Lugano Metropolitan Area
“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does." Nelson Mandela. Changing the world was the reason I started studying marketing — youth dreams big, you know? And if I’m passionate about sport, it’s because it has always had a positive impact on my life: helping me grow through continuous learning, building strong friendships, and teaching me to aim higher in every area. That’s why Mandela’s quote became mine. Since my first university year, I’ve grown into a true Swiss Army Knife in Marketing and Communications — adaptable, multi-skilled, and always ready to support the team. My focus lies in marketing strategy, campaign management, and international growth. I combine analytical thinking with creativity, and every time I join a team, I naturally become the go-to person thanks to my hands-on, versatile, and solution-oriented approach. I believe in teamwork and collaboration across departments, and I proactively take the lead when managing cross-functional projects. I’m the calm in the storm — the one who takes the rudder in complex situations, keeping direction with a clear mid- and long-term vision, while supporting the team with practical solutions. Outside of work, I’m a marathon runner. I also love being in nature — cycling or hiking to disconnect and reflect — as well as traveling and gastronomy to feed my curiosity. Photography helps me observe and better understand society and what’s around me. I’m always up for a conversation on sports, leadership, or purposeful marketing. Feel free to drop me a message — for a chat, for a project, or simply for a physical or virtual coffee.
• Led the digital strategy for Wrangler and Lee brands across the EMEA region, focusing on Ecommerce and strategic key accounts. • Collaborated with cross-functional teams to enhance brand visibility and customer engagement online. • Analyzed market trends to optimize digital marketing efforts and drive growth in the competitive landscape.
- Leading the go-to-market strategy for the launch of two B2B applications: EME (construction site management) and Repathy (physiotherapy rehabilitation pathways). - Developing integrated and omnichannel marketing plans to support both launch and sustain phases. - Planning and executing targeted social paid campaigns to drive lead generation and user acquisition. - Contributing to the definition of the customer journey for new user acquisition, with input across key digital touchpoints. - Defining the content strategy across owned channels, including CRM and social media, to drive awareness and adoption. - Overseeing internal creative resources to ensure brand consistency and design alignment. - Contributing to early-stage budget planning and resource allocation to build scalable marketing foundations.
- Spearheading the marketing strategic plan to drive profitable growth across Digital Key Accounts, DTC and Wholesale Key Accounts, ensuring alignment with brand and business objectives - Leading the long and near-term marketing strategy for Digital Key accounts in EMEA, fostering close collaboration with Key Account Managers to align business goals with the GTM strategy - Partnering with DTC, PR, and Social Media for synergies across platforms, ensuring strategic coordination and messaging consistency - Pivoting strategy and execution of full-funnel campaigns owning KPIs, adeptly adapting to the marketplace and understanding the impact of brand media investments on the conversion funnel. Ownership of the regional marketing calendar for the channels - Conducting comprehensive performance reviews, identifying optimization opportunities and driving initiatives for new market segments and customer acquisition - Leading marketing activations in retail partners and wholesale channels, fostering brand awareness, consideration, and conversion within local communities - Developing impactful 360° Customer-Centric Brand Experiences, leveraging consumer insights for future growth - Planning and implementing diverse retail initiatives, ranging from shop-in-shops, premium window displays, digital marketing asset support to optimized in-store communication ensuring seamless campaign rollouts - Collaborating with commercial teams to optimize growth efforts and build robust relationships that contribute to the overall success of marketing initiatives - Effectively collaborating with cross-functional teams, fostering synergy and driving collective success - Shaping marketing strategies and activation plans by ensuring efficient allocation and management of the marketing budget, with a focus on maximizing returns and achieving brand and financial objectives - Managing agency relationships, directing and over-seeing their activities
- Building and executing multichannel marketing plans for ALDO and Call it Spring in alignment with the Global Go-to-Market strategy and including regional nuances for local impact to increase brand awareness and support sell-out (Key accounts: Zalando, Kurt Geiger, Boozt, Amazon) - Being the EU stakeholder for Global brand on main marketing topics and participating in key strategic meetings at the ALDO Group HQ (Canada) to improve growth and processes. - Launching and leading for ALDO & CIS the influencer marketing strategy in Europe to increase brand awareness. - Managing and launching Amazon Advertising (AMS) performance campaigns for both banners in Europe. - Measuring and analyzing ROI for all campaigns with innovative monthly reports presented to Global leads for budget and performance optimization. - Working closely with the key account managers and sales team to support sell-in, sell-out and in season specific requirements. - Coordinating European Market Weeks, adapting global brand content to local needs and leading client presentations for wholesale accounts at the EU HQ. - Requesting geolocalized visual assets and ensuring creative alignment across all channels, accounts and markets working together with the Global content and design teams. - Working with external partners to define and execute consumer insights studies to influence growth and improve marketing results. - Supporting budget planning and being responsible for accruals, invoicing and investment follow up. - Managing Ecomm product imagery requests for online wholesale accounts. - Leading the European wholesale and franchise marketing structure with direct reporting line to the EU VP for an interim period of 5 months (May 2018-Sep 2018).
- Conceiving and developing online and offline marketing and communications strategic plans. - PR initiatives and media relations management. - Branded content writer (Audi, BBVA, Clarks, Clinique, European Commission, IKEA, Martini, Revlon, Sanofi, Vodafone). - Online project management. - Events management. - Conceiving, writing and coordinating communication media. - Social Media management.