Italy
My teammates describe me as passionate, dedicated and knowledgeable. I'm currently on stretch assignment in the Private Sector Fundraising and Partnerships division at UNICEF Global, where I lead planning for Brand Strategy and High Value Marketing. My previous roles combined marketing leadership with strategic projects. As the Head of Brand Marketing, I led a multidisciplinary team to develop the brand strategy and deliver award-winning brand marketing communications that increased brand consideration by 9pp over 2 years. As Head of Supporter Growth, I led the acquisition team at UNICEF UK delivering digital and TV campaigns that delivered £26.2m CY revenue over the past two years while increasing regular giving recruitment by 29% annually. I've been the Strategic Lead for insight & measurement, delivering projects that drive marketing growth such as Marketing Mix Modelling and automate marketing dashboards. I've also been freelance individual giving consultant engaged with the International Federation of the Red Cross. Here I provided ongoing consultancy to nine European and Central Asian markets, developing new cost models that have increased ROI by 62%. My expertise is strategic marketing that delivers growth at all stages of the marketing funnel. I'm most recognised for my skills in brand strategy, mass marketing, and team leadership. I have a passion for research and measurement. If you'd like to discuss challenges, opportunities, and strategies in brand, marketing, or fundraising please don't hesitate to get in touch.
As a Brand and Marketing Specialist within UNICEF’s Purpose Marketing and Brand Building (PMBB) team, I lead strategic initiatives that position brand as a key driver of sustainable growth across global fundraising and advocacy efforts. Key Contributions: 🔹 Global Strategic Communications Framework Spearheading the development of the “I AM” global communications framework in collaboration with DGCA, National Committees, and Country Offices. Leading audience research, message testing, and strategic planning to unify brand positioning across diverse markets. Establishing SMART objectives and a robust measurement framework to track brand impact on awareness, engagement, and fundraising outcomes. 🔹 High Value Audience (HVA) Marketing Delivering high-impact marketing activations to engage high-value donors. Advising National Committees (e.g., UNICEF UK) on team structures, capabilities, and strategies to elevate HVA engagement. Supporting implementation of tailored marketing initiatives to drive deeper donor relationships. 🔹 Internal Advocacy for Brand Investment Developing compelling internal cases for marketing investment using data-driven insights and market case studies. Visualizing the correlation between brand metrics and fundraising performance to influence strategic decision-making. Co-creating resources and methodologies for consistent brand lift studies across UNICEF markets. This role builds on my passion for integrated campaigning and strategic brand leadership, combining data, creativity, and collaboration to drive UNICEF’s mission forward.
Lead the development and implementation of UNICEF UK's brand strategy to ensure audience-centric, compelling brand marketing communications. Managed strategic brand marketing plans & budgets, ensuring financial efficiency and performance monitoring of brand KPIs. Provided strategic leadership in new agency relationships to drive brand success.
• Led Supporter Growth team delivering cash, pledge, eCommerce, Subscriptions, and Legacy products generating £12.5m CY income in 2024 • Guided team of 8 marketers to deliver best-in-class multi-channel marketing across Paid Social, Display, DRTV, Radio, Press, web and SEO growing regular supporter volumes by 63% YoY • Twice delivered integrated annual planning and budgeting aligning Brand, Growth, and Loyalty marketing on key target audiences with a combined budget of £13m+ • Initiated Measurement strategy delivering Marketing Mix Modelling, cookie deprecation mitigation, and automated dashboards meeting business challenges of maximising investment, increasing operational efficiency, and improving senior leader engagement. Delivered and implemented MMM analysis for the first time at UUK
• Played key role in developing and implementing brand marketing strategy that has increased brand consideration by 9pp and key brand association by 12pp over two years • Led team of five to deliver UNICEF UK’s award-winning brand marketing campaign The C Stands for Children. Leveraged integration to achieve 8m additional earned impressions contributing to 24pp increase to campaign awareness in 3 months • Established a culture of audience research and creative testing that has improved creative effectiveness scores by 76% across 2023 campaign executions • Established a brand measurement framework that has increased investment in brand marketing by 240% between 2022 and 2024
• Delivered market analysis of individual giving capabilities identifying resource mobilisation opportunities in 17 markets across central and eastern Europe in 2020 • Ongoing consultancy and support to nine European and central Asian markets, developing in market capabilities to maximise individual giving in 2020 and 2024 • Developed new direct sales cost model for the Russian market reducing CPA by 62% and improving ROI by in 2022 • Delivered successful business case new direct sales models, resulting in new individual giving operations delivering regular resources in Georgia (2023) and Lithuania (2024)
I led the largest regional operation in a national door-to-door fundraising company, overseeing recruitment, training and performance management of a salesforce of 150 fundraisers, team leaders and managers. I improved productivity and achieved record growth in donor acquisition, while delivering the best donor survival rate (85%+) of 14 regional operations nationwide.