarity and courage, without losing what makes them unique.”
Bourdier describes today’s business landscape as one of continuous disruption, where companies are forced to adapt at unprecedented speed. Rather than seeing crises as setbacks, she views them as opportunities to rethink strategy and evolve.
Inspired by Winston Churchill’s maxim to “never let a good crisis go to waste”, her new venture embraces the principle of ‘resilience by design’ – building structures, processes and cultures that can absorb shocks, adapt and emerge stronger.
AMB Futureproof will operate across three key areas. First, it will offer advisory services to professionals, providing targeted and pragmatic guidance to individuals facing complex challenges or pivotal career decisions.
Second, it will provide governance expertise through board participation, where Bourdier’s extensive international experience can support strategic direction and sustainable growth.
Finally, AMB Futureproof will deliver consultancy for companies, particularly medium-sized businesses seeking clarity, structure and actionable solutions to adapt to evolving markets.
“Change should not be a disruptive, once-a-decade overhaul – it should be a continuous, positive evolution that strengthens culture, preserves loyalty and builds resilience.”
AMB Futureproof’s approach is deliberately personal and practical, standing in contrast to standardised consultancy models, Bourdier noted.
“Forget templates. Forget theory,” she said. “I’ve spent 35 years in the spirits industry, in both global travel retail and domestic markets, living across Europe and Asia, navigating boardrooms, brands and business storms. So yes, I know a thing or two about resilience – and about keeping spirits high, literally and figuratively.”
In addition to her corporate achievements, Bourdier has been an active voice in the wider travel retail industry. A long-standing member of the Tax Free World Association (TFWA) Management Committee, she was elected multiple times and served on its Board as Vice President of Commercial and Marketing.
Most recently, she completed the High Performance Boards programme at the prestigious International Institute for Management Development (IMD) in Lausanne, a leading institution for governance education.
Throughout her career, Bourdier became known not only for building brands but also for guiding people. Colleagues regularly turned to her for advice during critical transitions, complex negotiations or interpersonal challenges.
These interactions, often informal and behind the scenes, became what she now describes as the most rewarding part of her professional life. “The real strength of a company is how it anticipates and drives changes,” she said. “And the real measure of leadership is helping others succeed in that process.”
By establishing AMB Futureproof, Bourdier is channelling that passion for mentorship and transformation into a structured offering for companies and professionals alike.
With a focus on agility, foresight and sustainability, she said the consultancy aims to partner with individuals and organisations that want to evolve with purpose and confidence rather than react in fear.
“AMB Futureproof is not about ticking boxes or applying rigid frameworks,” Bourdier concluded. “It is about building companies that can evolve confidently without losing their soul. Change should not be a disruptive, once-a-decade overhaul – it should be a continuous, positive evolution that strengthens culture, preserves loyalty and builds resilience.”
Aude Bourdier will attend TFWA World Exhibition this month and can be contacted at this email address: aude@ambfutureproof.com ✈
