São Paulo, Brazil
After an enriching cycle in Luxembourg as Global Brand Leader, starting September 2025 Im starting a new chapter in Ferrero. Thrilled to return to South America, a region that has been central to my personal and professional journey. This time, I have joinned the South America executive team taking on the leadership of the Marketing function across the region – shaping strategy, accelerating growth and bringing joy to people in South America, delighting and surprising them with our iconic products.
Key responsibilities: as a member of the Italian leadership team, I was responsible for delivering the company sales, trading profit, cash and market share targets. My team was responsible for accelerating the growth of the spirit category by working in partnership with KA’s like Carrefour, Esselunga, Metro, Local Ho.Re.Ca distributors and On Trade leading accounts. The team was built on the following functional capabilities: Shopper Insight and Shopper Marketing, Category Development, Commercial Planning, Customer collaboration and commercialization of Innovation.
Key responsibilities & achievements: to lead the marketing effort for three categories: Rum (the second biggest for the business unit), Vodka and Tequila. Pampero® Rum was a local priority for Europe and therefore the local Italian Marketing team was responsible to develop the complete set of marketing disciplines. “Boldness” and “Intensity” were the brand essence values, “Independence” the consumption motivation and “Inspiring consumers to make bold choices” the key brand benefit. The launch of the successful campaign “Write your own history” and the investment on iconic visibility and tastings in the On Trade helped the brand to become market leader in 2008. (it was 3rd in 2005)