Milan, Lombardy, Italy
Passionate marketeer believing 9 out of 10 words in the job should be supported by data. 10+ years international experience in FMCG firms on both female (beauty) and male (spirits) oriented categories. Hard worker consistently aiming to deliver team results through transparency, proactivity, strategic vision and a creative approach as the best blend to create stand-out storytelling campaigns and building bonding brands.
Leading pitch design, development, client presentation and contract proposal for the agency branch of the group. Main results: - Led a start-up agency to pitch for >900k, 4/4 pitches won for a collection of brands: (e.g. UBS, Ceres, Pernod Ricard, Pharmalife Research) in 3FYs • Set up ad hoc digital ecosystem to profitably generate >654k€ in Net Sales over 3 FYs
Mass marketing – focus Absolut, Havana Club, Jameson, Beefeater, G.H.Mumm • Definition of House of Brands - PRI brand portfolio priorities, development of strategic directions and 3-year plans for each brand • Responsible for medium-term management and development of brands P&L, in coherence with local needs (Market Company) and international strategic guidelines (Brand Companies, Licensed Brands) • Direction of processes to collect and analyse insights from market, consumer and best practices beyond the spirits industry to improve plans, liaising at international level to ensure consistency between global brand development and country needs • Definition of marketing mix strategies (Media/Events/PR/Advocacy/Digital) and related implementation, creation and adaptation of ATL/BTL communication • Supervision and support for a consistent integration of ON-trade and OFF-trade marketing activities within brand plans • Measuring and monitoring of effectiveness and ROI of marketing activities • Definition of messages to top management, team lead for preparation of meetings • Team construction, development and management: training, development of marketing hard skills and competencies of managed resources, contribution in career plans development
Haircare and Styling – Garnier – Fructis, Ultra Dolce, Franck Provost • Definition of strategic directions for each brand, 3-year marketing plans, portfolio priorities management (NPDs, renewals, pillars and base catalogue activations) • Direction of processes to collect and analyse insights from market and consumer, liaising at international level to ensure consistency between global brand development and country needs • Responsible for NPDs local positioning to build brand experiences both integrated and engaging for final consumers • Budget management (A&P allocation and main P&L lines, category sell-in forecast, pricing strategies) • Definition of marketing mix strategies (IMC/360/Digital/Retail) and adaptation of ATL/BTL communication • Definition of media and promotional plans, in coordination with media department, trade marketing and category management teams • Creation and management of yearly consumer and market research plans • Definition of messages to top management, team lead for preparation of meetings • Team construction, development and management: training, development of marketing hard skills and competencies of managed resources
Haircare and Styling – Garnier – Fructis, Ultra Dolce, Franck Provost • Medium-term management of brands portfolio to contribute to their development • Supervision and coordination in implementing NPD launches • Responsibility and management of A&P budget • Development of an in-depth consumer knowledge: insights elaboration, sharing and confrontation on NPDs with the international marketing department on y+1/y+2 launchplans • Coordination and effective/efficient interaction with all functions to ensure achievement of business and marketing objectives • Team development and management, ensuring progression of expertise and know-how for managed categories
Haircare – Garnier – Fructis brand • Implementation of NPD launches and management of existing portfolio • Proposition and implementation of promotional and trade marketing plans • Market and consumer analysis to optimise product performances through punctual recommendations to management • Adaptation and creation of advertising and promotional creative assets • Development of integrated models for sell-in forecast to support industrial supply plans
• Management and development of ecommerce activities • Responsible for building and implementing a consumer panel project for both global development and EU operational teams